In the early days of websites, adding visual content was a major pain. I used HTML with Dreamweaver and, even after much practicing (and much swearing), somehow the images never went where I wanted them to go.
Today, with drag-and-drop products like LeadPages and Divi themes, you can put together a website by yourself without calling a web designer or technical assistant. You can create dramatic visual effects with free services like Canva … images that used to cost hundreds of dollars from a mainstream web designer.
This trend actually raises the bar for copywriting.
Visitors approach your website with one question: “What’s the story here?”
They don’t necessarily mean, “What’s your origin story? How did you get here? What’s your rags-to-riches journey?”
They want a story that’s sense-making. They want to put everything together: your qualifications, your style, and your offer. Mostly, they need to see where it meets their story.
A good book is Mistakes Were Made But Not By Me, By Carol Tavris and Eliot Aronson.)
One way to meet this challenge is to turn your website into a story.
Stories draw listeners with a good hook. They maintain suspense and create involvement as they activate their reader’s imagination. Stories can be memorable and they’re likely to be shared. (When was the last time you heard a good story? I bet your reaction was, “I can’t wait to share this…”)
As you review your website, ask yourself:
- Will readers see images as they read these words?
- Will readers feel you are entering into the conversation in their minds?
- Does the copy create “aha” moments and surprises?
- Does your content harmonize with the stories your clients share, especially their success stories?
- Does your website communicate your story archetype consistently?
Anyone can have a me-too brochure website. For a website to help you stand out and be recognized, you’ll need a story.
Does your website live up to its potential? A website review is the best way to discover how you can share complex information and engage clients, using stories and other techniques. If you’d like your website to help you stand out and increase your success, check out the website video review. It’s an affordable, low-risk way to add copywriting expertise to your marketing without actually hiring someone to write the copy. Use code REVIEW99 to get a 50% discount on the basic review. Click here to learn more.