Our Process

The Steps to Effective Storytelling

1. Understand Your Story

Your story is what sets you apart from everyone else. We want to get to know you and understand your story so we can help you tell it online. We’ll be working with you to understand and develop the following questions:
  • What is your value proposition?
  • Can you explain in one sentence what you do? (elevator speech)
  • You also need to define what you don’t do; if your story (or value proposition) is too broad, people won’t understand it. This includes understanding who is NOT your customer.
  • Why do you do what you do? (People won’t buy what you do until they know why you do it.) This is about them trusting you.

2. Understand Your Customers

We want to understand your customers. What is their story, why do they need you? What are their hopes and dreams and how can you help them get what they want?
  • What are they looking for when they come to you (or your website)?
  • What do they need to hear? (This might be very different from what you want to tell them.)
  • Where are they in the sales cycle/funnel? Just getting to know you? Credit card already in hand?

3. Develop a Strategy

After we understand the background of who you are and who your customers are we work with you to develop a strategy to accomplish your goals. All too often projects are started by taking stabs at tactics without understanding how they fit into the core strategy.
  • Your messaging and information architecture (the way your online messaging is arranged) must reflect your understanding of:
       •  Your story – how you tell it in a way that builds trust
       •  Your customer – speaking their language, not yours
  • How do your customers consume information? Where do they go looking for answers? Where do they hang out?
    If you want to reach them effectively, you need to know these things.

4. Focus on Iterations

(instead of grand but rigid plans)

Strategy is important, but we need to be careful not to overthink things. Action speaks louder than words. The important thing is to know what your goal is and then iterate quickly until you reach it.
  • You don’t have to erect the whole building right away. You can start with the foundation and first floor.
  • If you wait to start until you can bite off the whole thing, you may never start. You could be making money now. You could be gathering customer feedback/input now.
  • Sometimes this is best anyway. Build a little and test. Your customers will tell you if they like it or not. If a strategy or tactic is off target, wouldn’t you rather know before you dumped all of your time and money into a project and not after?

5. Measure Results

Results are everything…Unfortunately many people never take the time to actually measure what is happening with their project. We work with you to establish key metrics and ways of measuring performance so you will never be flying blind.
  • You need to gauge your ROI, so it’s necessary to measure results.
  • But, it’s important to use the right measures. Some things can be measured with numbers—leads, appointments, sales, for example—but others cannot.
  • Some things—goodwill, relationships, your brand—are best measured anecdotally, through stories. These are the phone calls and emails (testimonials) you get from satisfied customers.

Let’s Talk

Are you in need of a strategy? Don’t know where to start? Frustrated with your web presence? We’d love to talk with you. Click the “Schedule” button to set up a phone call directly with a WebBrand co-founder.