How to use video on your business website
Written by Enya Reinecken | 11th October 2023
Video has become a popular form of content on business websites. According to Wyzowl, in 2022, 89% of consumers were convinced to buy a product or service after watching a brand’s video. In this article, we’ll explore how to use video on your new business website to improve engagement, enhance user experience, increase conversions, and boost search engine rankings.
In today’s digital age, video has become essential in any business’s marketing strategy. We are consuming more video content than ever before. Seventeen hours of online video content per week, in fact, according to a 2023 study conducted by Wyzowl.
Now, why is this information so important? If you are building a business website or planning to do so, incorporating video into your website design is a highly effective way to capitalize off this trend. It will help you capture the attention of your target audience faster, keep them engaged longer, and increase the chances of converting them into customers.
Let’s explore how to use video on your business website and how it can benefit your marketing strategy.
In today’s digital age, video has become essential in any business’s marketing strategy. We are consuming more video content than ever before. Seventeen hours of online video content per week, in fact, according to a 2023 study conducted by Wyzowl.
Now, why is this information so important? If you are building a business website or planning to do so, incorporating video into your website design is a highly effective way to capitalize off this trend. It will help you capture the attention of your target audience faster, keep them engaged longer, and increase the chances of converting them into customers.
Let’s explore how to use video on your business website and how it can benefit your marketing strategy.
Why should you use video on your business website?
Video can help your business achieve various objectives. Here are some benefits of using video on business websites:
Increase conversion rates
Google and other search engines prioritize websites with video content, as it is considered a more valuable resource for users. By adding video to your website, you can increase your search engine rankings and attract more visitors to your site.
Improve engagement
Using videos on business websites can improve engagement. Videos are more captivating than text and images and can keep visitors on a website longer. This, in turn, can lead to lower bounce rates and increased engagement.
A study by Wistia, a video hosting platform, found that people spend on average 1.4 x more time on pages with video than without. By spending more time on your page, visitors have more time to explore the website and learn about the product or service being offered, which leads them to engage more with your brand.
A study by Wistia, a video hosting platform, found that people spend on average 1.4 x more time on pages with video than without. By spending more time on your page, visitors have more time to explore the website and learn about the product or service being offered, which leads them to engage more with your brand.
Enhance user experience
Videos can provide a more immersive experience than text or images, making your website more attractive to visitors. A survey by Wyzowl found that 73% of consumers said they prefer to watch a short video to learn about a product or service instead of consuming other types of content. This statistic shows that videos can be crucial in enhancing the user experience on business websites.
How should you use video on your business website?
Use video to introduce your business
When potential customers visit your website, you must ensure their first impression makes them want to stay. But how? Try including an introduction video on your homepage. By doing this, you can give your visitors a glimpse into your business, brand, and values.
Your introduction video doesn’t have to be long. In fact, it’s better to keep it short and sweet. Around 1-2 minutes is ideal, as average attention spans are short. Ensure your video is entertaining and enjoyable to watch while providing useful information highlighting what sets your business apart from the competition.
Your introduction video doesn’t have to be long. In fact, it’s better to keep it short and sweet. Around 1-2 minutes is ideal, as average attention spans are short. Ensure your video is entertaining and enjoyable to watch while providing useful information highlighting what sets your business apart from the competition.
Use video to showcase your products or services
If you’re selling a product or service, it’s essential to showcase it in a way that captures the attention of potential customers. That’s where product videos come into play.
We already mentioned in the beginning that 89% of consumers are convinced to buy a product after watching a video about it but this effect doesn’t stop here. Video content also increases sales of apps or software, with 79% of people saying they’ve been convinced to make a purchase after watching a video.
Why is video so effective? Because it helps potential customers understand your product better and visualize how they could use it in their lives.
We already mentioned in the beginning that 89% of consumers are convinced to buy a product after watching a video about it but this effect doesn’t stop here. Video content also increases sales of apps or software, with 79% of people saying they’ve been convinced to make a purchase after watching a video.
Why is video so effective? Because it helps potential customers understand your product better and visualize how they could use it in their lives.
We can find a good example of a great product video when looking at the simpleshow website. The video just takes 34 seconds to give a comprehensive overview of the company’s explainer video software and how you can use it.
In addition to product demonstration videos, customer testimonial videos are a powerful way to show potential customers that your product or service has helped others. They bring a personal touch to your brand and increase relatability, ultimately enhancing its credibility. In fact, a staggering 83% of people consider businesses with user-generated reviews on their landing pages to be trustworthy.
Finally, what could be more effective than showcasing your product or service through a concise explainer video? This is especially useful if you offer a complex product or service. With this type of video, you will have quite the audience. In fact, Wyzowl reports that 96% of people have watched an explainer video to learn more about a product or service.
Finally, what could be more effective than showcasing your product or service through a concise explainer video? This is especially useful if you offer a complex product or service. With this type of video, you will have quite the audience. In fact, Wyzowl reports that 96% of people have watched an explainer video to learn more about a product or service.
Use video to tell your brand story
“There’s nothing more powerful in the world than a good story” – Tyrion Lannister. While this might be a quote by a fictional character, it still holds true in the real world. The information delivered through stories is more engaging and retained longer in the brain. So if you want to engage with your audience and create a personal connection with them, telling your brand story through video is a powerful tool to help you achieve this.
Use video to provide educational content
Customers like to watch content that adds value to their life. Sharing your expertise and answering potential questions through educational videos is a great way to provide exactly that. Try creating tutorials or short explainer videos that focus on solving your customer’s problems or helping them to learn something new.
