{"id":1955,"date":"2011-11-30T08:00:22","date_gmt":"2011-11-30T08:00:22","guid":{"rendered":"http:\/\/www.no2pen.com\/blog\/?p=1955"},"modified":"2016-11-14T04:15:13","modified_gmt":"2016-11-14T04:15:13","slug":"professional-website-examples-storytelling","status":"publish","type":"post","link":"https:\/\/condimentmarketing.com\/professional-website-examples-storytelling\/","title":{"rendered":"Professional Website Examples with Storytelling Appeal"},"content":{"rendered":"<p>In fiction and other forms of literature every scene moves the story forward with an action. You have a series of reveals that keeps things interesting and keeps the reader turning the page.<\/p>\n<p>This approach doesn&#8217;t usually translate well for professional website content, but it can work if you change your thoughts on standard web design and write casual, conversational copy. I know of two companies that have done this and mastered website content storytelling. But before I tell you about them, I want to first outline a few\u00a0standard web usability rules, which say:<\/p>\n<ul>\n<li>Websites should contain multiple pages.<\/li>\n<li>Each page should serve its own function (e.g., services page describes your offerings and about page describes YOU, etc.).<\/li>\n<li>All web pages should be independent of each other. You never know what page a visitor will land on first &#8212; it&#8217;s not always your home page.<\/li>\n<li>Web content should sell the sizzle right away, not contain too many details, and focus on a strong call to action.<\/li>\n<\/ul>\n<p>Now that you know the rules, let&#8217;s see two examples of professional website content that break away from the norm and have a strong storytelling appeal.<br \/>\n<!--more--><\/p>\n<p><strong>37signals&#8217; unconventional home page<\/strong><\/p>\n<p><strong><a href=\"http:\/\/37signals.com\/\">37signals<\/a><\/strong> is a software development company that offers wonderful online applications such as Basecamp (popular project management tool).\u00a0The company has an assortment of things to talk about on their corporate site, which they <em>could <\/em>segment into dozens of individual web pages, but they don&#8217;t. You land on their home page and see one long page that reads like a story.<\/p>\n<p>There are a few exceptions. 37signals.com does have a company history page and a product sales page that follows a storytelling format similar to the home page. And for more information on a particular business line you can click a link and visit a microsite.<\/p>\n<p style=\"text-align: center;\"><a href=\"http:\/\/37signals.com\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1957\" title=\"37signals-great-website-example\" src=\"https:\/\/condimentmarketing.com\/wp-content\/uploads\/2011\/11\/37signals-great-website-example.jpg\" alt=\"storytelling website example from 37signals\" width=\"585\" height=\"350\" \/><\/a><\/p>\n<p>When we ask new clients for examples of professional website copy they like they often mention 37signals.com. People enjoy the &#8220;clean&#8221; layout and the &#8220;straightforward&#8221; writing. I do, too.<\/p>\n<p><strong>Diablo Media asks you to follow along<\/strong><\/p>\n<p><strong><a href=\"http:\/\/diablomedia.com\">Diablo Media<\/a><\/strong>, an online ad network, asks website visitors to read through their homepage content by scrolling or clicking. The red arrows and buttons make navigation a no-brainer. Well done.<\/p>\n<p style=\"text-align: center;\"><a href=\"http:\/\/diablomedia.com\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1958\" title=\"diablo-great-website-example\" src=\"https:\/\/condimentmarketing.com\/wp-content\/uploads\/2011\/11\/diablo-great-website-example.jpg\" alt=\"diablo website content great example\" width=\"601\" height=\"338\" \/><\/a><\/p>\n<p style=\"text-align: left;\">Each screen, or each scene, is entirely different than the one before it&#8230;just like in fiction. The background imagery is different and so is the main pain point of the copy. No repetition on DiabloMedia.com.<\/p>\n<p style=\"text-align: left;\"><em>What do you like about these professional website examples?<\/em><\/p>\n<script type=\"text\/javascript\"> \r\nvar ceb = document.getElementsByClassName(\"ceb\");\r\nfor (bec = 0; bec < ceb.length; bec++) {\r\n    ceb[bec].style.display = \"none\";\r\n}\r\n<\/script>","protected":false},"excerpt":{"rendered":"<p>In fiction and other forms of literature every scene moves the story forward with an action. You have a series of reveals that keeps things interesting and keeps the reader turning the page. This approach doesn&#8217;t usually translate well for professional website content, but it can work if you change your thoughts on standard web [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":26145,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[316],"tags":[121,90],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Professional Website Examples with Storytelling Appeal - The Condiment Marketing Co.