How to Create an Our Story Page in Australia: The Complete Guide for Startup Founders

A Brisbane founder I worked with had no story page—just a homepage and a services page. Their brand felt transactional. We built an “Our Story” page around their founder’s turning point: how she quit her safe job to build a product after facing a personal frustration. That single page became their most visited, with customers saying “I bought because I believed in your story.” That’s the power of an emotional brand narrative.

Every brand has a story. The difference is whether you tell it in a way that makes people feel connected—or whether you let it sit untold, leaving your brand flat and forgettable.

Your Our Story Page is the space where you bring your audience into your journey.

I tell founders this all the time: your story isn’t a pitch deck. It’s the human heartbeat behind your business. Done right, your story page creates emotion, trust, and loyalty that no feature list can deliver.

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

What Exactly 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.

Why This Could Make or Break Your Business

Your story page is emotional currency—it turns strangers into believers.

Growth: People connect with stories, not products. A strong story page drives loyalty and repeat customers.

Financial: When customers believe in your mission, they spend more and stay longer.

Brand: Storytelling builds identity—your story makes you memorable in a crowded market.

Talent: Teams want to work for brands with a compelling story, not just a pay cheque.

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.

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.

Common Mistakes Founders Make

An Adelaide founder wrote a long chronological life story with no relevance to customers. Visitors lost interest. Fix: frame your story around your audience’s needs.

A Sydney fashion startup filled their story page with polished marketing copy. It felt fake. Fix: use genuine language, not ad-speak.

A Melbourne SaaS company told a compelling story but ended with nothing—no CTA. Fix: invite people to start a trial, sign up, or learn more.

What It Costs and How Long It Takes

You’ll need to budget for both money and time.

Here’s what founders usually face:

• 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.

• Ongoing / Renewal: $100–$500 AUD/year. Updating milestones, adding new photos or quotes.

Hidden Costs

• Emotional disconnect if story feels fake.

• Lost conversions if no CTA is included.

• Wasted design spend if copy is weak.

Mentor Tip

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

What to Do Next

✅ ProDesk — DIY but leveraged

Use 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]

✅ 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.

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.