Every Site Has A Story

This document discusses how every website tells a story through the user's experience and journey on the site. It emphasizes creating personas and characters to guide users towards their goals without dead ends, and using signposts, suggestions and options to keep users engaged at each step. The narrative should have a clear purpose for why users are on the site and what is wanted from them, with every element justifying its own existence to maintain the user's progress to a happy ending.