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How to Use Storytelling on Your Website to Communicate Your Message.

Many websites read like a dictionary or encyclopedia. They contain too much information and are tedious to sort through. Websites like this are hard to interact with and customers will soon leave in search of a better one.

A business that is thoughtful about how it arranges information on its website is miles ahead of its competition. With the proper framework, your website can be arranged in a way that is intuitive to navigate, engages your customers and inspires them to buy from you.

It is a well know fact that storytelling attracts attention and engages people. Storytelling has a framework and structure to it. When this structure is at the core of your company, your message becomes clear and compelling, setting you apart from the competition.

In our process of website building at ThriveX Digital Marketing we use a storytelling framework inspired by Storybrand and BMS University.

The Storybrand famework has seven parts to it.

These categories can be used to create useful sections on your website.

  • Part 1: A Character.

  • Part 2: Has a Problem.

  • Part 3: And Meets a Guide.

  • Part 4: Who Gives Them a Plan.

  • Part 5: And Calls Them to Action.

  • Part 6: That Ends in Success.

  • Part 7: And Helps Them Avoid Failure.

1. A Character

In the story of your business, your customer is the main character. They are the hero that is on a journey looking for a solution to their problem. Your business exists to serve the customer on their journey. Many businesses get this wrong in their communication. When a company positions themselves as the main character and talks too much about their success, this causes the customers to lose interest and continue their search. Customers want to know if you understand them and their problem. When you demonstrate that you understand their needs, this builds trust and encourages them to work with you to continue their journey.

2. Had a Problem

The problem is what your customer is trying to overcome on the way to their destination.

This problem is what your company helps them solve. This problem often exists at multiple levels. It can be an internal problem characterized by fear of something going wrong. It can be an external problem that needs a physical solution. It can also be a philosophical problem where something is just plain wrong and needs a solution.

Demonstrating you understand your customer's problem builds the trust necessary for continued conversation.

3. And Meets a Guide

In the story of your business, you are the guide. As the guide, you have gone this way before. You know the problems your customer is experiencing. Since you have gone this way many times before, you are qualified to advised your customer give them what they need to succeed on their journey.

This part of the website is where you talk about yourself. Tell your customers why they can trust you. Give them examples of others you have helped. Demonstrate you understand and care about them. Express your desire to see them succeed.

4. Who Gives Them a Plan

Your customer wants to know how they can do business with you. Give your customers a simple 3 step plan. What do you want them to do first? Maybe you want them to give you a call or send you a message. What happens next? Maybe you meet with them or send them a proposal. When you are clear about your process, it makes it easy for the customer to move forward and take the next step. If you have different types of products or serves, make it easy for the customer to choose what they want by creating packages.

5. And Calls Them to Action

People are often slow to move forward unless they are clearly told what to do. Your main call to action should be very prominent at multiple places on your website. What is the main thing you want them to do? Have numorous buttons that make it easy for them to call you or message you. Not everyone that comes to your website will be ready to buy. It is good to engage these new people with a more indirect call to action like downloading an infographic or buyers guide. Beware of putting too many calls to action on your website. Too many calls to action can be distracting and confusing.

6. That End in Success

Make sure you have a section on the website where you clearly show a picture of success. Your customer wants confirmation of what their life will look like with the solution you provide. Your customers may be afraid or unsure if they want to move forward with your solution. This picture of success is what can set you apart from your competition. A happy ending is what everyone is looking for.

7. And Helps Them Avoid Failure

Sometimes people are slow to move forward unless they have a fear of failure. Create a section on the website where you tell them what their life will be like if they don't solve their problem. When you tell them the disadvantages of not moving forward, it helps them see the bigger picture and inspires them to action.


Storytelling is as old as the hills but successful companies still use these ancient storytelling technics because they work. A website that is built with this framework creates a strong brand and sets the company up for success. So if you are thinking to build your first website or redesign your website, feel free to reach out to us at


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