So you have finally completed your BrandScript, your compelling, clear, one-page Brand Story.
Now, you’re ready to take the first step of putting your ideas into action, to create a StoryBrand website that will effectively transpose the message in your Brandscript to your audience and attract potential customers.
But this is the part where many people get stuck! Don’t fret; you are not alone!
StoryBrand Website Example
Do you want some inspiration?
Here’s an example of a StoryBrand website designed based on a BrandScript.
Unbreakable Love: https://unbreakablelove.org/
The Header
The header passes the Grunt Test:
What is it that you offer: “Resources to help you build a thriving, lasting, and loving relationship.”
Why should website visitors care about this offer: This offer will help them “Develop the kind of loving and eternal bond generations talk about”
To get this offer, the visitors should either “Begin Here” or “Download the E-Book.”
The header hooks the website’s visitors immediately, as the language is relaxed. They haven’t tried to cram mountains of information into the home pages as most other websites do.
What’s good about this section is that they give their visitors two options. Those who want to avail of the services directly can click “Begin Here,” while those who are still hesitating can choose to click “Download E-Book” to receive a free guide and generate leads for the owner.
The Process
It comprises the Plan section from the Brandscript. It makes building an “unbreakable love” seem more effortless for the target customers, where they only have to take three steps: Choose a relationship tool, follow daily guidance, and voila! Target customers can already build an unbreakable love.
Read Storybrand Website Examples – Online Course Websites for more.
My #1 Tip for Building a Winning StoryBrand Website:
Don’t aim for perfection, just aim for completion!
I have seen many brands waiting until their design is perfect, taking forever to launch their new website.
No, this is a mistake!
The truth is, no matter how good you write a copy or develop clear messaging, you will never achieve a 100% conversion rate. Any website owner knows that conversion optimization is a process; It takes time, patience, measuring and adjusting!
Even if you hire a StoryBrand Guide to create your message and build your site, it shouldn’t stop there. There are opportunities to refine your message, copy, structure, user experience, design etc.
Maintaining a StoryBrand website is like caring for a living and breathing organism. But instead of feeding and grooming it, you make adjustments regularly, based on the numbers, every 30 days or so.
At the very least, you should be measuring:
- Unique web visits
- Conversion rate from your direct call to action
- Conversion rate from your Lead Generator
- Your Bounce Rate
- Time spent on site
You can monitor them for free by signing up on Google Console and Analytics. Read these articles to learn how to sign up for an account for each of these platforms:
- 5 Easy Steps on How to Set Up Google Analytics for the First Time
- 3 Easy Steps on How to Set Up Google Console for the First Time
Unique Web Visits
Here’s what you’ll do to learn how many unique visits your StoryBrand website has for a particular time range.
- Go to Google Analytics.
- Click the ‘Audience’ drop-down menu on the left side.
- Click the ‘Overview.’
- You should see the ‘New Users’ label.
According to Google Analytics, New Users are the number of first-time users during the selected date range.
In this example, there is an average of 1,314 new users on the site from July 1 to July 31 2022. This number is inaccurate, though, because of several factors. One is when a new user visits your website but makes another visit to your website on another device. Google will count you as two new users even though you are just the same person visiting from different devices.
Conversion Rate From Your Direct Call to Action or Lead Generation Pages
You want to determine the number of people making it to your “Thank you” or a confirmation page. If your visitors make it to reach this page, it means they have fulfilled the action you want them to do.
It will be possible if you set up the goals in your Google Analytics, and this is how to do it:
- Click the ‘Admin’ at the lower left corner, and you will see the ‘Goals’ option. Click it.
- Click ‘New Goal’
- Choose a ‘Goal Setup’ based on the goal you want your visitors to take – one action for one goal. Let’s set ‘Create an Account’ as an example. Then click ‘Continue.’
- Fill out the ‘Goal Description’ by typing a descriptive name for your goal. For example, if a goal comes from a visitor who signed up for an email on your contact form, you can name it as ‘Contact Form.’
You may also leave it on default if you think you can remember the goal better this way. After that, choose the type of your goal.
As mentioned, if your goal is for your web visitors to reach your confirmation page or your free PDF, you can choose ‘Destination’ as the type, then click ‘Continue.’
- Next, type the other details of your goals. Take note of the destination URL by taking just the part after the domain name.
For example, if the URL of your Thank You page is www.sample.com/thank-you. Just type the /thank-you part, then click ‘Save.’
Note: You cannot delete a goal once you set it up, but you can deactivate it by toggling the switch under the ‘Recording’ to off.
After you set up a goal, Google Analytics will start gathering data. You can know the conversion rate depending on a goal and the time range. Just click the Conversion > Goals > Overview. Then choose the goal under the ‘Goal Option’ and the time range.
In this example, the conversion rate of visitors who scheduled a meeting in Calendly from July 1 to July 31, 2022, is 0.65%.
Bounce Rate
The bounce rate refers to a percentage of your web visitors who go into your website to view one page and go back to the search results or other website without taking action, such as going to another page, clicking a link, or hitting the buy button.
You can determine the bounce rate of your website also on Google Analytics. Go to Acquisitions > Overview. On this page, you can see the total bounce rate of your website coming from various traffic channels.
A high or a low bounce rate can be reasonable, depending on your goal. If your goal is to have your visitors go from one page to another, a high-bounce rate is not a good sign. But it’s not much of a problem if you own a one-page website, and your only goal is for visitors to read what’s there.
Time Spent on the Site
Google Analytics measures the time spent based on a session or a page.
The Average Session Duration refers to the average duration of visitors going to your website until they exit your site. It doesn’t matter when they hop from one page to another on your website, as long as they stay within it.
You can find it under the Acquisition > Overview, the same page as the Bounce Rate on Google Analytics.
The Average Time on Page is more specific. It refers to the average time your visitors spend on a page. Once your visitors go to another page of your site, the time spent on one page ends and starts on the other.
You can find it under Behavior > Site Content > All Pages.
Building a website is a massive project, but it doesn’t mean it can’t be done. It doesn’t have to be perfect, as long as you get it done and improve it along the way. What’s important is the process of perfecting it to reach your goals.
