Stop Losing Leads: Leverage the StoryBrand Approach to Build Websites That Actually Sell 

In today’s crowded digital marketplace, Managed Service Providers (MSPs) are constantly seeking ways to stand out, build trust, and convert casual web visitors into qualified leads. But too often, MSP websites are cluttered with technical jargon, vague messaging, and unclear calls to action. The result? Confused visitors who bounce instead of booking a call.

Enter Donald Miller’s StoryBrand 2.0 framework – a proven approach to clarifying your messaging and turning your website into a powerful sales tool. In a recent Head Nerd MSP Sales & Marketing Book Club Meeting, we explored how MSPs can apply this framework to create websites that not only look good but also drive real engagement and conversions.

Here’s how you can do the same.

Why StoryBrand Matters for MSPs

The StoryBrand framework is built on a simple but powerful idea: your customer is the hero of the story, not your business. Your role is to be the guide who helps them solve a problem and achieve success.

For MSPs, this means shifting your website messaging away from “Look how great we are!” to “Here’s how we help you succeed.” When done right, this approach builds trust, reduces confusion, and increases the likelihood that a visitor will actually reach out and engage.

According to Donald Miller, “If you confuse, you lose.” And let’s be honest, many MSP websites can be confusing.

The 7-Part StoryBrand Framework (and How to Apply It to Your Website)

If you haven’t read the book yet, I highly recommend that you do! Based on the book, here’s a breakdown of the StoryBrand framework that is introduced, and how MSPs can use it to improve their own website design and messaging:

Element 1. Define Your Hero (i.e. This is Your Prospect – Not YOU!)

Your website should start by clearly identifying who your ideal customer is and what they want. For MSPs, this might be small to mid-sized businesses that operate within the accounting space, who are tired of being just another number with their current IT provider. As a result, they are looking for a reliable and responsive IT partner who understands their business, communicates clearly and can help them grow with confidence.

Website Tip: Use headlines like “Tired of waiting hours for your MSP to respond? Your issues are our #1 priority”, instead of “Welcome to XYZ IT Solutions.”  Also, scan your website and remove all references of ‘we’ and ‘ours’ and change to reflect your customer-centric focus, using words like ‘you’ and ‘yours’ in your web copy.

Element 2. The Hero Has a Problem

Every hero has a problem. Your job is to articulate that problem in a way that resonates. A Business Owner has landed on your website for a reason – they have a problem that needs solving. If you can speak to their purchasing trigger, your phone will ring.

Website Tip: When crafting your marketing message, start by addressing the real-world challenges your ideal customer faces; like frequent cybersecurity threats, slow response times, or a lack of strategic IT guidance. But don’t stop there. Speak to the emotional frustrations they may be feeling as well: feeling overwhelmed about the complexity of IT, feeling helpless about not knowing where vulnerabilities lie, experiencing a growing distrust in their current provider as they never hear from them. Tap into what they may be thinking, “I’m not sure our MSP is doing enough to keep our employees and proprietary data safe.”

Then, elevate your message with a philosophical statement that reflects their deeper beliefs and values – “Technology should empower, not endanger. Your systems should help you grow, not leave you vulnerable.” Use language your prospects actually use, not industry jargon.

Element 3. The Hero Then Meets a Guide (That’s You!)

Position your MSP as the trusted guide who has the experience and empathy to help. When you speak clearly to their problems and aspirations, you position your MSP as the trusted guide who understands their pain and has the expertise to solve it.

Website Tip: Use phrases like “We understand your challenges. We’ve helped dozens of accounting companies like yours who have felt stuck with poor support and unclear security strategies.”  Include testimonials, case studies, statistics, and/or logos that showcase how you have helped other businesses who had suffered the same set of struggles.

Element 4. The Guide Who Gives The Hero a Plan

People need to know what to expect next. A simple, step-by-step plan builds trust and confidence, and works to remove any doubt that may arise due to the prospect being unsure whether to move forward with a buying decision or not. Building and promoting a clear and simple process plan reduces friction and encourages engagement.   

Website Tip: Add a section like “The Switching MSPs Plan – How To Switch MSPs in 3 easy steps: 1) Schedule a free consultation. 2) Receive a transition roadmap with zero downtime. 3) Enjoy reliable and responsive proactive support.” With added messaging: “We make switching MSPs painless – no downtime, no disruption, just better service.”

Element 5. And The Guide Calls The Hero to Action

Don’t be shy. Tell visitors exactly what to do next.

