Your website works 24/7—it sells, markets, and converts while you sleep. Although most marketers harp on the importance of UX design, conversion-oriented copy, and technical SEO optimization, they forget that they already use video to add a layer of engagement and conversion to other campaigns.
Video on your website is one of the most effective strategies to boost user engagement and conversions. In this article, we’ll show you the basics of website video production and how to make it work for your brand.
Why Do Website Videos Matter?
Broken down, there are countless reasons to incorporate video into your web design strategy. Here are four of the most essential reasons:
1. Video explains your product or service like no other.
Your website copy walks so videos can run.
Copy is meant to entice your visitors and keep them scrolling, and it may even segue into your video. But video is the bridge that makes visitors understand and commit your message to memory—and then act on it.
72% of customers would rather have a video explanation than a text one. While they’re drawn into your video, they’ll learn more about your product or service and decide whether it’s right for them.
2. Your site rankings can increase.
Whether you’re running paid ads or not, your website will rely heavily on organic traffic. Since bounce rate plays such a significant role in SEO performance, you need to provide content that keeps your audience engaged for longer periods of time.
Videos keep your audience on your landing pages for considerably longer—which means Google will favor your website in search rankings.
3. Video content increases sales.
Almost half of internet users look for videos related to products or services before setting out to make a purchase.
Those who utilized video production in their marketing experienced growth in revenue 49% quicker than those who didn’t. And, adding a video to your website’s main page could result in a rise in conversion rates of 20% or more.
4. Videos highlight your brand’s personality.
Video is the ultimate tool for curating your brand’s identity. It introduces you to the world, communicates your values, and reveals what makes you distinct from the competition.
Video can tell stories in ways that text or imagery cannot. When users come across a compelling story, they’re more likely to remember it—and associate it with your brand.
Producing a Website Video: A Quick Guide
The steps to create a website video vary wildly depending on the type of video you’re producing, its length, and its purpose. Generally, you’ll need the following:
- Develop a compelling idea for your video and plan out the script.
- Collect all the necessary footage or images to bring your story to life.
- Edit everything together using video editing software, such as Adobe Premiere Pro or Final Cut Pro X.
- Compress the video and ensure it’s optimized for web playback.
- Upload the video to a streaming service like YouTube or Vimeo, then embed it on your website. Alternatively, custom-code it into your site to autoplay.
- Track user engagement and tweak the video accordingly to maximize its effectiveness.
If you don’t have the time, resources, or expertise to create a website video in-house, you may want to outsource production to a reputable video production company.
Website Video Production Tips for Maximum Engagement
Now that the importance of video is clear, let’s discuss how to make your website videos as effective and engaging as possible. Here are three best practices to keep in mind:
1. Create compelling header text for your video.
The average human attention span is only eight seconds, but the amount of time you have to capture your viewers’ attention is probably shorter.
The text above or around your video will motivate them to push play and will determine whether they’re interested in staying for those eight seconds.
2. Introduce value or purpose within the first few seconds.
As soon as the video begins playing, viewers should have a clear understanding of what your video is about and how it can help them.
You should also consider providing a small glimpse of what they’ll learn or discover within the rest of the video—which will encourage them to stick around for more.
3. Keep it short and sweet.
Since you’re publishing a video on your website, there’s no reason for it to be long. Unlike a social media or video streaming platform, there is much less leeway in terms of length and attention span.
Aim to keep it at one or two minutes, tops. That should give you enough time to introduce your product or service and explain its value—without losing your viewers’ focus.
Final Thoughts
Website videos can tremendously improve your website’s user engagement, website visits, and conversions. When done correctly, these videos can help you stand out from the competition and introduce your brand’s personality to new audiences.
By following the tips discussed in this article, you should be able to create an eye-catching video that resonates with viewers and converts them into long-term customers.
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