Engage your website visitors in your brand story

A brand, company or website always has a story of how it came to be. Websites are a nice way to explain your company's history and vision. This helps convert visitors into paying customers and is also a way to show that search engines like Google trust your business or brand. In this blog post, we'll look at how to tell your visitors about your brand story.

What is a brand story? And what exactly is your brand?

A brand story is the vision behind your company or business, and it can be conceived and told in a variety of ways. The best choice here is often a combination of elements. Think of an introductory video that spotlights your business, an "About Us" page on your website, or an email introducing yourself to new subscribers to your newsletter.

Every website has a reason to exist. You can set up a website with no commercial purpose or with a commercial purpose, sharing information about your favorite hobby, for example. Or you can set up a web store for your product line.

Try taking a step back from your business or website and think about what exactly you want to accomplish with it. Then work that into your brand story.

The vision behind the business or website

Not only can a company or website have a story, but it can also have a vision, which can be part of your values, for example. For example, using 100% green energy to manufacture your products. Or using local labor instead of outsourcing to faraway countries. A website is the right place to explain this vision and present it in a way that convinces other potential customers.

Where is the best place to explain this on your website?

Your brand's vision and story should be prominently featured on your website, either as a separate page or prominently on the home page. On this page, you can explain the history and foundation of your business or website and explain the vision you are trying to achieve. You can also explain this on the home page, but be careful not to make it too cluttered. The goal is often to get visitors to click through to information or pages they want to learn more about. For this reason, you can also explain a small section and then link to separate "About Us" pages to get the full story behind your company.

Highlight past projects or clients

You can also use customer reviews and testimonials from (satisfied) clients. For example, have them write down a sentence or two about their experience and then explain it on your website. Combine this with an image or logo and design it in a fun way. This way you can draw attention to it and convince potential doubters to become a member or customer as well.

Show certificates and knowledge on a website

It is also important that you not only tell a great story, but also show your knowledge or skills. You do this by showing some certificates or papers on the topic or source you have. And some references from outside sources. Even for a hobby website, this can make a big difference. For example, if you tell something about sharpening skates but have never done it, this can also quickly show through in the text and give the visitor a negative experience.

This negative experience of a visitor is also taken into account in the position of your website in the search results. This is because how long a visitor stays on the website and whether actions are taken on the website are also taken into account. Those who quickly click away and surf to the next search result will receive a negative rating. Google considers more than 200 factors to determine which website ranks first, including user experience.

Demonstrate knowledge and engagement in external sources

You can also prove your knowledge and engagement on external sources other than your own website. This can take the form of social media activity or answering questions about your industry or area of expertise in forums or on Quora. Answering questions can also raise awareness of your brand and drive indirect traffic to your website. For external sources, always make sure that the link to your website is included in your profile and that visitors know how to find you.

So your brand story can be an important factor on your website that attracts or convinces potential customers. Now expand your brand story with the given tips and try to be active on other sources!