When it comes to creating effective websites, one of the most important parts is your content. You need to create a memorable impression. Without the proper content to deliver your message and strengthen your brand image, your site will not be as persuasive as it could be. People might not remember your product’s features or benefits – but they will remember the stories you tell or the way your connect with their struggles through copy. Here are our tips to help you to create a good story with your web content:

Add some personality

Incorporating your personal or brand identity into the content of your website is important. Think of your website as a guide for helping visitors to discover how you can help them in their lives. Consider your website as a person with their own tone of voice to connect emotionally with your target audience. Write in a voice that reflects your brand’s personality and consistently stick to it throughout your written content.

Transform your ‘About Us’ page

The “About Us” section of your website should not just highlight your achievements but should also reveal the true story behind your business. Let your audience know the heart behind your company. Don’t shy away from sharing the difficulties and setbacks you faced during the journey of building the company. Your survival and growth story builds empathy, authenticity, and trust. Here are the questions you can answer on your website:

  • What passion inspired the founding of the company? What is the reason why you exist?
  • What is the story behind the company’s first product or service?
  • How has the company grown over the years?
  • Who are your core team members, and what do they add to the organization? What are their unique stories?
  • What are your company values? How does that define the way you do business?
  • Where would you like to see the company go in the future?

Tell compelling case studies

The customer stories you share are essential in establishing credibility. Your prospects want to know that other people have had a good experience with your brand. Similar to your “About Us” story, they want the real deal here. Be open and transparent. Show how your customers faced obstacles and how your brand helped them accomplish their goals, avoiding negative consequences.

Your product/services pages

Don’t focus on the what – focus on your target audience’s desired future state. Many companies make the mistake of talking only about features, leaving the visitor to think, “Great, but how does this help me?” You can pave the way toward successful conversions by evoking emotions through current-future states, how you understand your customer’s issues deeply, and how you can help.

Make it easy to follow

Each page of your website should act as a unique “chapter.” Focus on one story per page, starting with the home page as an overview or introduction. Don’t overwhelm the visitor with too much information (or too random) on one page. Every page should have a simple flow, logically leading the user from one section to the next. We typically like to build our pages like:

  • High-level introduction with what the page will cover, who its for, and briefly what to expect (for those jumping between pages quickly)
  • The problem – Do you understand their problems? Can you connect emotionally with them, where the visitor will think, “They get it – this is exactly the issue I have.”
  • Your solution – How do you help your customer? How do you transform their lives through your products or services?
  • Your proof – Do you have the experience to support your claims? This could include your company experience, endorsements, testimonials, reviews, certifications, stats, etc.
  • Additional “gutter” information – Any other important information can usually be filled in towards the bottom of the page
  • Final call-to-action – Now that the user knows how you can help, what are the next steps?

Create clear headlines

Users see your header before anything else, and then they either scroll down that page or navigate to an area of the site that catches their interest. We like to design website sections by telling the overarching story in the headlines. “About Our Company” will not leave and impression. But “Transforming clients lives since 1999” gives some context to who you are without having to read any paragraph text. By simplifying your navigation and providing a clear story in the headlines for skimmers, you can easily improve your user experience.

Enhance your website with an engaging story and convert visitors into loyal customers. That’s the start of the truly meaningful work of building lasting relationships. The interesting part? Your loyal customers will begin to spread the word about your brand on their own!