Most business websites confuse people, not because the design is bad, but because the messaging is.
According to the Nielsen Norman Group, users typically leave a website within 10–20 seconds unless something convinces them to stay. The easiest way to earn those extra seconds?
Make your message crystal clear. That’s where the StoryBrand Framework comes in.
Developed by Donald Miller, StoryBrand is a messaging formula rooted in one simple idea: “If you confuse, you lose.”
Why messaging matters more than ever
Research shows:
- 88% of online users won’t return to a site after a bad experience (which includes unclear messaging)
- Brands that clearly communicate their value proposition can see up to 23% higher conversion rates
- Only 20% of website copy is actually read, the rest is skimmed or ignored
So, how can you get your message across clearly, quickly, and persuasively?
At SGD, we believe you start by making your customer the hero of the story.
7 Ways to Use the StoryBrand Framework To Sharpen Your Messaging
1. Lead with a problem
People don’t buy products. They buy solutions.
Open with the pain point your audience is feeling, not your product features.
2. Position yourself as a guide, not the hero
Your customer is the hero. You’re their Yoda, not Luke Skywalker.
Use empathetic yet authoritative language.
3. Show the plan
Don’t leave visitors guessing about next steps. Use 3-step plans like:
- Book a call
- Get a messaging playbook
- Win more business
- It reduces friction and builds confidence.
4. Use clear, benefit-driven headlines
Avoid cleverness. Clarity wins, every time.
Dont say: “Discover the Future of Workflow Evolution”
Instead, try: “Save 10+ Hours a Week With Smarter Task Automation”
5. Highlight the cost of inaction
People are more motivated by avoiding loss than gaining something new. Remind them what’s at stake if they don’t act.
6. Add social proof that supports the story
Use testimonials, stats, or case studies to back up your authority as a guide.
7. Finish with a strong call to action
Avoid “Learn More” or “Contact Us.” Use clear, action-oriented CTAs.
Most websites fail the Grunt Test
If someone lands on your site and can’t answer these three questions in under 5 seconds, your messaging isn’t working:
- What do you offer?
- How does it help me?
- What do I do next?
That’s the StoryBrand test in a nutshell. And most businesses fail it.
With the growth and use of AI, brands need to do something unique to stand out right now. And having a clear, compelling message is one of the best ways to do so.
Need help figuring out your messaging strategy?
At SGD, we use a proven messaging process to help our clients get clearer, sharper, and more persuasive across every touchpoint.
We’ve helped teams at RSL Victoria, CyberCX and Merricks Capital rethink their website messaging, align their value proposition, and drive better results.
If you’re curious, reach out to us and learn what your best next step is.
