Websites: Designing for Story

How Sports Brands Turn Their Homepage Into a Story Fans Want to Join

By Sinead Lotter | Creative Problem Solver

A practical guide for sports creatives who want more than just “a nice website.”

This eBook breaks down how to design homepages that connect with fans, tell a clear story, and actually convert — using structure, visuals, and brand voice that feel true to sport.

Perfect for designers, brand teams, and marketers in sport.

📄 37 pages 

What’s inside 

• How to make your homepage answer the 3 instant questions: what is this, is it for me, what’s next (the “first 5 seconds” test)

• A story-driven hero section formula: customer-centred headline, simple “how”, one clear CTA, and a visual that feels like the sport

• The “customer is the hero, brand is the guide” framework + a hero vs guide audit to rewrite your homepage copy

• A homepage story arc you can follow: hook → problem → outcome → guide → plan → proof → deeper paths → final CTA

• Visual storytelling for sports brands

• Trust-building elements in a single scroll

• How to do minimalism with meaning (make “less” say more) + the “content diet” checklist

• How to design homepages that evolve using modular story blocks 

Who is it for 

• Sports brands, clubs, and performance businesses that want a homepage that converts 

• Designers, marketers, and strategists building sports websites who want a repeatable story framework + checklists

• Teams needing a homepage system that’s easy to update over seasons/campaigns without breaking the design