Every business is part of a bigger story.
Sure, there is a history to your company and the people who work with you. But you can actually be a part of someone else’s story if you are doing business right. A business should exist to bring value for others.
Clients and customers find us because they are looking for something – a solution, a product, a service – to help them move forward in their own journey and story.
It’s important that your business and your website reinforce that story.
In your customer’s story, they are always the hero. They are the main character in their life. They want to be the hero, the good guy, the one who accomplishes dreams and makes a difference in the world.
How can you help them in their own pursuits?
Usually it is around health, wealth, or relationships. Your business likely meets one of these core needs.
Get as specific as you can to connect with the audience you can help most.
Articulate it clearly through your website. Instead of sharing all your accolades and features/benefits, make sure to put yourself in someone else’s shoes and think about what their real need is. Can you identify with their struggle? Communicate that through words, images, and video.
And then simply share how you are able to offer a solution.
Make it easy to to buy or take that first step. Some websites make it difficult to understand their product or make it hard to even find the buy button. Keep it clear and simple.
Be intentional about the layout and flow. A book is organized in chapters for a reason. Organize your content in a way that makes it easy for people to follow along systematically. If they skip around, is there still uniformity and cohesiveness with links and storyline?
And then, make sure to keep the story going – use blog posts, testimonials, portfolio, social media feeds, guest posts, email newsletters to keep telling the story of how others keep using your products or services. It confirms their own decision to work with you and reinforces their identity as your client. They should be excited to tell about you as a part of their story.
Sonya Dalrymple 
I agree that human beings get locked into story. It helps us make sense of the world. Avoiding confusion and keeping our mind locked in on the next step for our customers that engage us requires us to slow down and connect with clarity. Thanks for sharing your own process.