Hidden Opportunities: 7 Overlooked Places to Use StoryBrand on Your Website
Jul 17, 2025Most organizations apply StoryBrand to their homepage hero section and consider the job complete. They craft their one-liner, create a clear call-to-action, and move on to other projects. This approach leaves significant opportunities untapped across the rest of their website.
StoryBrand functions as a complete communication system that can improve every page of your website. Your product pages, about section, contact forms, and error pages all present chances to guide prospects through their story and toward a purchase decision.
The most effective StoryBrand implementations create a cohesive narrative journey that follows visitors throughout your site. Every page becomes another chapter in your audience's story, building trust, reducing friction, and moving them closer to a positive decision.
Your homepage introduces the story. The other pages continue and complete it. Each interaction represents an opportunity to position your prospects as the hero and your organization as the guide who can help them achieve their goals.
We've gathered insights from leading Certified StoryBrand coaches who have discovered creative ways to implement Donald Miller's framework across various website sections.
These applications can enhance your website's performance and visitor's experience.
All you need is one to improve your site experience, so as you read them, think through which ONE tip you can implement in the next week ahead. You can do it!
1. Turn Your Lead Magnet Into a Hero's Oath (Not a Free Download)
Kenny Jahng, Chief Engagement Officer at Big Click Syndicate says...
Most lead magnet pages focus on what you're offering: the free guide, toolkit, or resource. But here's what they're missing: your visitor isn't just downloading content.
They're taking their first step toward becoming the hero who solves a problem they deeply care about.
Think of your lead magnet page as a call to adventure, not a transaction. Instead of generic benefit lists, acknowledge their specific struggle first, then position your lead magnet as their plan to win.
Here's the StoryBrand shift: Lead with their problem, not your solution. Try headlines like "Stuck watching your ministry impact plateau while your community needs more?" or "Tired of programs that sound great but don't actually change lives?" Then offer the guide: "This 5-step engagement system helped 200+ ministry leaders increase community participation by 40% in 90 days."
For businesses: "Spending $5,000 on ads just to watch prospects vanish after one visit? This conversion audit checklist shows you the 7 hidden leaks costing you sales every day."
The magic happens when you acknowledge their internal story before asking for their email: "You know you're capable of more impact, but you're drowning in tactics that don't work. You need a proven plan, not another theory."
Then: "Enter your email to get the exact framework that turned struggling ministries into thriving communities."
End with stakes: "Leaders who implement this see measurable results in 30 days.
Those who don't watch their mission stagnate while the problems they care about persist." This approach converts because it speaks to their real frustration and positions your lead magnet as their bridge to success.
2. How to Write FAQs That Actually Win Customers
Kelley Patrick, Founder/Owner at Visionary Design Concepts says...
Most FAQ sections are written from the company’s point of view. “What services do we offer?” or “What’s our process?”
But that’s not what your potential customers are really wondering. What they actually want to know is: Is this for me? Will this solve my problem? Can I trust this will work? What does success look like for me?
So rewrite your FAQs to answer the questions your customers are already internally asking themselves. Focus on their concerns, not your details. Shifting your language builds confidence, earns trust and helps people say “yes” faster.
Ask yourself as you write: “Does this help them believe they’ll win?”
3. Want to extend the power of StoryBrand beyond the homepage? Don’t forget the 404 page.
Donna Amos, Inspirer of Possibilities at Solopreneur Solutions, LLC says...
Yes, you read that right—your 404 error page can become a powerful trust-building and conversion moment. Most businesses treat this as a dead end, but for StoryBrand marketers, it’s a secret opportunity.
Here’s how to flip it:
Reaffirm the customer’s story. Don’t just say “Oops, page not found.” Instead, acknowledge the journey they’re on.
Use copy like: “Looks like you took a wrong turn—but heroes do that sometimes. Let’s get you back on the path.”
Restate your BrandScript’s transformation. Briefly remind them of who they can become by working with you.
Include a transitional CTA. Offer a lead magnet, quiz, or your top-performing piece of content. Give them a small win, even from an error page.
Inject personality + empathy. This page is often unexpected, so humanizing the moment strengthens connection and showcases your brand voice.
Done well, your 404 page stops being a tech hiccup—and starts being a brand-defining moment. That’s StoryBrand storytelling in the shadows.
