In order to connect with your perfect client, your website needs to tell a story. And every good story needs a hero. 

But before you sit down to write your brand story, I need to let you in on a big secret. In this story you are not the hero. The hero is your customer.

THE HERO’S JOURNEY

Donald Miller points out in his best-selling book “Building a Story Brand” that the hero of every story has a problem they cannot solve alone. In business, your customer comes to you because they have a need or a problem they cannot solve without the help of a product or service. 

In the world of story, it’s not until the all-knowing guide appears and provides the magic key or the secret password that the hero can win the day. Think of Daniel, the hero in the movie The Karate Kid, and his mentor Mr. Miyagi. Or Disney’s Cinderella and her Fairy Godmother. 

In The Karate Kid, Daniel, a new kid in town, is being bullied by Johnny who has a black belt in Karate. Daniel doesn’t know how to make it stop. Mr. Miyagi, a former Karate champ himself, steps in to try to stop the bullying. When reasoning doesn’t work, he agrees to teach Karate to Daniel. Along with his techniques Mr. Miyagi shares his life experiences in order to help Daniel use his new found skills with balance and integrity. Mr. Miyagi is the perfect guide for Daniel because he has both the experience and the empathy to help him overcome his dilemma.

BE THE ALL-KNOWING GUIDE

If you provide a service, you need to think of yourself as the wise and venerable guide who wields the secret to your customer’s success. When it comes to your business and your brand, your customer is the hero with a problem or dilemma and you are Mr. Miyagi. You are the Fairy Godmother. 

As the all knowing guide, you need to let your potential customers know that you have the experience and the empathy to help resolve the predicament that keeps them from finding happiness or success.

And unlike Cinderella who had only one Fairy godmother standing by to help her meet her prince, there are many wise and knowledgeable guides for your potential customer to choose from. How will your customers know you are THE ONE to help them solve their dilemmas? HINT: They’re not going to take the time to click your ABOUT link so they can read your bio or resume. They’re not going to check your FAQ or even send you an inquiry in your CONTACT FORM. 

BOLDLY WAVE YOUR MAGIC WAND

When a visitor lands on your web site you have all of 15 seconds to let them know you have the experience to lead them past the fire breathing dragon, defeat the villain and facilitate the transformation they are seeking. 

You need to greet them at the gate and dazzle them with your magic. The message on your home page needs to instantly get your visitor’s attention by boldly stating why you are the guide who can help them solve their most pressing problem.

MAKE A STATEMENT

Oddly enough, the part of your home page that visitors see before they start to scroll is called the Hero Section. The name has nothing to do with the story character we’ve been discussing. It’s a term used both in theater and old newspaper advertisements for something that catches your attention. 

On your website, the Hero Section includes everything that your home page visitor sees without having to scroll.  This is also sometimes referred to as being “above the fold.”

In order to turn site visitors into customers, your website’s Hero Section needs a Hero Statement —a headline that makes your visitors sit up and pay attention. Your Hero Statement should specifically and directly tell your site visitors why your are the one best suited to help solve their problem. What makes you the wise and empathic guide who will help them on their journey?

In order to craft a compelling Hero Statement here’s what you need to know: 

• Who you serve.
• What problem you solve for them.
• The end result you promise.
• The magical power that makes you stand out from other possible guides.

BE WISE AND ALSO HUMBLE 

Speak in the first person the way a guide would speak to a seeker. It can be helpful to imagine a real person you know and pretend you are talking to them.

Avoid jargon when you write. Don’t use any words your potential customer might have to google. If you’re not sure, ask a friend who has no idea what you do if they understand what you’re offering.

Put yourselves in your customer’s shoes, better yet, imagine you are inside their body and can feel what they are feeling. What emotional state do they want to experience after working with you? Name it! This is where you reveal your empathy. Don’t talk to them about the skills or technique you’ll use. Your customers are more concerned with outcomes than process. Remember, people buy based on emotion. How will they feel after working with you?

DON’T HIDE BEHIND THE CURTAIN

A Hero Statement is often accompanied by a Hero Image. If you’re a solopreneur or if you’re the face of your business, show your face in your Hero Image. Look your visitors in the eye, flash your smile and let them know they can trust you. Whatever you choose, make sure it’s relevant to your brand, your offerings and your Hero Statement.

POINT THE HERO IN THE RIGHT DIRECTION

The last thing your Hero Section needs is a Call to Action, often abbreviated as CTA. This is how you guide your hero needs towards the next step in the journey. Your CTA can be as simple and direct as Buy Now or Schedule With Me. 

Or you can guide your hero towards gaining more knowledge, confidence, or self-discovery with a transitional or intermediate call to action, usually some kind of free download, be it a checklist, PDF guide, or short video. Whatever you’re giving away should be a sample of how you can solve your visitor’s problems. 

STAY ON PURPOSE

In literature the hero’s journey is a journey of purpose, from beginning to end. Your Hero Section should reflect that. Every element should point to the ultimate destination for your potential customer. Use that as your measure and you can create a compelling home page that converts casual visitors into customers, seekers into heroes.