The Perks of Video on Your Website

One of the first things people do when researching a company is look for their online presence. Do they have a good social media presence? An informative website? This last one plays a huge part in any customer’s search as it shows brand credibility, and a quick path to connect for your consumer. So what’s one of the quickest ways to create that path? By including video on your website of course 😀! Here’s why (and how) to do it effectively.

Overall Benefits of Video on Website

When searching for most brand’s websites, you’d be hard pressed these days to find ones without video on them. At least, ones that are successful without video on them.

Up to 91% of all global internet traffic consists of video. 91%. That’s a lot. Plus, websites that use video are up to 53x more likely to appear on the first page of Google search results. And if these weren’t enough, including video on your website streamlines your customer’s experience and process in purchasing from you. When done well, video not only informs them better but also helps navigate next steps for them so you make a clear connection.

To help give you the detailed specifics, however, we’re outlining individual video “perks” for your website below.

The Perks of Specific Website Videos

The “Welcome” Video

Here is your opportunity to not only make your customers feel welcome but also humanize your brand. Most companies use this to introduce their founder, CEO, or a “big” personality team member. By doing so, it puts a face to the company, bringing life and warmth to it. It’s also a great time to state your “why” or the core values of your brand, giving a brief overview of the solutions you provide to your customer base.

PRO TIP: Don’t be afraid of incorporating team members in the welcome video too! If done appropriately, including more of your team showcases brand spirit!

Video Bios for Your Team

This is yet another fantastic way of highlighting your team, in a creative way. Instead of boring written bios, film short quips of each team member, telling what they do and why they love working for you! Again, this does volumes for showing the humanity of your company, all while keeping it fun and informative.

Product Videos

These videos are not only one of the first videos we suggest recording, but are also multi-use! Meaning, product videos can not only be used on your website but also on your social media, email marketing campaigns, and elsewhere. They educate your customer on your product and/or service, introducing them to the solutions you provide.

Explainer Videos

Offhand, the explainer video can sometimes get confused with product videos. However, the difference here is that explainer videos speak more generally to a product. Consider it a brief overview of what your product does vs. the details of a product video explaining how the consumer should use it. These are also great to feature on other online pages, including your social media (so more bang for the buck when you invest in creating them!).

Customer Testimonials

This last one is one of the most powerful when it comes to video on your website. Customer testimonials not only promote credibility of your product and/or service but also reliability of your brand. By including actual customers within your promotional material, you can establish a long-term relationship with them directly while beginning relationships with those watching. After all, relatability is key to your company’s success, so featuring likable customers with similar problems to your target audience boosts that dramatically.

Ways to Create Effective Website Video

Ready to start shooting, but don’t know how to, well, start? Below we’ve included our top tips on how to create effective video for your website (and elsewhere).

• Keep It Shorter. Unless you have good reason (for instance, you’re offering video tutorials on your site on how to use your product), we always advise keeping your website videos shorter. Make a good first impression by getting to your point, clearly and succinctly. Remember, your window of opportunity is brief so fill it with value from the get-go.
• 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. The goal of these is to maintain 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 recommend not setting your videos to autoplay (meaning they immediately start playing when your visitors arrive). Reasons being, 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. After informing your customer on what solutions you provide, remember to show them what to do next. This could be in the form of “Start Your Project”, “Give Us a Call”, “Buy”, etc. Just keep your CTAs action-based and clear.

There’s your start! As with all good things, though, creating solid video takes time and consistent upkeep. Want a partner to help you with just that? Click here to give us a call, and discuss our ongoing video partner plan, where we meet your long-term video goals together. 🙂