To uncover the most effective ways to use a website to tell a compelling story about a small business, we asked fourteen owners and CMOs to share their experiences. From experiencing inspiring travel adventures in Thailand to attracting visitors to their YouTube channel, these experts provide a rich tapestry of insights and strategies that have made a tangible impact on their businesses. Here’s how do you use your website to tell a compelling story about your small business:

  • Inspiring Travel Adventures in Thailand
  • Leveraging the “About Us” Page
  • Connecting Through Testimonials and Success Stories
  • Creating Emotional Connections With Customers
  • Attracting Freelancers With Personal Blog Posts
  • Promoting Indoor Air Quality Awareness
  • Implementing a Comprehensive Storytelling Strategy
  • Narrating a Heartfelt Business Journey
  • Illuminating Human Stories Through Case Studies
  • Building Customer Connection With Free Trials
  • Adopting a Human-Centered Website Approach
  • Sharing Partnerships on the Charitable Giving Page
  • Highlighting Bespoke Vending Solutions
  • Attracting Visitors to Their YouTube Channel

Inspiring Travel Adventures in Thailand

Our website tells stories about traveling in Thailand. We make it more of an exciting adventure than a travel guide. We use images, cool stories, and maps to help people imagine themselves on the journey before they begin. 

People don’t just get information from us; they get excited to travel. We mix practical advice with fun stories to keep things interesting. Our storytelling style not only helps in planning but also inspires people to start on new adventures. 

Our website is more than a guide; it’s like a friend that inspires, making travel memories special for everyone who explores with us.

Jack Kennedy, Travel Blogger, Thailand Nomads

Leveraging the “About Us” Page

Our company’s website has an “About Us” page that shows our brand’s story in the best way. Customers who want to know more about our company can go to that page and find all the necessary information. 

The page illustrates how customers can get advantages by using our service. It mentions all our specialties and the values and goals of our business. Furthermore, we guide the customers to visit sections according to their needs through the page. In the end, we indicate how we work in a precise way. 

The “About Us” page doesn’t have too many details, as we understand the importance of customers’ time. They can contact us through the website if they need more data. Based on customer feedback, this brand-storytelling method has been beneficial.

William Manning, Owner, Pole Barn Kits

Connecting Through Testimonials and Success Stories

After doing some market research, I realized the power of storytelling to connect with our audience. I suggested we share our clients’ journeys through testimonials and success stories, not just in text but also in video format. 

The impact was immediate and profound. Our sign-ups surged as potential clients could see and hear the real-life benefits of our services. The dual format of articles and videos catered to different preferences, broadening our reach. 

It was a simple change, but it transformed our small business into a community of shared success stories.

Laia Quintana, Head of Marketing and Sales, TeamUp

Creating Emotional Connections With Customers

I’ve seen firsthand how a captivating website story can be a game-changer. You see, your website is like your business’s handshake; it’s the first impression you make on potential customers in many cases. It’s here that your unique brand narrative plays a crucial role.

Remember, consumers aren’t just buying your service; they’re investing in your story. Take my residential cleaning business, for example. We added a “Meet Your Cleaner” section to our website that has a picture and a short bio about each of our cleaners. This emotional connection resonates with people, making them more likely to choose us over competitors.

Moreover, a strong website story not only sets you apart but also drives conversions. When customers relate to your story, they become loyal advocates for your brand. It’s like when we highlighted a client’s testimonial about how our services helped her balance work and family life. This real-life example demonstrated our expertise and encouraged others to call us.

John White, MBA – Owner, White Fox Cleaning Services

Attracting Freelancers With Personal Blog Posts

When I started my website, instead of writing to attract prospective clients, the first few blog posts I published were about my work as a freelancer. As it turned out, many of these personal-style, fairly mundane posts became the most popular posts on my site. 

I had other freelancers reaching out to me, and I was able to hire them to help me when my client work became too much for me to handle on my own. From this experience, I learned that your website isn’t just a tool for attracting clients. 

You can also use it to connect with anyone else who might be interested in what you’re doing, such as freelancers or employees, suppliers, and partners. I’ve started to strategically incorporate this into my content planning—for instance, by targeting keywords that will attract specific types of partners.

Chloe Brittain, Founder, Monday Roadmap

Promoting Indoor Air Quality Awareness

It all started when we realized that the air we breathe indoors can greatly affect our health. We decided to create an informative website to share this important topic, with high hopes that people will take proactive steps to make a difference. 

Since then, we’ve packed our site with easy-to-understand articles, informative videos, and insightful expert interviews on a range of topics related to indoor air quality.

People started reading our content and taking action. Families found solutions to make their homes healthier, businesses made changes to help their employees breathe better, and individuals became more aware of the air they breathe every day. Our website has made a difference in people’s lives and helped them make positive changes for their well-being.

Gideon Rubin, Co-Founder and CEO, YourIAQ

Implementing a Comprehensive Storytelling Strategy

Your website is your virtual shop, and it can narrate amazing stories about your business. Nothing beats first impressions and visual appeal. Always use high-resolution pictures and short video clips to demonstrate your products or services. 

