Skip to content
Level 1, 1 Burelli Street, Wollongong 0406 751 972

Free template | StoryBrand framework

The StoryBrand landing page, section by section.

Ten sections, in the exact order Donald Miller's framework wants them. Copy the structure, swap in your message, and your page starts telling the customer's story instead of yours.

See the template New to StoryBrand? Read the review first

The map

Ten sections, one story.

This is the running order. Tap any part to jump to what it does and what to write in it.

01The headerWho you are and what you offer, in plain words 02The value stackThree secondary benefits of becoming a customer 03The stakesWhat doing nothing quietly costs them 04The value propositionWhat life looks like after they say yes 05The process planThree simple steps to do business with you 06The testimonialThe customer as hero, your brand as guide 07The brand scriptYour story, told to earn the next step 08The lead generatorFree value for the not-ready-yet visitor 09The blog sectionSomewhere to go when they're not ready to convert 10The final CTAThe last chance to answer "why choose you?"

Part 01 | The header

Pass the five-second test, or nothing below matters

The header is your user's first impression, and it has one job: say who you are and what you offer in plain words. No cleverness, no jargon. A stranger should land, read one sentence, and know exactly what you sell and what to do next.

What to write

  • Your one-liner as the headline: the problem you solve and for whom
  • A primary CTA that starts the sale, and a softer secondary CTA for the not-ready
  • One image or video of the customer succeeding, not just your product sitting there
Video or image

The header, wireframed

Part 02 | The value stack

Three more reasons to keep scrolling

Directly under the header, the value stack introduces the secondary benefits of becoming a customer. The headline made the core promise; these three make the decision feel obviously right. Keep them short enough to skim, because that's exactly how they'll be read.

What to write

  • Three benefits beyond the core promise, one line each
  • Lead each with the outcome, not the feature that produces it
  • Give each a simple icon so the row scans in a glance

The value stack, wireframed

Part 03 | The stakes

Name what doing nothing costs

Every good story needs stakes. This section reminds your customer what happens if they don't solve the problem: the money kept leaking, the hours kept vanishing, the competitor kept winning. Loss framing is deliberate psychology, not pessimism, and it decides who buys.

What to write

  • A bullet for each stake: what stays broken without you
  • Make them specific to your customer's week, not abstract doom
  • Keep it brief. One dark moment in the story, not a horror film
Image

The stakes, wireframed

Part 04 | The value proposition

Paint life after the yes

You've named the cost of doing nothing. Now flip it: show exactly what their world looks like once they buy. This section answers one question, "what do I get if I do business with you?", and it should read like relief. Feeling comes first, logic follows, so sell the after-state before the spec sheet.

What to write

  • The after picture: a normal week once the problem is gone
  • Concrete outcomes over adjectives, what they gain, save or stop worrying about
  • Repeat the primary CTA here, this is the first big yes moment
Image

The value proposition, wireframed

Part 05 | The process plan

Make working with you look easy

People don't buy when the path feels foggy. The process plan lays out how to do business with you in three skimmable steps, so the next move is obvious and the commitment feels small. Simple beats thorough here, every extra step costs you buyers.

What to write

  • Three steps, never more: start with a verb ("Book a call", "Get your plan", "Watch it work")
  • One short line under each describing what happens at that step
  • Make step one the same action as your primary CTA
1
2
3

The process plan, wireframed

Part 06 | The testimonial

Let a customer tell the story for you

One strong testimonial does what no headline can: it shows the hero winning with you as the guide. The reader sees someone like themselves on the other side of the decision, and the risk shrinks. Quality beats quantity, one specific story outperforms a wall of five-star fragments.

What to write

  • A real quote with a result in it, not "great to work with"
  • Real name, title and photo, anonymous praise reads as invented
  • Pick the customer your ideal buyer most resembles
“

The testimonial, wireframed

Part 07 | The brand script

Tell your story, briefly, to earn the next step

This is the one section where your brand talks about itself, and even here it's in service of the customer's story. A few lines on who you are and why you're the right guide, then straight back to them. Trust is the goal, biography is not.

What to write

  • Your positioning in two or three sentences, written around their problem
  • One credibility marker that matters to this buyer, not your whole trophy shelf
  • Close with the primary CTA again

The brand script, wireframed

Part 08 | The lead generator

Catch the ones who aren't ready

Most visitors won't buy today, and this section is for them. Offer a genuinely useful free asset in exchange for an email, and the relationship continues after they close the tab. You've seen this one in action: it's exactly how you got this template.

What to write

  • Name the asset and the specific value inside it, one or two lines
  • Show the cover, a visual makes the trade feel real
  • Ask for as little as possible: name and email is plenty
Asset cover

The lead generator, wireframed

Part 09 | The blog section

Give the undecided somewhere to go

Three recent articles at the bottom of the page reduce bounce and keep the not-ready-yet visitor inside your world instead of back on Google. It also quietly proves the guide knows their craft, the way a well-stocked Learning Centre does.

What to write

  • Three recent or cornerstone articles, auto-populated if your platform allows
  • Titles that promise an answer, not a topic
  • Keep it to one row, this is a side door, not a destination

The blog section, wireframed

Part 10 | The final CTA

One last, confident ask

Anyone who scrolls this far is interested and hesitating. The final CTA answers "why should I choose you?" one more time, plainly, and repeats both buttons from the header. People commit to brands they feel belong to them, that's ownership psychology, and this is where it pays off.

What to write

  • One sentence on why you, sharper than anything above it
  • The same primary and secondary CTAs as the header, no new choices
  • Nothing else. Every extra element here costs conversions

The final CTA, wireframed

Template in hand | Two ways to ship it

Steal it. Or have it built for you.

The template is yours either way. If you'd rather skip the DIY, a strategy call maps the framework onto your business: your one-liner, your stakes, your page, built to convert from day one.

Book a strategy call Going DIY? Take the Donald Bot with you, it writes the BrandScript alongside you.