<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/condimentmarketing.com\/professional-website-examples-storytelling\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Professional Website Examples with Storytelling Appeal - The Condiment Marketing Co.\" \/>\n<meta property=\"og:description\" content=\"In fiction and other forms of literature every scene moves the story forward with an action. 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This approach doesn&#8217;t usually translate well for professional website content, but it can work if you change your thoughts on standard web [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/condimentmarketing.com\/professional-website-examples-storytelling\/\" \/>\n<meta property=\"og:site_name\" content=\"The Condiment Marketing Co.\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/condimentmarketingco\" \/>\n<meta property=\"article:published_time\" content=\"2011-11-30T08:00:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2016-11-14T04:15:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/condimentmarketing.com\/wp-content\/uploads\/2011\/11\/diablo-great-website-example.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1002\" \/>\n\t<meta property=\"og:image:height\" content=\"564\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sara Lancaster\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@CondimentMktg\" \/>\n<meta name=\"twitter:site\" content=\"@CondimentMktg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sara Lancaster\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/condimentmarketing.com\/professional-website-examples-storytelling\/\",\"url\":\"https:\/\/condimentmarketing.com\/professional-website-examples-storytelling\/\",\"name\":\"Professional Website Examples with Storytelling Appeal - The Condiment Marketing Co.\",\"isPartOf\":{\"@id\":\"https:\/\/condimentmarketing.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/condimentmarketing.com\/professional-website-examples-storytelling\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/condimentmarketing.com\/professional-website-examples-storytelling\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/condimentmarketing.com\/wp-content\/uploads\/2011\/11\/diablo-great-website-example.jpg\",\"datePublished\":\"2011-11-30T08:00:22+00:00\",\"dateModified\":\"2016-11-14T04:15:13+00:00\",\"author\":{\"@id\":\"https:\/\/condimentmarketing.com\/#\/schema\/person\/6131f3ebd8d0a0c69d54f66c18e7436e\"},\"breadcrumb\":{\"@id\":\"https:\/\/condimentmarketing.com\/professional-website-examples-storytelling\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/condimentmarketing.com\/professional-website-examples-storytelling\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/condimentmarketing.com\/professional-website-examples-storytelling\/#primaryimage\",\"url\":\"https:\/\/condimentmarketing.com\/wp-content\/uploads\/2011\/11\/diablo-great-website-example.jpg\",\"contentUrl\":\"https:\/\/condimentmarketing.com\/wp-content\/uploads\/2011\/11\/diablo-great-website-example.jpg\",\"width\":1002,\"height\":564},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/condimentmarketing.com\/professional-website-examples-storytelling\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/condimentmarketing.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Professional Website Examples with Storytelling Appeal\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/condimentmarketing.com\/#website\",\"url\":\"https:\/\/condimentmarketing.com\/\",\"name\":\"The Condiment Marketing Co.\",\"description\":\"Denver Marketing Agency for Food Businesses\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/condimentmarketing.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/condimentmarketing.com\/#\/schema\/person\/6131f3ebd8d0a0c69d54f66c18e7436e\",\"name\":\"Sara Lancaster\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/condimentmarketing.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/fd4bff01afe0fc059a22b731f154429f?s=96&d=identicon&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/fd4bff01afe0fc059a22b731f154429f?s=96&d=identicon&r=g\",\"caption\":\"Sara Lancaster\"},\"description\":\"Sara is The Condiment Marketing Co.\u2019s founder and creative director. 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