The importance of storytelling for marketing is undeniable. However, it is so misused and forgotten. Stories can become compelling and engaging experiences for your customers, not only with your product but also with your brand’s image. This is how companies build a group of brand advocates, fans, and communities.
Storytelling is not new for marketing. By now, marketers have been talking about how important it is to tell your story to get more customers. A marketing message detached from anything else will make it hard for your customer to engage, and of course, to convert a lead in an actual client.
This is not different for a website. Most of the time, businesses and developers only come together and think about beautiful design and technicalities. However, a site can be so much more and help you in so many other ways.
Your website design can help you tell your brand story. It is the perfect way to engage your customer with what you have to say. But how do you do it?
To tell a compelling story, your website design must make sense. Everything displayed must be well thought out and considered. It has to be a well-designed path, where your customer will happily click through. Everything must work properly and lead your customer to that final message, the one you feel they can not miss.
That said, it’s important to state that you can apply that in any business’ website from an online shop to a real state agency page. Even if your page is only talking about your services and introducing your company, it must leave a great impression and be memorable.
To make a strong storytelling website design, there are some points that you need to consider.
How Your Web Page Design Can Tell Your Brand Story
What Story Do You Want to Tell?
To know that, you must understand your brand identity and why your website exists. This is the first step.
There is no way to build a great story for your website if you don’t know why your company exists if you don’t know or quite understand its identity.
Brand Identity is fundamental and valuable. Every company should have a unique voice that talks to that specific audience. That is what makes people relate to and truly connect. When you get to that point where your company has people who identify with its voice and follow you, your price is not such a strong matter anymore.
A good example is a company called Nasty Gal, founded by Sophia Amoruso, one of the 60 most successful self-made women by Forbes Magazine in 2016. The brand has a massive number of followers that see themselves as “nasty girls.” They connect with the brand style, voice, and feel. Women follow the brand as it continues evolving.
If you already know your brand voice, you’re halfway there. The hardest part is done. Now you have to discover how to tell your story and what will make your customer engage.
There Must Be a Good Partnership with Designers
Designers are always your best friends. This relationship must be in perfect tune to get the job done.
These teams must sit together and discuss about the website goals and how it should feel for the customer. You must make sure they understand your brand identity and your target customer. This will make it easier to define strategies and align goals.
Going even further, trust your designers. They are experts who deal with websites and brand storytelling every day. A relationship based on trust and respect will definitely go a long way.
You Must Know Your Customer
It’s only possible to deliver the right message if you understand what message your customer wants to hear.
It’s crucial to have a clear idea of who your target customer or your brand advocate is. You will be designing for them; they will be the main character in your website story.
Imagine one thing, someone who arrives on a candy store website is looking for a different experience than a user who visits a pressed juice shop website. Or a health insurance website.
Most of the time, they will be different audiences, but even if they aren’t, they will definitely be looking for a different experience.
If you maintain a dialogue with your customer through social media and customer experience channels, you probably understand who they are and what they like and expect. Another good way is to have surveys and rely on focus groups results.
It Can Be Simple
Some might be thinking that this is scary and daunting. A design strategy that would be so sophisticated that there’s no way you won’t be throwing money around and using your entire budget. Don’t worry!
To tell a story, your website doesn’t have to be all that fancy and interactive. It just needs to tell it in a clear and engaging way. Interactivity is not a must, and you should always remember that simplicity can go a long way.
Your primary focus should be easy navigation, that is user-friendly and makes the story unfold as your user moves along. If you only want to have a few images, no problem. Just make sure that it tells your story, and that it is compelling. There is no need for flashy thing your user will not even understand or appreciate.
Think about a book. Even some of the most famous and loved Shakespeare plays are about love. It’s as simple as that.
Must Have a Beginning, Middle, and End
Like every story, your website design story must have a beginning, a middle, and an impressive and outstanding end. It must leave that “I want to come back” feel. Have you ever felt that when visiting a website? That’s the power of good storytelling, my friend.
You can think about it this way:
- Beginning: why your company exists, what you do, who you are.
- Middle: your core values, what makes you different, that feel that will make your target customer want to connect and relate.
- End: It can be a call-to-action. But it can also be showing your customer why you’re so right for them. This reinforces your mission and core values. Use a voice that shows why your brand is different. Just make sure it’s a happy ending.
Remember to Be User-Friendly
Make your website a clear and beautiful path for your user to walk through. Don’t make it a maze, full of possibilities that can make all the great stuff you have to offer to get lost or with secret options that your customer never gets to find.
Make sure that the next step is always obvious and easy to find. Your user must go forward unfolding your story without too much effort, and without losing too much time. That can make people lose interest and leave before the experience is complete.
Make Your Customer Part of the Story
Engagement. That’s a keyword that is crucial in today’s world. An excellent way to make a user engage with your website story is to involve them as a character. Not just any character, the main one.
You can provide that feeling when you choose the right images and layout for your website design. You make your user feel at home, something they feel is theirs and make sense to them.
When they recognize themselves in the environment you created on the screen, they will take the next step you want. This includes checking out your products or watching a video that further explains what your company does.
Design plus story, that is a golden combination. These two must always come together. One might say it’s not even possible to have one without the other.
Your very compelling story must be told with magnificent design, the same way that a compelling written story must be told with perfect grammar and the right choice of words.
That’s one of the reasons a great relationship with your website designers is so crucial. You two must work together and walk the same path. That’s the only way the final product will be the product of your dreams. You must dream together.
The website design is an essential part of the story. It helps give users the right feel as soon as they enter the webpage.
Provide an Experience
Everything is a touchpoint for your brand. Every mention, every service. And your website is a critical touchpoint, maybe one of the most important, since a lot of people hear about you and look for your brand on the internet, even before going to a store. That experience must not be disappointing. If they got there, you must make them stay.
You can get that with a great experience–when everything goes right, and the user doesn’t have a problem understanding your content and getting where they want.
Don’t Bore Your User
Make the experience count. You don’t want to put a lot of effort in a long, boring story that doesn’t get experienced because it’s not engaging.
Consider not only what your user likes, but how much time they have to spend. And make that time worth it.
Even the more engaged users can get bored with long videos or animations that don’t make a lot of sense. Create content with care; your customer deserves that.
How do you tell your brand story in your web page? Let us know your experience in the comments!