Everyone loves a good story. It could be a novel, a favorite show, or just a friend telling you what they did last weekend. Stories can stir our imaginations, evoking emotions to make us laugh or cry. Because stories are so powerful, brand storytelling is very useful for online businesses who want to engage their audience and connect with their customers.
But why stories? And why are they so compelling in business?
Think about your favorite brand. The one that you’re super passionate about. The one that you’ll happily promote for free to your friends. That is the power of brand storytelling.
Good stories can move people to action. They can encourage sympathy and inspire donations. They can cause a movement or even a revolution. They can provoke a response or influence readers.
When it comes to your business, facts tell. Stories sell.
As consumers, we, too, are less moved by features and cold facts. We’re more inspired to act when we actually feel something. The same is true for prospective customers who Google your business for the first time and land on your website.
One of the first places your potential customers will go to find out about you and your brand is your website. So you wanna make sure you’re telling your story well.
But you shouldn’t just be throwing up a thousand-page autobiography or a list of bullet points. You should be sharing your story in a way that authentically, strategically conveys the best of what you have to offer.
Great storytelling could be the difference between standing out and being remembered… or being forgotten by your potential client.
Here are three ways you can improve your storytelling on your website to boost your conversions and attract the customers who need you most.
How to Do Brand Storytelling on Your Website
#1: Share the why behind your business.
As Simon Sinek says, “People don’t buy what you do. They buy why you do it.”
In your website copy, you have to share who you are, why you’re doing it, and what makes you uniquely qualified to offer your solution.
Normally with my one-to-one clients, we spend at least a month tweaking and perfecting their story.
But since we don’t have a month, I’ve put together a few questions to help you rewrite your copy by improving your storytelling.
- Why did you decide to create this business?
- Who are the people you’re most excited to serve? And why?
- What problem are you trying to solve? And why is it important to you?
By sharing the origin story of why you decided to create your business, you lay the foundation for a meaningful connection with your potential customer.
And you encourage them to keep clicking around to find out more.
#2: Remember to speak their language.
No matter how compelling your message is, you need to think of who you’re speaking to.
- Who is the audience you’re targeting specifically with your offer?
- Which customers desperately need the solution you’re sharing?
- Who is going to hear your message and “just get it”?
Your website copy becomes much easier to create when you start with a specific audience in mind and address your story to them.
But first, you have to understand who your audience is, what their specific wants, needs and desires are.
More importantly, you have to know exactly how they’re talking about those struggles and desired solutions in their own words.
So ditch the flowery language and fancy jargon in favor of clear, concise communication.
Your website visitors should read and be able to identify themselves as potential customers when they land on your website and say, “Hey, that’s me she’s talking about! How do I sign up?”
#3: Leave them wanting more.
A storytelling mentor of mine used to say, “Don’t go ‘open kimono’ on your audience when you share your story.” And he was right.
A great synopsis can make audiences interested in a story, but spoilers ruin it for everyone.
The same goes for your website. As passionate as you are about sharing everything your brand and business offers — don’t give it all away.
Instead, try creating suspense and intrigue in your brand storytelling on your website. Build up anticipation. Give a little nugget that’ll leave them wanting more. Spark your visitors’ curiosity to entice them to click on your call-to-action.
Ultimately, your website shouldn’t drive away your visitors before they ever get to the “buy” page.
Think of the story you tell through your copy as a conversation starter for you and your potential customers.
Storytelling is the Key to Improving Your Website Copy & Conversions
First impressions are everything, especially online.
When it comes to your website copy, brand storytelling is critical for your ability to connect and convert eyeballs into customers.
The most successful brands in today’s social world rely heavily on great brand storytelling. So your business should be no different.
And once your website visitor decides to click your call-to-action and continue the conversation?
That’s when you show them that your story is more than just words… it’s in the value you deliver!
Now I’d love to hear from you! Do you use brand storytelling techniques in your website copywriting? Which stories get you the best results and reactions? Or do you struggle with using brand storytelling, or think you have no stories to tell?