From Brandscript To Homepage: Leveraging Your StoryBrand Messaging to Create a High-Converting Home Page Template


In 2025, StoryBrand.ai will revolutionize how wellness practitioners create their StoryBrand-based messaging. But having a great Brandscript is just the beginning. By leveraging a StoryBrand homepage template, you can turn your website into a high-converting machine. 

No matter how robust your content is or how engaging your “about” or “contact” page might be - your homepage will be the #1 page on your website. It’s the most visible element of your practice’s marketing system. To be high-converting, your homepage should be clear, easy to navigate, and immediately communicate the value you offer. With a StoryBrand homepage template like what I’m about to share, you can transform your website into a powerful tool for growing your business and converting visitors into customers.

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What is the StoryBrand Framework, and Why Does it Work?

The StoryBrand Framework is a proven methodology designed to clarify your messaging by putting your customer at the center of your story. Created by Donald Miller, this framework helps businesses communicate effectively by identifying the customer’s problem and positioning their product or service as the solution. Having a StoryBrand Homepage template as the first thing visitors on your website will turn them into clients in no time!

Why does it work so well? Because it simplifies your message, making it easy for potential customers to understand how you can help them. The framework eliminates confusion, ensures your website visitors know exactly what you offer, and encourages them to take action. 

It’s not enough to just have the seven elements of your brandstory written, you need to put them to work for you! We will show you a StoryBrand homepage template example that resonates with your prospects and encourages them to book! But first, let’s take a hard look at your homepage together:

  • Is there a direct call to action “above the fold?”
  • Is there one clear idea communicated that is obvious and communicates a result?
  • Do you have a “transitional” call to action that offers something of value, also known as your lead magnet? Is that lead magnet connected to follow-up automation?
  • Are there images on your website that display how a client or patient will feel once you guide them to the solution to their internal problem?
  • Is your website full of information —cluttered, with too many links? (A great way to know is to ask if every word, button, and image on your website fits into one of the seven parts of the StoryBrand framework!)

Alright, with that mini-analysis done, let’s examine how you can leverage your Messaging to Create a High-Converting StoryBrand Homepage Template!

How to Structure A StoryBrand Homepage Template Using the Framework

Many of our clients are thrilled to pieces with their StoryBrand Messaging Guide. Finally, someone has listened to them and clearly articulated how they bring value to the marketplace! But if you don’t put that messaging into action - in your emails, sales conversations, on your signage, in webinars or presentations, as a promotional video, in how your staff communicates - and most importantly, on your website, then you’re not going to get the results you’re looking for. Now, let's turn that messaging into a StoryBrand Homepage template that is going to drive visitors to become clients!

We use a simple but powerful approach that includes seven very intentional sections. Let’s walk through those seven sections together.

Section One: 

The Hero: Capturing Attention and Building Connection

The goal of the Hero section is to quickly engage your audience, create a connection, and prompt them to take action. A well-crafted Hero section ensures that visitors immediately know they’re in the right place, understand the value you provide, and feel compelled to explore further.

This section is your opportunity to draw your audience in by answering three key questions:

  1. What do you offer?
  2. How will it make their life better?
  3. What do they need to do to buy it?

By leveraging the Internal ProblemOne-Liner, and Call to Action components of your StoryBrand Messaging Framework, you’ll create a Hero section that serves as the perfect introduction to your business—one that’s clear, compelling, and conversion-focused. Let’s walk through this together.

The Hero section should feature a striking image or video that represents what it feels like for your client or patient to succeed after solving their internal problem. This is not just about showing your product or service—it’s about showcasing the transformation. Look to the Internal Problem section of your framework for inspiration. What struggle are you helping your customers overcome? Choose visuals that convey the feeling of relief, success, or joy they’ll experience after working with you.

The headline should pull from your One-Liner or the Plan section of your framework. It needs to articulate what you do clearly in simple, compelling terms. Avoid jargon and instead focus on clarity. The goal is for your audience to understand your offer at a glance.

Then, in one sentence, expand on the headline by tying your offer to the External, Internal, and Philosophical Problems. This is where you connect the dots between what you do and how it solves their pain points. Be sure to highlight the transformation they’ll experience.

This subhead should answer the second question: How will it make their life better?

Your Hero section should include one to two clear, contrasting CTAs. Refer to the Call to Action part of the Messaging Framework to determine the most appropriate actions for your audience. In general, for a high-converting StoryBrand homepage template you want to include:

  • A primary, direct CTA: “Schedule Your Consultation” or “Book Now”
  • A secondary, transitional CTA“Get The Checklist” or “Take Our Quiz.”