4. The Most Overlooked Page on Your Site Could Be Costing You Connection
Lynn Tickner, Founder at Ink and Key says...
When someone schedules a call with you, they’re saying yes to a relationship. But that moment right after they click “Confirm” is one of the most overlooked parts of the buyer’s journey. They’re probably wondering if they did it right and if this is really going to help.
A strong thank-you page gives them the reassurance and the peace of mind they’re looking for. A good thank-you page should create a sense of clarity and calm.
My page offers a simple 3-step plan so they know what happens next and what they should do. I include a short video of me so they can see there's a human behind the brand, and so they can see and hear who they'll meet on the call. I also include links to my most visited pages in case they want to get specific answers before our call.
My goal is to show up as a guide with the perfect balance of empathy and authority.
A good thank-you page keeps the momentum going and helps people feel even more confident that they made the right choice.
5. No More Testimonials!
Charles McFarland, StoryBrand-Certified Marketing Strategist at Theatre of Commerce says...
Testimonials rarely engage as we want them to. They are usually badly written, by people who have no idea of dramatic story structure.
First-person narrative doesn't engage in the way a story-driven character does. Think hero-situation-aspiration-obstacle-guide. The exposition in any dramatic narrative introduces us to all these, for points of the audience identifying with the hero, then describes an "inciting incident" to turn the story's passive voice into active. And so, on to Guide, Plan and Success/ Avoidance of Tragic Consequences. Testimonials therefore don't engage the visitor on the emotional level.
So, while doing customer and market insights using traditional and AI tools, have your Guide interview at least three of your best customers, using the StoryBrand framework. It takes 15 minutes of their time. Your StoryBrand Guide then writes up "stories" (or has Claude.ai do so), and, from the aggregate of the stories, can reflect back to you what your true brand positioning is.
Then (and only then) can you start your brandscripting. And you get social proof copy from client success stories, not testimonials.
6. Create a Pricing Page
Evan Cox, Founder and Lead Strategist at Evan Cox Consulting says...
Even if you don’t feel comfortable sharing a specific pricing list, spend time creating a dedicated page that explores your pricing. The more you can unpack your approach to pricing, the pricing range, or even what factors influence the pricing of your products and services, the better equipped they’ll be to make an informed decision.
And in true StoryBrand fashion, make the page about them. Tell a story that makes them the center of why you’re taking time to share.
Bonus Tip: while it’s completely understandable in competitive industries to worry about someone undercutting your pricing, the reality you strengthen your position as expert and guide in their eyes when you confidently talk about one of the most important factors in their purchase decision.
7. Rethink the About Page
Raj Lulla, Brand Strategist at Fruitful Design & Strategy says...
On most websites, the About page is a forgotten junk drawer of outdated photos, a story about someone’s grandpa, and a generic mission statement that sounds like, “we’re going to serve our customers by being the best blah, blah, blah.”
The biggest mistake people make with About pages is they THINK it’s about THEM.
But if you make one small shift, your About page becomes a love letter to your customer that jumps off the page. Ready for it? Your About page should be about how you fell in love with your customer’s problem. It’s that simple.
Switch from “my grandpa started this business in 1949” to “I can’t stand it when people get ripped off by bad IT companies” or “I looked everywhere for X solution, but I couldn’t find one, so I made it myself for everyone who has the same problem.”
If you do that, your About page will show customers that you are a part of THEIR story instead of feeling like they’re helping you buy your next Volvo.
After all, it’s really About THEM, anyway, isn’t it?
FINAL THOUGHTS
The beauty of StoryBrand lies not in its complexity, but in its simplicity and versatility. As these expert, certified StoryBrand coaches have shown, the 7-part framework can breathe life into every page of your website, from the most trafficked landing pages to the most forgotten corners of your site.
The key is remembering that your customer's story doesn't end when they scroll past your homepage hero section. Every interaction, every page view, every form submission is another opportunity to position them as the hero and your organization as the guide who can help them win the day.
Start by implementing one or two of these strategies, then gradually expand the StoryBrand approach throughout your entire site.
You'll be amazed at how a cohesive narrative can transform not just your conversion rates, but your entire website experience.
Your homepage brought them in; now let StoryBrand keep them engaged, build their trust, and guide them toward the transformation they're seeking. The story doesn't end at the homepage; it's just the beginning. If you need help applying the power of StoryBrand to your nonprofit's messaging, let's talk.
