Storytelling connects people. A good story has the ability to connect you to your audience and form a lasting relationship.
Your website is one of the first things your audience sees. It is where they will begin to get an understanding of who your company is and what you stand for.
Storytelling can help you get the most out of your website and get the relationship with your audience off to the best start.
To help, we’ve put together a few tips for how you can enhance storytelling on your website.
Transform the standard ‘About Us’ page
Your ‘About Us’ page is one of the most important pages on your website. It should tell how your business got to where it is today. The best way to achieve this is to tell a story. The story of your business. Your brand story.
This should be crafted and refined so that you are getting the most from it.
One way to create this is to take your audience on a personal journey. Inject real humans into your story. Your CEO or founder can become the hero of the story. Speak about their ideas, their thoughts and their emotions.
Make sure they go on a journey throughout the story. Take your audience back to the beginning, to the first idea for the business, and bring them to the present day.
Make sure to be honest about the obstacles the business faced. Create conflict and problems for your hero. This will help your audience root for them and help them engage with the story. They will see the adversities the business faced and how they overcame them.
Your audience will appreciate and relate to a personal brand story full of detail and honesty. This story will prove vital to your business and can be something you relate back to and retell to new audiences time and time again.
A picture is worth a thousand words
Visuals, whether they are images or video, are extremely important for any website. They can hold more power over an audience than words. They can also simply convey a message to a wide range of people.
We previously put together a post looking at the 5 rules for visual storytelling, find it here.
If you have a story to tell; a story of client success, a new product you’re launching or a new blog post, use a visual instead of text. An infographic or a simple video can have more of an impact than a 500-word blog post.
It’s important to be creative when dealing with visuals. Make them animated or interactive, both can improve audience engagement and attract them to your content.
Play with their emotions
Storytelling is all about emotions. Stories have the ability to make us laugh and cry. As a storyteller putting together your website, you also have that ability.
There is a science behind storytelling which causes our brain to react. You can read more about it here.
By understanding these reactions web designers can achieve incredible results. Studies have shown that instead of taking stories at face value, audiences for emotional connections to the story. They begin relating their own memories and emotions to stories.
By using powerful stories that caan n make audience laugh, cry or relate to you will create a deep connection with your audience. This enhances not only your website but your business on a whole.