Website Tip: Use clear, direct Call To Actions (CTAs) like “Book a Free Consultation” or “Register Today!” to promote an upcoming Security Event. And be sure to also include transitional CTAs for those prospects who are still in their information gathering stage of their buyer’s journey like “Download Checklist”. Avoid using vague buttons like “Learn More.”

Element 6. That Helps Them Avoid Failure

Remind your prospect what’s at stake if they don’t act soon. Without fear-mongering, outline the possible negative consequences of them remaining with the status quo and not taking action to change the situation.

Website Tip: Use messaging like “Without proper security, your business could be one click away from a breach that can cost you everything.” Or “Ransomware doesn’t just steal data – it also steals time, money and customer loyalty.” Or “Trust is hard to earn and easy to lose – especially after a security incident.”

Element 7. And Ends in Success

Paint a picture of what success looks like with your help. Tell your prospects how they can be transformed and how you can help them build a better business for themselves and their employees.

Website Tip: Use visuals and copy that show happy clients, smooth operations, and peace of mind. Use messaging like “At MSP XYZ, we help accounting firms like yours take control of their cybersecurity – without the complexity or confusion. You’ll have a partner who understands your business, communicates clearly and acts proactively – so you are never left in the dark.” 

Include messaging from an aspirational perspective as well: “Evolve from being frustrated to being supported. We help customers go from feeling neglected by their current MSP to having a responsive, strategic partner that puts their business needs first.”     

Why Most MSP Websites Miss the Mark

Donald Miller’s StoryBrand 2.0 builds upon a previous MSP Sales & Book Club selection from earlier this year where we discussed Marcus Sheridan’s ‘Endless Customers’ and ‘They Ask You Answer’. During that meeting, we discussed how many MSPs fall into the trap of “ostrich marketing” – what Sheridan calls it – burying their heads in the sand and avoiding the hot topics prospects care most about. According to Sheridan, there are Big 5 topics every buyer researches and wants answers to, and when addressed well, helps to build trust and credibility in their hearts and minds:

1. Price/Cost
2. Problems/Negatives
3. Comparisons
4. Reviews
5. Best/Top Providers

Yet most MSP websites avoid these topics entirely.

Why? Because they’re uncomfortable topics to bring up and talk about. But here’s the truth: your prospects are already searching for this information. If you don’t provide it, someone else will, and they will be the ones who earn the prospect’s business.

How to Use StoryBrand to Address the Big 5

Let’s look at how you can use the StoryBrand framework to tackle these topics head-on to build a better website that converts visits into engagement:

1. Talk About Price (Yes, Really)

You don’t have to list exact prices, but you should explain what drives cost. Use phrases like:

• “Our pricing depends on your business size and needs, but here’s what goes into it…”
• “We offer three tiers of service—here’s what each includes.”

This builds trust and helps to decommoditize your services.

2. Address Problems and Negatives

Be honest about the challenges of switching MSPs or the risks of poor IT support. Transparency builds credibility.

3. Make Comparisons

Create content that compares your services to common alternatives (e.g., in-house IT vs. outsourced MSP). Be fair and factual.

4. Share Reviews and Testimonials

Social proof is powerful. Include client quotes, case studies, and links to third-party review sites.

5. Create “Best of” Content

Write blog posts like “Top 5 MSPs in [Your City]” (and don’t include yourself). It sounds crazy, but Sheridan says it positions you as a trusted advisor—and gets people onto your site.

6. The Power of the 80% Video

One of the most actionable takeaways from the session was the idea of creating an 80% Video – a short video that answers the top 7–10 questions you routinely get from prospects.

Why it works

• It builds trust before the first meeting.
• It shortens the sales cycle.
• It positions you as a teacher, not a salesperson.

Website Tip: Embed your 80% Video on your homepage or service pages. Use it in email follow-ups and social media posts.

Final Thoughts: Make Your Website a Conversion Machine

Here’s the bottom line: Your website isn’t just a digital brochure, it’s your best salesperson. But only if it’s clear, compelling, and customer focused.

By applying the StoryBrand framework, MSPs can:

• Clarify their message
• Build trust with prospects
• Stand out in a crowded MSP market
• Increase passive website visits into meaning conversations

So, what’s your next step?

• Review your website through the lens of StoryBrand.
• Identify where your messaging is unclear or self-centered.
• Start creating content that answers real customer questions.
• Register to attend an upcoming session of my MSP Sales and Marketing Book Club

And remember: You’re not the hero. Your customer is. Your job is to guide them to success.

Stefanie Hammond is Head Sales and Marketing Nerd at N‑able. You can follow her on LinkedIn