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Websites are incredibly versatile as a medium, to be used to display information and other content, and if well designed they can do this in an enjoyable way...
I really like this article because it approaches websites as a total narrative which all starts in its design. Notice I did not say text!
Yep -- design comes first and that is where the narrative for your business starts. Ultimately your website needs to move the viewer along a story arc that leads them to take some action -- like buy your product/service.
Treating your web pages as discrete pages is not creating an overall narrative. Sure -- the content of each page needs to be crafted as a story. But all the pages need to link together to create a narrative. This is more than just page linking in technical terms.
So read this article for the insights about designing your entire website as a narrative. The author has great ideas and tips, along with examples.
Via Karen Dietz, Héber Sales