A letter to business owners. It’s not about you — not today, not ever

Dear Small Business Owner,

Your website business isn’t about you —it’s about your customers. They’re the heroes of the story, and they’re looking for a guide to solve their problems. Too many small business websites focus on awards or history, but customers want to know how you make their lives better. At Hip Bip, we’ve seen this firsthand, and we’re here to help you build a site that turns visitors into leads. Here’s how to make your website all about them, inspired by StoryBrand principles.

Start with Their Problem

Your customers land on your site with a need. Name it clearly. If you’re a plumber, don’t lead with “Serving since 1995.” Try, “Got a leaky faucet? We’ll fix it fast.” A clear headline that speaks to their pain grabs attention. Hip Bip’s tip: make your homepage about their problem and your solution.

Be Their Guide

In every great story, the hero needs a guide—that’s you. Don’t fill your site with boasts about your tools or team. Show how you help them win. A caterer’s site might say, “Need food for your event? We’ll make it unforgettable.” Position your business as the helpful guide, not the star.

Make the Next Step Clear

Customers shouldn’t guess what to do next. Use bold, obvious calls-to-action like “Call Now” or “Get a Free Quote.” Place them everywhere—homepage, service pages, footer. Vague buttons like “Learn More” don’t convert. Hip Bip builds sites with CTAs that guide customers to act, boosting your leads.

Keep It Simple

A cluttered website scares customers away. Stick to one clear message: how you solve their problem. Skip the jargon or extra pages about your process. A single, focused page often beats a complicated site. For a coffee shop, show your menu, hours, and a “Visit Us” button—that’s enough.

Show Their Happy Ending

Help customers picture success. If you’re a dog trainer, don’t just list services. Say, “Imagine your pup obeying every command.” This shows the value of choosing you. Hip Bip weaves this vision into every site we build, turning browsers into buyers.

Test and Improve

Even a great site needs tweaking. Are people clicking your CTAs? Use Google Analytics to spot where visitors leave. If a page isn’t working, simplify it. Hip Bip’s concierge service includes ongoing updates to keep your site driving results.

You’re Not Alone

Your website can be a lead-generating machine by focusing on your customers’ needs. Make them the hero, guide them clearly, and keep it simple. You don’t have to do it alone—Hip Bip’s here to make it happen. Answer a few questions, and we’ll write, design, and optimize a site for you.

Let’s make your customers the star of the show.

Best,
The Hip Bip Team