How StoryBrand Messaging Fixes Confusing Websites
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TL;DR Summary
Most small business websites fail because the messaging is confusing — not because the design is bad.
StoryBrand flips the focus from the business to the customer, making your website instantly clear.
Clear messaging drives results: higher conversions, more leads, and stronger engagement.
Case study: Advantage Roofing doubled its leads after applying StoryBrand messaging.
Start with clarity — not code — to turn your website into a true sales tool.
Table of Contents
The Problem: Beautiful but Confusing Websites
Most small business owners come to me saying the same thing:
“We’ve done everything we can — but the website just isn’t working.”
They’ve invested in design, SEO, ads, or a rebrand, but still aren’t seeing results. Deep down, they feel something is off — but they can’t pinpoint what.
The problem? Their website is confusing.
If visitors can’t understand what you do in the first three seconds, they’ll leave. I’ve had clients send me sites that are full of professional photos and fancy words, but I still can’t tell what they do.
If your website visitors have to work to figure you out, you’ve already lost them.
The Shift: Messaging Before Design
Most business owners don’t intentionally skip messaging — they just don’t know how to write it.
When I used to ask clients, “What do you want to say?” I’d get blank stares. They know what they do — they just don’t know how to talk about it. So, they hope their designer will “find the words.”
That’s where most websites go wrong.
A pretty design can’t fix unclear words.
“If you confuse, you lose.” — Donald Miller, Building a StoryBrand
How StoryBrand Works
StoryBrand messaging flips your perspective.
Instead of talking about your company, you talk about your customer’s story.
When someone visits your website, they’re not thinking about you.
They’re thinking:
“Can you help me solve my problem?”
StoryBrand helps you answer that question clearly by showing empathy, authority, and a simple plan forward.
Your hero section — the top of your homepage — must answer four things in seconds:
What do you do?
What problem do you solve?
How will my life be better?
How can I get it?
If your site does that, you’ve set the hook.
Case Study: From Frustration to Flow at Advantage Roofing
When Tim Mallory, CEO of Advantage Roofing
, first came to me, he said:
“I’ve spent thousands on SEO, and it just doesn’t work.”
After running a Total Online Presence Audit (TOPA), we discovered the truth:
His SEO was working. He was getting more traffic than any other roofing company in Cincinnati — but his website’s bounce rate was 98%. Visitors were leaving instantly because the message wasn’t clear.
We went through the StoryBrand framework and clarified his message. His new hero line and the controlling message for his entire business became:
“We make roof replacement simple and stress-free.”
As soon as the new site launched, leads started pouring in — almost overnight. He’s now tracking 100+ more leads than the previous year, with projected growth of up to $1M in additional revenue.
View Case Study: Advantage Roofing
The Anatomy of a StoryBrand Website
A great StoryBrand website doesn’t just look good — it tells your customer’s story step by step.
Here’s how we structure it at StoryWorks Marketing:
1. Navigation Bar
Your top-right button is your most valuable real estate. That call to action should be crystal clear — “Schedule a Call,” “Get a Quote,” “Book Now.”
2. Hero Panel
The first three seconds decide everything. Clearly state what you do, how it helps your customer, and how they can get started.
3. Value Stack
Highlight the top three wins your customer will experience working with you — fast, simple, clear.
4. The Stakes
Describe the problem your customer is facing and how it makes them feel. When people read this section, you want them thinking, “Yes, that’s exactly me.”
5. The Guide
Show empathy and authority. “I get it — and here’s how I can help.” Use credentials, experience, or testimonials to build trust.
6. The Plan
Lay out a simple three-step plan — something anyone can follow. (At StoryWorks, Step 1 is often Schedule a Call.)
7. Success and Failure
End with a picture of what success looks like — and a light reminder of what happens if they don’t take action.
Each section builds momentum, leading visitors from confusion to confidence — and to conversion.
The Transformation: Clear Messaging, Real Results
We saw the same transformation with another client, Jeff Baker of Adventury (Formerly Hyk Outdoors).
Before:
Homemade website.
Around 300 visitors per month.
Few conversions.
After launching his new StoryBrand website:
Over 6,000 monthly visitors.
600+ downloads per month on his lead magnet.
Enough growth to hire new staff and expand operations.
He told me,
“It was almost like flipping a switch. As soon as the new website launched, leads just started pouring in.”
That’s the power of clarity.
When your website speaks to your customer’s problem and offers a simple solution, growth follows naturally.
What to Do Next
Sometimes the fix is simple — other times it’s layered.
If your website isn’t converting, start by evaluating your total online presence.
That’s why we created the Total Online Presence Audit (TOPA)
— to analyze your website, local SEO, and AI visibility. We’ll identify the gaps and build a clear plan to get your marketing working again.
👉 Schedule Your Free 45-Minute Marketing Checkup
👉 Take Your First Step and Book a Strategy First Engagement - a 30–45-day deep dive that clarifies your message, identifies your ideal customers, and builds a data-driven marketing roadmap so every tactic you use moves your business forward with purpose.
FAQs
Q1. What is StoryBrand messaging?
StoryBrand is a framework that helps businesses clarify their message by positioning the customer as the hero and the business as the guide.
Q2. Why does clear messaging matter more than design?
Because people don’t buy what they don’t understand. A clear message connects faster and converts better than a fancy layout ever could.
Q3. How long does it take to create a StoryBrand website?
Most websites can be completed within 3–6 weeks, depending on content and complexity.
Q4. Can I apply StoryBrand principles to my existing site?
Absolutely. Many clients start with a website messaging makeover before investing in a full redesign.
Q5. What industries does StoryBrand work best for?
It works across all industries — especially for small businesses that sell services or experiences.
Q6. How can I find out if my site is confusing?
Schedule a Total Online Presence Audit— we’ll review your message, visibility, and overall effectiveness.
