Website Wars: StoryBrand Edition
I’ve got a backstage pass to where the magic happens, and it’s got nothing to do with Taylor and Travis! This VIP pass is to the behind the scenes of your StoryBrand e-commerce website. Working at a web development and design company has provided me with the opportunity to discern the subtle yet crucial nuances that make or break a website. Even better, working at a web development and design company that specializes in StoryBrand designing is the ultimate insight into what works and what doesn’t when it comes to any website and what’s driving your customers.
Most Americans are exposed to around 4,000 to 10,000 ads each day, we all have a subconscious screening process that helps choose exactly what we want and what have a personal interest in. That screening process is the problem we’re tackling today. There’s a way to work through it and go straight for your customer’s personal interest.
It’s called, GET TO THE POINT.
There are so many patterns in websites that don’t work, SOOOOO many patterns; too many ads, too many pop-ups, no, I don’t want to chat, and WHY is there music playing, and how do stop it? My subconscious screening process takes me all of less than five seconds to decide if I’m staying on a site or not. If your customers can’t tell what you’re selling and how to get it within those first few seconds, they’re never going to make it to the checkout.
This is where a StoryBrand guide would do the heavy lifting and ensure your site answers a few critical questions within the first five seconds.
Why do some websites stumble while others soar? Because they’re not enhancing user engagement, functionality, and overall aesthetics. Having worked with Bennett Web Group now for a handful of months, I can confidently say that my ability to recognize the digital fingerprints of success and the areas in which websites might require intervention is razor sharp. It’s obvious who has had a StoryBrand Guide design their site because it’s user-friendly, visually appealing, and has clear Call to Actions. It’s also obvious, who needs help and what they can do to make sure their clients make it past the first five seconds.
To illustrate, I’ll share this quick and expensive story. Earlier this summer, I was shopping for a math tutor because my child was blessed with my less-than-stellar math skills. Also, is there a better way to ruin the magic of summer than with more school? Enter website A: a local business with an established reputation, a weighty recommendation, BUT a website that left me confused, frustrated, and with the desire to rebuild their entire site from scratch. I couldn’t call anyone, couldn’t find the contact info, and certainly couldn’t find availability. Within five minutes I was on website B, the competition’s site where tutoring costs twice as much, but they had a functional, aesthetically pleasing website, that was ridiculously easy to navigate.
Now let’s put these sites through the StoryBrand Grunt Test:
- What is that you offer?
Both sites offer tutoring, that much was obvious. However, the site I eventually purchased from had bold text, a short statement, was easy to read, and was not buried under clutter. It was along the lines of, “Unlocking the Math Potential in Every Child”. Yes, that’s what I want. I want you to help my kid. Period.
- How will it make my life better, or why should I care?
Here’s where one site shined, and the other lost me entirely. Despite a reputable recommendation for website A, I went with website B because their products and services were easier to purchase, schedule, and that made them an authority in managing my child’s math success in my eyes. Keeping the message short and relevant got my attention and my money.
- What do I need to do to buy?
One very clear Call to Action later, I was signed up with a service, scheduled sessions, and was checked out. All from my phone no less. The Call-to-Action button was at the top right, with a second in the center of the screen. Even better, a contrasting bright red color caught my eye right away. That same Call to Action was placed in multiple sections, so it couldn’t get lost and in case I wasn’t ready to buy, a secondary Call to Action was ready for me to receive information.
A good takeaway from this is: clarity in communication always leads to more sales. Having worked at BWG for a few months, I find myself taking a second look at websites to fine tune what sets the good the bad, and the ugly apart. It’s things like a user-friendly design with StoryBrand, mobile compatibility, visually appealing content, clear Call to Actions, and clarity in messaging. I use tutoring as an example, but think about it, we all have stories like that where one website was simply better equipped than another. Be the better-equipped site.
