Why and How Storyboarding Makes Your Website A Better Sales Tool

Storyboarding = planning the content for each page and sub-page of your website, based on information your customers want, and what you want them to do on the site.
As website copywriters, we have many clients in Toronto and Melbourne that tell us that they are redesigning their website but have decided to just ‘tweak’ their content. This is not a good idea. Planning is essential. Getting to the root of your U.S.P (unique sales proposition) and understanding the benefits of your business is important.


Storyboard your website content: Plan reader movement. Plan content for each page. Let your homepage be a navigational page for the whole site.


Why Storyboard Your Website:

1.Customers know ‘why’ to visit other pages.
2.Customer-friendly: enable quick and easy navigation so you become more popular.


How to Storyboard Your Website:

1.Plan the content around reader interest before writing.
2.Have compelling descriptions of other pages.
3.Make pages unique and avoid redundancy.


Don’t plan content around ‘what everyone else has’. Think about what your customers need to trust you and want to know before buying. Ask yourself, is there a gap between what your business website says you do and what you actually do?
  • Can you explain (or link to another article) how to plan reader movement? What do you need to consider when predicting how the reader moves through your page?

    • Hi Catherine,
      Thanks for your comment, it’s a great question. Here’s my answer:
      When it comes to to “planning reader movement” you need to think about what kind of information your target audience wants to hear from you. (And all shoppers want to talk to the company–they just don’t want to be “talked at”).
      You don’t want to cram too much information on one page, and it benefits both your sales cycle and your SEO to have your audience read multiple pages. So you spread your messages around multiple pages, allowing readers to migrate to the pages that are most relevant to their interests. That’s the first step.
      The second step: plan reader movement according to the key sales process questions they will have (e.g. pricing, location, etc.) and any objections. By knowing your audience well enough that you can answer their questions on your website (without them having to enquire) shows respect for your audience’s time.
      They might also like to take your company for a “test drive” (i.e. is there anything you can offer that will allow them to see how you work without having to make an investment. Such offers will build your credibility by establishing authenticity and creating trust).
      So when you plan reader movement, you think about which pages you want them to go to so that it’s a win-win situation for both company and customer: their questions and desires are answered; you show them why they should trust you.

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