As an organisation founded on the importance of a strong online presence, we are well attuned to the need for web copy and content which attracts, engages, and resonates with the reader.
With technology becoming more intuitive and with websites becoming more advanced in the way they respond to the presence of users we have found that the way people engage with websites is changing. Users are becoming more demanding in what they expect, seeking instant information, fast download speeds and instant page loading, and all the answers to all their questions at the click of a button.
Most crucially, they are looking for solutions to problems without having to read through pages of content and online guides. That’s where videos come in.
There is a reason why Youtube is so popular. What Youtube provides is an endless supply of video content which is designed to provide answers to every possible question; often from every possible angle or thought system, and in every possible language.
So, how can you take that concept and turn it into a system which works for your business website?
The benefit of videos in the creative sphere
As creatives, videos provide us with the perfect outlet to showcase the creative process in its most natural form. Selling, whether it be a direct sell or a soft sell, is all about telling a story in which your product or service becomes the solution to a problem experienced by the customer; and what better way to tell a believable story than through the power of video?
The simple fact is that video provides a context through which your service or product can be viewed in use – and that is invaluable when it comes to marketing.
Let’s look a little more closely at why video content works so well on a business website.
The main benefit of video content
As with any form of visual content, the main benefit that businesses get comes in relation to engagement and reliability. Both a well-placed image or video will cause the user to stop and take in the visual content, adding to their time on your site and giving you further opportunity to entice them into staying. The added bonus of video rather than static images is that video content allows you to bring your product or service to life – literally – on screen in front of your audience.
This is where video content gets interesting. On one hand, showcasing your service or product in a video format is the very epitome of direct marketing. However, if you can get the script or the video storyboard right, that level of direct marketing is perceived in such a way that you can in fact achieve a soft sell approach which is neither intrusive nor over the top. It all depends on how you present your product or service through the power of a good story.
Different types of video content
One of the easiest ways to create a great storyboard for your video is to first understand what you are trying to achieve with that video. The most common examples of videos being used on business websites include:
– Introduction videos, introducing the audience to a product or service
– Explainer videos, like online guides and how-to’s
– Attention-grabbing and exciting videos with a strong call to action
– Storytelling videos, moving from problem through to resolution thanks to or using your product or service
– Brand identity videos which introduce the team or face behind the product
All of these are valid and important to creating a trustworthy and successful brand, and once you know what you want your video to do you can start to go about working through where on your website it should go, and what kind of message you want it to deliver.
Ending your video with a direct and clear call to action will help to increase both engagement and conversion. Making your videos shareable to social media sites will also allow and encourage users to widen the reach of each video significantly through their own personal networks.
Things you need to consider before adding videos to your website
The main thing you need to consider before implementing videos into your website is something we touched on earlier: download speed, and the time it takes for a webpage to load. One of our primary focuses as a web development organisation is on the optimisation of your website and how well it responds for the user as well as in the eyes of Google, and so it’s important to acknowledge the ways in which videos can impact your website.
For more information on how best to embed videos into your website, and for guidance on the best way to use video to your advantage, get in touch with us at email@example.com
To conclude, video presents a number of opportunities to broaden the engagement potential of your website, inviting users to watch your products and services come to life through your chosen video storyboard. It can also ensure that potential customers build a connection with your brand and can be vital in ensuring that the messaging of your brand is fully portrayed.
When used right, videos can be memorable and beneficial in increasing the conversion rate of your website, however, it is important to outweigh the benefits with the challenges, and make sure that you are only using videos in such a way that they add value to your site.
Posted: February 2021