Create an Emotional Buy-in With an Our Story Page

Most people don’t go looking for a story page.

They arrive there when something has already sparked their interest.

They want to know where this business came from, who started it, and what sits underneath the brand. Not the polished version — the real one. This page gives them that context.

When a story is shared honestly, it creates familiarity. It helps people understand the decisions behind the business and the values that guide it. That understanding often becomes the reason someone chooses one brand over another.

This page isn’t about credibility. It’s about connection.

Done right, your story page creates emotion, trust, and loyalty that no feature list can deliver.

What Is an 'Our Story' Page?

Your Our Story Page is a narrative-driven page on your website that explains your journey—why your brand exists, the challenges you’ve overcome, and the mission that drives you.

A strong Our Story Page typically includes:

• Origin Story: Where it all began.

• Challenge or Problem: The struggle that made the business necessary.

• Turning Point: The breakthrough moment that set you on this path.

• Brand Mission: Why you do what you do today.

• Photos or Timeline: Visuals to make the story tangible.

• CTA: Invite readers to join your journey (buy, explore, connect).

Examples:

• Koala (AU) uses their story page to blend quirky storytelling with environmental mission.

• Thankyou (AU) ties their founder story directly to their social impact model.

• Patagonia (global) shares challenges and values with emotional honesty, making customers feel part of their movement.

What Makes an Our Story Page Work and Why ?

A strong story page centres on the “why,” not the timeline.

It highlights the moments that mattered — the frustration, the decision to act, the shift that led to building something new. The language feels conversational. The story is easy to follow and doesn’t try to impress.

Effective pages often:

• share a clear starting point, not a full history

• explain what pushed the founder to begin

• reflect the values the business still holds

• connect the story back to the customer’s experience

• leave room for emotion without forcing it

When this page lands, people don’t feel sold to. They feel like they understand you.

Real-World Examples

• A Byron Bay eco-brand used a scroll-based timeline with photos from their garage startup days. Visitors stayed on the page 3x longer and their story was shared widely.

• A Perth consulting firm added a founder’s personal quote about leaving corporate to help small businesses. It struck a chord and directly increased enquiries.

Ignore this, and your brand risks feeling like “just another option.”

Before You Start

Prepare these before drafting your story:

• Notes on your origin story (when and how it started).

• The challenge/problem you identified.

• The turning point moment that made you act.

• Your brand mission (purpose beyond profit).

• Photos (early team, prototypes, behind-the-scenes).

• Key milestones for a simple timeline.

• A clear CTA to move readers forward.

Tell readers why you’re passionate and credible.

How to Build an Our Story Page:

Step by Step

Step 1: Write the Origin Story

Go back to the beginning.

• Share where the idea came from.

• Use plain language, not jargon.

• Keep it relatable, not self-indulgent. 

Result: Readers understand how it all began.

Step 2: Highlight the Challenge or Problem

Every good story has conflict.

• Describe the struggle you faced.

• Show empathy for customers with the same problem.

• Keep it emotional but professional. 

Result: Visitors connect because they’ve felt the same challenge.

Step 3: Share the Turning Point

Show the moment things changed.

• A decision, breakthrough, or event.

• Keep it clear and vivid.

• Tie it to why your business exists today. 

Result: Readers see why you’re passionate and credible.

Step 4: Present Your Brand Mission

This ties the past to the present.

• One or two sentences only.

• Show how it benefits customers or the world.

• Keep it inspiring but concrete. 

Result: Visitors know what you stand for today.

Step 5: Add Photos or Timeline

Stories need visuals.

• Early team photos, product shots, milestones.

• Timeline of key events (launch, first hire, breakthrough).

• Keep design clean and easy to scan. 

Result: Your journey feels real and human.

Step 6: Layer in Extra Features

Optional elements add depth.

• Scroll storytelling to reveal the journey.

• Founder’s quote to add voice.

• Behind-the-scenes video for emotion.

• Interactive timeline for engagement. 

Result: The page feels immersive, not static.

Step 7: End with a CTA

Always finish with action.

• Invite them to explore products/services.

• Suggest joining your community.

• Make the CTA warm and personal. 

Result: Your story inspires action, not just sympathy.

Use old images to connect to the history.

Where 'Our Story' Pages Lose their Impact

Stories lose power when they stop sounding human.

Common issues include:

• turning the page into a list of achievements

• writing in polished brand language instead of natural voice

• focusing on growth milestones instead of motivation

• telling the story without relating it back to the audience

• over explaining details that don’t add meaning

When the story feels distant or generic, people move on without remembering it.

A good Our Story Page lets meaning surface naturally.

What It Costs and How Long It Takes

• DIY / In-house: $0–$300 AUD + 10–20 hrs. Writing your own story, using phone-quality photos.

• Template/Resource: $100–$500 AUD. Pre-built story page templates with simple timelines.

• Professional / Done-for-you: $2,000–$7,000 AUD + 3–6 weeks. Copywriter + designer + photographer/video.

Mentor Tip

Write your story like a human conversation—make readers feel, not just read.

What to Do Next

✅ Noize — Done-For-You for Story Page

Turn your journey into momentum. We build story pages that connect emotion to conversion—crafted messaging, visuals, and flow that make visitors believe before they buy. You bring the experience; we shape the narrative that moves leads.

Noize.com.au

✅ theStartupDeck — Strategic acceleration

Stories sell. StartupDeck gives you frameworks to find and frame the moments that matter—so your brand’s story turns into a growth engine. Miss it and you’ll spend this quarter polishing pages that still sound generic.

theStartUpDeck.com

By acting now, you turn your story from hidden to powerful—fuel for growth.

COMING SOON...

✅ ProDesk — Download the Story Builder Toolkit. Founder's Timeline Worksheet, Brand Values Map, Emotional Hook Prompts, Visual Story Wireframe, Review Checklist. Everything you need to turn your journey into a page that wins hearts and clicks—built in a weekend.

ProDesk.com

Your story page creates emotional buy-in that no sales page can match.

The Bottom Line

Your Our Story Page isn’t just about you—it’s about how your journey connects to your audience. Done right, it creates emotional buy-in that no sales page can match.

If you don’t share your story, customers will never feel the full depth of your brand. But if you write it with honesty and empathy, your story becomes your strongest differentiator.

Your story is your strategy.

FAQs

Do I really need an Our Story Page if I have an About Us Page? 

Yes. The About Us is factual; the Our Story page is emotional. They serve different purposes.

How long should an Our Story Page be? 

Typically 400–800 words with visuals. Enough to create emotion without dragging.

What’s the difference between Our Story and brand mission? 

Your story explains the journey; your mission explains the purpose. They connect but aren’t the same.

Do I need professional photos or video? 

Not always—authentic phone photos can work. But pro visuals add polish if budget allows.

Should I include a CTA? 

Always. End with an invitation to join, buy, or connect.