Story

What it is

An editorial-style page that introduces a relevant problem or aspiration and explains a possible solution. It is brand-authored and says so.

Best for: Advertorials, problem-to-solution narratives, and brand education.

• Builds a narrative
• Explains a problem and its causes
• Challenges existing beliefs
• Introduces a solution and a product
• Often designed for paid acquisition traffic

Pattern: Why More People Are Rethinking Their [Product Usage]

When to use it

• Products bought on emotion, identity or a moment in life
• Audiences that respond to a point of view more than a spec sheet
• Launches and angles that need context before the pitch

What a Story consists of

• 600 to 1,000 words
• 2 buttons by default
• A key-points box
• Pictures beside facts

1. 1

   The hook

   The title is the reader's own pain or promise, never a brand line. The opening sits inside the moment, in under 70 words, with no preamble.

2. 2

   The problem, framed

   150 to 300 words in the reader's terms, ending where they recognise themselves. The product is not named yet.

3. 3

   The mechanism

   How the product works or what is different: a material, an ingredient and its effect, a design choice. The product first appears here, with a picture beside the fact it shows.

4. 4

   Proof beside the doubt

   The likely objection (price, fit, care, returns) answered where it arises, with a confirmed fact. No testimonial block, no invented quotes.

5. 5

   The hand-off

   Three key points to remember, then the closing button.