Nashville web design group focuses first on optimizing the conversion rate of a website before drawing traffic to it. It’s important to make sure we’re not wasting any money bringing traffic into a website that isn’t going to convert. That’s why we previously talked about ways to improve the conversion rate by using a sales funnel. 

A sales funnel is getting those potential customers who aren’t ready to buy just yet to download an enticing free offer and follow up with an ongoing email or drip campaign. It builds trust and keeps your company in front of your customer in their email, right to their phone, a device they have in their hand every day.

Next, our Nashville web group gave you, the reader, a story about what it looks like for someone to visit your website and leave because it didn’t seem like you could solve their problem. Using the story of the roofing company, we showed you how your customer acquisition cost would go up because the messaging on the website wasn’t right. We used some practical examples to give you an idea of how the website header could be improved to capture the attention of the customer within the first five seconds. And answer those three questions: what problem, what solution, how does one buy it?

Let’s dive into the StoryBrand framework a bit further to discuss how using it on the website can give your customer a better experience and increase your conversions.

Our owner, Thomas Bennett, has been a StoryBrand Certified Guide for over five years now. That means he was trained by Donald Miller to understand the framework and how to use it to help businesses get results. This is the framework that Don has taught to massive companies like Tom’s shoes and Chik-fil-a. 

The concept of StoryBrand is the only way to keep your customer’s attention is to invite them into a story and to position your customer as the hero in the story. When you consider that people daydream or get distracted all day yet can sit down for two or three hours without interruption to watch a movie, you see how the idea of the story is captivating (if it’s a good one).

Our Nashville web design group owner learned the seven elements of the framework, which are all elements used in storytelling. We invite the customer into a story and tell the story of your brand using narrative. 

Those seven elements found in the book Building a Storybrand are the problem, solution or plan, empathy, authority, success, failure, and transformation. An example Don uses frequently is the Jason Bourne movie. In a nutshell and in the context of the framework, he can’t remember who he is (problem), seeks a Guide with a plan help to find himself (plan) who offers empathy (empathy), proves they can help along the way (authority), so that he can find success (success), avoid dying (failure), and become greater than who he was before (transformation).

Okay, that’s all great but how does this work on a website? Our Nashville web design group would highly recommend the StoryBrand book or doing the Storybrand workshop to learn more but we know you are busy so you can reach out to us for a free consultation. We’ll start with a 90-minute session to create a messaging framework about how we talk about your brand. It might look something like what you will find at My StoryBrand BrandScript. 

With this information, we know what words to put on the website. Using the framework is like making music. Once you have the chords, you get creative in the order you put them in to create the song.

The header in this roofing company’s example talked about the problem and offered to give the first step of a plan to fix it. Below that we may sprinkle a little failure in and mention how bad roof leaks can be. They rot the wood, can be wildly costly, and are unsightly on the inside of your home. This is a great time to place the call to action again, “Get Patched Today”. 

In various sections of the website, we would continue to use the framework to speak the customer. For example, we could sprinkle in empathy and authority while including a list of services the roofer offers. It might look like this in a section, thankfully, this roofer understands what it’s like to need urgent roof repair. In his early years as a contractor, he witnessed a roof costing thousands of dollars that could have been fixed with a hundred dollar patch earlier. He started his roofing company and has patched hundreds of roofs in neighborhoods like one, two, and three. He specializes in “insert list of bullet point services here”. Now, we’re three sections into a website that tells a story and offers your customer a lot of information and value. We’re talking about how we solve their problem, how we’re equipped to do it, and why. 

To position the customer as the hero, this roofer may want to lean into the failure point of not fixing this problem today could be really expensive tomorrow. Don’t miss out on a vacation because you had to buy a new roof. Take action. BE THE HERO to your family.

Our Nashville web design company loves the idea of telling this story through an effective sales letter. We’ll often go through the framework to create a letter to put at the end of the email drip campaign calling for action. 

Sometimes more examples help get the point across so we like to also mention copywriter Ray Edwards. He has a formula called PASTOR, which stands for problem, accent the problem, solution, testimonials, offer, and response. Considering this framework in tandem with the StoryBrand framework, creating content or a story to talk about a brand helps.

For example, let’s briefly use our roofer once more through the PASTOR framework. 

Roof leaks can be scary. They are unsightly on the inside of your home. Worse, the real damage they are doing is usually unseen behind your walls. Avoiding major damage is easy with a patch to the roof. John Doe was getting worried after a big rain when he saw his roof begin to leak and parts of the ceiling begin to crumble. When he gave us a call, he was surprised to find we were in and out in thirty minutes with a permanent fix. Today we’re offering a patch for $199 without having to come inside your house. It’s done within two hours of your call or it’s free. Give us a call today and get patched to avoid major roof repairs down the road.

Sold. BOOM.