# StoryBrand Website Wireframe

Page-by-page structure for a website that converts visitors into customers using the SB7 framework.


## Table of Contents
1. [Above the Fold (First Screen)](#above-the-fold-first-screen)
2. [Stakes Section](#stakes-section)
3. [Value Proposition Section](#value-proposition-section)
4. [Guide Section](#guide-section)
5. [Plan Section](#plan-section)
6. [Explanatory Section (Optional)](#explanatory-section-optional)
7. [Testimonial Section](#testimonial-section)
8. [Transitional CTA Section (Lead Magnet)](#transitional-cta-section-lead-magnet)
9. [Final CTA Section](#final-cta-section)
10. [Footer](#footer)
11. [Complete Page Checklist](#complete-page-checklist)
12. [Interior Page Templates](#interior-page-templates)
13. [Interior Page Checklist](#interior-page-checklist)

---

## Above the Fold (First Screen)

The most important real estate. Visitors decide in 5 seconds if they'll stay.

```
┌─────────────────────────────────────────────────────┐
│  LOGO                          NAV LINKS    [CTA]  │
├─────────────────────────────────────────────────────┤
│                                                     │
│         [Headline - State the desire/outcome]      │
│                                                     │
│    [Subhead - How you help them achieve it]        │
│                                                     │
│              [  DIRECT CTA BUTTON  ]               │
│                                                     │
│    [Hero image: Customer in success state]         │
│                                                     │
└─────────────────────────────────────────────────────┘
```

### Rules:
- **Headline:** State what they want, not what you do
- **Subhead:** Brief explanation of how
- **CTA:** One clear action button (stands out)
- **Image:** Show customer's aspirational identity

### Examples:
- "Get Your Saturdays Back" (lawn care)
- "Meals Your Family Will Actually Eat" (meal delivery)
- "Retire 5 Years Earlier" (financial advisor)

---

## Stakes Section

Immediately below the fold. Create urgency.

```
┌─────────────────────────────────────────────────────┐
│                                                     │
│   [Brief failure scenario - what if they don't?]   │
│                                                     │
│   "Don't let another year go by feeling..."        │
│                                                     │
└─────────────────────────────────────────────────────┘
```

Keep this short. Just a taste of what's at stake.

---

## Value Proposition Section

What's in it for them? Benefits, not features.

```
┌─────────────────────────────────────────────────────┐
│                                                     │
│           "Here's what you'll get:"                │
│                                                     │
│   ┌─────────┐  ┌─────────┐  ┌─────────┐           │
│   │  Icon   │  │  Icon   │  │  Icon   │           │
│   │ Benefit │  │ Benefit │  │ Benefit │           │
│   │  1-2    │  │  1-2    │  │  1-2    │           │
│   │ lines   │  │ lines   │  │ lines   │           │
│   └─────────┘  └─────────┘  └─────────┘           │
│                                                     │
└─────────────────────────────────────────────────────┘
```

### Rules:
- 3-4 benefits maximum
- Use icons for visual scanning
- Focus on outcomes, not features
- Each benefit = 1-2 sentences max

---

## Guide Section

Establish empathy and authority.

```
┌─────────────────────────────────────────────────────┐
│                                                     │
│   [Photo of founder/team OR customers OR product]  │
│                                                     │
│   "We understand [their struggle]..."              │
│                                                     │
│   Authority proof:                                 │
│   - X years experience                             │
│   - Y customers served                             │
│   - Z results achieved                             │
│                                                     │
│   [Logo strip: As seen in / Trusted by]            │
│                                                     │
└─────────────────────────────────────────────────────┘
```

### Rules:
- Lead with empathy (understanding their pain)
- Follow with authority (proof you can help)
- Logos add instant credibility
- Don't tell your origin story (hero behavior)

---

## Plan Section

Show them exactly how it works.

```
┌─────────────────────────────────────────────────────┐
│                                                     │
│              "How It Works"                        │
│                                                     │
│     ①              ②              ③               │
│   [Step 1]      [Step 2]      [Step 3]            │
│   Schedule      Get Your      Start               │
│   a Call        Plan          Winning             │
│                                                     │
│             [  DIRECT CTA BUTTON  ]               │
│                                                     │
└─────────────────────────────────────────────────────┘
```

### Rules:
- Exactly 3 steps (occasionally 4)
- Use numbers or icons
- Simple titles (2-3 words)
- Brief description under each
- End with CTA button

---

## Explanatory Section (Optional)

For complex products that need more explanation.

```
┌─────────────────────────────────────────────────────┐
│                                                     │
│   [Video or detailed product explanation]          │
│                                                     │
│   OR                                               │
│                                                     │
│   [Product screenshot with feature callouts]       │
│                                                     │
│         [  TRANSITIONAL CTA  ]                    │
│         "See Demo" / "Watch Video"                │
│                                                     │
└─────────────────────────────────────────────────────┘
```

Only include if necessary. Don't over-explain.

