Want Your Website Tell Your Story? The 5-Step Formula You Need

When designing a new website, we often talk about storytelling as a means to share who you are and connect with your audience. But when you’re overwhelmed by content, it can be confusing to figure out exactly how to tell that story.

Luckily there’s a pretty simple formula for presenting your story in a compelling way – and you’re probably already familiar with it (hint: we’re leaning heavily into the 5 Ws).

If you think about the framework of your homepage design, here are the five things you want to share with your audience.

1. Who you are

This is the most basic explanation of who you are – the function and overall mission of your organization.

It should be one of the first things users see when they land on your website, providing them with clear expectations. Remember that you want to cater your content to people who may be unfamiliar with your organization, so keep the language simple and direct.

In a broader sense, who you are will be presented in the typography, color palette, and imagery you’ve selected, so make sure everything is brand-aligned.

2. What you do (and why it matters)

This is the core content of your site: the services, programs, events, or resources you offer.

Typically, the more specific details will be contained on inner pages of the site, so use space on the homepage to create a high-level glance of your scope.

You want to present a clear picture of the work you do and the value you provide. Think about what your audience needs to know – and utilize imagery, videos, or graphics to make the content as visually-appealing as possible.

3. How you’re different

There are likely competitors or similar organizations in your field, so it’s important to illustrate what sets you apart.

That can be done in a variety of ways; it may be in sharing your approach, highlighting your staff, or talking about your results.

Whatever angle you take, showcase your brand’s personality to present an authentic and approachable portrayal of your organization.

4. Where’s the proof?

The next step is to provide proof that you are doing the work you talk about, and doing it successfully.

You can include case studies or statistics to demonstrate your impact. User testimonials are also a great way to showcase that you are trustworthy.

That can be the ultimate tipping point when someone is deciding whether or not to work with you.

5. What’s next?

Most importantly, you need to provide a clear path forward for users. By the time someone scrolls to the bottom of the homepage, they should have a good understanding of who you are, what you do, and whether they want to get involved with your organization. A call-to-action urges site visitors to take the next step – whether it’s signing up, donating, or contacting you.

(Pro tip: To make sure there’s little interaction cost to taking action, don’t ask for too much information up front).

Storytelling is an effective tool because it preemptively answers the questions that naturally pop up when exploring a new site – and makes it easy for visitors to imagine themselves as part of your community.

If you’re struggling with your story, reach out to us – we can help.