What Does Storytelling on Your Website Mean?
Storytelling on your website doesn’t mean you literally tell stories, even if you are an author. It means creating a whole story of you through the right images, website copy, and even with the layout and design. All of these together tell a story. Your story.
This goes hand and hand with your brand. The story your website tells will let readers know, directly and indirectly, who you are. It answers the who, what, where, when and why about YOU.
Why it Works
It creates a deeper connection with your audience by entertaining and engaging them. This connection and engagement is especially important for personal brands, aka, when what you’re selling is yourself. This is why storytelling on your website, when you’re an author, thought-leader or entrepreneur is especially effective.
Remember, your audience wants to connect with you and know what you’re all about. They want to be reminded why they engage with you, trust you and support you.
Storytelling on your website also sets you apart! It allows your unique brand and personality to shine through and stand out from others. It lets you create an immersive experience which increases engagement and keeps them coming back!
To Connect to Your Audience Through Storytelling on Your Website, Know Your Audience
Of course, if you want to connect to your audience through storytelling on your website, you need to know your audience! But this isn’t any different than needing to know your audience to create an effective marketing strategy. You do the research when building your brand, and your marketing and SEO strategy, so you’ll already have the template from which to begin.
Because you’re not telling your story to just anyone. You’re telling it to your audience. So speak to them! What is the message you want to send?
How Storytelling Works on Your Website
Storytelling on your website involves many of the elements of, well, storytelling! You want to take your audience on a journey. You can think of the structure and how your website is designed as the plot of the story. This is the foundation.
You also want to include content that viewers relate to and identify with, much like the protagonist of a story. This includes evoking emotions and creating a sense of being drawn in. You can do this with your words and imagery.
And of course, there needs to be a satisfying conclusion. This is where CTAs come in. This is also why it’s helpful to understand user intent. They want to end up where they expect to end up!
Using Storytelling on Your Website Strategically
Like creating a great SEO strategy, storytelling on your website is not about one big thing you do, but all the little things that create the big picture. Below are some examples of how you can craft a narrative and send your message loud and clear. And make it all make sense with the right story structure.
Consistency and Clarity
Tell your story and stay on brand with consistent tone and language usage. Get to the meat of it though. For instance, website copy should be direct and compelling. Your colors, typography and images should all fit the narrative, aka, your brand. There should always be enough to form a complete picture but nothing there that doesn’t add to plot. Do you see how this relates to crafting an actual story?
Using the Tools and Resources Available
As we mentioned before, you have to know your audience to speak to them in ways that will resonate with them. When storytelling on your website you can use videos, pop-ups, and other interactive methods if they work for your story. See if new website design trends like scrolling effects and 3D will help tell your story. You should also not leave your website static. Add new content, change up things that aren’t working—you can figure this out by testing and tracking analytics— and keep your story moving with you.
Each Web Page is Part of Your Story
These techniques can be used beyond your About page and Your Homepage too. Though you’ll use different elements of storytelling on your website for different pages, it’s not just limited to telling what you’re about or how users will navigate through your website.
Remember, it’s about consistency. So don’t neglect too many web pages in favor of others. Although, having a well-designed and easily-navigable website is essential and a stellar About page is a good strategy. Think of these parts as a whole. How do they relate to one another? Which part of the story do you want each page to tell?
Ways You Can Use Storytelling on Your Website
Reviews, testimonials and case studies
Proof and building trust add to your story and make it more compelling. Showing what you do and what you’ve accomplished is part of your story. Show don’t tell!
Be authentic and present
Tell your story with authenticity. Don’t try to be flashy if you’re not flashy. Be open and honest, and approachable. You can do this through what you share, the content you create (like your blog) and through having a contact form. Also, by adding appropriate social media buttons to your website.
Make yourself accessible in these ways.
Make yourself visible
Don’t be shy about showing your face. Yes, you should have a professional headshot on your website, but if you have video of yourself speaking at events or lectures, or a YouTube channel, add some videos! Share photos of your latest book signing event. If you’ve been interviewed or been a guest on a podcast, add the link or video.
And remember, stay on brand!
Of course, with all of this, be true to yourself and your brand. This consistency, that we mentioned earlier, is key to telling your story. Following trends and going big with everything is less important than remaining authentic and staying consistent with your tone, your message and your themes.
Overall, storytelling on your website is just about taking control of the narrative and standing out from the crowd. It’s more about sticking to your genre and doing it well than following a trend or working from a generic template. On your website, you tell your story through the design, colors and the copy. You add to it with unique, engaging, and relevant elements. There is a structure and a flow, and a logical conclusion to your story. This is what a good website is all about!
If you need help telling your story on your website, reach out and see how we can help!
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