Carefully crafting your brand narrative serves a number of important purposes. An effective narrative provides context for the services and products you offer. Why, where, and how did your brand get its start and what mission propels your business forward? Prolific marketers use storytelling to highlight a brand’s key selling points without making the business the center of attention. Storytelling on the web should incorporate the fundamentals of great marketing while tailoring your message for a digital audience.

Feeling stuck? Use the following 10 keys to transform your storytelling online.

1. Focus on the Customer
Storytelling shouldn’t serve as a vehicle to talk endlessly about the greatness of your company. Instead, effective storytelling intertwines the customer’s experience with the overarching values of your brand. Capture your reader’s attention from the start by telling a story that expands beyond the confines of your business.

2. Learn How to Write for the Web
Think writing a long-winded blog post serves as a powerful storytelling tool? Think again. Remember, you’re competing for the attention of your readers. Learn how to craft content that connects with your audience effectively. Use headlines, lists, and short sentences to break up your text.

3. Keep Your Message Truthful
It’s tempting to only share a highly polished message with your audience, but consumers connect with brands that are honest and transparent. Quality, sincerity, and brand history are the key governing principles for authenticity, according to the New York Times. Make sure your story lines up with the overall vision of your brand.

4. Mix Up Your Materials
There’s a simple reason we don’t try to read classic novels to young children—they lose interest too quickly. Instead, a children’s book uses short paragraphs of text, just a few pages, and vivid images to capture an infant’s attention. Keep the same idea in mind when telling a story online. Don’t revert to the blog post for every piece of content you publish. Use images and video to keep your audience connected.

5. Don’t Forget Story Structure
Great stories have three key elements: a beginning, middle, and end. Make sure you address every part of the story’s structure, or you could risk confusing your customer. When your customer becomes confused as to how the story relates to your brand, you risk alienating your buyer.

6. Turn to Real People
Customers like to hear stories that feature real people—other customers, employees, or company founders. It’s easier to connect with a story that feels directly tied to the real experiences of everyday people. Consider using your own customers or people in your organization to highlight how your brand connects with them.

7. Steer Clear of Objectivity
You’re extremely biased towards your unique products and services—and that’s okay! Don’t fall into the trap of thinking your content needs to be overwhelmingly objective. You’re not a journalist; you’re a marketer. Highlight what makes your brand truly great.

8. Keep the Big Picture in Mind
Yes, your story should have a clearly defined end, but that doesn’t mean that the stories you tell should serve as one-off marketing vehicles. Work to create “mini stories” that fit into an overall theme for your business. Captivate your audience and leave them eager for more.

9. Say Goodbye to Jargon
Using industry jargon or overly salesy language doesn’t generate the results you’re after. Keep your message clear, concise, and easily understood. Your story shouldn’t be complicated.

10. Expand Beyond Your Blog
Of course, your website serves as a great platform for reaching the masses, but don’t restrict yourself to the boundaries of your site. Look to expand beyond your company blog to maximize your brand’s exposure. Continue to tell your story through social media, advertising campaigns, and content published on other sites.