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Small Business Website Roadmap

4 Crucial Sections for Success

For the past decade, the team at Tellwell has been on this incredible journey of helping organizations, from eager startups to Fortune 100 companies, find their voice and share their unique stories.

Navigating the business world can be like trying to find your way through a dense forest – it’s easy to get lost. That’s where we step in. Think of us as your trusty compass, helping you stay on track. We’re all about cutting through the noise and getting straight to what matters: your message, your story, and how these elements drive your business forward.

Your website? It’s more than just a digital storefront. It’s your handshake, first hello, and lasting impression all rolled into one. We’re here to ensure that when customers land on your page, they’re not just visitors; they become part of your story.

Every element matters, from the first word on your homepage to the final call to action. We’ve got a keen eye for what works and what doesn’t, and we’re all about sharing that knowledge with you. Whether you’re introducing your brand, educating your audience, engaging with potential customers, or reminding them why they chose you in the first place, we’ve got the tools and tricks to make it happen.

So, let’s roll up our sleeves and dive in. With a decade of storytelling and a passion for seeing businesses thrive, we’re ready to help you amplify your impact and watch those sales soar. Here’s to crafting a website that tells your story and becomes a part of your customers’ stories, too.

Use the Hero’s Journey to position your customer as the hero and you as the helpful guide.

When crafting your website’s content, envision your customer as the hero of their own Hero’s Journey, with your business playing the pivotal role of the wise guide. Start by understanding your customer’s needs, desires, and challenges. Your copy should first acknowledge their current situation or problem, making them feel seen and understood.

Then, introduce your business as the guiding force that provides the knowledge, tools, or services they need to overcome their challenges. Use a clear and empathetic tone, ensuring your language is customer-centric, focusing on improving their lives by engaging with your offerings. To create an emotional connection, include storytelling elements, such as challenges, triumphs, and transformations.

Remember to highlight the benefits of your products or services rather than just the features, illustrating how they directly contribute to the customer’s journey toward success. Finally, include compelling calls to action that feel like natural next steps on their path rather than sales pitches. By positioning your business as a supportive guide, you create a narrative where customers feel empowered and motivated to take action, leading to a deeper connection and increased engagement with your brand.

Hero’s Journey Website Content Checklist

  • Understand Your Customer
    • Identify customer needs, desires, and challenges.
    • Acknowledge their situation in your copy.
  • Introduce Your Business as the Guide
    • Clearly define how your business helps overcome their challenges.
    • Use a clear, empathetic, and customer-centric tone.
  • Incorporate Storytelling Elements
    • Highlight customer challenges and your role in their triumph.
    • Show transformations and successes brought by your products/services.
  • Focus on Benefits, Not Just Features
    • Emphasize how the customer’s life improves with your offerings.
    • Translate features into direct benefits for the customer.
  • Compelling Calls to Action
    • Create CTAs that feel like natural progressions, not sales pitches.
    • Ensure CTAs are clear and motivate engagement.
  • Empower and Motivate Your Customer
    • Position your business as a supportive and knowledgeable guide.
    • Build content that fosters a sense of empowerment for the customer.

By following this checklist, your website content will effectively position the customer as the hero and your business as their guide. This approach leads to a narrative where customers feel understood, supported, and motivated to engage, enhancing their connection and interaction with your brand.

Crucial Section Number 1

The Hero Section (Introduce)

The Introduce phase is the digital front door of your brand. For a bakery, this is where the first impression is formed. A captivating headline and subheadline succinctly convey the bakery’s essence, like “Freshly Baked Delights for Every Occasion.” This section is critical because it quickly communicates who you are and what you offer, establishing a connection with the audience. High-quality images of baked goods and a clear call-to-action (CTA) like “Explore Our Breads” invite further engagement. This phase sets the tone and expectation, ensuring visitors are enticed to learn more.


  • Headline: “Savor the Authentic Taste of [City’s] Finest Pastries”
  • Subheadline: “Crafting Unforgettable Baked Goods with Local Ingredients Since [Year]”
  • High-resolution images of popular bakery items and the inviting interior.
  • CTA button: “Discover Our Menu” or “Order Now.”


  • Engaging Headline: Keep it short, impactful, and directly address customer needs or desires. It should instantly clarify what the bakery offers.
  • Subheadline Detail: Provide more detail than the headline. It should complement the headline by adding context or specifics about the bakery’s unique offerings or values.
  • Quality Images: Use professional, high-resolution images that showcase your best products and the atmosphere of your bakery. Ensure they load quickly to maintain website performance.
  • Clear CTA: Your call to action should be clear, compelling, and visually distinct. It should guide visitors to the next step, whether it’s exploring your menu, placing an order, or learning more about your story.

