We Build Websites by "Starting with Why" - Part 2
If you haven’t read Part 1 of this series, we suggest you start there and come back!
Applying the "Start with Why" to Making Great Website Content
We believe that applying that same approach to websites is what separates okay websites from good websites that tell a great story. That's because structuring each webpage in a "Why-How-What" format is an exercise in authentic storytelling that begins a relationship with your potential customers from the second they land on your website. It works like this:
WHY Start with telling your audience why you're so passionate about what you're working on. Dig deep and tell the audience an authentic reason to get them as excited as you are.
HOW Then tell the reader how you differentiate yourself from the masses. Give them a reason to call on you rather than someone else.
WHAT When a reader has bought into your Why and How, then tell them what you offer.
Leaving the "What you offer" to the very end of your webpage may sound completely backwards because it "buries the lede", but it is incredibly effective in identifying high-quality potential leads that convert to customers that you'll love working with. That's because a webpage built using the "Start with Why" approach naturally allows the reader to self select based on your organizational objectives. In short, clients who end up reaching out through your website are those who will trust you because they know who you are, not just what you do.
How to "Start with Why"
Looking to implement the "Start with Why" model for your website, organization, or your life? We recommend the following:
Watch the original Ted Talk that's transformed lives and businesses worldwide.
Read Simon's book Start With Why, and gain a more in-depth undertanding behind his observational model
Contact us! We'd love to help you discover and communicate your "Why".
Author
Ray Lai is a managing partner of Promentum Technologies, and has been storytelling with websites for two decades. He’s an AWS certified solutions architect, and a Shopify certified solutions partner.