Storytelling is a craft. You have to learn it, mostly by doing it, sometimes by taking a class about it.
To engage your viewers, to increase traffic and leads, always tell a story.
And not a long one. Shakespeare said: "Brevity is the soul of wit."
Tell a story about who you are and why you are here. That builds trust with customers.
Tell a vision story. Share the future with your readers; they may agree or disagree, but at least you've got them thinking about your brand.
Tell a 'whoops' story. One that shows how you did something wrong and learned from it. Smart customers will realize they can learn from your experience, and will appreciate your good-humored humility.
As the poet Robert Frost said about Abraham Lincoln: "He told stories, and he made history."