How Design Brands Your Story

author image Written by: Nicole McCormick           Categories - SEO Tips>Content Marketing, Web Design

Using Story Telling and Creative Design to Strengthen Your Brand

For any business, your website is one of the most influential aspects of your branding. Think of it as the face of your brand, or the hub where everything related to your business and branding exists. Considering the fact that 81% of customers do research online before making any purchases, your website is where your brand will make its first impression on a customer or potential client. Therefore, your website is the best opportunity to present your brand’s story to the world. Ask yourself the following questions:

  • What does my website say about my business?
  • Does my website communicate my brand’s story well?
  • Does my website’s design give a strong sense of my brand?

If you find yourself struggling to come up with answers to these questions, then it may time to look into designing a website that will take users on a journey that they will remember while keeping your brand top of mind.

How Stories Create Trust – And Why Trust Matters

One of the best ways to build trust with potential clients and customers is through your brand story. The story of your business should illustrate how your company came into existence and its mission going forward. By properly communicating this message, you are more likely to gain the trust of the consumer. But why is having this kind of trust between a business and consumer so important? Brand trust is now more critical than ever as consumers have options thrown at them left, right and centre. What was once a decision between two to three companies is now of hundreds. And because there is so much choice, customers are now asking themselves, “why should I buy from you?” By answering this question with a compelling story, you can help build that trust of the customer and earn their business.

How to Build Trust Through Storytelling

woman holding a computer open to the homepage of Sinders Bridal House
Telling a visually enticing story that connects with readers can help to produce trust. But for you to gain this trust from the get-go, your storytelling needs to have certain crucial elements. These elements include:


The story of your brand is inspired by the people who contribute to the company’s growth and success, which is why your narrative shouldn’t be thought of merely as a marketing tactic. People trust other people, so your story should be personality-driven. Doing so will present the reader with someone real that they can trust.


Your brand story should cover three main points and follow this progression:

  • BeginningThe problem. Explain the problem you have been presented with and how you set out to solve it.
  • Middle – The solution. Describe how you went about solving the problem at hand.
  • End – The success. This is where you talk about the outcome and how you found success by tackling the initial challenge.

That’s it and nothing more. The simpler the story, the better, because the more you try to cram in, the quicker you lose momentum. It’s also scientifically proven that our brains are better able to process simpler pieces of content. Plus, the more complex the story, the quicker a customer’s trust starts to break down.

3 Ways Design Helps Tell Your Story

Compelling brand storytelling is nothing without precise, thoughtful presentation. Design and storytelling are dependant on one another to help your brand stand out from the pack and present an engaging story. In fact, users are more likely to trust your brand and convert if you have a well-designed website. Therefore, you should aim for your web design to humanize your brand and create an interactive experience that builds brand loyalty. Here are some examples of how you can use design to better tell your story.

1. Creative Design Elicits Emotion and Builds Trust

Words alone are not enough to engage an audience without visual elements to support them. And vice versa. Having a clean, cohesive web design helps build trust in your business and brand. By presenting information in a clear, enticing way, customers or clients will come to trust that you know what you are doing. Here are some design elements that help improve user trust:

  • White space
  • Testimonials
  • Business details (phone number, office location, and email)

  • Terms and conditions
  • Privacy statements
  • Industry seals
  • Memberships

You can also build an emotional connection by choosing certain imagery, colours, and logos that are appealing to consumers.

Does your site make you this excited?
In particular, the colours you select to represent your business plays a huge role when it comes to branding. Colours will set the tone and convey certain emotions, so take some time to decide which colour will best represent your brand. Remember to be consistent with utilizing it throughout your web design, social media presence, and overall branding. Choosing certain colours makes a difference between building on your users’ excitement or invoking a feeling of tranquillity, empathy, or delight. And remember – other cultures have diverse interpretations of certain colours. Therefore, having a solid understanding of your target market is especially important if you have an international customer base.

2. Consistency

Above all else, when it comes to your branding, you want your business to stand out and be memorable. One of the main ways to achieve this is by being consistent with your tone and messaging along with colours and design across all your output. This should also extend to your social media and emails.

