The StoryBrand Framework for SaaS and eCommerce: Clarifying Value to Drive Action
Most product messaging talks about features. The StoryBrand framework changes that. Instead of positioning your product as the hero, you position the customer as the hero and your product as the guide that helps them succeed. In this article, I explain how I apply Donald Miller's narrative method to rewrite homepages, landing pages and email sequences that convert better by being clearer. With real before and after examples from SaaS and eCommerce projects.
Introduction: A Framework That Changed the Way I Write
Of all the marketing frameworks I have tested and implemented, StoryBrand stands out. Donald Miller's narrative structure delivered more clarity, better conversion and deeper resonance than many more complex positioning models. It has become one of my most valuable tools, not just for writing homepages, but for structuring entire user journeys.
At its core, the StoryBrand framework is about this one truth: the customer is the hero, not the product. Most companies get this wrong. They lead with features, awards, company values. But the user does not care. What they care about is themselves, and what progress they can make.
StoryBrand reframes your messaging as a story, where:
- The customer is the protagonist
- They have a problem
- You are the guide
- You give them a plan
- That plan helps them avoid failure and succeed
Let me show you how I apply this, not as theory, but as practical transformation in SaaS and eCommerce.
The Core StoryBrand Elements
The structure looks like this:
- A character (the customer) wants something
- They have a problem (internal, external, philosophical)
- They meet a guide (you) who understands and has a plan
- The guide gives them a clear call to action
- That action leads to success (or avoids failure)
This sequence helps avoid the biggest sin in copy: confusion. Clarity wins. And when you write like a guide, not a hero, your product stops being noise and starts being useful.
The Three Levels of Problem
Miller identifies three levels of customer problems:
- External: The practical, surface level issue ("I need project management software")
- Internal: The emotional frustration ("I feel overwhelmed and disorganised")
- Philosophical: The deeper moral stake ("Teams should not waste time on admin")
Great copy addresses all three. Most copy only touches the external.
Applying StoryBrand to SaaS: A Before and After
A client homepage I worked on originally read:
"Scale your business with the most powerful integrated sales platform."
Sounds impressive. But it does not say anything. Who is it for? What is their struggle? Why does it matter now?
After applying StoryBrand, we rewrote it to:
"Your pipeline should not live in your inbox. We help founders close deals faster, without needing a full sales team."
Now the user is the centre. The problem is clear. The product is a guide, not the star. And the plan is implied: organise, automate, close.
We supported this with subheadings that showed empathy and competence:
- "You do not need to be a salesperson to close more deals."
- "We have helped over 1,200 founders build repeatable revenue, without hiring."
The CTA became:
"See your pipeline in action"
Not "book a demo." Not "get started." But a sentence that lets the user stay in their narrative.
Result: Conversion increased by 38% within a month.
Practical Example: SaaS Onboarding Email
The same principles apply to lifecycle emails. Original welcome email:
"Welcome to [Product]! Here are all the features you can explore."
Rewritten with StoryBrand:
"You signed up because managing projects was eating your week. Let's fix that. Here's the one thing to set up today that will save you 3 hours this week."
The user is the hero. The product is the guide. The action is clear.
Applying StoryBrand to eCommerce: Beyond Features
eCommerce brands often default to features. Material. Speed. Origin. But StoryBrand helps shift toward transformation.
An eCommerce skincare brand I worked with had a headline that said:
"Organic ingredients. Made in the UK. Backed by science."
After interviews, we discovered the job was not purity or origin, it was confidence in unpredictable skin.
We reframed to:
"Calm your skin, and your mirror."
Then we wrote a story based sequence:
- You wake up and your skin feels like it does not belong to you
- You have tried the natural ones, and the harsh ones
- We make dermatology backed skincare for sensitive skin, so you can go out without worrying what people see
CTA: "Find your calming routine"
Result: This immediately lifted return customer rate by 22% and first time AOV by 15%.
Practical Example: Product Page Transformation
For a premium outdoor gear retailer, I rewrote a jacket product page:
Before:
"Waterproof membrane. 800 fill down. YKK zippers. 650g weight."
After:
"You planned this trip for months. Do not let the weather ruin it. This jacket keeps you warm in freezing rain, dry in snow, and light enough to forget you are wearing it. Built for the days when turning back is not an option."
The features appear later as proof points. The story leads.
How I Build a StoryBrand Page
When I use this framework, I do not just rewrite headlines. I rebuild the structure:
- Top section = define the user's struggle
- Second = show empathy and introduce yourself as guide
- Third = outline the steps to success (the plan)
- Fourth = contrast success and failure
- Fifth = strong call to action
I also include testimonials and proof as part of the story, not below it.
For example:
"We used to forget half our follow ups. Now our CRM reminds us before the deal goes cold."
This supports the plan without changing voice.
The StoryBrand Page Formula
I often structure pages like this:
| Section | Content | Purpose |
|---|---|---|
| Hero | Problem statement + CTA | Hook and qualify |
| Empathy | "We understand because..." | Build trust |
| Plan | 3 clear steps | Reduce friction |
| Stakes | Success vs failure | Create urgency |
| Social Proof | Customer stories | Validate |
| CTA | Repeat with clarity | Drive action |
StoryBrand Inside Email and Onboarding
The best part is: StoryBrand is not just for landing pages. I use it in:
- Welcome emails: framing the user's journey, not the product's features
- Onboarding flows: letting the user choose their own plan or path
- Support content: structured to acknowledge frustration, then guide
This helps keep users inside the story, where they feel agency, progress, and clarity.
Practical Example: Abandoned Cart Email
Before:
"You left items in your cart. Complete your purchase now."
After:
"Still thinking about it? That's fair. The [Product] you were looking at is perfect for [problem it solves]. If you have questions about sizing or fit, reply to this email. I'll help you figure it out."
The customer is the hero making a decision. The brand is the helpful guide.
Why StoryBrand Works
It works because it removes ego. Because it forces empathy. Because it makes you write for one person with one problem, not everyone with all problems.
Most importantly, it works because stories are how we understand the world. When your brand becomes the guide in the customer's story, they trust you.
Final Thought: Clarity Is the Competitive Advantage
If your product is great but your messaging feels flat, or if your traffic is high but your engagement is low, this may be the missing piece.
I can help you find the story your customer is already living, and position your product as the guide they have been waiting for.