Use video to provide educational content
Our emotions often guide us, which is why connecting with customers emotionally can significantly enhance engagement with your brand. One effective way to achieve this is by incorporating videos into your website, which humanize your business and give it a relatable voice and face. This approach can foster a deeper sense of trust and credibility with potential customers, ultimately enhancing your brand’s reputation.
You can create videos that feature:
- your team members,
- your office culture,
- behind-the-scenes footage
- or your customers
A great example is the Yellow Submarine video by AirBnB, which shares photos of happy customers spending their holidays in one of the accommodations bookable through their website. While providing an effective customer testimonial, this type of video allows viewers to project themselves into a scenario where they would be using the advertised product or service.
Creating an effective video for your website involves more than just shooting a few scenes.
How can you create an effective video for your business website?
Once you have decided on the type of video you want to create you need to develop a script. For this to be as effective as possible, it is useful to follow some basic rules:
1. Change your perspective and consider your audience's needs
When creating a video for your website, it can be overwhelming at first. If you are in this state it is useful to take a step back and thoroughly consider what your audience would like to see. Ultimately you are creating this video for them, not for yourself. So try to change your perspective and consider your audience’s needs.
2. Simplify your message and focus on your goal
If we are thinking about the same topic for too long, it can get lost in a complicated web of explanations that might confuse your audience. Similar to above, it is helpful to take a step back and focus on the goal of your video. Do you want to entertain your audience or provide a detailed explanation of a process or product? Setting an objective will guide you through the process of writing your script and allow you to simplify your message.
3. Tell a story with a clear structure from "why" to "how."
We already touched on the impact storytelling can have on your video. Typically, when creating a script for your video, it is recommended to start with the “why” and move toward the “how.” This means that we begin with the exposition, introducing the main character and their circumstances, and then present the problem they face. From there, we move toward the solution, showing how it works in detail. Finally, we conclude with the outcome, highlighting how the situation has improved. This is also the perfect time to include a call to action, encouraging viewers to take action or make a buying decision.
4. Use visuals to support and enhance your message
Your video will, of course, include visual content, however, those visuals should not only be appealing but also serve to support and enhance your message. If you want to explain a complex theory, for example, it is not helpful to show stunning drone footage of beautiful mountain scenery. Rather you should show visuals of the individual aspects the theory consists of to help your audience understand.
This task can vary in complexity based on how you decide to create your video. With simpleshow video maker, for example, the AI-powered tool automatically selects the right graphics corresponding to the most important keywords in your text. All you need to do is upload your script, lean back, and let AI do the work for you.
5. Build trust by reflecting your audience's needs and using positive language.
By following the tips above, you’ve already taken a crucial step to gaining your viewers’ trust.
To further encourage your viewers, consider positively formulating your script’s sentences. Negativity discourages your audience, while a positive tone creates trust and a positive attitude toward the content.
Creating an impressive script for your explainer video can pose a challenge as it involves following a set of guidelines. However, the payoff is undoubtedly worth it.
Creating an impressive script for your explainer video can pose a challenge as it involves following a set of guidelines. However, the payoff is undoubtedly worth it.
More tips for making your video stand out
-
Keep it short and concise:
Attention spans are short, so make sure your video gets to the point quickly. -
Use high-quality equipment and lighting:
Poor-quality video can be distracting and unprofessional. Use good equipment and lighting to ensure your video looks and sounds great. If you have a lower budget and want to evoke a high level of professionalism, using an AI-powered video platform that lets you transform your words into an animated video with just a few simple steps is a good alternative. -
Add captions and transcripts:
Captions and transcripts can help make your video accessible to all visitors, including those with hearing impairments. -
Optimize for SEO:
Use keywords in your video title, description, and tags to improve your website’s search engine rankings.
Where should you host your video?
There are various options for hosting videos on your website. Here are some examples:
-
Self-hosting on a website server:
You can upload your video directly to your website’s server, but this can slow down your website and use up storage space. -
Third-party video hosting platforms:
There are various third-party video hosting platforms, such as YouTube, Vimeo, and Wistia, which can host your videos and provide additional features such as analytics. -
Social media platforms:
You can also host your videos on social media platforms such as Facebook, Instagram, and Twitter.
Where should you place your video on your business website?
To make the most of your video content, you need to think strategically about where to place it on your website. Here are some best practices for video placement on business websites:
-
Above the fold:
This refers to the portion of your website that’s visible without scrolling. Placing a video above the fold can help capture visitors’ attention and encourage them to stay on your website longer. -
On product pages:
Product videos can effectively showcase your offerings and provide more information to potential customers. -
In blog posts:
Including videos in your blog posts can make them more engaging and help break up text-heavy content. -
On the homepage:
A well-placed video on your homepage can help communicate your brand message and give visitors a quick overview of what your business does
Conclusion
Incorporating video on your business website can effectively increase engagement, enhance user experience, boost search engine rankings, and improve conversion rates.
By following the tips and best practices outlined in this article, you can create effective videos and strategically place them on your website to achieve your business objectives. Don’t forget to regularly analyze your videos’ performance and optimize them for search engines to get the most out of your video content.
Happy creating!
By following the tips and best practices outlined in this article, you can create effective videos and strategically place them on your website to achieve your business objectives. Don’t forget to regularly analyze your videos’ performance and optimize them for search engines to get the most out of your video content.
Happy creating!
Author's Bio
Enya Reinecken is an International Business Management student currently pursuing an internship with simpleshow. She has a passion for digital marketing and content strategy. Apart from writing, Enya is constantly exploring new countries, seeking to connect with people from various cultures and backgrounds.
