top of page

5 Elements of a Brand Story Website

The best conversion websites hold up a mirror.

Something catches your eye. You stop. Go back a bit.

Closer inspection reveals something curious: a mirror set cleverly into the surface. Despite your reservations you can’t help but touch the image and it swings inward: a gateway to a passage lined with etchings telling a familiar story.

The hallway leads to a set of doors. Choose wisely.

You choose and the door swings open on a path stretching through the distance, dotted with villains to vanquish and treasures to unearth. Just like the story promised.

But before you go any further, arm yourself with knowledge from the library shelves set into the walls; packed with wisdom to enrich and enhance your journey toward a better you.

That’s the feeling you get from a good customer’s journey website.

There are over 1.5 billion websites registered. Some 400 million of them vying for your attention. Most of them will fail. Why?

They’re boring as hell!

So what makes a website effective?

An effective website takes visitors on a journey

All human beings are attuned to story. Story is the best (maybe only) way to forge an emotional connection—which is one of the 3 best ways to open wallets.

One of the most prevalent story archetypes is the hero’s journey. We all see ourselves as the main character of a living, breathing, all-singing, all-dancing first-person biopic filled with low-angle and high-angle moments, plot arcs and twists, leitmotifs and callbacks, soundtracks and special effects, foreshadowing and flashback character development.

If you’re hoping to market your stuff, your best bet is to tap into that natural inclination and offer a version of that hero’s journey story that includes your product/service as a helpful upgrade.

When it comes to formatting your customer’s journey into a website, there are a few ways to go about that, depending how much time and effort you want to invest.