97% of marketers say video helps increase audience understanding of their product or service. And websites that use video are up to 53x more likely to rank on the first page of Google search results. Our point being? Video and your website are the perfect combo. How to include video on your website, you might ask? We’re here to show you.
Benefits of Using Video on Your Website
We’ve already listed just two of the benefits of including video on your website above. But guess what? There are even more.
For one, including video on your site boosts visitor dwell time. In fact, 83% of consumers polled said they preferred watching video vs. reading text when it came to learning about a product. In addition to this, video lasts longer in memory retention, with viewers remembering up to 95% more of a video message than via text alone.
On top of this, video is great for boosting your conversion rates, with up to 84% of customers having made a purchase after watching a brand’s video. Plus, the video you create for your website can be used on other platforms, such as your social media. In short, it’s multi-purpose gives you more bang for your buck!
Types of Video to Use
So, are you ready to begin? To help get you started, here are a handful of some of the most effective video ideas for your website:
- Welcome/Intro Video. This is your opportunity to put a literal face to your company. This could be featuring either the CEO or a selection of team members, welcoming your viewers, while giving a brief overview of what your brand brings to the table. Just be sure to keep it warm and human here.
- Product Videos. Hands down, these are one of your most powerful videos. Product videos showcase (not surprisingly) your product and/or service. Here’s your chance to highlight what you’re selling, and the reasons why it solves your customer’s problems.
- Explainer Videos. While being similar to product videos, explainers speak more generally about a service or product. These could be used in place of a welcome video, highlighting the solutions your company provides to your customers (something a welcome video should do too, btw).
- Video Bios. Here’s where it’s all about having some fun! Instead of the traditional paragraph bios about your team, record some short videos, where they tell a little bit about themselves. This is a great way to showcase company personality, boost relatability, and also have fun as a team making them together!
- Looping Background Video. This sort of video is more about visual effect. A looping background video serving as your website’s backdrop creates more depth, which is visually appealing to the viewer’s eye. (Visit our site here to see an example). Should you choose to use these on yours, we’d suggest not including any audio with them, as this can be a bit jarring to your audience.
- Customer Testimonials. What’s still one of the best ways to get the word out about your product? Customer testimonials. Having these live on your website not only can boost sales but also will increase brand trust and credibility. To see what we’re talking about, click here for one of our most recent video examples.
Elements that Make Great Website Videos
Ok, ok, you might be saying, We’re ready to shoot but what should we be shooting for when it comes to creating great website videos?
For starters, all good video shares some key components, regardless of where it’s being posted. In the following list, we’ll be sharing those, as well as some specifics regarding your website.
- Keep It Shorter. Unless you’re offering video tutorials on your website, the best rule of thumb is to keep your website videos shorter. Customers may be meeting you for the first time, so make a good first impression by getting to your point, clearly and succinctly. Consider your window of opportunity to be brief so fill it with value from the onset.
- Be Cohesive with Style. If you’ve been in business awhile, most likely you’ll have a brand kit. This should include brand logos, colors, fonts, etc. All with the aim of maintaining a cohesive brand voice and style. The same should apply to your videos. Include your logo, your colors in the background, and the appropriate fonts should you include text. Keep it cohesive, and easily identifiable to your audience.
- Don’t Include Autoplay. We strongly suggest not setting your videos to autoplay (meaning they immediately start playing when your visitors arrive). The reason we say this is because 1) it can be a bit of a jolt to your viewer as well as 2) feel a bit pushy. Instead, give your audience the choice to watch (or not). This will be appreciated, trust us.
- Keep Loading Time Short. 70% of consumers admit page speed influences their likelihood of buying, so be sure your video does not slow down your website’s loading speed. Click here to analyze your current speed time. (Google recommends no longer than 3 seconds per page.)
- Include Clear CTAs. Be sure to not only tell your viewers what solutions you provide but also show them what to do next. This could be in the form of “Start Your Project”, “Give Us a Call”, “Buy”, etc. Just keep it action-based and clear.
How to Post Video on Your Website
There are many options when it comes to how you post your video. One of these ways is through embedding. This is where you post your video directly on your website, rather than sending your visitors to another page to view it. The benefit of this is that you have complete control over your content (you’re not renting “real estate” from other pages), and your viewers stay put on your page (rather than being redirected elsewhere). In addition, embedded video can boost your SEO. The con of this, however, is that–depending on your video size–it can slow your page loading speeds. As mentioned above, this could easily dissuade your customer from leaving altogether, so keep this in mind, if embedding.
The alternative to this, of course, is using another party to host your videos. Most likely, the first one you’ll think of is YouTube. And right you are. Referred to as “the second search engine” after Google, YouTube packs a punch when it comes to effectiveness. And it’s quite easy to upload and post video there. To get started, click here for a quick tutorial.
Another option is to post through Vimeo. This site is geared more towards video professionals, and is great for B2B marketing. Again, simple to post to, and a reliable overall source. For more in-depth comparison between these last two, click here.
Of course, there are even more options when it comes to posting your video, so feel free to explore. The main point is, post it. Allow your video to work for you, and start by hosting it on your home base: your own website.