I’ve posted a lot about website FAQs lately, but there’s more to content than questions and answers, there’s telling a compelling story.
Recently, I spoke to an eco-tourism business about a website that needed modernisation.
After some research, it became clear that the website needed to offer more than a list of attractions and answers to frequently asked questions. It needed stories. And, it needed an update to its visual story, to appeal to a younger group of clients in the market.
The challenge: A good business, with excellent longevity, it attracted a lot of repeat customers. However, similar services were popping up nearby, loyalty wasn’t guaranteed, and the business was missing out on new trade.
Aside from optimising copy for search engines, I was asked what else could be done with the website. I suggested storytelling.
Why? The act of storytelling begins a process of personalisation. Done well, it creates empathy and a sense of connection. Whether your focus is commercial or not-for-profit, the skill to create (and grow) that connection with your communities is all-important.
I can recommend a brilliant TED talk by David JP Phillips that explains the neuroscience and biology of storytelling. He uses the technique in his presentation with compelling effect.
How to use storytelling on your website: Think of your website as a digital representation of you and/or the people you service. With that mindset, it’s easier to consider content in a personal and customer centric way.
Here’s some easy ways to build stories into your website:
All of these methods will help to create a cohesive and compelling storyline for any business (large or small). Once you know where and how to use stories, choose the methods most cost-effective for you. It doesn't have to be an elaborate thing - focus on results rather than quantity.
Seeking further advice? If you wish to discuss ways to use visual and/or written storytelling in your business, you can book a free discovery call below.