Once upon a time – telling a story on your website

Once upon a time telling a story on your website

Human beings are gifted storytellers. Long before YouTube and FanFiction turned us all into digitally creative and imaginative purveyors of stories, people gathered around fires to regale stories of deeds done and those left undone. Battles were described in glorious detail (by the victors, of course) and unrequited love was romanticised into feuds between Houses and suicide pacts that had audiences weeping into their Elizabethan pop corn. We're great at stories, and no matter how much of a hard-headed businessperson you think you are, everyone loves a good yarn.

So what relevance does that have to your website? What could all these tales of Shakespearean angst, Nordic battle sagas and Dickensian stories of orphans and ragamuffins have to do with your web content? Fast forward to the digital age and we're still telling stories to an audience that wants to be entertained, engaged and informed. Many of the old tales have a moral at the end. Today, they have a call to action. Once upon a time has turned into today's special offer. So if you want to create content that tells a good story and really sells' an idea to your audience, here are five tips that could help.

1. Find the plot'

Every story has to have a plot. It's that one thing that draws all the threads together into a cohesive story with a message. So what is the one thing that makes your business special? What makes you stand out from the crowd? If you're having trouble finding your plot', talk to a UK copywriter who is practised in the art of commercial story telling.

2. Get creative

Instead of writing a bland description of your product or service, sit back for a few minutes and let your imagination run riot. If your product were a person, what kind of person would they be? Picture them in your mind's eye. What are their strengths, their weaknesses? Characters are much easier to write about than things', so by trying this exercise you can find the right direction to develop your product's personality' online.

3. Know your audience

Know who you are writing your web content for. Are you talking to other industry experts or the average reader who has the interest but might not have the technical know-how to understand all the intricacies of your product? Don't dumb it down, but don't get too technical either. Just like Goldilocks, you have to find a level of language that is just right' and appeals to all levels of readership without losing sight of the primary message.

4. Your moral'

Stories have to have a purpose. Your web content's purpose is to raise your online profile, encourage the search engine bots to scan and get a good position on the SERPs and ultimately, to sell. Your story's moral is your call to action. Make it an effective one that encourages audience participation and brings your visitors back for more.

5. Call in a professional

Not everyone has the skill or even the time to create a great story. It's nothing to be ashamed of if you can't fix your car you call in a professional mechanic. In the same way if you can't quite get that story to gel, call in the services of a professional UK copywriter. Explain your story to them and they'll create an online tale that will keep your core message at its heart, but put it across in a way that entertains, engages and informs. Even the greatest writers have called on the services of ghostwriters' from time to time, and web content creation is no different. So if you're struggling with your copywriting story, hand it over to a professional copywriter and let them tell your tale for you.

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