Does storytelling mean I should literally write a story on my website?

No. Great storytelling isn’t an actual story like you’d read in a book. Instead, it’s sharing the right information through a contextual narrative. 

For example, with the messaging framework above, you can create a “story” by identifying your customer’s problem (this is the conflict of the story) and guiding your story’s hero (this is your customer) towards a resolution (this is your products or services). 

By turning your customer into the hero, you’re inviting them to take action and reach a resolution themselves. That’s how you clarify your message and improve your marketing strategy.