Storytelling in web design
Storytelling gives a page a clear sequence, answering visitors’ questions in turn until they are ready to decide.
Background
Storytelling in web design is a matter of structure, not fiction. Each page answers visitors’ questions in the order they arise. Without that thread, visitors skim the page and leave.
The sequence of a page
The visitor’s situation, in their own words.
The offer and how it solves their problem.
Evidence such as case studies, projects or figures.
Answers to objections about cost, timing or risk.
A clear next step.
Text and images working together
Headings carry the key message and still work when someone skims. Images show real people, products and results rather than generic stock photos. Diagrams explain processes that would take too long to describe. The key message comes first and detail follows.
Approach
We start with a copy brief built around the key user paths. For each page, we decide which question it answers and what the visitor should do next. Wireframes with real copy then show early on whether the story holds together.