Category: Web DesignPublished: 12/06/2019
We are all familiar with the Shop Online model, pretty much pioneered and now dominated by Amazon. The trick to
these is good product images, good descriptions and customer reviews. It is a bit of a formula of course but it
But what do you do if you don’t sell widgets; what if the ‘Buy Online’ model is not appropriate for your business?
We have found increasing success with the Story model, particularly for service industries and for more expensive
The format works by creating a Story of the experience you will have when buying the product or participating in the
service. It works best by using a combination of very high-quality photographs (or a professional video) accompanied
by a supporting narrative that leads the potential customer into the whole experience.
The operative phrase here is “very high quality”: how many times have you seen a set of images that have clearly
been taken on an iPhone and that have irrelevant backgrounds which detract completely from the impact?!
The critical thing to remember is that although you know your product or service well, this is your chance to
introduce someone to how it looks, feels, tastes, sounds for the very first time. Every little detail counts and at
the end of the process you want the viewer to say, “That is exactly what I want!”
This is what the web excels at: that almost interactive and experiential approach to marketing that simply cannot be
equalled in print media.
Let us help you build a Story that will deliver a better user experience for your web visitors and will convert more
After 33 years of running my own IT businesses, I've seen trends come, go...and come back again. With each business I've been involved in, the focus has always been on building in value for my customers. I was honoured to receive an OBE for my services to Scottish business in 2018.
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