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How To Storybrand Your Website

The Checklist



Application Makes All The Difference

Too many business leaders read Building A StoryBrand but are not sure how to
apply its principles to their business - especially their website. Now that you
have downloaded this resource, you are one step closer to not just enjoying
the book, but actually letting it transform how you talk about your business
online.

Building A Storybrand humbled us by revealing that most of us have been

talking about ourselves too much and not getting into the head and heart of
our ideal client - the one who we exist to help.

Building A Storybrand changed all this for us and businesses all over the
world are catching on. Did you read and love Building A Storybrand? You’re
not alone. This little resource will help you apply the principles to your most
power piece of marketing collateral you have - your website.

Before we get into “Storybranding your website”, the most important thing
you can do after reading the book is to create what Don Miller calls a
Brandscript. You cannot create a website without a Brandscript. Without a

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Brandscript you will merely add more noise to an otherwise noisy
marketplace. Your message on the site won’t be clear and you will not be
leading people along the hero’s journey as it relates to your business.

Brandscripts are the foundation of your marketing message. You should not
build anything without taking the time to lay it properly at first.

After all, what’s the point of spending all that time and money on something
when you are not even sure who you are talking to, what they are struggling
with, and how to present yourself as the most trustworthy guide to lead them
where they want to go?

Your Brandscript can serve three purposes in your marketing material:

1. It will help you editing existing marketing material.
2. It will provide a filter for present ideas you have.
3. It will help create content for future projects going forward.



What A Brandscript Does For Your Business

• Help you identify your ideal client and understand what they desire most.
• Identify the struggles they are facing internally and externally.
• Strategize a plan for establishing your company as a guide that your
clients come to for solutions to their problems.
• Establish what success looks like for your clients and then focus our
efforts on marketing towards that.

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 NEED HELP WITH YOUR BRANDSCRIPT RIGHT AWAY?

It is tough to know how to put the right words on your website before you identify
who you are trying to reach and what words you use to connect with them.
I’d love to help you create this important resource and get it working for you.

CLICK HERE to schedule a call or send an email to [email protected] and we will

get you sorted out immediately.

You will recall that every good story has seven essential elements. I’ll put
them here just to review.

The Seven Essential Elements Of A Good Story

1. A character
2. With a problem
3. Meets a guide
4. Who has a plan
5. And calls them to action
6. Which can lead to failure
7. Or success

Brands know that they are not the main character of the story - the customer
is. Brands position themselves into the story by being the guide who helps
the customer win the day.

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The 7 Questions You Must Ask To Unleash The Power Of Story On
Your Brand

These are the questions you must ask to create your Brandscript and create
marketing collateral that uses the power of story to connect with your ideal
clients.

1. What do our customers want?

2. What are our customer's external, internal, and philosophical problems?
3. Have we positioned our brand as the guide to the hero?
4. Have we created and communicated a clear plan for the hero to win the
day?
5. Are our calls to action clear?
6. Have we identified the consequences we are helping our hero avoid?
7. Have we helped our hero imagine how we can improve their lives?

When you take the time to work through these questions, you will be
rewarded with the gift of clarity in your message. Those who discover the
power of clarity have the ability to focus on what they do, who they are
reaching, what problems they are solving, how they are going to reach more
people, and how to communicate what they do in a way that does not
confuse.



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What You Do Next

The rest of this document is designed to help you apply the hard work you
have done in creating your Brandscript to your website.

Do not feel overwhelmed that there is so much to do. Just use it to help you
take a few steps forward each day. By the end of this list, you will have the
outline to a website that you know will work and that you can feel proud of.
The outline is structured to connect with potential customers turning them
from browsers into buyers.

Once the checklist is done, you can hand what you have created to a web
designer who will gladly use their talent to build you a site. Most web
designers have a great eye and can build stunning sites, it is the story part and
the words that they struggle with the most.

Here’s what you need on your website to get the most out of the Storybrand
framework and your Brandscript.


The Brandscript And Your Website1:

Do you have a picture or video of “smiling, happy people enjoying your

product” as your hero image?

1 A big thanks to the good people at StoryBrand for providing an outline like this that is adaptable for us in this document.

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Does your headline cast a vision for the “happily ever after” your
customer wants to achieve?
Do you have a tagline that clearly describes what you do?
Is there a direct call to action above the fold on your home page?
Are there direct calls to action located throughout the various sections
of your home page?
Have you clearly stated the problem that your potential customers are
struggling with before they meet you, the guide? (The best place to do
this is “below the fold”, underneath your hero image, tagline and call to
action)
Is there one clear idea communicated throughout your home page that
is obvious and communicates the happy outcome your customer wants?
Does every word, button, or image work to somehow establish you as a
trusted guide who can lead your client to success?
How does the information look on the site? Are paragraphs less than
three lines long? Are there too many links or columns cluttering the
page?
Have you sprinkled in anything about the consequences for not working
with you?
Are the headlines bold and easy to distinguish?
Is there a transitional call to action that offers something of value for
free that someone would give up their email address for? (Think PDF,
Checklist, a video, freebie or a sample of your product)

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 Is your transitional call to action connected to an automatic follow-up
email system that offers content, engages with the potential client and
features direct calls to action?
Do you have icons, images or badges which show the value that your
company offers?
Do you have some badges which show your credibility as a guide?
Have you included testimonials that show how you have solved
problems a potential client may be facing today?
Do you have a junk drawer at the bottom with all the random
information someone might need quickly (phone, email, location, and
anything that doesn’t really fit as the page flows)?

That’s It!
It doesn’t take much to Storybrand your website, but it does take something.
This outline gives you a website that is easy to understand, easy to follow and
clearly communicates “what you do” and how to do business with you.

Need Some Help?

Sometimes you need someone from outside of your business to come and
help you work through this. Maybe you got stuck with your Brandscript.
Many business leaders do. They are so tied to their business they can no
longer think like an outsider.

Perhaps you’ve likely been struggling to share “what you do” and a little
confused about what the best way to reach them is.

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I’d be happy to help you create one. It takes two hours to get clear about who
you are trying to reach and how to best reach them.

From there, we can create an outline for your website…and we can even build
you one as well. But that’s for another conversation.

For now, just schedule a 30 minute consultation call with me. We will get on
the phone together and work through some of the questions that have come
up throughout this document.

CLICK HERE to schedule a call or send an email to

[email protected]

About The Author

Jon founded Get Clear Consulting because he is

passionate about watching great businesses
succeed.


Jon is a certified StoryBrand Guide. Using this

marketing framework, a proven strategy which
is helping thousands of companies multiply their
revenue, he helps companies clarify their message, reach their ideal clients

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and grow their business. Jon adds expertise as a best-selling author and
storyteller.

He has delivered talks all over North America. He is married to Hayley and
they have two daughters, Abigail and Grace.

About Get Clear Consulting

Get Clear Consulting is committed to

growing businesses all over the world
using the power of story-based marketing.
The StoryBrand framework is currently
helping thousands of companies all over the world multiply their revenue.

Jon and his team utilize this powerful disrupting force on your business as
well.

When you work with us, not only do you get the StoryBrand framework
applied to all your marketing resources, you also get a team of specialists
working hard to serve you. As a team, we are 100% dedicated to the success
of our clients. 

This is the kind of partnership that will get you excited about the power of
marketing again. To learn more, you can visit: www.getclear.ca

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