StoryBrand Financial Services Website Examples That Get It Right

The StoryBrand community is large and growing, and businesses all over the world are hopping onboard and using StoryBrand to improve their marketing and drive more sales.

The first place you should consider using StoryBrand principles is your website. The homepage of your website is your first, best chance to introduce yourself, your products and services, and why customers should care about you.

We're going to take a look at some website examples that have used StoryBrand to speak more clearly to their audience. Use these sites as guideposts on your journey to clarifying your message so that customers will listen!

Beacon Financial

This is a great example of a StoryBrand-ed website. Here, we're looking at the header. There are several key elements that this header gets right. Take notes!

First, a big and bold headline that leads right into a clear, well-defined call-to-action. Your website simply must have a headline that grabs attention, and it must clearly tell the reader what you want them to do next: in this case, request a meeting.

Next, we dip into one of the seven elements of the company's BrandScript: "Success". Success is portrayed in the picture behind the headline, a smiling couple on a beautiful beach. When possible, include pictures of happy customers whose lives have been transformed for the better by using your services.

Finally, an interesting take on the "value stack". The value stack is a simple set of blocks or tiles that describes at a deeper level the value your customers will receive when working with you. In this example, the company has chosen to use the value stack to, quite literally, spell out their values: responsible, Biblically-guided investing.

HomeGrown Financial

This company decided to go a different route from our first example. Whereas Beacon Wealth set up an "aspirational identity" for their customers (by appealing to their desire for responsible investing) HomeGrown Financial has been more literal. Both approaches can work *as long as you are clear about what you're saying! *

So, our headline is very literal, telling customers both what they will get from engaging HomeGrown (an enriched retirement) and how that will be accomplished (reverse mortgages).

Once again, we have a nice, clear-cut call-to-action. That same call-to-action is repeated in key locations further down the page, a hallmark of a StoryBrand-ed site.

DaVinci Wealth

Finally, our last example of the day.

Again, this company has chosen a literal path for their header. They state what the customer wants (an enjoyable retirement) and how they help folks get there (informed, smart decision-making).

This value stack is a bit more traditional. We have here the 3 key things that customers will receive when they work with DaVinci wealth: Confidence, Knowledge, and Freedom. A little bit of explanatory text helps paint the picture more clearly.

As you scroll down the page, you'll see more elements of StoryBrand: language that portrays the customer as the hero, repeated calls-to-action, and a simple, 3-step plan for engaging DaVinci's services.

And there you have it, a quick look through three well-done, StoryBrand-friendly websites for financial service providers.

But just because StoryBrand is powerful doesn't mean it's easy to wield. All three of these companies chose to work with a StoryBrand Certified Guide to write and design their sites. If you're feeling stuck with your own website, consider reaching out to Lantern today. We are a team of StoryBrand Certified Guides who help professional service firms focus their message, drive sales, and fuel their marketing.

Give us a call today!

Frequently Asked Questions

What makes a financial services website a good StoryBrand example? A good StoryBrand financial services site leads with the client's goal, not the firm's credentials. The three examples above each open with a clear statement of what the client gets (a confident retirement, responsible investing, financial clarity) and back it into a straightforward call to action. The firm's story, awards, and team bios exist further down the page as supporting evidence. The homepage isn't about the advisor. It's about the person sitting across from them.

Does StoryBrand work for financial advisors and wealth management firms? Yes, and it tends to work especially well because financial services is a high-trust category. People don't hire a financial advisor the way they buy a pair of shoes. They're handing over their retirement savings. A website that clearly names their anxiety ("you don't want to outlive your money"), acknowledges the problem, and lays out a simple process for getting started moves people toward scheduling a meeting far faster than a homepage full of firm history and credentials.

What should a financial services homepage say in the hero section? It should answer three questions a visitor has within 5 seconds: what do you do, who is it for, and what should I do next. Something like "Retirement planning for West Michigan business owners" paired with a "Schedule a 30-Minute Intro Call" button covers all three. Most financial websites bury the actual offer under abstract language about "holistic wealth management" and miss the chance to connect with someone who just searched "financial advisor near me."

How many pages does a StoryBrand financial website need? A solid starting point is a homepage, a services page, an about page, and a contact page. The homepage does the most work. It should explain the problem, present the guide (that's you), offer a simple plan, show social proof, and repeat the call to action at least three times. Additional pages for specific services like retirement planning, tax strategy, or estate planning help with search and give prospects a deeper look at what you offer.

Can a financial services firm use StoryBrand without sounding generic? The framework gives you a structure, not a script. The companies that make it feel generic are the ones who plug in vague language ("your trusted partner for life's journey") instead of specific, honest language about what they do and who they help. A fee-only advisor who works with divorced women going through financial transitions has a very specific story to tell. Slot that into the StoryBrand structure and it becomes both clear and differentiated.