These CTAs should stand out visually and guide visitors toward engaging with you further. Make sure they feel simple, actionable, and approachable.

Section Two: 

The Stakes: Clarify the Cost of Inaction

The Stakes section of your StoryBrand homepage template is a critical component of persuasion. It reminds your clients or patients of what’s at stake if they fail to solve their problems. By addressing the potential negative outcomes, you create a sense of urgency and reinforce why your product or service is essential. This section is where you help your audience recognize the consequences of inaction, tapping into the Failure and Internal Problem sections of your StoryBrand Messaging Framework.

Your audience is naturally resistant to change. They need a compelling reason to take action now instead of putting it off for “someday.” By outlining the risks, challenges, or losses they face if they don’t act, you help move them past indecision. The Stakes section positions your product or service as the path to avoid these undesirable outcomes.

Pull directly from the Failure section of your StoryBrand Messaging Framework. What are the tangible and intangible consequences your audience will face if they don’t take action? This could be a loss of time, money, health, relationships, or missed opportunities. Avoid being overly dramatic - this is not about fear-mongering - but don’t shy away from painting a realistic picture of what’s at stake.

For example: “Ignoring your gut health can lead to ongoing discomfort, low energy, and long-term health issues.” Thisfocuses on the pain points that resonate most with your audience and reminds them of the cost of doing nothing.

Visually, the Stakes section should stand out on the page with a bold headline that emphasizes the cost of inaction and a series of bullet points. You might pair this with an image that evokes the emotional or physical struggles your audience wants to avoid. 

By addressing failure and the internal problem together, this section ensures your audience understands that the cost of doing nothing far outweighs the effort to solve their problem. It’s not about fear-mongering—it’s about being honest about the consequences and showing your audience the way forward. When written well, the Stakes section reinforces the value of your solution and motivates action.

Section Three: 

The Value Proposition: Show Them the Transformation

The Value Proposition section of your homepage is where you highlight the benefits your clients or patients will experience when they choose to work with you. This section bridges the gap between their current problem and their desired future, showcasing the transformation you deliver. To craft it, you’ll draw from the Success section of your StoryBrand Messaging Framework, selecting three key benefits that will resonate most with your audience.

Ready to write your Value Proposition? From the Success section of your Brandscript, identify three benefits that align most closely with your audience’s desires and goals. These should represent tangible, emotional, or aspirational outcomes they care deeply about. Focus on clarity and impact—keep the statements short, powerful, and specific.

Next, for each benefit, include a concise explanation that connects the dots between the problem your audience is facing and the solution you provide. Highlight how your product or service delivers these results, focusing on outcomes rather than processes. These explanations should provide context and make the benefits relatable and actionable.

Visually, you want your Value Proposition section to be clean and easy to read. Use bold headings for each benefit, paired with short explanatory text. Consider adding simple icons or small images to draw attention to each point and enhance visual appeal. Keep the CTA button distinct and easy to click.

Section Four: 

The Guide: Establishing Empathy and Authority

The Guide section of your homepage is where you introduce yourself as the trusted guide who can help your clients or patients achieve the transformation they seek. This section combines empathy and authority to build trust, reassuring your audience that you understand their struggles and have the expertise to solve their problems. This section can feel challenging for wellness practitioners—who are often hesitant to talk about themselves. The key is to focus on how your experience benefits your clients, keeping the spotlight on their journey.

Your potential clients or patients need to feel confident in your ability to help them. This section demonstrates that you have both the compassion to understand their challenges (empathy) and the skills, credentials, or experience to guide them to success (authority). By balancing these elements, you establish yourself as a reliable partner in their transformation.

First, start with the empathy part of your Messaging. Expressing empathy shows your audience that you understand what they’re going through. This helps create a personal connection and reassures them that you genuinely care about their success. To explain how your role as the guide will benefit them, speak directly to the struggles or frustrations they face.

Once you’ve established empathy, back it up with authority. This is not about boasting; it’s about giving your audience confidence in your ability to help them. Choose 2–3 key points that feel relevant to your audience. Frame them in a way that emphasizes how these qualifications benefit them.

Wellness practitioners often hesitate to highlight their qualifications because they fear coming across as self-promotional. To avoid this, keep your authority statements concise and client-focused. You don’t need to list every credential or award—just the ones that matter most to your audience. If you feel uncomfortable talking about yourself, reframe it as explaining why you’re uniquely qualified to help them succeed.

Visually, the Guide section should feel approachable and professional. Consider including a friendly, high-quality photo of yourself.

