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How to Use Your Website for Storytelling [Part II]

by Alyx Holder

Our previous blog explored a couple of free and resourceful ways on how to position and magnify your website through storytelling. Start by personalizing and sharing the origin story of your business and display these details through the"About Us" or "Mission Statement" page. In addition to written content, posting video content is another great way to showcase key stories. Successfully executing these methods, along with the remaining tips below will convert your website into a "tell-all book" about your business.


Personable Language

At its core, your story is about your customers: who they are, how they connect to your business, and how you can best serve them. Using conversational language across your website helps it feel more personable and welcoming.

Your website should be the next best thing to an in-person consultation.

Even if your industry lends more toward more formal language, you can craft it in such a way that your audience feels seen, heard, and catered to.

To make your content more personable:

  • Use ‘you’, ‘your’, ‘we’, and ‘our’ when explaining the value of your products and services: For example, Our commitment to excellent customer service means we are dedicated to you and your goals.

  • Evoke emotion: Inspire, motivate, comfort, or delight your audience. Even if you’re addressing a serious topic like mental and physical health or social issues, knowing how to evoke the desired responses from your readers can help sway them in the direction you’d like them to go.

  • Create content that addresses your major demographics: For instance, if you are a chiropractor and you’ve noticed a large portion of your customer base works in a physically demanding field like construction, craft content that will draw in more people from that demographic. Site pages like ‘Chiropractic Care for Construction Workers’ or even ‘Chiropractor for Worker’s Compensation' can help you capture people looking for your services. Likewise, creating blogs to address their specific concerns (like ‘Why Construction Workers Need Chiropractic Care’) can help draw in readers who may have never found your business otherwise.

Create a Consumer Journey

Do you remember learning how to write an essay in elementary school? Your teacher likely broke the process down into three simple parts: beginning, middle, and end. Likewise, your website should have three main objectives that help you with storytelling. These are:

  • Identify Your Customer: Who is your content targeting? What kind of person are they, and what would they best connect to? Much like a novel is more immersive when you can imagine yourself in the shoes of the protagonist, your customers are more likely to follow along the consumer journey if they feel personally connected to the messaging.

  • Challenge or Problem: What is the problem you’ve identified in your customers’ lives that your business seeks to resolve? It doesn’t need to be something major: even something as simple as worn-out or uncomfortable footwear or a long overdue wardrobe update will suffice. What’s important here is understanding what that challenge is and how it impacts your customer’s life.

  • Present a Solution: This is where the story reaches its peak (and hopefully, a satisfying resolution). Show your audience how your products or business services are the perfect solutions to their challenge or problem and how it will improve their quality of life.

If you want to make your website more compelling through storytelling and you’re not sure how Jali Creatives is here to help! Our team is passionate and experienced in helping women in business achieve their goals. Our keen eye for detail and marketing expertise will help you elevate your digital marketing efforts and see results for all of your hard work.


Do you need help with personalizing your story? Click here to connect with us.

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