Yes, storytelling is a buzzword – but for good reason. Storytelling copywriting is one of the most powerful ways to build emotional connection and trust online, especially on your website.
The quote, “Facts tell, stories sell” by Bryan Eisenberg says it best, as people retain stories better than facts.
No matter what industry you’re in – even if it’s ‘boring’ – stories are the key to connecting with your audience, as they:
- Turn dry information into something memorable
- Help people feel emotionally connected to your brand
- Build trust before a sales conversation ever starts
- Differentiate your brand in a crowded market
Everyone says “tell your story” – but how do you actually do that on a website that’s meant to sell?
Too many people overthink storytelling. The fact that you live a life every day and run a business is enough to give you endless things to share.
That’s why I’m here to help shine some light on the topic and give you practical storytelling copywriting tips (and some writing prompts) you can use straight away.
What is storytelling copywriting… and what’s the difference from normal writing?
When I say stories, people go straight to ‘once upon a time’ fairytales… but they can be anything that paints a picture of you, your business, and what you do.
Storytelling copywriting can be defined as writing that not only takes your reader on an emotional journey (think of a story having a beginning, middle, and end – there’s progression there)… but it’s also focused on clarity, persuasion, and conversion.
In short, you’re using stories to capture the attention of your audience, making them feel something so they trust your brand and are more likely to become customers.
‘Normal’ writing is less focused on your customers and making an impression of your brand. There are plenty of stories that are told to entertain or inform, while not being linked to a business or brand outcome.
What makes good storytelling copywriting?
The best stories are relatable, human, and take people on a journey. This could be done by mixing narratives, anecdotes, metaphors, similes, or examples to paint a picture with your words – helping people to connect, understand, and trust you.
Where the magic happens is by linking your stories with your potential customers’ feelings. If they can see themselves in your story, it’s *chef’s kiss* 😘
Common mistakes to avoid when storytelling
Too many people approach storytelling the wrong way. Here are 3 things to avoid:
- Telling your full life story with no connection to the reader. Storytelling should be a selfless act. Don’t make it all about you! Always emphasise why your story matters to the reader.
- Don’t add stories just for filler. If it doesn’t serve a purpose, don’t include it.
- Overloading with too much detail. Be selective and strategic – it’s not an autobiography!
Where to include storytelling copywriting in your website
Storytelling should weave into every aspect of your website – not just on your about page.
Each page of your website should have a goal, and that goal will determine the story that fits.
For example, a home page’s goal is to set the scene about who you are, what you do, and who you help. A service page’s goal is to tell the story of your client transformations, so they see the benefit of working with you.
So don’t forget to flex your writing to suit the customer journey.
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7 prompts to introduce stories into your website copy
Stories come in all shapes and sizes – that’s the beauty of it. But that can also be a tad overwhelming, so here are 7 prompts to think about different ‘stories’ you can use to start storytelling copywriting.
Write down any examples or anecdotes that illustrate your points and use them as a starting point for your storytelling copy.
1. Snippets of your day-to-day life in business
What do you do every day, and how does that interest, entertain, or relate to your ideal clients? Start making notes of everyday tasks. Making your coffee, speaking with clients, your choice of biscuits or music. Anything you do – even if it feels mundane – could be the start of a story.
2. Walking through a project you’ve done recently
What did you learn along the way? Is there anything you’d do differently? Things don’t have to go perfectly to be a great story. People like it when you admit your mistakes, as it makes you more relatable. So sharing a ‘What I learned from this’ story is perfect.
3. Examples of where you’ve used your skills in the past
Was there a time you realised you were really good at what you do? Or did you do something where you really highlighted how you were the right person to overcome a challenge, rather than someone else?
Write those stories down. They could be from 10 years ago in another role, it doesn’t matter. What’s important is that it was your skills and expertise that came into action.
4. Details of how you’re helping customers right now
What are you working on this week, month, or even today? No matter which stage you’re at in a project, you can write a story about it. In the ‘messy middle’ part where you’re figuring things out? Write a story from it.
5. Relatable frustrations you share with your audience
What annoys you about your industry? Is there something you find frustrating that you see others do? People love a common enemy, so if you share your frustrations, you’ll connect with whoever agrees with you and deter the wrong-fit people – win-win!
6. Client transformation stories
This one is especially powerful because client transformation that shows what’s possible when people work with you. Explain the previous client’s situation, how you supported them, and their transformation. Show where they started vs. where they are now.
7. A breakthrough moment that shaped how you work
Was there something that changed the way you see things, or made you realise what’s different about you compared to competitors? If so, sharing the moment it all ‘clicked’ can be so interesting to your clients, especially on your about page.
Filtering through your ideas: Check what makes a good story
Now you’ve got loads of storytelling copywriting inspiration, you naturally will end up with some irrelevant stories written down that don’t work for your website.
So remember: The best stories are relatable, human, and help to paint a picture with your words – so people connect, understand, and trust you.
Ask yourself if each story ticks those boxes before sharing it on your website. If not, scrap it or rework it so it’s more customer-focused.
And keep any stories that didn’t quite make the cut for your website – they could be great inspiration for social posts, video content, or blog posts.
3 storytelling copywriting formulas: Don’t start with a blank page
Struggling to shape your story into something clear and compelling? These classic copywriting formulas give you a structure to follow, so you’re never starting from scratch.
Each formula comes with different prompts, so it’s useful to try a few out and see what they bring up. Once you have a format that works, repeat and adapt it.
Here’s a quick overview with examples:
Before, After, Bridge (BAB)
Use this when painting a “before and after” transformation.
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Before: You’re overwhelmed by everything on your plate and not seeing results.
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After: You’ve got a streamlined plan, more revenue, and space to focus on the work you love.
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Bridge: That’s where I come in – with coaching designed to get you there, faster.
Problem, Agitate, Solution (PAS)
Perfect for highlighting pain points and how you solve them.
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Problem: You’re stuck at an income ceiling.
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Agitate: You’re working longer hours but not growing – and burnout is looming.
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Solution: With the right support, systems, and accountability, that changes. Let’s break through it.
Qualify, Understand, Educate, Stimulate, Transition (QUEST)
Great for service pages or about pages where you want to show alignment and trust.
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Qualify: Are you a business owner who’s ready to grow, but unsure where to focus?
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Understand: I get how frustrating it feels to work so hard and not see traction.
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Educate: I coach clients through simple shifts that lead to real results.
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Stimulate: It’s not about hustle — it’s about smart strategy and aligned action.
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Transition: If you’re ready, let’s chat and see what’s possible.
Tried-and-tested storytelling copywriting template for your home page
Storytelling copywriting isn’t easy to get the hang of. The best way to get started is by using tried-and-tested methods by expert copywriters, like me.
Copywriting templates can be slightly controversial, as they result in a slightly cookie-cutter approach. But when you use the template prompts correctly, you won’t end up with anything close to someone else using them, as you’re adapting the template to your business.
So think of templates as a jumping-off point to get your creativity going. But without personalisation, it won’t be effective.
Home page website copy template
Here’s my free home page website copy template, which includes prompts for storytelling copywriting inside:
Engaging storytelling copywriting for your website, done for you
This should have given you enough insight to get started with storytelling copywriting. But if you need help teasing out your stories and making sure they’re getting that all-important customer connection, get in touch.
I’d LOVE to help tell your story more effectively and stop you feeling like you have nothing to say (or that you don’t know how to say it) 🤩
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