Feature Image for The age of the story
Jarrad Grigg

Jarrad Grigg

June 26, 2014

Or why your customers care more about who you are than what you do.

When it comes to creating a highly engaging website one industry standpoint is that being direct is the best approach. However based on the websites that we manage we've noticed that users navigate for longer when more attention is placed on communicating a company's history, its people and what that company stands for.Watch movie online The Transporter Refueled (2015)

Give your users come credit. They already know what you do.

Over the years we've designed and developed hundreds of websites for clients in a wide variety of industries and in this time we've noticed that there is a common assumption about how a website should be structured. It looks a little like this:

An example of a commonly requested sitemapAn example of a commonly requested sitemap

That’s obviously a drastic simplification but you get the picture. The general consensus is that you should focus on presenting services; what you do.

However when you consider how users find a website, how and why you do what you do becomes more important.

Let me explain.

You’re an accountant and a potential client is seeking your services. They search within Google or Bing with terms such as ‘tax accountant perth’. Your site comes up (Because of all the sensational SEO we do wink wink) and they proceed to have a look.

Then it gets interesting…

The user assumes you’re a tax accountant by the search terms they have used. That’s how they found you. So at this point your services are less important than your point of difference. That’s not to say they won’t look at your services, they will; it just comes down to what they view first. Which for a majority businesses is who you are and how you operate. Your people, your approach, your culture, story and values are your point of difference.

The numbers talk

Of the sites we manage within service based industries we have found that 55% of first interactions by the user is the about or company page after arriving to the home page. That's over all other pages! 

What developing your story means for your business

  • It creates differentiation from your competitors;
  • Which means you become more memorable;
  • That then leads to more enquiries.

So what’s the next step?

Simple! The story of your business needs to be told. So rather than a paragraph, produce a video which shows your business and people. For an example view the video on the homepage of this website.

Or perhaps try a more engaging staff page with photography that speaks more about your staff than a title and bio; like our very own.

In the end it’s important to remember that your story is the most interesting aspect of your business for your customer. Your story matters and authenticity is an exceptionally powerful way of communicating (as Marc Ecko will bluntly tell you).

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