Good storytelling for websites can double conversion (lead generation) – without the need for any additional traffic.
We invested in our website and saw a huge increase in visibility. But here’s what matters just as much: conversion. And that’s where storytelling comes in. Here’s what I learned.
Why Investing in Your Website Is Only Half the Story
When I saw the website proposal, I gulped.
I was the President of the association.
I had budget approval.
And I choked on the number.
We were redoing the website for AUTILLUS — Switzerland’s association of children’s book authors and illustrators. Over 160 professionals shaping young minds through storytelling and art.
Like most digital projects, I knew the final cost would likely be more than the quote.
Still, we moved forward.
We weren’t thinking about spend.
We were thinking about impact.
From hesitation to transformation
Today, we’ve gone from a few hundred monthly views…
…to several thousand.
That’s exciting.
But that’s not even the best part.
More people are discovering our members.
Publishers, schools, and libraries are reaching out.
Event invitations are up.
New memberships are trickling in.
We’re more visible.
More credible.
And easier to find and trust.
Visibility is great. But here’s the twist:
Visibility without conversion is like applause with no action.
You can double your traffic — and still see no real growth.
Or you could double your conversion rate — without a single new lead — and double your business.
Harry Dry said it well:
“You don’t need more traffic. You need to convert the traffic you have.”
And that’s where storytelling comes in.
Stories change what people do
Most websites are a list of services and stats.
But people don’t buy because of information.
They buy because they believe something.
And stories shape belief.
They make the abstract feel personal.
They show how things could be — and invite us into that future.
Whether it’s your homepage, your sales deck, or your keynote…
If you’re not telling a compelling story, you’re probably leaking conversions.
Final thought
I’m glad we invested in our website.
It’s paying off — in visibility, in outreach, in momentum.
But if you want more than visibility…
If you want to turn interest into action…
Don’t just update your site.
Update your story.
Because that’s the part that moves people.
🔗 Curious? Take a look at our new AUTILLUS website — beautifully developed by The Weather, and masterfully project-managed by fellow board member (and bestselling author) Stefan Bachmann.
Oh, and the new website has been nominated for various Awwwards awards!