Website Master SOP: The StoryBrand Wireframe System
Objective: To organize your brand's talking points into a landing page that passes the "Grunt Test" (answering: What do you offer? How will it make my life better? How do I buy it?).
Section 1: Above the Fold (The Header)
SYSTEMology Principle: This is your "Controlling Idea". Bold, short, no reading required.
- The Hero's Desire: A short sentence stating what you offer (e.g., "We Help You Make Beautiful Websites").
- Direct CTA: Clear, high-contrast button top-right and center (e.g., "Get a Quote").
- Visual Success: An image of a satisfied client or the happy ending they achieve.
Section 2: The Stakes (The Problem)
SYSTEMology Principle: Identify the specific "holes" your system fixes.
- Villain / External Problem: Briefly mention what the customer faces to create urgency.
- The Cost of Inaction: A few sentences explaining the "Failure" they avoid by choosing you.
Section 3: The Value Proposition (The Guide)
SYSTEMology Principle: Position your brand as the authority.
- Empathy: A statement showing you understand their internal struggle.
- Authority: 3-4 bullet points representing testimonials, stats, or awards.
Section 4: The Plan (Process & Agreement)
SYSTEMology Principle: Break complex purchases into a linear 3-step process.
- Step 1: The easy first step (e.g., "Schedule a Call").
- Step 2: The "in-between" step where you do the work.
- Step 3: The "Success" step showing the transformation.
Section 5: Lead Generator (Transitional CTA)
SYSTEMology Principle: A system to capture leads who aren't ready to buy.
- Offer: A valuable PDF or e-book (e.g., "5 Mistakes People Make with Their First Million Dollars") in exchange for an email address.
System Documentation Checklist
- Limit Scope: Use 10 sentences or less on the entire page.
- Version 1.0: Don't wait for perfection. Optimize later (Kaizen).
- No Exceptions: Every single word or image MUST come from your refined BrandScript sound bites.