3. Making Your Website More Accessible

Taking into account the fact that mobile devices account for nearly half the time that people spend on the internet today, the chances that someone is checking out your website on their phone is very high. Creating a positive user experience is extremely important, so it’s crucial that your website and design is optimized for mobile use.

Landing Pages

When it comes to your website, think of the landing page as the first chapter and the conversion page as the last. When the customer lands on your target page, it should initiate a storyline that draws them in and piques their interest through an emotional response. As you take them through each stage of the journey heading towards the conversion page, you should be adding a new chapter to the story. With each step, you need to be hitting the emotional trigger that makes them relate to the story so that by the end, they decide to take the final step and make a purchase, place an order, opt-in etc.


If you’re designing a single landing page, then you need to make sure that you can tell the full story on that one page. The layout will be fundamental to the success of the campaign. You will also need to think about video placement and consider the following:

  • Where will the main headlines be?
  • When will you introduce the solution or answer to the problem or question?
  • How will you illustrate the key points? (icons, stock photos, sales videos, webinar slideshows, etc.)

Link Structure

To create a compelling storyline, it’s important to map out your link structure before finalizing anything. Each page that the customer lands on should direct them to the next part of the story. If there are smaller secondary links around the page, then they should not stand out and should be harder to find. Another area to think about is the main menu or global navigation. It’s important to prioritize the tabs and make sure the names reflect the order you want them to go in. SEO TWIST team shot

Why You Need A Digital Marketing Agency By Your Side

A digital marketing agency can help you develop your brand story and fine-tune your web design accordingly. The benefit of working with an experienced, reputable agency is that you get the expertise of a team of marketing professionals from design to development, SEO, social media and content marketing – all working together to help tell your story perfectly. Brand storytelling and presentation go hand-in-hand. You can have a great brand with a fantastic story, but if it isn’t presented in an impressive and engaging way, you will have a hard time getting users to stick around on your website long enough to convert. Finding a way to combine quality content with appealing, user-friendly design will improve trust and create a loyal customer base.

Nicole McCormick

Nicole is a wordsmith wizard, passionate about the written word and an avid storyteller who uses creatively crafted prose to help bring your brand’s story to the next level. A former journalist with writing credits in both local and national news publications and a few newspaper awards under her belt, Nicole now enjoys telling your stories and finding new and creative ways to create valuable content that resonates with audiences in the digital landscape.

You’ve Got the Leads, Now What?


Tips to Help Boost Your Conversion Ratings

Timing is everything, especially when it comes to sales. Connecting with a prospect too early can hinder the sale if they aren’t ready to pull the trigger while waiting too long can push them into the arms of your competitor. But since timing cannot be boiled down to a science, how exactly do you take the lead traffic your website has captured and get it to convert?

How to Qualify Your Leads Effectively

One of the best ways to qualify leads and improve conversion rates is to connect with your sales prospects. It’s critical that you ask the right questions, get feedback, and build a relationship to improve your chances of gaining a conversion when they’re ready to buy.

Read More: 5 Ways To Boost Your SEO And Start Generating Leads

Before that though, it’s important to do a quick screening of the lead before passing them on to your sales team to ensure that they are a proper fit for your product or service and are therefore more likely to convert. Here are a few ways to help you figure this out:

Know Your Customer Profile

Are they a B2B or B2C company? What is the length of their sales cycle? Is the person you are dealing with an executive or a director? Knowing these things about a lead helps you gain a better understanding of who you are working with so you can prevent headaches in the future.

Understand the Difference Between Interest and Intent

Look at what your lead has been doing on your website. Have they been reading a blog post or whitepapers? Just because they are actively reading content on your site, doesn’t necessarily mean they are interested in your products or services and are ready to buy. But if you find that they have been looking at your pricing page or requested a product demo, this is a sign that they are showing intent and are more likely to convert.

Read More: Searcher Intent Is Your Golden Ticket To Effective Content Marketing

Ensure That You Are Dealing with The Correct Person

It’s important to know exactly who you are dealing with, especially for B2B companies, before passing them along to your sales team. For example, if your lead is simply an intern, they are likely not in a position to commit to forming a relationship with your business. Be sure to learn what their job title is right away so that you know for sure if they are in a position of power and influence.

