So why be a storyteller?
Visitors read at their own pace and stay in control
Understanding user behaviour is key to good online communication
Scrolling encourages users to stay on your site longer
Visitors become immersed in the story and want to read the whole thing
Great experience for visitors using mobile devices
Touch screens make scrolling through a single page easy
Improves user engagement, clicks and interaction
Create several hot spots in your content and key calls to action
Removing distractions allows the visitor to focus
There was a time when anything "below the fold" on your website was considered dead man's land. A wilderness. That time has now passed and you'll be hard pressed to find a modern, responsive site that doesn't take full advantage of every square pixel. In fact recent studies have found that 66% of user's attention is focussed further down the page.
Key rules for storytelling
- Like any story, think carefully about your structure. A beginning, middle and end.
- Edit content ruthlessly. Tell a good story!
- Punctuate your content with images, graphics, sound, quotes and video.
- Even though it's one page you still need to create a rhythm and landscape for visitors to navigate through
- Use emotion in your text and other media
People will forget what you said, people will forget what you did, but people will never forget how you made them feel. Maya Angelou
- Remember the most important test. Ask yourself "So what?"
- What does this story mean to visitors and what do you want them to take from it?
- Make sure they have calls to action!
An example of great storytelling by MAG
The Mines Advisory Group tell a compelling story, using a new template developed for their Treeline CMS, to encourage donations towards clearing landmines in Mosul.
View the photo story here