This section works because it’s actually NOT about you—it’s about your audience and how your expertise can help them solve their problems. By balancing empathy and authority, you show that you understand their struggles and have the ability to guide them to success. With a clear, reassuring CTA, you invite them to take the next step with confidence. 

Section Five: 

The Offers: Framing Goal-Oriented Action

Next, the Offers section is where you present your wellness practice’s top-tier offers in a clear, goal-oriented format. This section helps potential clients or patients understand how you solve their problems and what it will cost to work with you. By focusing on three primary offers and including pricing, you make it easy for your audience to see the value of your services and choose the best option for their needs.

For many wellness practitioners, discussing pricing can feel daunting, but transparency is key to building trust and attracting the right clients. This section allows you to frame your offers as solutions to specific goals, keeping the focus on the transformation rather than just the cost. Your Offers section serves three main purposes:

  1. Simplify Decision-Making: Presenting three clear options prevents decision fatigue and helps clients quickly find the package that suits them best.
  2. Demonstrate Value: Highlighting what’s included in each package emphasizes the benefits and outcomes clients will experience.
  3. Filter Your Audience: Including pricing ensures you attract clients who are ready to invest in your services.

To start, select three packages that represent the most impactful ways you help your clients or patients. These should align with common goals your audience has and reflect the solutions you provide. For example:

  • “Comprehensive Health Assessment” for clients seeking a full transformation.
  • “Targeted Wellness Support” for those with specific health challenges.
  • “Anti-Aging Kickstart” for clients who want results fast.

Each offer should solve a specific problem and include a clear, goal-oriented name. Avoid vague names like “Gold Package” or “Level 1,” and instead focus on outcomes, such as “Feel Energized” or “Grow Your Practice.” For each package, list the key services or features included, tying them back to the outcomes they achieve. Use concise bullet points or short sentences to keep it easy to skim.

Be transparent about the cost of each package. Avoid hiding prices behind a “Contact Us” button, as this can create unnecessary friction and discourage potential clients. Pricing should be presented clearly, alongside a description of what’s included. Every package should include a CTA that directs visitors to the next step, such as booking a consultation, purchasing a package, or learning more. 

The Offers section frames your services as goal-oriented solutions, making it easy for clients to see how you can help them achieve their desired outcomes. By focusing on three top-tier offers, you simplify the decision-making process and position your practice as a trusted partner in their wellness journey. Including transparent pricing and clear CTAs ensures you attract motivated clients who are ready to invest in their health. If you feel hesitant about discussing pricing, this approach keeps the emphasis on transformation and results, making the conversation about value, not cost.

Section Six: 

The Plan: The Path to Success

The Plan section of your homepage lays out the simple, actionable steps your clients or patients need to take to work with you. This is where you guide them through your process, making it easy for them to see how to get started and achieve the results they want. A clear plan reduces confusion, builds confidence, and helps overcome any hesitation they might feel about engaging your services.

The best plans are short, straightforward, and focused on outcomes. In your StoryBrand framework, The Plan simplifies the customer journey into three steps that clarify how your audience can do business with you and what they can expect along the way. Three steps are ideal because they’re easy to remember and follow. These steps should guide your audience through the customer journey:

  1. The first step invites them to take action (what they need to do to get started).
  2. The second step explains how you’ll work together (what happens after they take action).
  3. The third step describes the result or transformation they’ll experience (what success looks like).

Use language that’s clear and action-oriented. Avoid internal jargon or overly detailed explanations—keep it simple and focused on the outcomes. The Plan section isn’t about your internal process—it’s about what your customer or patient will experience. Write it from their perspective, showing them how your approach solves their problem and leads to success.

Visually, the Plan section should be clean, with each step clearly separated and easy to read. Use a bold heading like “Here’s How It Works” or “3 Simple Steps to Get Started.” Pair the steps with concise descriptions and icons or images for visual appeal.

By breaking your process into three simple steps, you eliminate confusion and make it easy for your audience to understand how to work with you. Framing the steps around the customer’s experience keeps the focus on their transformation, not your internal processes. Paired with a clear CTA, this section builds trust and confidence, motivating them to take the next step.

The Explanatory Paragraph: Clarifying What You Do and Why It Matters

Your explanatory paragraph on your Storybrand homepage template is your chance to give your prospects a deeper understanding of who you are, what you offer, and how it will solve their problems. This section pulls together all seven elements of your Messaging Framework into a short, compelling piece of copy. It’s a critical opportunity to reinforce your authority, connect with your audience, and highlight the transformation you provide.

