How to Build a Landing Page That Converts Using StoryBrand

Featuring a real-world walkthrough from SPIR, the energy-based wellness app

Most landing pages fail because they try to say too much—or worse, say the wrong things in the wrong order.

When someone lands on your page, they’re not looking for a list of features. They’re looking for a path forward. And if you don’t give them a clear story to follow, they’ll bounce.

That’s where the StoryBrand framework comes in.

Developed by Donald Miller, StoryBrand flips the traditional marketing script by making your customer the hero—not your product. You’re the guide. Your landing page is the map. Your call-to-action is the beginning of their transformation.

Let’s break it down.

The 7 Elements of StoryBrand

1. A Character

The user has a goal—they want something.

1. Has a Problem - Something is standing in their way. ‍
2. And Meets a Guide -That’s you. The product or brand that understands them.‍
3. Who Gives Them a Plan - A clear, step-by-step process to succeed. ‍
4. And Calls Them to Action - With a low-friction, high-reward CTA.‍
5. That Helps Them Avoid Failure - Show what’s at stake if they stay stuck.‍
6. And Ends in Success -Paint a vision of their life on the other side.

This structure works because it taps into how our brains are wired to process story. It creates emotional clarity, confidence, and momentum.

Now let’s see how that actually plays out in the real world.

Real-World Example: SPIR’s Landing Page Using StoryBrand

SPIR is a wellness app I’m currently designing. It helps people build routines aligned with their daily energy curve—think less habit tracker, more energy optimization system.

When I started writing content and sketching the layout for SPIR’s landing page, I used the StoryBrand structure as my blueprint. Here’s how each element came to life:

1. A Character (The User)

The SPIR user is someone who wants to live with more energy, focus, and intention—but struggles to stay consistent with routines.‍

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Headline on the page:

“Unlock your energy curve. Build rituals that move with your rhythm.”

This line instantly speaks to who they are and what they want—alignment, not just productivity.

2. Has a Problem

Most people fail at routines not because they’re lazy, but because they’re trying to force habits at the wrong times of day.

Supporting copy:

“You don’t need more willpower. You need better timing.”

We position the problem in a way that’s empathetic and disarming.

3. Meets a Guide (SPIR)

Now we introduce SPIR—not as the hero, but as the guide that understands the struggle and offers a smarter way.‍

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How it reads on the page:

“SPIR is your daily energy partner. With morning, midday, and unwind check-ins, you’ll build rituals that fit your natural rhythm.”

It’s calm, confident, and focused on the user’s transformation—not just the tech.

4. Gives Them a Plan

We break the user journey into three clear steps, visualized as a simple flow.

Visual content block:

1. Set your wake-up time
2. Add energy-aligned habits to your timeline
3. Track progress and earn rewards for showing up

This is where the product starts to feel doable.

5. Calls Them to Action

Instead of a generic “Sign up now,” we use CTA language that reinforces transformation.‍

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CTA examples:

“Build your first loadout”

“Start optimizing your energy today”

They’re simple, empowering, and tied to action.

6. Helps Them Avoid Failure

Here we remind them what’s at stake if nothing changes.‍

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Copy idea:

“Cycles of burnout and inconsistency aren’t your fault—but they are your responsibility.”

This line creates urgency without pressure.

7. Ends in Success

We show what life looks like when the user is in flow.

Final section content:

• Quotes like: “SPIR gave my day structure without rigidity.”
• Progress ring visuals
• A closing line like: “Design your day. Master your flow.”

We make the transformation visible.

Final Thoughts

The StoryBrand framework works because it follows the same pattern every great story does:

A person wants something → runs into a problem → finds a guide → follows a plan → and transforms.

When you structure your landing page this way, you’re not just showing what your product does—you’re showing how it fits into your user’s life narrative.

SPIR’s landing page wouldn’t hit the same if we just listed features. But by telling a clear, emotional story, we don’t just explain the app—we invite the user into a journey.

And that’s the kind of page that converts.

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