Though it would be a dream scenario if every StoryBrand website effortlessly attracted hordes of traffic and operated flawlessly, the reality is often quite different. In fact, today we are going to address the opposite situation: Why isn’t your StoryBrand website working? Let’s unravel the mysteries, address the stumbling blocks, and explore the common challenges that might be keeping your allied health website from reaching its full potential.
We are going to talk about 7 main issues that could be hurting your website. These also happen to be some crucial parts of a good StoryBrand website, so even if you find that none of these seem to be your one specific issue, it wouldn’t hurt to try to optimize your StoryBrand site around these points.
1. Do You Have a Website Lacking in Clarity?
Having a clear message is crucial. Imagine the difference between a dark room before and after the light is turned on. StoryBrand is all about that—helping your website stand out. When you have a clear message, you tell your clients exactly what they need to hear as opposed to making them search and wonder. As Donald Miller puts it, “When you confuse, you lose.” Be sure that your unique message is sprinkled throughout your website in short and concise ways. When it comes to problems with clarity, your problem could be too general, not quite the right problem, or maybe there are too many problems.
2. Are You Using a Not-So-Personal Approach?
Now, at the heart of the StoryBrand idea is being all about the customer. It’s like making them the stars of your story. By tuning into their needs and desires, you create this important emotional connection. Make your website into a story where your clients are the main characters, and you’re their go-to guide. Be sure to avoid making yourself into the hero.
3. Does Your Narrative Fall Flat?
We once wrote an article about telling stories in your marketing. Well, StoryBrand taps into that. Engaging narratives keep visitors hanging around longer. As Maya Angelou said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” With StoryBrand, your website becomes a place where emotions mingle with info, leaving a lasting impression. Make your clients feel your care and eagerness to help. Stories are the best way to do that.
4. Are You Forgetting Calls to Action?
Neglecting to include calls to action (CTAs) on your website can hinder engagement and miss opportunities for connection with your therapy practice. Without these intentional prompts, visitors may navigate through your site without actively participating or taking desired actions. Sometimes, people really want to engage with you, but they just don’t know how. CTAs serve as crucial invitations for your audience to interact, contributing to a more meaningful online experience and allowing you to help more people, faster.
5. Is Yours An Untrustworthy Site?
Trust, the cornerstone of any solid relationship, is built carefully in StoryBrand websites. Social proof, testimonials, and credibility elements weave this narrative of confidence. Being in the allied health industry means that trust is everything. On another note of trust, be sure that your website is secure through SSL and other security features.
6. Is Your Website a Frustrating User Experience
In our digital world, being mobile-friendly is a must. Your website must effortlessly adapt to different devices, giving everyone a smooth experience. We advocate for a layout that just makes sense, has quick loading times, and includes an appealing design that matches your brand’s unique message. If your website isn’t hitting all these marks, pick one thing at a time and improve it. Trust includes how your website looks and feels, too. Your clients will thank you!
7. Where Are You?
To attract clients, visibility is key. You may have the best website and the best practice in the whole world, but it doesn’t matter if nobody can find you. Your website shouldn’t just be seen; it should be discovered, creating this loop of visibility and resonance. Here is an article that talks more about SEO or search engine optimization.
Still Having Trouble?
If you’re still not quite sure which of these problems your site is having, consider using a conversion funnel. A conversion funnel is a pathway that guides website visitors through the stages of decision-making, starting from initial awareness to eventual action, such as making a purchase or filling out a form. This is a great thing to use when addressing user interface, but you can also use this in combination with analytics to see where your clients are falling off and start there. If clients start on your home page and then visit your About page, but then leave, maybe that page is too wordy, or isn’t quite resonating. Maybe the loading time is way too slow. The funnel can be a super useful way of finding problems on your StoryBrand site.
Another common issue with StoryBrand websites has to do with the problems you are addressing on your site. One of the most important aspects of storybrand (and often most difficult) is presenting the right problem that your clients are facing. Perhaps you aren’t addressing the right problem, or maybe you’ve got way too many problems on the site.
StoryBrand is amazing. Remember, its power and ultimately the success of your website, lies in clarity, client connection, and a seamless user experience. Embrace StoryBrand with everything you’ve got and don’t forget that your clients are worth the ongoing effort. Continuously work on your website, problem-solve with determination, and ensure your online space mirrors the excellence and care of your allied health practice.