This section is a great place to include your Brandscript video, where you can walk potential clients through the plan, explain why you’re a great guide for their journey, and visually showcase your brand’s personality. A well-crafted video adds a personal touch and helps visitors feel even more confident in taking the next step.

To craft this section, begin by stating the problem your audience is facing, drawing from the External, Internal, and Philosophical Problems in your Brandscript. This shows that you understand their pain points and immediately create a connection. Follow with a clear explanation of what you offer and how it solves the problem. Use the Plan and Solution sections of your Brandscript to articulate your process or service in a concise and compelling way. End by describing the transformation your audience will experience after working with you. This ties back to the Success section of your Brandscript and reinforces the outcomes they’re seeking. Avoid going into unnecessary detail or introducing new ideas. Focus on clarity, keeping your message simple and easy to understand. By clearly stating the problem, introducing your solution, and highlighting the transformation, you reassure your audience that you understand their needs and can deliver results. Including a Brandscript video adds an additional layer of trust and connection, making your message more engaging and memorable. Together, the paragraph and video inspire confidence and motivate visitors to take the next step.

Section Seven: 

The Transitional Call to Action Ad: Offering Value and Capturing Leads

The Transitional Call to Action (CTA) Ad is the final section of your homepage and serves a crucial purpose: keeping interested visitors in your universe, even if they’re not ready to take immediate action. By offering something of value in exchange for their contact information, you provide a low-pressure way for them to engage with your business. Thisensures you can continue the conversation, nurture their interest, and guide them toward eventually booking with you.

If someone has scrolled to the bottom of your homepage, they’re clearly intrigued but may not be ready to commit. A strong Transitional CTA allows you to capture that interest and prevent them from leaving your site—potentially distracted by the latest episode of Love Island or their overflowing inbox—without taking the next step.

The heart of your Transitional CTA is the lead magnet—something valuable enough that visitors will willingly exchange their contact information for it. The best lead magnets solve a small piece of their problem or provide a quick win. Ensure the lead magnet ties directly to the services you offer and positions you as the trusted guide who can help them achieve their goals.

Use a clear, benefit-driven headline to grab attention and explain what they’ll gain by downloading or accessing the lead magnet. Pair the headline with a short subheadline that reinforces the value and encourages action. An example of this might be “Feel Better, Faster: Download Our Free 7-Day Plan” + “Get simple, actionable steps to jumpstart your energy and feel your best.” 

Include a short form for visitors to provide their contact information. At a minimum, ask for their name and email address. Visually, your Transitional CTA Ad should stand out from the rest of your StoryBrand homepage template. Use bold colors, compelling imagery, and clean design to draw attention. If possible, include a small image of the lead magnet, such as a digital mockup of an eBook or a preview of the quiz.

By offering a valuable lead magnet, you meet them where they are and give them a reason to stay connected. The combination of a simple form, strong CTA, and visually appealing design ensures you don’t lose interested prospects to distractions. Instead, you invite them into your story and create an opportunity to nurture the relationship, moving them closer to booking with you.

Ready To Take The Jump Towards A High-Converting StoryBrand Homepage Template?

Turning your StoryBrand Brandscript into compelling web copy that resonates with your audience is no small feat. As a wellness practitioner, whether you’re helping clients achieve their fitness goals, feel more confident through med spa treatments, or find relief through chiropractic care, your expertise transforms lives. Your homepage should reflect that transformation and inspire visitors to take the next step toward working with you.

If you’re feeling unsure about how to bring it all together, you don’t have to do it alone. At Salt Marketing, we specialize in helping wellness practitioners like you craft a high-converting Storybrand homepage template that not only welcome your prospective clients but also encourage them to book. Whether you need help turning your Brandscript into clear, persuasive copy or are ready to build out an updated, fully optimized website, we can guide you through the process.

Our team understands the unique challenges wellness practitioners face in standing out and connecting with their ideal clients. Let us help you create a StoryBrand homepage template that reflects your expertise, builds trust, and fills your schedule with new bookings.

Ready to take the next step? Let’s talk about how we can help you grow your practice and serve more clients. Reach out today—we’d love to partner with you on your journey to success! Let Salt Marketing help you optimize your homepage and grow your business in 2025!

ABOUT THE AUTHOR
Jennifer Orechwa

I love helping CEOs and business owners find innovative solutions to their unique growth challenges. Today, as a fractional CMO and agency owner, I offer clients over 20 years of marketing experience, from strategy to implementation to ROI and iteration to the next milestone.