You’ve audited your client’s website and compiled performance data. You’ve identified what’s working, what can be improved, and your recommendations for future strategies. But how do you turn that data into a presentation that’s easy to explain and builds trust?
Start with stories. Storytelling isn’t just for entertainment. It’s how people make sense of information. That’s what makes it so effective for data presentation.
One of the simplest ways to structure that story is the three-act structure. It’s a familiar framework used everywhere, from Aristotle’s Poetics to Star Wars.
What is the three-act structure?
The three-act structure is a simple framework that shows how a story moves from beginning to middle to end. It shows how a protagonist moves from their starting point to a meaningful change.
Applied to data storytelling, it helps you organize your insights, position your client as the main character (the protagonist), and clearly show what happens next.
While similar to the five-point narrative arc, this framework is organized into three manageable sections: what the story is about, what happens when the main character is introduced to conflict, and how that conflict is resolved.
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Act 1: The beginning
This is where the protagonist’s norm and conflict — the issue the main character is meant to face, also known as the antagonist — are established. The protagonist wants something, and the conflict is holding them back from what they want.
An event or circumstance occurs that incites the protagonist into action. The background is established, the goals are defined, and the audience is invested in the protagonist’s success.
Act 2: The middle
The story is developed, and tension builds. The protagonist experiences roadblocks caused by the conflict/antagonist that hinder them from their ultimate goal. Conflict arises until it can no longer be ignored, causing a pivotal moment that leads into the final act.
Act 3: The end
The narrative is affected by the change in Act 2, bringing the story to a final showdown between the protagonist and the conflict/antagonist, ultimately resulting in a resolution. The protagonist may find closure or know what path lies ahead (this may set the stage for a sequel).
The three-act structure helps you understand website data on a deeper level. It also prepares the data to be presented to your client in a way that places them at the center of the story.
Using the three-act structure to identify your data’s narrative
Why bother using the three-act structure as a framework for strategy analysis? It builds trust, showing your client that you’re going on a journey alongside them.
You and your client are on the same team, with the same destination in mind: their success, even if the data isn’t communicating immediate results.
The application of the three-act structure to data storytelling happens in three steps.
- Step 1: Briefly recap the existing strategies, establish previous wins, and identify the challenge currently affecting performance. This sets the baseline of Act 1.
- Step 2: Explain the roadblocks and how they stand in the way of the overall strategy’s success. This parallels the growing conflict found in the structure’s Act 2.
- Step 3: Recommend the next steps and how you plan to address the conflict. Show what success looks like by providing examples of how your recommendations fit the narrative of your client’s goals. This is Act 3, the resolution of the structure.
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Where is your client’s story in the three-act structure?
Your client is the protagonist of their story. To work more effectively together, you need to communicate to your client that you’re invested in the story of their success.
At the heart of each data set is the story of how your client is impacted. When you communicate what the data is saying, position yourself as the guide who helps the main character get where they need to go.
An example of applying the three-act structure framework to data analysis and presenting the data’s narrative would look like this:
| Act | Goal | Scenario | Approach |
| 1 | Set the stage, center your client as the protagonist while introducing the challenge as the antagonist. | Your client’s website has received a substantial increase in organic traffic as a result of your most recent strategy, but is experiencing a high bounce rate on select pages. | Recap the strategy that led to the traffic increase and summarize the outcome from a high-level perspective. |
| 2 | Identify the conflict, potential roadblocks, and related stakes. | The high bounce rate is preventing your website from experiencing consistent traffic flow. | Explain why a high bounce rate is detrimental to overall performance, and connect the affected pages to the overall strategy. |
| 3 | Recommend strategies and outline next steps. | Your client’s high bounce rate indicates low page speed due to large images that take a long time to load. | Help the client visualize how best practices lead to better outcomes. Recommend image compression as a next step. |
The conclusion doesn’t always mean the end of the story
Finding the story in your data — and communicating it clearly — is how you build trust with clients.
Clients don’t want industry jargon. They want to feel seen, understood, and that they’ve entrusted their digital marketing success to the right person. Stories, and the connections they form, get them there.
Reaching the conclusion of your data’s narrative isn’t the end, but the beginning: the start of strategy implementation, of collaborative partnerships, and of greater results.
When looking at data, you and your client are on a journey together. A downward trend in your data doesn’t mean your story is over, and an upward trend doesn’t mean there’s no hope for a sequel. In either case, a new journey (your next strategy) can begin.
Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. Search Engine Land is owned by Semrush. Contributor was not asked to make any direct or indirect mentions of Semrush. The opinions they express are their own.
