You may not think of the content on your website as storytelling in any way, shape or form. After all, legal websites are serious in nature and provide a distinct service, generally to those who find themselves in hot water of some kind, desperately needing the services of an attorney. Even the word, “storytelling,” is more likely to bring up memories of telling scary stories around the campfire, or listening to your grandfather talk about his early life. Storytelling, by its very nature, leaves an impact on those who hear the story. This impact is a direct result of human nature which makes us to relate what we do and who we are to the stories we hear. Storytelling is an interaction with an audience which can sway them to make specific purchases or decisions, and, after all, isn’t that what the goal of your legal website is as well? So, within the context of a legal website, how do you tell a great story, offering a bridge of sorts between you and your audience which clearly differentiates your firm from the competition?
The Components of a Great Story
In the end, storytelling is an art and as such it requires structure, process and thought in order to deliver your intended message to your target audience. If you do any amount of reading, you know that great stories have a specific structure which effectively brings your reader on a journey that has the ability to change or transform. While this sounds extreme for the application, remember that every single decision we make every day involves our emotions. Decision making has a specific format and is relatable by others just like storytelling. Once you’ve determined the structure of your story, you will have to follow some relatively simple steps to ensure the creation and delivery.
- Your story must first achieve the goals of your business, and must clearly communicate your highly focused message.
- If you don’t have a solid grasp of your targeted audience, then your story cannot possible be effective.
- Experiences and moments which are captured within your story will engage the emotions of your readers and give it meaning.
- You always want to ignite a reaction among your readers, meaning you have engaged their emotions. You must develop a voice during your storytelling, have a clear opinion and take a position if you want your readers to commit to your story.
Unfortunately, many brands tend to say the same thing as their competitors, particularly in the legal profession. Take a critical look at your site and try to find what sets you apart, what makes your firm unique and special and whether that is clearly communicated to your readers. If not, it’s time for a major overhaul. When users land on your site, they must have an almost immediate sense of what your firm is all about, how you will help them solve their immediate problem, and why they should choose your firm over another.
Since the average user spends from 5-10 seconds determining whether or not they want to remain on a website, your window of opportunity is incredibly small. You must “hook” your user almost immediately with a fabulous web design, compelling headlines which tell your reader there is something of value here, and a uniqueness that is instantaneous to your reader. In short, great stories are literally the backbone and the DNA of your brand, so reconnect and bring them to the surface. An engaging story will literally make the difference between success and failure for your legal website so ensure you are giving your users what they need and want.
