Storytelling isn’t just for books and movies—it’s one of the most powerful ways businesses can connect with their audience. Here’s why it matters and how you can use it.

Let me tell you a story

Setting the Scene

I was 14 and boarding the church van that would take me to my first-ever church camp. The drive from Arkansas to Colorado was long. Eventually, we arrived, and it was beautiful. Tall pine trees and even taller mountains surrounded the camp. The dorms were long, two-story, wood-sided buildings with two sets of bunk beds in every room. The girls were in one dorm, and the boys in another. We were all so excited to be there. We unpacked, took a tour of the camp, had dinner, and went to bed.

The Conflict

At 2 in the morning, we were awakened to pounding on our door and commotion in the hallway. “Everyone up! Fire!” shouted one of the camp moms over the blaring alarms. We bolted up in our beds, still groggy from sleep, put our coats on over our pajamas, stuck our feet in shoes, and rushed outside. From our view on the grass, we watched flames burst out of the windows, reach past the roof, and lick the tall, tall trees.

At some point, we were shuffled away from the blaze and into the cafeteria. The floor was linoleum and cold. The lights were fluorescent and bright. I sat on top of a lunch table with my legs crossed, watching adults scurry around and girls cry. We were handed blankets and told to try and rest on the floor. We would figure out what to do in the morning.

The Turning Point

I remember is waking to the smell of burning toast. (That was triggering.) Over breakfast, we learned that our dorm had burned completely to the ground, and all of our stuff along with it. Most of the boys from my church wanted to stay. Most of the girls wanted to leave. It was decided that a group would stay and a group would leave; we would be given the choice. Most people decided to leave, but I did not. Even though it was uncomfortable and scary, I stayed and had one of the best weeks of my life.

The Lasting Impact

That week at camp could have been just another trip, but the fire made it unforgettable. The fear, the uncertainty, the choice to stay—it all became part of a story I carried with me. And that’s the thing about stories: we don’t just remember them; we feel them.

The same is true for businesses. People don’t connect with a brand because of a list of services or a polished sales pitch. They connect because of the story behind it—the why that fuels it, the struggles it has overcome, the way it makes them feel.

When I design websites, I think about more than just layout and colors. I think about the story a business is telling.

Does the homepage instantly communicate not just what they do but why it matters?

Does the content invite visitors into a journey, making them feel like they’ve found the right place?

The best websites aren’t just digital brochures; they’re storytellers, working 24/7 to build trust and connection.

Great Storytelling in Action

Some of the most memorable brands don’t just sell—they tell. They use storytelling to shift perspectives, challenge assumptions, and connect with their audience on a deeper level.

Dove’s Real Beauty Sketches confronted the stories we tell ourselves versus the reality others see. A forensic artist sketched women based on their own descriptions—then again based on how a stranger described them. The difference was striking. It was a powerful reminder that we’re often our own worst critics.

Nike’s “So Win” Super Bowl Ad challenged the limiting stories often told about female athletes. By contrasting outdated narratives with the strength, resilience, and dominance of real women in sports, Nike didn’t just sell a product—they fueled a movement.

Zappos transformed company culture into a story worth sharing. Instead of just focusing on selling shoes, they built a brand around exceptional customer service and a people-first philosophy—so much so that their about page is as much about their values as their products. See it here: https://www.zappos.com/c/about

Each of these brands proves that the most impactful marketing isn’t just about what you offer—it’s about why it matters and how it makes people feel.

How You Can Use Storytelling in Your Business

Even if you don’t have a global brand, you can still leverage storytelling to connect with your audience. Here are a few ways to get started:

Make Your “About” Page More Than a Resume

Your About page shouldn’t just list your history—it should tell the story of why you do what you do. What inspired you to start? What problem are you passionate about solving? Make it personal.

Show Transformation

People connect with before-and-after moments. Whether it’s a client success story, a design project, or even your own business journey, highlight the change that happens when people work with you.

Infuse Storytelling into Your Marketing

Instead of just sharing facts and features, tell stories in your emails, social media, and blog posts. Share a behind-the-scenes moment, a challenge you overcame, or a lesson you’ve learned.

The best websites, brands, and businesses don’t just inform—they inspire. What’s the story behind your business? Want help telling your business’s story through design? Let’s chat.