A guide from Cider House Media to help small business owners understand how storytelling shapes powerful websites and brands.
Whether you’re writing your own copy or working with an agency, storytelling is the difference between a site that feels generic and one that connects instantly with your audience.
People don’t just buy products or services — they buy understanding, trust, and emotion.
A clear story helps visitors see themselves in what you offer. It turns your business from “another option” into the obvious choice.
Good storytelling organizes your message around the customer’s needs, not your company’s features.
That shift builds empathy and drives conversions.
In every good story, there’s a hero — and it’s not the brand. It’s your customer.
Your website should help the hero:
If you’re hiring a web designer or writer, make sure they ask about your customers’ journey first, not just your logo and color palette.
A great agency will help you reframe your message around your audience, not your company.
In this story, you’re the experienced guide who helps the hero succeed.
That means your tone should be confident but approachable — full of solutions, not self-promotion.
The right web designer will help you express that visually: through brand tone, layout, and structure that build trust from the first click.
If your customer doesn’t immediately recognize their problem on your homepage, they won’t stick around for the solution.
Make sure your website spells out:
A skilled writer or agency will use this section to build empathy and urgency without exaggeration.
A good story gives the hero a clear plan — step-by-step guidance on how to succeed.
Your website should do the same.
That plan might be as simple as:
If you’re working with a designer, make sure they map out how these steps appear on your website. Visitors should always know what to do next.
A story without a call to action goes nowhere.
Every page should invite visitors to take the next step — call, message, buy, or learn more.
Ask your web designer how they plan to highlight CTAs across your site. They should be visible, consistent, and never confusing.
If you’re writing your own site, keep it simple: clear verbs like Get Started, Request a Quote, or Book a Call work best.
Help visitors imagine what life looks like after working with you.
That vision of success — whether it’s saving time, improving their business, or feeling proud of their brand — is what motivates action.
A strong designer or copywriter will use imagery, testimonials, and concise language to bring that transformation to life.
The number one mistake in business storytelling is clutter.
Too many messages, too many calls to action, or too much “about us” content can bury the story.
If your website feels busy or hard to follow, remember this rule:
Clarity always beats cleverness.
Great stories aren’t invented — they’re revealed.
Use your real voice, your real photos, and your real values.
Avoid jargon or stock phrases that sound like everyone else in your industry.
If you’re hiring an agency, ask them how they’ll help preserve your voice instead of replacing it.
Your story doesn’t end at launch.
As your business grows, your website should grow with it.
Update your content, refresh your visuals, and share new success stories.
A good web partner will build a site that’s easy to update and designed to evolve — not something that becomes outdated after a year.
Prepared by Cider House Media