Storytelling: A Powerful Way to Build Your Brand on Your Website 

As a business owner, you need to communicate your services to prospective customers. A high-quality website is a great place to do this.

So all you need to do is put up a web page and say what you do, right? 

If only it were that easy. 

Why should a client pick you and not your competitor? 

How will working with you be different and better? 

What unique combination of skills, experience, training do you have that others don’t? 

All of these qualities distinguish you from your competitors, and together they make up your brand.  

Your Brand and the Power of Storytelling

In today’s competitive business landscape, building a strong brand is crucial for success. One powerful way to build your brand on your website is through storytelling. Stories can come in all shapes and sizes. Once you realize this, you will start to see stories in so many places.

The power of storytelling lies in a story’s ability to connect with your customers. Consider these advantages that storytelling will give your brand in a very crowded online world.

Establishing Emotional Connections 

Stories create a connection. They tap into a feeling or emotion. They stick with you, are memorable, and they differentiate you from your competitors. 

By sharing authentic stories that highlight your brand’s values, mission, and purpose, you can create a sense of trust and loyalty among your target audience. When customers feel emotionally connected to a brand, they are more likely to become repeat buyers and advocates. 

Enhancing Brand Recall 

Stories have a remarkable ability to stick in our memories. When a brand tells a compelling story, it becomes more memorable and stands out in the minds of consumers. By associating your brand with a captivating narrative, you can increase brand recall and ensure that customers remember your business when making purchasing decisions. 

Generate a Reaction 

The most powerful stories elicit a reaction. They move you. Inspire you. Stories help drive the website engagement and sales conversions you want. 

Places You Can Tell Your Story on A Website 

Your business should have a clear and compelling brand story. Who are you? What kind of experience do you provide your customers with either your products or services? How are you unique and different from your competitors?  

Most websites actually have several opportunities to tell great stories. These stories can speak to different audiences who are coming to your site. Here are some key places where you can use storytelling to connect with your audiences. 

Home Page 

Your home page starts with short, clear messages about exactly what you are offering. However, as you scroll past the introductory sections, you can offer a longer explanation of what you do and how you are different. These longer explanations of your work can help attract customers who may need more convincing. Sometimes a brief testimonial can provide a personal story that will speak to prospective customers.  

About Page 

The About page is often the most visited page on a website. Why? It tells your story in a real, authentic, relatable way. It gives visitors a sense of who you are, your values, and the experience that customers can expect to have with you.  Everyone’s story is unique and different. While other companies may provide the services or products you do, your story will inevitably be unique to you. 

Careers Page 

Careers pages have become increasingly important to many companies who are finding it harder to recruit and retain employees. Rather than simply posting job openings, companies are going beyond the job post to craft a story about what it’s like to work for a company. This can be a great place to use an employee testimonial that connects with the type of employees you are seeking. 

Blog 

Your Blog or News page is made for your stories! Here is where you can run wild with stories that help build your brand. Show the impact that your nonprofit has in the community. Demonstrate how you provide your service in a way that makes your customers’ lives better. Talk about something that explains your core values and why they are important to you. Position yourself in your industry by sharing your expertise. The passion that you have for what you do will shine through your authentic stories about even the most basic product or service.  

Conclusion 

Building a brand through storytelling can be a powerful strategy to increase business sales. By establishing emotional connections, enhancing brand recall, and differentiating yourself from competitors, storytelling allows businesses to create a strong and loyal customer base. Your website offers many fantastic places for storytelling. Contact us and let’s craft your brand’s story today and watch your business sales soar. 

5 Easy Ways to Update Your Website  

Looking for ways to update your website? Focus on these five important areas, and compete and win online. 

Update Your Website Homepage  

Your website’s homepage is the front door to your business’s online web presence. It “shakes the hand” of your customers and welcomes them, immediately conveying the tone of your business and the experience your customers will have with your products and services.  

Your homepage has three key sections that have important jobs. Let’s look at them and see how small changes to each of these areas can have an impact.   

The first section on your home page is the “hero” or banner section. The best banner sections are visually interesting and set the tone and personality of the site. If your website has had the same photo in the banner section for a long time, try adding a new photo or even a short video reel that is fresh and engaging.   

The banner section, or the section beneath it, should also tell a visitor what this business has to offer. If a visitor comes to your website and knows nothing about your company, will they quickly learn what you do, where you do it, and for whom? If not, it’s time to get this in your banner section or toward the top of your page. 

Next, your homepage should engage with your visitors and connect them to the interior pages of your website. When you visitors click into your interior pages, it signals to the search engines that they are finding something valuable on your website, boosting your SEO. You can highlight your service areas. Or, you can show examples of work from your profile. Whatever you choose to show, make sure it will draw in your audience. 

 Add New Website Photos 

Updating your website photos is an incredibly simple and effective way to give your website some new life. Photos convey so much about who you are and the customers you serve. Take a look at the photos on your website and see if there are ways to improve.  

Here are some questions to ask: 

  • Are the photos you’re currently using clear and high quality? Or, can you get better ones? 
  • Are the people in the photos representative of the customers you currently serve or the employees that you currently have? 
  • Do you have more impressive project photos to show now that your company has grown? 
  • Is there an opportunity to substitute photos for videos or even aerial footage, which can be a great way of showing something that’s large in scale? 

Changing out the photos and videos on your website and showing better and more accurate depictions of your work is a great way to level-up your company. 

Refresh Your Copywriting and Boost Your On-Page Website Search Engine Optimization (SEO) 

Take a fresh look at your website’s written copy. Is it too long? Too short? Do you think people are reading it? Is it boring or impressive? Is it optimized for the keywords that people are using in their search queries?  

It’s been said that good website design draws people into a website, but it’s carefully crafted website copywriting that sells. Is your website copy selling what you have to offer?  

Website copy should be focused on the customer and meeting their unique needs with your products and services. The copy should explain what solutions the company has to offer and how the company can deliver those solutions better than anyone else. Period.  

Keyword research should help guide you in preparing your copy. In order for your website to be returned in search, you need to have the keywords and phrases that people are searching. Otherwise, why would the search engines return your website? 

Careers 

If your company needs to recruit employees in today’s competitive job market, a high-quality careers page is a must have. Many older careers pages just listed open positions, and that was it. Today’s better careers pages have photos that exude a warm, welcoming culture. They may have descriptions of the geographic locations where the company is located and the reasons why they are great places to live. The page will offer what’s unique about the company, culture, benefits, and more to attract applicants.  

The careers page should make it easy for candidates to apply. It’s better for the page to be mobile friendly and to include as few steps as possible. 

Take a closer look at your careers page. Does it make you want to apply? If not, some small changes could go a long way toward improving the page and your recruitment. 

Call-to-actions 

Many people underestimate the importance of quality call-to-action buttons on their websites. Take a fresh look at your website. Are you asking your customers to engage with you? Are you guiding them through what you have to offer and asking them to contact you? 

Every page of your website should have a call-to-action. To some people, this may seem pushy because you don’t want to come across as “salesy.” This is understandable. However, call-to-actions don’t need to be pushy. They should strike just the right tone so that your visitors reach out to you. 

Want to make your website standout among the crowd online? Contact us and let’s talk.