A long time ago, I had 2 subjects in school that I hated the most–history and science. I'm not proud to admit it but I knew where I was comfortable.
I think it had a lot to do with my poor memory (even then) and I struggle remember the exact year that the American Revolution was.
However, that changed for one year when I had a Humanities History teacher–Mr. Carter. Honestly, I didn't want to be in the class, but what changed was that he knew how to tell a story. I remember him saying in front of the class one day that he tried to fill as much of the history lessons with blood, sex, an violence as possible.
At that time, not only was I finally starting to like, learn and retain my history lessons, I was getting a great lesson in marketing.
So, why should you make sure that your website tells a story. It's because it resonates with people on a deeper level. For example, someone might be considering a home remodeler and know they want to add an addition to their home but why should they go with your company?
The need is already fulfilled and now a deeper connection must be created and that's where you website can help in telling your story.
Questions like —Why did you start your business? Or What makes your business unique? These are all questions that can be shown on your website. If you tell a really compelling story and it is showcased on your website, that's a great way to develop a deeper emotional connection with business owners.
It's one of the reason that we redesigned CBNation and something you see in many of the websites that we develop. It's not just about the products and services, it's about the idea that formed for an entrepreneur. It's about that spark or moment when the “stars” aligned and that business owner said I can do this better. Or when he or she said, “I have an idea.” Often, showcasing the talents, values and skills of the entrepreneur or team of entrepreneurs is a great way to showcase this.
Is that story being told on your website?
Does it showcase that story, maybe even subtly in the color scheme or the logo or the pictures?
Do you have an emotional connection when you visit the site? Is there a strong differentiator?
Just to give you a short list of ways you can tell your story without saying “Here is my story”
- Pictures and images
- Content
- Logo and color scheme
- Company name
- Layout & Design
Have you thought through these? If not, consider first what your story is and how that is being showcased through ways like your website.