---

## Testimonial Section

Social proof from real customers.

```
┌─────────────────────────────────────────────────────┐
│                                                     │
│          "What Our Customers Say"                  │
│                                                     │
│   ┌─────────────────────────────────────────────┐  │
│   │  "Quote from customer about results..."    │  │
│   │                                             │  │
│   │  [Photo]  Name, Title/Company              │  │
│   └─────────────────────────────────────────────┘  │
│                                                     │
│   [More testimonials - carousel or grid]           │
│                                                     │
└─────────────────────────────────────────────────────┘
```

### Rules:
- Photos increase trust dramatically
- Include name and context (company, role)
- Focus on transformation/results, not features
- 3-5 testimonials is enough
- Video testimonials are even stronger

---

## Transitional CTA Section (Lead Magnet)

Capture email from visitors not ready to buy.

```
┌─────────────────────────────────────────────────────┐
│                                                     │
│   "Not ready yet? Get our free guide:"             │
│                                                     │
│   [Image of lead magnet]                           │
│                                                     │
│   [Email input field]  [Download Button]           │
│                                                     │
│   "5 Steps to [Desirable Outcome]"                │
│                                                     │
└─────────────────────────────────────────────────────┘
```

### Good transitional CTAs:
- PDF guide
- Checklist
- Video series
- Quiz/assessment
- Free template

---

## Final CTA Section

Last chance before footer.

```
┌─────────────────────────────────────────────────────┐
│                                                     │
│           [Success image - happy customer]         │
│                                                     │
│   "Ready to [achieve outcome]?"                    │
│                                                     │
│              [  DIRECT CTA BUTTON  ]               │
│                                                     │
└─────────────────────────────────────────────────────┘
```

---

## Footer

Standard footer with extra nav and contact.

```
┌─────────────────────────────────────────────────────┐
│                                                     │
│  LOGO        Nav Links    Social    [CTA Button]   │
│                                                     │
│  © Company   Privacy | Terms                       │
│                                                     │
└─────────────────────────────────────────────────────┘
```

### Rules:
- Include one more CTA button
- Keep it simple
- Don't hide important links

---

## Complete Page Checklist

Before launching, verify your homepage has:

- [ ] Clear headline stating customer's desire
- [ ] One obvious CTA above the fold
- [ ] Stakes/failure mentioned (briefly)
- [ ] 3-4 benefits with outcome focus
- [ ] Empathy + authority (guide credentials)
- [ ] 3-step plan
- [ ] Customer testimonials with photos
- [ ] Transitional CTA (lead magnet)
- [ ] Direct CTA repeated 3+ times
- [ ] Mobile responsive layout

---

## Interior Page Templates

### Product/Service Page

```
┌─────────────────────────────────────────────────────┐
│  BREADCRUMB: Home > Services > This Service        │
├─────────────────────────────────────────────────────┤
│                                                     │
│  [Service Name - What outcome it delivers]         │
│                                                     │
│  [Hero image or video]     [Key benefits list]     │
│                            [Direct CTA]             │
│                                                     │
├─────────────────────────────────────────────────────┤
│  WHO THIS IS FOR                                   │
│                                                     │
│  "This service is perfect for [customer type]      │
│   who struggle with [problem]..."                  │
│                                                     │
├─────────────────────────────────────────────────────┤
│  WHAT'S INCLUDED                                   │
│                                                     │
│  ✓ Feature/deliverable 1                          │
│  ✓ Feature/deliverable 2                          │
│  ✓ Feature/deliverable 3                          │
│                                                     │
├─────────────────────────────────────────────────────┤
│  HOW IT WORKS (The Plan)                          │
│                                                     │
│  ① Step 1  →  ② Step 2  →  ③ Step 3              │
│                                                     │
├─────────────────────────────────────────────────────┤
│  TESTIMONIALS (specific to this service)           │
│                                                     │
├─────────────────────────────────────────────────────┤
│  PRICING / PACKAGES                                │
│                                                     │
│  [Package options with clear differentiation]      │
│                                                     │
├─────────────────────────────────────────────────────┤
│  FAQ                                               │
│                                                     │
│  [Common questions about this service]             │
│                                                     │
├─────────────────────────────────────────────────────┤
│  FINAL CTA                                         │
│                                                     │
│  Ready to [outcome]?  [CTA Button]                 │
│                                                     │
└─────────────────────────────────────────────────────┘
```

