Have you noticed that most websites are ‘Me, me, me?’ Your client might be selling the best product ever made, but if their site is all about how great they are, they won’t gain customers. Customers aren’t interested in how awesome someone else is. They’re interested in their own struggles.
A much better approach is for a business to have a story – complete with drama and a heroic ending – to connect with customers. Once your client has defined who they are and who their customers are, connect the two by creating a great brand story. These three elements are key.