As a web developer, I’ve worked with many businesses across various industries, helping them build and optimise their online presence. One common issue I’ve noticed, especially when working on service pages, is that many clients tend to focus their content on themselves—their history, their achievements, their expertise—rather than on the needs and concerns of their target audience. This approach, while well-intentioned, often misses the mark in terms of what truly engages and converts visitors.
Having recently read Donald Miller’s “Building a StoryBrand,” I’ve gained even more clarity on why this approach is flawed and how shifting the focus to the client can significantly improve the effectiveness of service pages. Let’s dive into why your service pages should be about the client, not your business, and how the principles from “Building a StoryBrand” can guide this transformation.
1. Your Client Is the Hero, Not You
In “Building a StoryBrand,” Donald Miller emphasizes that the customer, not your business, should be the hero of the story. When clients come to your website, they’re not interested in reading about your company’s journey or accolades. They’re looking for a solution to a problem they’re facing.
For example, if you’re a financial advisor, potential clients aren’t visiting your site to hear about your years of experience or your industry awards. They want to know how you can help them plan for retirement, save on taxes, or invest wisely. By positioning your service pages to address their specific concerns, you show them that you understand their situation and are equipped to guide them toward a solution.
2. Address Their Problems, Both External and Internal
Miller breaks down problems into three categories: external, internal, and philosophical. Most businesses are good at addressing the external problem—the obvious issue the client needs to solve. However, the most compelling service pages go deeper, also addressing the internal problem—the emotional struggle that the client is dealing with—and the philosophical problem—the larger sense of justice or purpose.
For instance, if you run a digital marketing agency, the external problem your clients might face is low website traffic. But the internal problem could be the stress and frustration they feel about falling behind competitors. The philosophical problem might be the belief that small businesses deserve to compete with larger companies. By addressing all three levels, your service pages resonate more deeply with potential clients, making them feel understood and supported.
3. Empathy and Authority: The Keys to Trust
According to “Building a StoryBrand,” your role is to be the guide in the client’s journey. To be an effective guide, you must demonstrate both empathy and authority. This means your service pages should clearly convey that you understand the client’s pain points (empathy) and that you have the expertise to help them overcome these challenges (authority).
Too often, businesses lean heavily on authority—listing certifications, years of experience, and success stories—without showing empathy. But when you balance this by acknowledging the client’s struggles and offering reassurance, you build trust. For example, you might say, “We know how overwhelming it can be to manage your company’s online reputation. That’s why we’ve developed a proven strategy to help you navigate these challenges with confidence.”
4. A Clear Plan Eases Concerns
One of the key insights from Miller’s book is the importance of offering a clear plan. When potential clients visit your service pages, they want to know what the next steps are and how you’re going to help them achieve their goals. Without this clarity, they may feel uncertain or overwhelmed, which can lead to inaction.
Your service pages should outline a simple, step-by-step plan that guides the client through the process. This could be as straightforward as: “1. Schedule a Free Consultation. 2. We’ll Develop a Customized Strategy. 3. Watch Your Business Grow.” By providing this roadmap, you make it easy for clients to see how they can work with you, reducing any hesitation they might have.
5. Calls to Action Should Be Client-Centered
“Building a StoryBrand” also emphasizes the importance of clear calls to action (CTAs). However, these CTAs need to be framed in a way that’s relevant to the client’s needs, not just as a push for your services. Rather than a generic “Contact Us,” consider something like “Get Your Free Marketing Audit Today” or “Find Out How We Can Help You Save on Taxes.” These CTAs speak directly to what the client is looking for and encourage them to take the next step.
6. Highlighting the Risks of Inaction and the Benefits of Success
Your service pages should also communicate what’s at stake if the client doesn’t take action. According to Miller, showing the potential negative consequences of inaction can be a powerful motivator. Whether it’s losing out to competitors, missing financial goals, or staying stuck in a frustrating situation, these risks should be clearly articulated.
At the same time, it’s important to paint a picture of success. Show your clients what their lives could look like if they choose to work with you. This could be through testimonials, case studies, or a simple statement of benefits. For example, “Imagine finally being free from the stress of managing your IT infrastructure, so you can focus on what you do best—growing your business.”
Conclusion: Make the Shift
As a web developer, I’ve seen firsthand how shifting the focus of service pages from the company to the client can lead to higher engagement, better conversion rates, and a more effective online presence. “Building a StoryBrand” provides a clear framework for making this shift, by positioning your client as the hero, addressing their deep-seated needs, and guiding them toward a successful resolution.
If you’re working on your service pages, I encourage you to take a step back and ask yourself: Is this page about us, or about our clients? By refocusing your content on what truly matters to your audience, you’ll create a more compelling and effective website—one that not only showcases your services but also resonates deeply with the people you’re trying to reach.
Buy the Book Here on Amazon – Building a Story Brand By Donald Miller
