One of the oldest and most effective ways to engage an audience is to tell a story. While there is nothing new about storytelling, brands are buzzing about it as a unique approach to content marketing. In fact, finding a way to clearly communicate your brand's story is considered to be one of the top business skills that brands want to develop over the next 5 years.
Your website is one of your most powerful storytelling tools. With this in mind, how are you currently optimizing your website design to paint a picture in your audience's mind of what your brand is all about? An effective way to do this as well as to help your brand to stand out is to create a storytelling landing page.
Why should you dedicate a page on your website to storytelling?
We've talked about the pages that your website should have, and I believe a storytelling landing page should be included on this list. If you've browsed through your fair share of websites, you'll know that the typical landing page will include a headline, call-to-action, image, form, and probably a paragraph that gives a brief description on the purpose of the page. However, if you want to keep the user experience fresh, dedicating a landing page to telling your brand's story is a great strategy.
Keep in mind that this type of landing page is typically not geared towards directly driving conversions. Instead, this page is all about building the relationship and connection between your audience and your brand. And really, when it comes down to it, what's more important than that?
How can you effectively create a landing page that tells your story?
Incorporating this type of landing page into your website design can be done a number of different ways. One example commonly used is a parallax scrolling technique. In this scenario, visitors to your website will be able to scroll through your brand's story while the image on the landing page remains static and unmoved. Understanding the importance that imagery can have when forming an impression about a brand, the image that is chosen should represent the brand well and summarize what the text on the page says.
While the text that you include on your storytelling landing page does not need to be a novel-length story, you should make a point to include the following elements:
Dedicating a page to telling your brand's story is perfect for introducing a new product or service. For example, Honda used this format to introduce its new CR-V Series II. The page is filled with imagery, and as the user scrolls down the page, snippets of text are included by each picture to tell the story of what this new model is all about. What's great about this particular landing page is that it's easy for users to browse through the website and get a general gist of information without getting lost in the text.
Another example of an effective storytelling landing page is Every Last Drop. When you arrive on the homepage, you are required to scroll down (per the simple instructions floating over a cartoon image of a sleeping man). As you scroll down throughout the page, the cartoon man moves throughout his day while brief factoids appear on the screen about water consumption. Not only is the website design highly interactive, but the page tells the story of how much water is being wasted daily and what we can do to prevent this (the brand's mission).
If you really want to take your brand's website design to the next level by boosting engagement and deepening the connection with your audience, give storytelling a try.