Visit Their Website

Visiting a lead’s website is another great way to figure out early on whether or not they’ll be a good fit. What kind of product or service do they offer? Do they have a shopping cart function or use forms to gather information? Looking at their website can provide answers to all these questions and give you a good idea if they are actually able to utilize your products or services. four men in an office brainstorm using a whiteboard with post-its

Key Steps to Help Qualify a Lead

After the lead has been passed on to your sales team, here are some key steps and accompanying questions that should be asked:

Establish A Relationship

Building a relationship with a potential customer is one of the best ways you can close a sale. Nowadays, customers have what can seem like an infinite number of options available to them. This means they can afford to be more selective when shopping around. As a result, they are more likely to go with someone they know and trust. Therefore, establishing a relationship based on trust early on is crucial in order to seal the deal. Here are a few questions you can ask to help lay the groundwork for your future business relationship:

  • How did you hear about our organization?
  • What are you looking for in a new vendor or agency?
  • What attracted you to our brand?
  • How can we best help you make this decision?
  • Who else is part of the decision-making process?

Discover the Problem

Before you can effectively demonstrate why a lead should work with you, you need to have a firm understanding of what their needs are and why they are seeking out your products or services. Asking these four questions can help with this:

  • Why are you looking for a new agency or vendor?
  • What resources or solutions have you previously explored? What was the outcome?
  • Why did you end your relationship with your previous vendor or agency?
  • What are you hoping to get out of a new relationship?

Find a Solution

Once you’ve nailed down the root of their problem, you will have a better idea of what kind of solution you can offer. Helping the lead determine what their next move should be also helps to establish trust. It can also make them feel more confident that you will be able to help see them through the next stage of their business. Asking these questions can help both you and your lead determine the best solution that you can offer them:

  • Who do you feel are your biggest competitors?
  • What’s your budget?
  • What are your key requirements?
  • What’s your biggest priority at the moment?

Establish a Timeline

Miscommunication regarding timing can throw a wrench in your potential new deal or partnership. For this reason, figuring out what your lead’s timeline is right off the bat is important to help you get an idea of when they may be willing to buy and what kind of commitment, they’re looking for from you. Ask these questions to help get an idea of what their timeline is:

  • What is your timeline?
  • How soon do you want to see results?
  • What would prevent you from working together?

Plant the Seed Early for a Long-Term Relationship

animated image of a 2d plant growing out of a seed
Gif by Alegria
Constantly trying to earn new customers isn’t nearly as efficient as maintaining the ones you already have long-term. For this reason, it’s important to start paving the way for a long-term relationship with any potential customer, even if you’re still in the nurturing phase. Let them know how you can help them throughout any stage of growth or other big changes to help secure a long-term relationship. Here are a few questions you can ask early on to help you build a lasting partnership:

  • What are your main long-term goals?
  • How do you measure success?
  • How do you see your needs changing heading towards the future?
  • Where do you see this relationship going moving forward?

Understanding the Conversion Path

For any marketer, creating the right conversion path is another crucial way to convert qualified website visitors into leads. Designing and implementing effective conversion paths will help you to guide website visitors throughout the buyer’s journey more efficiently, helping them become lasting customers or clients. But before you can begin to come up with a plan to improve your conversions, you first need to have a solid understanding of what a conversion path actually is.

What Is A Conversion Path?

A conversion path is when an anonymous website visitor becomes a known lead, and includes an exceptional content offer, call-to-action, landing page, and thank you page. In order to convert one of these visitors into a lead, the visitor will first be drawn in by an offer that interests them before clicking on a call-to-action button that takes them to a landing page. While on this landing page, the visitor can fill out a form in order to gain access to the offer, after which they are taken to a thank you page where they will receive the offer. So, what actually makes for a good conversion path?

How to Optimize Pages to Convert

In order to create an effective conversion path, there are four key elements you will need.

1. Engaging Content

The strength of your conversion rate is driven by your value proposition, making it the most important factor when it comes to converting leads into customers. In short, it tells a prospect why they should buy from you. Think about it this way: If you had to explain to someone why they should buy from you instead of the competition in 10 words or less, what would you say? Your website content should not only be interesting and informative but also drive home your value proposition. It should speak to your buyers’ persona by touching on certain pain points and demonstrating how your product or service can help ease these problems. Your content also needs to be relevant to where a lead is in the buyer’s journey. Since most of your site visitors are likely to be in the very beginning stages of the buyer’s journey, there’s a strong chance that they don’t have any knowledge of your product or service and how it can help them. Therefore, this content should be high-level and educational.

