A short instructional talk explaining 'storybranding' for websites: treat a website like a retail storefront by preparing design, merchandising, and staff-equivalents so incoming traffic converts. The speaker contrasts this setup approach with common digital-marketing focus on pay-per-click/traffic acquisition, warning that unprepared sites lose visitors permanently.
If you're opening up a retail storefront, the first thing you do is you set up the space. Set up, you'll put up your shelves, merchandise. Well, you clean the store, train your staff and sweep the front doorstep and then you invite people in. That's what story branding your website is doing is. It's setting up your storefront online, but it's setting up your storefront so you can invite people in. Most people who think about digital marketing think about Paper Clicker or this or that, trying to get traffic. But if the traffic goes to your website and they don't like what they see, they're going to leave and they'll never come, they won't come back.
