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How Storytelling Makes Web Design Compelling

By Eva Barnes , Mar 5 2018
storytelling web design

Featured Image: iStock/mactrunk

Storytelling has been one of the most powerful elements that companies can incorporate into their marketing campaign. This element entices your target audience at an emotional level in which they can genuinely relate with the products and services that you advertise. It is storytelling that you give your brand a unique identity and help it stand out more from your competitors.

In today’s era of digital or content marketing, most brands focus their attention on web content, visuals and design. But recently, storytelling has been getting a lot of buzz simply because it is more engaging with online users and visitors. This means that storytelling will boost your website conversions, increase user interactions as well as your brand’s revenue.

When it comes to websites, you can tell a lot about a product or service through visual storytelling by using high-quality images and videos and your user interface. In other words, “less is more.” Not only must you capture your visitor’s attention on the spot with your web design, but you must also tell a compelling story along with it.

To get you started, we have prepared this article that will portray your website as an interactive visual storybook to boost its user experience. In other words, use the following tips to make your website feel more like a person breaking the ice with the user:

1. Make Use Of Quality Images

Quality is one of the crucial elements of user interface design and quality images that talk about products and services will give user engagement boost. According to one study, people can recall 65% of a picture three days after seeing it for the first time. It’s hard to shake away these facts given how easier it is for the human to process information through simple visuals.

With that information at hand, it would do your website good if you were to put your website’s best feature as, product or service as a simple image. You can also use graphs, charts or better yet, infographics like the one shown below:

Daily Schedule
Image Source

Using stock images that anyone can pull out from search engines isn’t going to cut it. You want your visual content to be original like the infographic above as 41.5% of marketers find to be the most engaging.

2. Develop Concise And Impactful Videos

It is said that 4 times as many consumers prefer to watch a video about a product or a service rather than having to read anything about it. It is also said in the same report that one out of four consumers lost interest in websites that don’t have a video. Goes to show you how much credence videos have over simple written content.

Therefore, it is a must for you to develop in a clean, high-quality and well-edited videos that concisely promotes your brand’s products, services and goals. You can have yourself do narrations for these videos or get someone else who is more comfortable behind the camera and mic. One of the best promotional product ads was the one about Apple iPhone 6.

Apple iPhone 6
Image Source

You can even develop customer testimonials videos in which actual buyers of your products and/or services share their experiences to inspire potential customers who visit your website.

In short, if you can make your brand’s content simple and to the point, you win the crowd over.

These days, basic simple text data isn’t going to get any interest from your site visitors. You need to give them a bit of assurance that you’re more than just a set of pages with words and pictures in them – you need to show them that you have people are actually interested in you. In other words, give your visitors a good sense of your brand’s personality.

You can employ the use of your social media profiles and chatbots, but you also have to imbue some life into your site’s text and visual content as well. Try to picture your site like a tour guide where you show the best bits of your brand to your visitors.

However, don’t bore your audience with random information that doesn’t click or is something too promotional. Instead, you should use a friendly and well-mannered tone that is both conversational and professional.

The written content on every one of your site’s pages should project the unique personality of your brand and hold on to it. Spokes Eclectic Pedicabs is a great example of how brands can incorporate unique visuals to tell a story. Most of the site’s content is built on parallax scrolling in which users can use the mouse wheel to scroll down and learn about the pedicab site.

4. Employ Characters That Connect

A common thing in stories is that people relate more to characters that are entertaining and relatable, which is what you should be doing for your website to attract your audience with. There are renowned brands like Airbnb that uses real-life stories from their customers to connect with other customers with similar needs about renting properties and such.

You can also make use of fictional characters with a cheery and friendly personality to tend to the needs of your visitors. You can either hire an actor to portray a character you made up or else design an animated character that can communicate with your audience by text or a voice over.

The main takeaway of this step is to create characters with a background or persona that resonates within the hearts and minds of your customers. Doing so makes your content more approachable and engaging.

5. Share Your History

  • What inspired you to start and pursue your business?
  • What’s the story behind your first product(s) or service(s)?
  • Who were the key contributors to this company’s business?
  • How has your company grown over the years?
  • What solutions do your products and services provide to your customers?
  • What are your long-term goals?
  • What pinnacle does your company hope to reach in the future?

Think of your business, including your services and products as the plot and your team as the characters of a riveting story of how your business came to be. Answer the questions as briefly as you can so as not to bore your readers.

6. Don’t Forget About Social Media

We’re not going to lie to you; social media is arguably the go-to marketing tool for businesses today. This medium provides the fastest and widest circulation of data from corner of the planet. It is reported that 71% of consumers with a good social media experience are more likely to recommend a brand to their contacts.

You can write descriptions about your brand on all top platforms such as Facebook, Twitter, Instagram and SnapChat. Social media is especially handy in giving consumers a behind-the-scenes look of your company. You can do this by taking high-quality images and creating videos about the key members of your team, their responsibilities and also describe and showcase your products and more.

Livestream states that 80% prefer live videos over blog posts and 82% prefer the former over social posts. The demand for live videos has also increased and Facebook Live and Periscope are just the right tools for the job. This is useful especially when you introduce your company, a new product, service or an important software upgrade, which results in active user engagement from current and potential consumers.

If that wasn’t enough, then you’ll really be stoked about influencer marketing. The traffic potential in user-generated content is through the roof. Over 93% of marketers see brand exposure improvement from influencer engagement. Have your customers be part of your marketing campaign and let them tell potential customers how reliable your business is by sharing their experiences.


And that is the magic behind interactive or visual storytelling. Text, images and videos are a handful of the most creative tools that allow you to create the most attractive stories about your brand’s website. If you think there are other engaging storytelling tips that can fit in this write-up do let me know in the comments below.

About The Author

Eva is a marketing major with a keen interest in web design. She is also an explorer and loves to dig into web trends from mobile apps to visual communication and everything in between. Feel free to send her your web design queries or blog related feedback in the comments below.

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