We have a great story to tell you. All ears, isn’t it?
Human beings have always been attracted to stories. EMOTIONS SELL.
Businesses have long understood customer sentiments and taken their advantage to sell products and generate brand awareness. A viewer has the ability to recall a story and make a purchasing decision. Brands have been built because they have utilized the powerful art of storytelling through audio, visual and textual content.
Before the internet era, brands used traditional marketing methods like TV, newspaper, magazines, billboards, etc to get to the people. In modern times, businesses have harnessed the power of the internet to market their wares.
A website is an important entry point to capture visitors’ attention and compel them to buy products. But how do you incorporate storytelling in web design?
1. Create a brand storytelling
Use a story to make a meaningful connection of your brand or product with the audience. What does your brand stand for? Why will a website visitor want to purchase your product? Keep your story authentic and empathetic. It has to instantly connect with the audience. Be sensitive to the customers, know their pain, and see how your product can ease their pain.
2. Know the audience demographics
To whom are you selling the product/story? Is it corporate clients? Is it students, homemakers, professionals, aged? Work on the demographics from age, gender, location, profession, interests, and preferences. Weave a story to connect with such audiences.
3. Identify the connect
Do you relate to the pain of your customers? How well does your product help to ease the pain? Does your product provide an alternative to the challenging task? When you show empathy to the pain and suggest a product that effectively makes a task easy, only then will a customer want to purchase the product.
4. Give a structure to your story
Like how powerful stories have a good structure, your website design needs structuring. Good navigation, visually appealing pages, CTAs, white space, crisp keyword-rich text, high-quality images, font, colors- every element has its own relevance. All these factors come together to give a proper structure to your storytelling website.
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5. Design a compelling invitation
How do you influence the visitor to make a purchase? Your storytelling website design has to positively influence the visitor to keep them continuously engaged through visual and textual content. Each section has to have a CTA to guide them to the next step till they hit the buy button.
6. Tools for website storytelling:
Now that you know how to create a story to sell your product to the visitors, let us know how to integrate storytelling into the website. There are various tools available for it.
A. Image
Images are one of the prominent components of visual storytelling. Images, illustrations, infographics, backgrounds are everywhere on a website. The homepage banner, product images, slider images, team image, icons, CTA buttons- each web page consists of at least 2-3 images in one format or the other.
A good graphic designer will have expertise in creating magic through visual imagery. The placement of components in an image, the font design and size, the color combination, the background – all play an important role in conveying the right message to the viewer.
B. Video
However good a story is, what matters is viewer engagement. And what better way than a video to get maximum viewer engagement! The present generation prefers the video format of visual storytelling and YouTube is proof of it. What more, even Instagram that started off as an image-sharing platform has started Reels, a short video format, to get more users!
Videos in a website get instant connection with the visitors. Product demos, videos for product features, company intro videos, customer testimonial videos- all these reinforce the brand trust and quality to the website visitors.
It is possible through videos to instantly break down complex features and explain them to the viewers in interesting ways. Here, take a look at our proof of it-
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The by Jean-Claude Van Damme to demonstrate the precision and directional stability of the steering in Volvo trucks was point-on in describing the features through a video form of storytelling.
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Similarly, how can one forget the Zoozoo character introduced by Vodafone to explain its service features or the Pug and Boy Hutch commercials?
Videos are costlier when compared to images, but they get you better returns. Short videos delivering memorable messages have better chances of attracting visitors to your website.
C. Web Copy
Web copy is text content for the website. It can be content written on the website (web content) or content written on social media platforms, landing pages or guest websites to promote your website or products.
Keyword-rich content helps your website to rank on the search query results page increasing traffic and visitors. A website gives flexibility to the text format of storytelling. Product descriptions, blogs, social media posts, guest website blogs, discussion forums, comments, reviews, live chats, case studies, testimonials- you can communicate and convey your story effectively through these means of web copies.
D. Web Design
Your website is a vital gate for visitors to know about the brand. It is like a storybook with images, text and videos to tell the viewers a story.
Imagine your visitor to be a curious kid in a bookstore. How do you get the kid to purchase your storybook? The cover page, isn’t it? Similarly, the home page (or landing page) of your website has to be attractive.
The back page of the storybook gives a gist of the story without revealing much. It is written to arouse curiosity in the child’s mind and persuade them to buy and read the book. Yes, the homepage of your website is a combination of both the front and back page of the storybook. It has to persuade the viewer to navigate to the product page.
Further, on opening a storybook, the child gets to see the table of contents, neatly organized text and images on each page, structured content and attractive colors and fonts. All the pages of your website have to be structured, easy-to-consume, well-spaced and attract the viewer to make the purchase. In short, it has to unfold your brand story and keep the viewer captivated from the beginning till the final purchase.
The UI/UX designers play an important role in creating a website bringing together the images, videos and text content to tell the viewers a story that is compelling. For an assured result, hire web design services from UI/UX designers who have experience in creating storytelling websites.
In a Nutshell
They say storytelling is an art! We couldn’t agree more. Many design elements come together to form a complete website that tells an enriching story.
Is your website ready to share your brand story with the world?
Rentech Digital, a web design services provider, uses a powerful combination of tools like videos, graphics and content in addition to the finest UI/UX design to deliver the message to the website visitors.