2. Landing Pages that Appeal to Buyer Personas

After creating relevant, informative content, developing captivating landing pages will help you leverage the content to convert your website visitors into leads. Landing pages are specialized pages on your website with the sole purpose of generating leads. They should contain forms that potential leads must fill out and submit in order to access your content.

Read More: How Smart Landing Page Design Can Boost Conversion Rates

In order to be effective, a landing page should convey how the content is relevant to the specific pain points your persona is experiencing. It should also present the different elements of that problem that are most important to what stage of the buyer’s journey they are in.

3. Clear Calls to Action

Calls-to-action (CTAs) are buttons embedded in your website that promote your content offers. By clicking on a CTA, a user is transported to your landing page, marking the beginning of the conversion path. To get visitors to click on these CTAs, the message that is displayed should line up with the messaging on both your landing page and the content itself. Also use appropriate colours to help your CTAs stand out on your website.

4. Thank You Pages

After clicking the CTA and filling out and submitting a form, your new lead will be met with a thank you page that allows them to download the content offer. This marks the end of the conversion path. View SEO TWIST’s Thank-You Page Take the opportunity to move this lead further along in the buyer’s journey by including items such as CTAs that complement the offer you have just given.

Other Tools to Track Your Conversion Rate

In order to boost your conversion rate, it’s critical that you actually know what your conversion rate is in the first place. This is why tracking your conversions is so important. Here are a few tools you can use to better understand your conversions.

Heat Maps

Heat mapping is a tool that provides you with a visual depiction of how your website’s organic traffic is increasing and converting and is a creative way to gain a better understanding of data. It puts even the tiniest of changes into perspective and gathers higher quality data than other traditional analytics tools. Heat maps can tell you where visitors did and didn’t click, as well as the optimal placement for banner ads and CTA buttons. One way to utilize heat mapping is to take a Google Analytics report to create a heat map that illustrates optimal conversion rate times. This can provide you with an hourly depiction of your onsite engagement. And because it’s a visual representation, the chart can be easily interpreted by anyone.

google ad words logo Google Ads Conversion Tracking

Tracking conversions using Google AdWords gives you a clear picture of your prospects’ actions after interacting with your ads. This is quite valuable since it tells you whether or not your ad campaigns are working so you can better identify how effectively your ad clicks are resulting in purchases, form submissions, and more. Some of the main benefits of conversion tracking with Google AdWords are:

  • You can easily identify whether certain keywords, ads, ad groups and campaigns are profitable in regard to creating conversions.
  • You are able to make more informed decisions with respect to your ad spend on optimizing ad campaigns.
  • It allows you to gain insight into how you can best optimize your ads for boosting return on investment (ROI)

google analytics logoGoogle Analytics

When any marketer hears the word ‘analytics,’ Google Analytics is most likely the first tool that springs to mind. Google Analytics is an incredibly popular tool that allows you to look at your website traffic data using various dashboards and charts and track the in-depth details of your website’s data. This includes page views, bounce rates, session duration, and the age and language of visitors. Furthermore, Google Analytics tracks your data page by page in a conversion tracking context to tell you which pages on your website are resulting in the most conversions during any given time period.

facebook ads logoFacebook Ads

With 2.38 billion users worldwide, Facebook can be a great marketing tool for any business. Since the platform offers highly targeted advertising, the Facebook Ads Integration will allow you to filter your audience based on various factors like age, location, interests, and behaviour. It even allows you to retarget your display ads to prospects who previously visited your website but did not convert. Once you start to roll out your Facebook ad campaigns, you can use the tool’s tracking functionality to determine which ads bring the most conversions, allowing you to pinpoint which ads are most effective. Stop guessing when it comes to your conversions. By assuming that you know when a prospect is ready to pull the trigger, you end up missing out on valuable leads and lose the opportunity to convert them to long-lasting customers By following these tips and working with a digital marketing agency, you can expect to see a natural increase in your conversion rates over time.

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