4 Great Lessons from Visual Storytelling Websites

Even the ancient Egyptians recognized the value of pictures. Their hieroglyphics now intrigue museum visitors across the world, but in their day these images told compelling stories.

Today’s best companies have learned from our ancestors and are promoting themselves — in an engaging, alluring, memorable way — through visual storytelling.

It pays to follow their lead, and considering how to incorporate images and video is critical to creating a modern website. Be sure to establish a complete strategy before building your website and find inspiration from the organizations that have already crafted successful brands through visual storytelling.


Bellroy makes wallets, and it achieves its mission — “to craft better ways to carry” — by making and selling slimmer billfolds. The company heralds the many benefits: less-bulky wallets make sitting more comfortable, they don’t bulge from your pants pocket, and they make traveling easier.

To show just how much smaller Bellroy’s wallets are than the typical billfold, the company has an interactive slider on its website that allows the consumer to see how much they expand when you add one or two or three, or even ten, credit cards. There are many ways the company can explain the wallet’s benefits with words, but nothing beats showing. Additionally, Bellroy offers narrative, visual tips on how to pack and travel lighter. This is one company that has mastered imagery.

Cornerstone On Demand

Cornerstone On Demand is a business that aims to help workplaces run better. And one way it sells itself as a resource to trust is by crafting custom infographics that both inform and entertain. Its best one might be “42 Fictional Quotes to Help You Achieve Real Success.” This large visual device offers advice on everything from leadership and entrepreneurship to teamwork and innovation from the likes of Yoda, William Wallace, Willy Wonka and Ferris Bueller. The quotes alone are enough to draw in any audience — but the quirky illustrations really tie it all together.

Another looks at each state’s “signature job,” revealing that Maine, for example, is known for logging equipment operators while Nevada has the highest percentage of gaming inspectors. Infographics can make any topic more interesting.

American Express

American Express has turned its signature phrase, “Don’t leave home without it,” into a part of pop culture that everyone knows, and now it is leveraging Facebook to show people exactly why they should always bring their credit card with them. The financial company routinely publishes enticing photos of meals, beverages and vacations that subtly include one of its cards.

Nobody would ever want to look at photos of credit cards, but everybody can look at a table full of delicious tacos and watch their mouth start watering. So by promoting themselves in this manner, American Express has found a way to make users engage with a company on social media that otherwise wouldn’t be able to add anything striking to their timeline.


Conserving energy is a boring topic, but EvoEnergy in the United Kingdom has done a good job at showing people exactly why they should try to use less — and how it can save them money.

Helping consumers and companies do so is it’s business, and they promote it adeptly with an interactive graphic page that breaks down how energy is consumed throughout the country. Users can delve back all the way to the 1970s and see how transportation, households, and industry have conserved or expanded their energy use over the past few decades. Providing practical information that educates can be a great way to draw in potential customers.

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