### About Page

```
┌─────────────────────────────────────────────────────┐
│  ABOUT HEADLINE                                    │
│                                                     │
│  Focus on customer transformation, not your story  │
│  "We help [customers] [achieve outcome]"           │
│                                                     │
├─────────────────────────────────────────────────────┤
│  OUR MISSION                                       │
│                                                     │
│  [Philosophical problem you're solving]            │
│  "We believe [customers] shouldn't have to..."     │
│                                                     │
├─────────────────────────────────────────────────────┤
│  THE TEAM (as guides)                              │
│                                                     │
│  [Photo]  [Photo]  [Photo]                         │
│  [Brief bios focused on how they help customers]   │
│                                                     │
├─────────────────────────────────────────────────────┤
│  CREDENTIALS (Authority)                           │
│                                                     │
│  [Years] years experience                          │
│  [Number] customers helped                         │
│  [Logos / awards / media mentions]                 │
│                                                     │
├─────────────────────────────────────────────────────┤
│  CTA                                               │
│                                                     │
│  Ready to work together?  [Schedule Call]          │
│                                                     │
└─────────────────────────────────────────────────────┘
```

### Case Study Page

```
┌─────────────────────────────────────────────────────┐
│  CASE STUDY: [Client Name]                         │
│                                                     │
│  [Result headline: "How [Client] achieved [result]"]│
│                                                     │
├─────────────────────────────────────────────────────┤
│  THE CHALLENGE (Problem)                           │
│                                                     │
│  [Client's situation before - external problem]    │
│  [How it was affecting them - internal problem]    │
│                                                     │
├─────────────────────────────────────────────────────┤
│  THE SOLUTION (Your approach)                      │
│                                                     │
│  [What you did - the plan in action]               │
│  [How you approached their specific situation]     │
│                                                     │
├─────────────────────────────────────────────────────┤
│  THE RESULTS (Success)                             │
│                                                     │
│  [Specific metrics and outcomes]                   │
│  [Before/after comparison]                         │
│  [Client quote/testimonial]                        │
│                                                     │
├─────────────────────────────────────────────────────┤
│  CTA                                               │
│                                                     │
│  Want results like this?  [Get Started]            │
│                                                     │
└─────────────────────────────────────────────────────┘
```

### Pricing Page

```
┌─────────────────────────────────────────────────────┐
│  PRICING HEADLINE                                  │
│                                                     │
│  "Choose the right plan for your [need]"           │
│                                                     │
├─────────────────────────────────────────────────────┤
│  PLAN COMPARISON                                   │
│                                                     │
│  ┌──────────┐  ┌──────────┐  ┌──────────┐         │
│  │  Basic   │  │  Pro     │  │ Premium  │         │
│  │  $X/mo   │  │  $X/mo   │  │  $X/mo   │         │
│  │          │  │  ★ MOST  │  │          │         │
│  │  ✓ A     │  │  POPULAR │  │  ✓ A     │         │
│  │  ✓ B     │  │          │  │  ✓ B     │         │
│  │          │  │  ✓ A     │  │  ✓ C     │         │
│  │  [CTA]   │  │  ✓ B     │  │  ✓ D     │         │
│  │          │  │  ✓ C     │  │  ✓ E     │         │
│  │          │  │          │  │          │         │
│  │          │  │  [CTA]   │  │  [CTA]   │         │
│  └──────────┘  └──────────┘  └──────────┘         │
│                                                     │
├─────────────────────────────────────────────────────┤
│  GUARANTEE                                         │
│                                                     │
│  [Risk reversal: money-back, satisfaction, etc.]   │
│                                                     │
├─────────────────────────────────────────────────────┤
│  FAQ                                               │
│                                                     │
│  [Pricing-specific questions]                      │
│                                                     │
├─────────────────────────────────────────────────────┤
│  TESTIMONIAL                                       │
│                                                     │
│  [Quote about value/ROI]                           │
│                                                     │
└─────────────────────────────────────────────────────┘
```

---

## Interior Page Checklist

For any interior page:

- [ ] Clear page title explaining the content
- [ ] Breadcrumbs (if deep in site structure)
- [ ] Relevant CTAs (at least 2)
- [ ] Internal links to related content
- [ ] Consistent navigation
- [ ] Mobile-optimized layout
- [ ] Page-specific meta description
