Who is the Hero of the Homepage Story?
The Lede:
If the story being told on the homepage is that there is a challenge to be solved by using your services, then who should we make as the Hero?
There is only one Hero in the homepage story we are telling.
Who is it?
Is it you, and all your strengths?
Or is it the visitor and their need to overcome their challenge?
The more compelling story is when the audience can truly relate to being the Hero.
The audience relates with Luke, not Obi-Wan Kenobi in Star Wars (A New Hope).
The audience relates with Charlie, not Willy Wonka, with Neo, not Morpheus, with Frodo, not Gandalf, with Dorothy, not Glinda.
The visitor is the Hero.
The visitor wants you to be part of their story of success. The motivation is not to become part of your story, but to have you help them in their journey of overcoming their challenge.
The How: The audience needs to find parallels to their challenges in your story. Use images that reflect your target audience. Present their questions and challenges head on. Illustrate that you understand their plight, and what a successful resolution looks and feels like. What’s happened to others that you have helped, is happening to them. Assume the role of guide, mentor, or sage in your hero’s journey.
The Why: They want to solve their challenges with trustworthy guidance and for that they will exchange their time (and money).
If you would like to take a deeper dive on understanding who the hero of the homepage is just let us know. At no charge to you, we’d be happy to discuss this important topic. We’re available by email, text, phone, chat, or feel free to schedule an appointment at any time.
