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Why your website needs a Story

The Most important element of web branding & online marketing is storytelling (read: web design), and one of the single most vital things for any business to do is develop a succinct, congruent web design strategy that focuses on telling a story for their potential customers.

Good web design and web branding tells your brand story through engaging visual content and exceptional copy, drawing  customers into each new page of the website and leaving them with absolutely no doubt about what you do, and the passion and purpose behind your brand.

“Storytelling” is a bit of a buzzword, and for good reason; it’s through stories that we are able to engage people – storytelling is our most primary form of communication, it is how we access, store, manage and communicate information. Our brains are intrinsically wired for storytelling as our primary means of communication. It is primal. It is essential. It Sells.

Storytelling is an immersive experience for the website visitor, and will keep them on your site longer, ensuring higher lead conversion rates, and turning happy visitors into happier customers for your business. But HOW do we do it?

Firstly, answer these questions:

  1. Who is your customer or audience?
  2. What is your main objective? What do you want the visitor to DO?
  3. Do you have a clear message behind the brand / story?

A great story needs to keep the visitor engaged, and wanting more, so that they are compelled to continue to follow the story and see more of the website. The narrative needs to flow, to have an end goal, and is most effective when told through visual representation, not in words / writing.

Stand Above the Crowd

Ensuring your website look and feel is in alignment with your offer; i.e. if you make car parts, have a website that clearly shows the visitor what you do – there’s no point having a great website that makes you look like a used car salesman

What is your Brand Story? What Words are associated with your brand? Start there, and then write out ideas for how you can convey this message and story through your website; what does your brand stand for? How do people associate with you and what kind of feelings does this convey? Make your website something people will recognise and associate with your brand. Some examples of story themes might be:

 

Happen Theme: Innovation / Excellence Feelings: professional, fun, success

London Pass Theme: Travel / Activities / Family. Feelings: Fun, Exciting, Fresh

Kuhne + Nagel Theme: Reliable / International   Feelings: safe, professional, cared for

 

The Power Of Story

The story, as discussed previously, is the most ancient form of human communication, and therefore the easiest way for us to convey and understand a message. It is a limitless and powerful communication tool because it elicits emotion – and if you want someone to Take Action, emotion is your key ingredient in persuading them to do so. Facts are all well and good, but most people don’t believe them, and aren’t interested – whereas a story allows them to come to the desired conclusion in a natural way.

The better your story, and the clearer your intention, the higher your conversion rates will be.

Keep It Simple

A good story should be smooth and simple, not cluttered with too much info or visuals. Here’s a few ideas to keep your website look and feel in line with your story:

 

  •  Bold Images
  • Bold Colours
  • Big Words
  • Good Navigation

 

Focus on People

Good storytelling allows the visitor to empathise or connect with the story, and it’s much harder to tell a story about a brand or product, so try to ensure your story includes people in your visuals, and in the actual content. It’s easier to relate to the CEO who is exceptionally pleased with your service, or the people who have bought your product, than actually trying to connect to an idea or inanimate object.

So, to wrap up, stories are far more than just your content; to effectively tell your story through the medium of your website, you will need to leverage all areas of your website design. Bearing in mind the difference between a spoken or written narrative, and one told purely through visuals and an interactive experience, you should be considering 3 main areas at all times: Content, Visuals, and User Experience. If you get those right, you’ll have a website that speaks volumes and keeps users engaged and active.

For more information please contact us to see how Webheads can help your company