Crucial Section Number 2

Educate on your business and product’s DNA

In the Educate phase, the bakery delves deeper into its story, values, and product offerings. This section is crucial as it builds brand authenticity and trust. Descriptions of handcrafted bread and pastries, the bakery’s history, and its commitment to quality ingredients educate visitors about what sets it apart. This phase involves substance and depth, transforming initial interest into informed appreciation. It’s not just about what you sell but about sharing your passion and craft with the audience.


  • The “Our Story” section details the bakery’s history and mission.
  • Detailed descriptions of signature products and seasonal specials.
  • Customer testimonials and reviews showcasing satisfaction and loyalty.
  • Blog posts or articles on baking techniques, ingredient sourcing, and community involvement.


  • ‘About Us’ Storytelling: Share your story in a way that resonates with your audience. Highlight your journey, your passion for baking, and what sets you apart.
  • Product Descriptions: Be descriptive and enticing with your product information. Include unique selling points like special ingredients, traditional techniques, or local sourcing.
  • Customer Testimonials: Display genuine and diverse testimonials. They should reflect the quality of your products and your service experience.
  • Educational Content: Offer value through informative and engaging content. This could be blogs about the art of baking, the origins of certain pastries, or community events you’re involved in.

Crucial Section Number 3

Engage (Call to action and ask for the sale)

The Engage phase is where the bakery prompts visitors to take action. It’s about turning interest into conversions, whether it’s through online orders, newsletter sign-ups, or event participation. This section is vital as it drives business growth and customer involvement. Features like a user-friendly online ordering system, exclusive offers for newsletter subscribers, and announcements of baking workshops actively engage customers. This phase bridges passive browsing and active participation, fostering a more dynamic relationship with the audience.


  • Online store for bread, cakes, and pastries.
  • Newsletter signup offering exclusive deals and baking tips.
  • Announcement of upcoming baking classes or special events.
  • Social media links for daily updates and customer interaction.


  • Online Ordering System: Ensure the system is user-friendly, secure, and efficient. Highlight convenience features like saved preferences or quick reorder options.
  • Newsletter Sign-Up: Offer an incentive for signing up, like a discount on the next purchase or an exclusive recipe. Make the sign-up process simple and non-intrusive.
  • Events and Special Offers: Create a sense of urgency and exclusivity around events and offers. Ensure they are easy to find and act upon on your website.
  • Social Media Engagement: Use social media links to create a community. Post regularly and interact with your followers to build a loyal customer base.

Crucial Section Number 4

Remind (your customers that you love them)

Finally, the Remind phase is about nurturing and sustaining customer relationships. This could be through follow-up emails, a loyalty program, or active social media engagement for a bakery. This phase is essential for long-term success as it reinforces why customers chose your bakery and encourages repeat business. It’s about reminding them of the delightful experience and value your brand provides. Whether it’s through personalized thank you messages or invitations to exclusive tasting events, this phase ensures customers feel valued and connected, fostering lasting loyalty.

Each phase plays a critical role in a brand’s website, guiding visitors through a journey from initial discovery to loyal patronage, which is crucial for building a sustainable and thriving business.


  • Personalized thank-you emails post-purchase with a discount on the next order.
  • Loyalty program offering points for purchases redeemable for free items.
  • Regular updates on social media celebrating community and customer stories.
  • Use the feedback form for customers to share their experiences and suggestions.


  • Follow-up Communications: Personalize your messages. A thank-you email after a purchase or a birthday discount can create a lasting impression.
  • Loyalty Program: Make your loyalty program rewarding and straightforward. Ensure customers understand how they can earn and redeem rewards.
  • Social Media Updates: Keep your social media content fresh and engaging. Share customer stories, new products, or behind-the-scenes glimpses to maintain interest.

Customer Feedback: Encourage and respond to feedback. Show that you value customer opinions and are committed to continuous improvement.

And That’s a Wrap

Well, there you have it! You’re not just running a business; you’re creating a legacy, and every legacy has a great story behind it. Remember, your website is more than just bits and bytes; it’s the canvas where your story comes to life. And we’re here not just to paint that picture but to make it resonate with everyone who comes across it.

At Tellwell, we’re not just about fancy words or flashy designs; we’re about genuine connections, real results, and stories that stick. For the past ten years, we’ve been bringing narratives to life, and we’re just getting warmed up.

So, if you’re ready to take your brand to the next level, let’s chat. We’re here to help you clarify your message, share your story, and expand your impact. Whether you’re starting from scratch or looking to revamp your existing website, there’s always a new chapter to write, and we’re excited to be part of it.

Thanks for stopping by, and here’s to the next step in your business journey. Let’s make it one for the books!

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