The StoryBrand Website Wireframe
Eight sections that turn your website into a sales machine
The StoryBrand Website Wireframe provides a specific eight-section structure for building a homepage or landing page that guides visitors through a story-based conversion funnel. Rather than treating a website as a digital brochure full of company information, this framework treats it as a step-by-step narrative that answers the customer's questions in the exact order they naturally arise.
The framework follows five core best practices. First, include an offer above the fold with a clear headline stating what you do, a subheadline describing the customer benefit, and a prominent call-to-action button. Second, use obvious calls to action repeated throughout the page with one direct CTA and one transitional CTA. Third, show images of success: happy, satisfied customers enjoying the result of your product. Fourth, break down your revenue streams into digestible, bite-sized categories so visitors immediately see where they fit. Fifth, keep the copy brief; as you scroll down the page, treat each section like the next date in a relationship, gradually revealing more depth.
The wireframe then specifies eight sequential sections for the page: the header (offer above the fold), the stakes (what the customer stands to lose), the value proposition (benefits of your solution), the guide section (empathy and authority), the plan (3-4 simple steps), the explanatory paragraph (for those who need more detail), the call to action section (strong, clear button), and the junk drawer footer (where all the links that don't belong on the main page live).
- A website is not a digital brochure; it's a conversion tool that should guide visitors through a story.
- The above-the-fold section is your first date with the visitor; keep it short, clear, and customer-centric.
- Calls to action should be repeated throughout the page because visitors are ready to buy at different scroll depths.
- Images of happy, successful people signal that your product delivers the transformation customers seek.
- Every section of the page should answer a question the customer is naturally asking at that point in their journey.
- Create the Header (Above the Fold)Design the top section with a clear headline stating what you offer, a subheadline describing how it improves the customer's life, a strong direct CTA button, and a supporting image that shows success or the aspirational outcome. This section must pass the Grunt Test.Pro tipUse a high-contrast button color for the CTA that stands out from the rest of the design. Place it where the eye naturally lands.WarningDo not use a rotating image slider, autoplay video, or abstract artistic photography above the fold. These waste the most valuable real estate on your site.
- Show the StakesJust below the fold, briefly describe what the customer stands to lose if they don't solve their problem. This creates urgency and motivates them to keep scrolling. Use 2-3 short bullet points or a brief paragraph.Pro tipFrame stakes in terms of specific, relatable consequences: lost time, wasted money, missed opportunities, continued frustration.WarningKeep this section brief. Too much fear messaging makes visitors feel manipulated.
- Present the Value PropositionList the key benefits (not features) of your product or service. Use 3-4 short sections with icons or images, each describing a specific way the customer's life improves. Focus on outcomes the customer cares about.Pro tipUse the formula: [Icon] + [Short Benefit Title] + [One sentence explaining the benefit in customer language].
- Establish the Guide (Empathy + Authority)Include a section that demonstrates you understand the customer's challenge (empathy) and have the credibility to solve it (authority). This might include a brief empathetic paragraph, customer testimonials, client logos, statistics, or awards.Pro tipA single powerful testimonial with a real name and photo is worth more than ten anonymous reviews.
- Lay Out the PlanShow a simple 3-4 step process that tells the customer exactly how to do business with you. Number the steps clearly. This removes friction and confusion from the buying process.Pro tipName your plan something memorable if possible. 'The 3-Step Growth Plan' sounds more valuable than 'How It Works.'
- Add the Explanatory ParagraphFor visitors who need more detail before committing, include a brief explanatory section that goes slightly deeper into what you offer. Keep it concise: one to two paragraphs maximum.Pro tipThis is where detail-oriented buyers find what they need. Think of it as the third date: they're interested, now give them enough substance to commit.
- Repeat the Call to ActionInclude another strong CTA section near the bottom of the page. Visitors who have scrolled this far are engaged and may be ready to act. Make the button prominent and the ask clear.Pro tipInclude both a direct CTA (Buy Now, Get Started) and a transitional CTA (Learn More, Download Guide) for visitors at different stages of readiness.
A client's website featured a fine arts painting of his building, a timeline of company history, links to nonprofits, job listings, and FAQs. Miller suggested replacing everything with a hero image of a painter in a white lab coat, the headline 'We Paint All Kinds of S#*%,' and a single 'Get a Quote' button.
Miller evaluated two design firms online. The first had a beautiful site with looping video but no clear way to hire them. The second had a simpler site but prominently featured 'Get a Quote' with a clear three-step process. Miller hired the second firm immediately.
Miller developed this wireframe after reviewing thousands of business websites through StoryBrand workshops. He consistently observed that even businesses with clear BrandScripts would build websites that broke all the rules: leading with company history, burying calls to action, using vague imagery, and overwhelming visitors with irrelevant links.
He created the eight-section wireframe as a paint-by-numbers solution that any business could follow. The structure mirrors the SB7 story arc: the customer arrives at the site seeking a solution (the hero), encounters the problem and stakes, meets the guide (your brand), sees the plan, gets called to action, and envisions the successful outcome. By mapping story structure directly onto page sections, the wireframe ensures that every website tells a coherent, compelling story.