Storytelling, within your website, is using a specific description to connect your brand to potential customers, with a focus on linking what you stand for to the values you share with your clients.
Storytelling also allows you to tell your story and connect with your customers. If you have done successfully on your website, this should compel your customer to reach out and connect with you.
Part of the overall process is to give a reason for your customer to be on your website. To get your customers to your website, you must have keyword-rich sentences to let search engines know the subjects in which you're talking about.
The more you write on your website about a specific topic the better the search engines will favor your website and move you closer to the top of the search results. I don't care how many times I see it, or read it, to get on the first page of any search results is extremely difficult. You have a better chance of winning a state lottery than getting to the top of any search results such as Google.
My advice to you is to stay consistent in writing your articles to engage your customers and give them a reason to return over and over again for your services.
There is one more thing I'd like to say before we leave the subject of storytelling. The search engines like new, fresh content every so often. You should never leave your webpage stagnant for too long. Every once in a while you will need to go in and do a refresh for the search engine to come back and review your page and website.