• Christian Michaels

Once Upon a Time There Was a Beautiful Website: Why Successful Web Design Uses Storytelling



From the Greek chorus to the British bards and narrators in the Christmas pantomime to bedtimes with your kids, a love of storytelling is as synonymous with human nature as breathing. In a world driven by technological advancement, we crave human connection and a website which is able to provide an engaging, dynamic, and empathetic voice is far more likely to be successful than one that offers soulless informatics. As a web design and marketing agency, we understand that storytelling is the ultimate tool to building a positive and profitable online presence and is a fundamental feature of each website we create. We want to share why storytelling, through words and web design, is the route to happily ever after.

Honesty is the Best Policy – Building Trust

Storytelling for your website shouldn’t be the stuff of legend or fantasy, though it should still be imaginative and enticing. Instead, it is crucial that your content answers the following two questions: Who are we? What can we do for you? Communicating this with an active voice throughout your website will enable users to trust in your story, your services, and/or your products. Building trust is essential to securing a solid conversion rate and promoting a positive online presence.

Images to Inspire Action and Interaction

In spite of loving a good story, we don’t always have the time to read lengthy passages. Additionally, the human eye is drawn to images, so choosing purposeful and impactful images is important. The key to successful storytelling is to marry concise written content with optimised images which complement the words. By joining these two web design devices, we can create a positive and informative user experience that, with Call To Actions filtered through, can inspire conversions.

Web Design that Weaves a Story

We are going to turn now to an old time favourite, The Wizard of Oz.

Imagine your website is the yellow brick road leading the readers to Oz, but instead of the brick road, it is your web design and navigation, and Oz is the sale, or an enquiry. Along the way you have your helpful troop of characters working together to guide you to the final destination. In the same way (in a sense), a skilled web designer can create a clean, logical layout and easy navigation, that alongside the use of animation, images, and other design features will take the user on a positive storytelling experience all the way to a conversion.

Still Satisfying SEO

A website and its story can be as beautiful as a the things of fairytales, but unless it ranks highly on the search engine results pages (SERPs) you aren’t going to see much traffic driven to your website. Optimising a website for the search engines involves a number of components, but for the sake of this article, it will definitely feature quality, relevant content which is presented in a way that is easily accessible – for the user, and for the crawling algorithms.

Getting lost in all the avenues of your story is easily done when writing your own content. Keeping the writing focused, well-structured, and attractive is vital, as well as having natural-feeling keyword integration. Regularly adding new optimised and relevant content to your website is one of the most effective methods to get your website at page one in the search rankings. Blogs which include links to related service pages and can be shared on social media are an excellent way to continue spreading your story, your brand, and your success.

If you are a new business looking to share your story with the masses or you already have a website and want to boost your online presence with some inspired storytelling, get in touch for a free consultation.

#contentmarketing #websitedesign

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Christian Michaels

Didsbury Business Centre

137 Barlowmoor Road

Manchester

M20 2PW

E: info@christianmichaels.net

T: 07966 899 572

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