Use customer stories or testimonials to give the brand a feeling, building trust and making it more relatable. Ensure that you share your company’s journey, values, and mission on an “About Us” page for a more personal and direct conversation with the audience. 

Also, include a blog section to provide information on the trends, hints, and news of the industry. By doing so, you become authoritative in your area. Remember how powerful data can be! Display customer reviews, ratings, or any particular statistics that illustrate what your business is up to. 

Finally, make sure that your site is easy to use, mobile-responsive, and light to improve usability. The impact? More web traffic, higher engagement, and, most significantly, more conversions and sales!

Alma Curry, Author, Meridian Fitness – Health Club & Spa

Narrating a Heartfelt Business Journey

Weave a captivating story on your small business website, think of it as sharing a cup of coffee with a dear friend. Start by narrating how it all began, the challenges faced, and the dreams that fueled the journey. 

Share the people who’ve been part of the story, the laughter, and even the setbacks. Show them how the business is more than just transactions; it’s a heartfelt endeavor with values and a mission that matters. 

Speak from the heart, and the website will feel less like a corporate page and more like a warm chat by the fireplace, leaving a lasting impact on visitors.

Stuart Bensusan, Business Development Director and Owner, Surewise

Illuminating Human Stories Through Case Studies

At our healthcare marketing agency, our website goes beyond mere numbers and marketing jargon. Instead, we leverage case studies to illuminate the profound human stories behind every lead we generate. 

For us, a lead isn’t just a statistic; it represents an individual seeking a better life—be it through sobriety, mental health support, or rediscovering the joy of hearing. 

Through our case studies, we present these transformative journeys, emphasizing how our marketing efforts serve as vital bridges, connecting people to the solutions they deeply need. 

This narrative-driven approach not only underscores the value we bring but also resonates profoundly with our audience, emphasizing the real-world impact of our work beyond mere metrics.

Kevin Hall, Marketing Operations, Webserv

Building Customer Connection With Free Trials

The key to growing a small business is building a connection with your customers. If they feel like they know the owners or can relate to their struggles, they will often go out of their way to buy from you. 

We attempt to create this connection by immediately offering a free trial with no strings attached. We make an effort to point out that we’re a family-run business and emphasize the affordability of our services. 

As the customer scrolls through our website, we reinforce those qualities and offer customer reviews. Once they get to the bottom, we offer the free consultation again. We want our website experience to build a connection with the customer as they finish scrolling. If nothing else, we can collect their contact information for advertising.

Michael Branover, Business Development Manager, Branover Contractors

Adopting a Human-Centered Website Approach

We’ve adopted a human-centered approach for our website. We constantly update articles and write new ones, centering on issues that parents face while trying to keep children secure on the Internet. 

Since adopting this strategy, we’ve observed an increase in our site’s visitor count. Now, we have a 30% increase in time spent on the site and a 20% increase in the conversion rate.

Kseniia Mykolaienko, CMO, Parentaler

Sharing Partnerships on the Charitable Giving Page

Totally Promotional uses its online Charitable Giving page to share some of the partnerships it’s made through the years to help various organizations and individuals. On that page, we feature the fantastic work being done by many groups, families, and individuals across the U.S. 

We also link their websites and share their amazing stories on our social channels. Our charitable giving program called “Totally Giving Back”, connects us with great people who need donated products for fundraisers and awareness campaigns. We love the opportunity to help these programs grow.

Shelley Grieshop, Writer, Totally Promotional

Highlighting Bespoke Vending Solutions

At Connect Vending, we pride ourselves on offering bespoke vending solutions that fit the custom requirements of different workplaces, and our website reflects just that. 

The design, color palette, and images have all been carefully curated to highlight our offerings and values and demonstrate our commitment to being different and offering only the highest-quality solutions. 

Through the visual and content storytelling about our company, we want to evoke trust, which is why we prominently mention our family business credentials, current clients, and customer feedback ratings. 

Finally, we also keep the company blog updated to share the latest news, updates, and company information with our customers, something that we have been doing consistently for years, as we understand the value of consistency!

Sam Roberts, Digital Marketing Manager, Connect Vending

Attracting Visitors to Their YouTube Channel

My website is a one-page website that contains good copywriting that leads visitors to watch my YouTube channel.

Here are my tips:

1. Craft engaging and concise copy on your website that tells a story about your small business. Highlight what makes your business unique and why it’s worth exploring on your YouTube channel. Use persuasive language that encourages visitors to take the next step.

2. Make sure there is a clear and prominent call to action on your website.

3. Use high-quality visuals, including images and graphics, that align with your business.

The impact is quite awesome. My website can serve as an additional platform to attract visitors who might not have discovered your YouTube channel through other means. With compelling storytelling and a clear CTA, my website can encourage more visitors to explore my YouTube content and engage with its channel.

Marissa Sabrina, Creative Director, LeadLearnLeap