Website Storytelling: How to Use It Like a Veteran Marketer

December 3, 2021

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People used stories to amuse, educate, and instill moral values in the past, and they continue to do so today. From generation to generation, stories were handed down in the pre-mass media age. 

Later, they were transcribed, copied, and made widely available. Now, in the Internet era, it’s time to make a change. 

It’s no longer about which media can help us in communicating our story. It’s about how our story can help us maximize the potential of our brand and how it can spread the brand out amongst the masses as quickly as possible.

A story may live on in the imaginations of those who hear or read it if it is delivered correctly. Storytelling has become more popular as a method of boosting consumer awareness of products and services.

group of people laughing

What Is A Brand Story?

To build a brand, you need to tell a narrative. Corporations are increasingly using storytelling as a branding tool to raise their brands’ visibility. 

However, many companies are still unsure of how to create a distinctive narrative for their company. The core of your brand, what sets it apart from the competition, must be embodied in your brand narrative. 

Everything about your company and brand is reflected in it. The logo, colors, and slogan all work together to convey a narrative about your brand. Your brand narrative is formed when all of these elements work together in harmony.

Your brand narrative should convey the inspiration for your company’s existence. Moreover, it should be compelling so your audience will connect, and trust you.

Couple pinky holding

The Benefits of Brand Storytelling

Your brand’s essential values and what it stands for are conveyed in a tale that informs your target market about what your brand stands for. A well-crafted brand narrative will immediately influence customers’ actions.

People remember emotions more than words. How often have you attended an event that made you feel happy? 

Even after the event ends, you may still be able to recollect the feelings you had, even if you don’t remember all the talks that took place simultaneously. 

Branding follows the same rule. You’ll build a stronger bond with the people you’re trying to reach by telling a story about your company that evokes positive feelings in them. 

“As customer confidence in your business increases so too will your brand visibility/awareness which can translate directly into new business and greater organic reach”, says Carter Douglas from Marketing One Group (M1G).

person leading another into snowy mountains

Stories Add Empathy to Your Brand

Do not solely concentrate on your side of the story when creating a brand narrative. It is a good idea for your customers to know how your business began and your fundamental beliefs. 

Your brand’s success depends on your ability to empathize with your consumers. Create a narrative that demonstrates how your business cares about the well-being of its customers and is aware of the world around them. 

If a product makes the consumer feel good, they’ll buy it. As a result, customers will feel good about acquiring your items since they will be a part of the environmental concerns you created in your story.

group of friends hugging

Stories Make Your Brand More “Human”

As a result of your brand’s story’s connections with your customers, your business will be seen as less of an entity and more like a person. Keep in mind that when telling your story, it’s crucial to keep it honest and truthful.

Storytelling is a powerful tool for marketing. Having a great narrative to share about your business encourages customers to think of reasons to buy your stuff.

How to Use a Storytelling in Your Web Design

Storytelling is a powerful medium for conveying a message. People are more likely to listen and accept what we have to say if we share a story. 

To better convey your thoughts, here are 10 ways you can use to apply storytelling to your website:

1. Images

Let’s begin by using images. Showing images to tell a narrative is an excellent method to convey your message. 

For many people, visual information is simpler to comprehend and retain than text or even figures. The most probable scenario is that you’re looking for anything in return from your website visitors. 

So don’t expect too much from them. Don’t make it difficult for them to get the most out of their time spent on your site. 

To put it another way, if you can convey important information via graphics, do so.

guy jumping on the beach

2. Illustrations

Illustrations provide all of the visual benefits that images do. They may, however, be either quite realistic or somewhat abstract.

It is also possible to combine several components of a message in an illustration. Sequential stages or other linkages between various parts may be shown in your diagrams.

Because of this, using illustrations to tell a story may even be more adaptable.

3. Website Background

Large backdrop photos may also be used to convey stories on a website. Because they are so huge, these pictures may play whatever role you give them. 

They may create a certain atmosphere with their color, concentration, and motivation when they’re in the background. When used correctly, they may help bring your design to life and give it a sense of depth. 

You may wrap your whole website in narrative with the help of backdrop pictures.

Person working computer smiling

4. Mascots

The character is an integral part of a traditional narrative. It is possible for this character to either relate to the story as an outsider or to have a more active role in the story. 

Characters in stories may be given a certain personality with the help of the mascot. As the story progresses, it gives people a more personal and authentic feel. 

This means that mascots may either be passive storytellers or actively engage in the narrative.

5. Words

Let’s take a break from the visual method to convey stories. The power of words is equally as great. 

I’m not referring to lengthy, text-based stories tales that individuals may read in their free time. Instead, everything from your website’s menu options to the information you provide to users, including your call-to-action buttons, are examples of what I mean. 

Every word on your website tells a narrative to your visitors, and every word counts. You can only be consistent in your message if you have thoroughly thought out the tale.

The design demonstrates the power of words and images working together to convey a message. Using practical word choice can help you lead and entice your site visitors. Finally, you can subconsciously encourage them to make a purchase.

man writing on paper

6. Personality

Nowadays, web design is all about expressing one’s personality. This helps you to show yourself and connect with your audience. 

When individuals are deciding between several services or websites, this connection might make all the difference. It is possible to use your personality to convey a story about yourself, your organization, or your product. 

For stories to be effective, they must be told by someone who has authority, or at least someone people want to listen to.

7. Scrollytelling (Yes, it’s not a typo)

Parallax scrolling is a new way to tell stories on the web. This new method lets you expose various design layers and react differently to visitors’ scrolling behavior. 

It gives a feeling of depth, enabling visitors to control numerous simultaneous effects. Begin by drawing your visitors in. Then tell a compelling tale and lead them through it. 

This parallax scrolling effect is powerful because it puts the visitor in command of their experience. #8 Interactive Elements

If you want your story to be interactive, people should be able to engage with your website. You may also get your visitors to participate in your content. 

This has the potential to make your visitors the ones telling the narrative. Make them a character in the story you’re trying to tell, for example.

woman looking at her phone

8. Facebook, Twitter, and other forms of social media

Businesses are increasingly using social media as a marketing tool. These platforms enable marketers to communicate with their consumers casually and informally because of their personal character. 

You may use social media to establish a following for your brand. It’s as if you’re speaking to an audience here.

Make sure your story is worth hearing. This is a narrative with a lot of depth and a strong sense of belonging. 

You may use various methods to share your tale, including conversations, photographs, events, and freebies.

9. Video

Finally, you can utilize videos to convey tales online. However, you may just sit in front of the camera and narrate your narrative. 

Companies have increasingly turned to video to convey their message. You may tell a narrative about your product and produce an entertaining and educational film about it. 

Decide whether or not you want to convey the story yourself or whether you want to use consumer testimonials to do it.

A man shooting a video

Over to You!

A good story can touch people on an emotional level. It is part of human history. For businesses to attract and retain more clients, they need to include narrative in their website designs.

Is your website’s design based on a narrative? What qualities do you look for in an excellent novel? In the comments section below, please share your thoughts.

About the author

Carter Douglas a Growth Strategist, SEO and Digital Marketing Specialist with a  passion for day-to-day SEO and obsession for helping small business grow online. I love solving problems and using my skills to help others grow their businesses. Meet me at the intersection of SEO and Growth to accelerate your business!

Carter Douglas

Carter Douglas

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