Welcome to the second edition of Bread + Butter—a newsletter brought to you by the team at BS+A. We share insights into our bread-and-butter topics: marketing, AI, branding, UI/UX, project management and more.

In this week’s edition, we'll explore where the pain-points lie in effective web design, reveal the elements of story-driven layouts that can really convert, and share our practical steps to harmonious content and design.

As a creative consultancy working with many growing brands all over the world, we've seen firsthand how the integration of content and design can transform a website from a simple information hub into a compelling narrative that drives action and results.

Your website has just a few seconds to make a first impression—what story is it telling? It’s not just the sleek design or clever words that reel visitors in—it's the seamless marriage of both. Too often we see great designs with no substance, or gripping content trapped in mediocre layouts. There can be a real disconnect, and it’s costing businesses more than just outward appearance—it’s hitting their bottom line.

The Death of Design-First Websites

When leading with design, it can create unnecessary friction, waste valuable time, and can result in compromised user experiences.

There is a logical solution. Start with your story, then design the experience around it. When content leads the way, design can be purposefully crafted to enhance the message, highlight key points, and guide users through a coherent narrative that drives real results.

Design can be seen as an engagement tool to aid the content and bring it to life; each element should serve a distinct purpose. This is how a content-first approach will lead to the story of your business remaining the hero, ensuring an emotional connection is made with each visitor by using content storytelling to prove you know both their problem and their pursuit.

If your value proposition is buried beneath meaningless graphics, conversion rates will suffer.

Where Content Leads, Conversion Follows

So, what does this content-first approach look like in practice, and how do we tell a story?

Telling a story with your website doesn’t mean an overly detailed ‘About Us’ section talking about how your first word as a child was ‘innovation’, it means creating a connection with customers through being authentic and showing uniqueness, whilst proving it was real people behind the content.

Your hero section is the first place a story can be told. Whilst stating the features of the product or service you offer could feel like the natural hero, consider leading with the customer transformation and benefits you provide instead, telling the story of what problem you solve. Egos aside, the focus should be on what you can change for visitors, not your company’s greatness.

Even micro-interactions play their part. A subtle animation when revealing facts and figures, or a thoughtful hover effect on key statistics can maintain engagement and reinforce your story.

The ‘story scanning pattern’ is a tried and tested approach—guiding users through information in a way that builds understanding and connection. This means strategically placing proof where doubt might creep in, and calls-to-action when engagement peaks. When the narrative makes sense, conversion feels less like a sales pitch, and more like a natural next step.

Take a look at one of our partner’s websites, Inclusive Sportswear. This website was crafted by our team with storytelling and connection front of mind.

Making It Work In Practice

Time for a website health check? Here's the BS+A blueprint—your guide to spotting and fixing story gaps.

A content-design review can be simpler than you think:

1. Fresh Eyes First - View your website as a first-time visitor. What stands out? What gets lost? Watch someone navigate it—their confusion points are your opportunities.

2. Map the Journey - From pain point to solution, each section should build on the last.

3. Story Spotting - Identify your most compelling content: case studies, statistics, testimonials. Could these be further emphasised?

4. Calls to Action – Watch out for missed opportunities, CTAs should be where engagement peaks.  

5. Design Solutions - Let your content guide design decisions. Each visual element should enhance your message, not compete with it.

What's Next?

Story-driven design isn't just another trend—it's a fundamental shift in how we create digital experiences that resonate and convert.

Nobody knows your business story better than you do—after all, you've been living it. And like any good story, it deserves to be told well. While these steps will help you craft your narrative, sometimes you need a helping hand to bring it to life.

Ready to transform your website from a wall of text into a page-turner?