Once Upon A Time…
We met with a prospective client recently on another disaster recovery project, our term for someone who hired an unprofessional organization to help them create a website.
All the usual suspects were present in the form of the story: great company, great brand, incredible product, and an unbelievable, crappy, digital presence.
The owner has a friend who they referred to as, “a programmer who said that they could build the website.” Now at first blush, there may not seem to be anything wrong with that, but after cogitating (word of the day) on that for a while, it hit me. Websites are not about programming; period. They’re about website storytelling.
So embrace that fact and think about the people you would want to create and tell your story. Think about your reaction to someone who says, “I’m a programmer, and I can build your website.” Let us clarify right here that there are programmers who are great storytellers, but the primary skill for developing a great marketing program of any kind is storytelling capability. That trumps the technology of the delivery mechanism every time.
Why Website Storytelling Matters
Websites aren’t just platforms—they’re opportunities to connect with your audience through engaging narratives. This concept, known as website storytelling, focuses on creating an emotional bond between your brand and its visitors. Your website must communicate your story effectively to captivate, inform, and inspire action.
What to Ask When Hiring a Web Designer
To help if this happens to you, we’ve put together a small list of things to ask anyone who says they can “build your website.”
What Does Building A Website Mean?
Building a website is a technical process, but designing a website takes a very different skill set. Designing a website requires the ability to ask questions and package the answers in a compelling and engaging manner. Once that is done, it’s time to “build the website.”What Do You Think The Website Should Be About?
Any great story has a hero. Whether it’s you, your product, or your passion for excellence in what you do, these elements should shine in your website’s narrative. This is the essence of website storytelling.What Should I Expect From A Good Website?
Interest. The purpose of most websites is to create enough interest on the part of a visitor to engage and learn more about an organization as a precursor to purchasing. Using website storytelling effectively can help achieve this goal.How Do I Know You Can Do This?
Listen to what the person/company tells you. Are they jumping into demo mode, showing you past projects, or are they discussing how they’ll capture and retell your story? If the designer doesn’t take time to understand your vision, they likely won’t communicate it well to others.Can I See Work Samples and Speak with Past Clients?
Ask to talk to at least five previous clients. Inquire about their experience with the company’s responsiveness, communication, and storytelling approach. Did the website reflect their brand effectively?
Think About It
To measure the success of a storytelling approach in marketing, focus on engagement metrics such as increased time on site, social media shares, and conversion rates. Integrating techniques like storytelling for web engagement can dramatically improve these outcomes, connecting your audience to your brand on a deeper level.
Successful storytelling examples span industries, from Nike’s inspirational athlete stories to Airbnb’s customer experiences, showcasing brand identity and emotional connection.
Diving Deeper into Website Storytelling
Storytelling in web design is not just a strategy—it’s a journey. Why is website storytelling so critical in web design? It transforms a static website into an engaging experience, fostering a connection between your audience and your brand. Unlike traditional design approaches, website storytelling focuses on creating immersive narratives that guide visitors through your website.
Some brands excel at storytelling. Think of Nike, where every design element tells a story of resilience and athleticism, or Airbnb, where user-generated stories bring destinations to life. These examples demonstrate how website storytelling can inspire trust, connection, and loyalty.
For businesses, the key lies in selecting a designer who understands the nuances of storytelling. It’s about asking the right questions and prioritizing your unique narrative. This approach doesn’t just improve website aesthetics; it also drives tangible results, such as higher engagement, increased conversions, and stronger customer loyalty.
Ultimately, website storytelling techniques can transform a website from a mere online presence to a powerful marketing tool, making it a cornerstone of your digital strategy.
Photo credit: Jim Pennucci