October 24, 2016 by David Loewy

Homepage Storytelling

Your homepage is a window into your business. It’s half brand ambassador, half window display, and critical to your narrative. People like narratives, and it’s no wonder. Narratives link into the critical “why” of a business. As Simon Sinek says in his excellent TED talk on the subject, “very few people or organizations know WHY they do what they do…and by why I mean what is your purpose, your cause, your belief…why do you get out of bed in the morning, and why should anyone care?” Once you have a good grasp on the WHY of your business, a clear narrative also helps define how you can help, why you should be trusted, what’s the benefit and how to get started. Visitors judge you in a matter of moments, deciding within 3-5 seconds of landing on your home page whether they want to continue or turn back. Using your narrative to maximize the experience means that those initial 3-5 seconds can lead to a longer look and a longer relationship.

The Story Never Ends

Once you’ve developed your narrative and launched your new landing page be sure to continually optimize to improve conversions and engagement; testing and adjusting your home page components is essential to ensure that your narrative is well received. We recommend running experiments that test different calls-to-action as well as different messages and imagery. To run these experiments with your live audience we suggest leveraging one of the many tools available for A/B testing and content personalization such as Sitecore, Evergage or Optimizely.   Consistency of story and brand is something many companies have difficulty tackling. Working with a partner can often help tease out terrific stories that can be aligned with your brand for maximum reach and impact. As discussed in our piece on Digital Storytelling, our strategists help companies keep their digital narrative consistent with the values and goals of the brand while maximizing reach and viewer engagement in a competitive market.

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