Storytelling is an integral part to building credibility on your website.

You might be wondering, “why is showing credibility even necessary on my website? I will show credibility when I talk to my prospects.”

The problem with this thinking is that you are losing out on a handful of potential buyers who will never get on a call with you.

The website is an ideal place to show credibility because you cast a wider net.

It can position you as an expert, making it easier to close deals.

Most people show credibility through social proof, but there is another powerful way.

Storytelling and empathy.

What do all good stories have? A character you can empathize with.

Imagine you’re a new Dad and your struggling to get a good nights sleep because the baby is not sleeping through the night.

You then meet someone at a party and you tell him about your situation. He immediately understands because he’s been there.

He starts saying things like:

• “I get it, getting sleep in those first few months is tough!”
• “It makes getting through the days difficult”
• “You start wondering if it will ever get better”

What happening here?

He’s expressing empathy. He understands the problems you’re having.

So when he goes to tell you what works, you’re all ears.

Business isn’t much different.

When you tell a story on your website that expresses empathy, you gain credibility.

Not only that, you build trust.

If you start talking about yourself.

• How great your company is
• How many awards you’ve won
• How big your team is

You’re only showing authority. Missing the empathy portion.

When you connect the sections of your website, make sure they tell one cohesive story.

You will convert more leads and grow your business much faster.

Have you utilized storytelling on your website?

-- Luke Netti