In today’s hyper-competitive and connected market, having a website that is designed for conversions and optimized to bring in and grab the attention of more prospects is central to a successful business.
One of the best ways to do this is with video content. Video is the ultimate tool for getting website visitors to halt in their tracks and pay attention to what you have to say.
However, there can be times when video content isn’t performing to expectations. To get the results you’re looking for, you need to understand just how to use video content on your website.
That’s what this article is all about.
I’m going to show you where you can use video content on your website and highlight the best way to position videos on each webpage. I’ll also give you actionable tips to boost your video’s performance and gain more conversions in the process.
Let’s get started.
Using Video Content The Right Way
Like I said, to get the best results out of your website’s video content and to ensure that it works as per plan, it is vital that you know how to place videos optimally on your website. Let’s take this one page at a time.
The homepage is designed to welcome new website visitors to your brand, and give them a taste of your aesthetic, values, culture, and a lot more. If your homepage isn’t enticing enough, it’s enough to turn off new visitors and get them to leave your website without even checking out the rest of the web pages.
The best way to keep website visitors on the homepage and decrease bounce rates is to put up an explainer video square center on your homepage.
Explainer videos work best on home pages because they break down the brand and service to the visitor in simple, easily understood words in an engaging manner, without taking too much of their time.
And let’s not forget, an explainer video has the ability to break down all the thousands of words you’ve put up on your website to the viewers in under 90 seconds.
When putting up your explainer video on your homepage, ensure that you place it before the fold of the webpage as this ensures that visitors see your video as soon as the homepage loads up.
There are several types of explainer videos to choose from. Depending on your brand guidelines, product niche, and target audience, you’ll need to pick the most suitable explainer video to fit your goals and strike the right chord with your viewers.
2. Product And Service
Every brand has products or services to offer. Your website probably has a product/service page to highlight your offering’s capabilities to the visitor. Why not upload a product and service video onto your Product page to better sell your offering? Product and service videos tell your audience about the brand, its offerings along with features that your product or service offers. They also discuss the product’s pricing and also a demo of how the product or service can be best put to use.
These videos are much more detail oriented in terms of how they provide information about the offerings helping the audience understand in just a matter of minutes how the product is useful to them, rather than forcing them to read an entire page’s worth of information for the same. Demos are an eminent part of these videos as they tend to dig a little deeper into the specifics of the products and hence speed up the buying cycles while also saving a lot of time.
These videos are basically a practical exhibition of how the products and services work with an intention to educate the audience about the same. It is usually recommended to use a very simple format and language for these videos in order to serve a bigger chunk of an audience as the main intention of this type of video is to solve an immediate problem of the viewer in terms of how the product or service is supposed to be used or consumed.
3. About Us Page
About Us pages are a great way to showcase who you are as a brand. This page is perfect for showcasing your company culture and giving your team a chance to shine. About Us pages also help you build trust with your audience by showing them the human side of your brand.
You could go the extra mile and create an About Us video for your website. About Us videos lay a proper background of the company for its visitors. It paints a clear and concise picture of the company - what the company is, the team that works behind the scenes, the values and objectives the brand has for the future, etc. Sure, you could write an About Us page, and have a beautiful layout to bring the brand closer to your target audience. However, having the same content in video format just makes things feel a lot more genuine, personal, and impactful.
Portfolio page videos are where you showcase the output that comes out of your company - it’s where you give visual proof of your brand’s ability to keep its promises and deliver above and beyond. A portfolio page can have any number of videos - from case studies and success stories that demonstrate the results you have achieved to customer testimonials which act as social proof to help build consumer trust in your company.
The bottom line is, your portfolio page depends entirely on what kind of company you are. If you’re a creative agency, you want to showcase your work and convince clients that you can deliver quality services. A real estate agency won’t have the same portfolio style as a creative agency.
Think about your niche and what you have on offer before you decide on the video content you need for your portfolio.
5. Blog Posts
Every marketer knows the power that blog content has for improving online visibility.
The videos put up on the blog posts page are created to help educate the viewers while keeping them entertained. You could also think about creating thought leadership videos for your blog content. These videos focus on sharing a new concept or a perspective while challenging the audience to ponder about it keeping a new perspective in mind which also helps to hold their attention for a much longer time.
Another effective piece of content that can spice up your blog post is the ‘How-To’ video - a video that breaks down a task or an activity and shows the viewer how the task can be done most efficiently.
6. Customer Support Page
Customer support pages are created in order to give the audience answers to the questions that they have regarding the products or services offered by the company. So it’s no surprise that any video created for this page needs to help further the customer support offered.
Customer support videos allow the visitor to get service themselves rather than contacting a human support agent. These types of videos are very helpful for companies that are running on a low budget and cannot afford to spend on a dedicated support solutions team.
7. Landing Page Videos
Landing page videos are promotional content that aims to drive conversions. Embedding a video on a landing page can increase conversions by more than 85%! Promos videos put up on this page act as trailers for whatever you're trying to push to build hype and get people to take the right call to action.
You could also use a personalized video on your page. Personalized videos feature the specifics of the viewers by adding little details like the viewer's name, their photograph, etc. These personal videos have a great impact at increasing email conversions, boosting landing page sign-ups, improving customer satisfaction, etc.
What To Do When Uploading A Video On Your Website
Uploading video content on your website is not as simple as just publishing content without giving it a second thought. You need to ensure that you're optimizing your website for the maximum views on your video, which will lead to better conversions. I've listed a couple of tips to keep in mind when you upload your video content to your website. Let's go over them:
1. Focus On The Website Structure
While adding a video to any part of the website, you need to put your heads to the context of it and its relationship to the contents on the rest of the page as well and then decide because placing a video just right at the top though is an option but not the only one.
These videos intend to draw the viewers’ attention and also indirectly tell them about the call to action that they're supposed to take. Making these videos the focal point of the website, all the other elements be it text or image that is surrounding it act as a complementary support system to the video and so keeping the context in mind again is very important. Whether you place the video on the top of the web page, as a silent background element, or somewhere down a page as a supporting asset, make sure that your video is absolutely informative and helps the audience understand the context of it, and has a clear relationship with the elements around it.
2. Carry A Consistent Tone
While creating the videos and embedding them onto the websites, the one thing that needs the first and the utmost importance is to carry a consistent tone throughout the video, the website, and basically on all of its web pages. Essentially, every element that has been put up needs to have a similar tone and essence that speaks the similar language of the company to the audience. With a consistent tone what is intended is that all the elements are aligned with the objectives of the company following the same palette in terms of the language, logo, content, and everything else.
3. Create Engaging Content
While it is absolutely a tough cum impossible deal for your customers to feel captivated through the written text content that is uploaded on your website, it's important for you to create video content in a manner that it's not just informative for educational but also visually appealing enough for your viewers to hold onto the same and not bounce back. Engaging video content not just helps to hold the customers on the website for a longer time but also significantly contributes to an increase in the conversion rate while helping the website rank much higher in the searches as well.
4. Keep It Short
When it comes to creating content and having high viewership, the shorter you go, the more your chances are that a good amount of audience will view the content because according to facts, only half the people finish watching the content regardless of its length but not all of them. Though the length of the content, be it in the form of videos or written text depends upon the page it's posted on along with its purpose but keeping the videos or other sort of written text short, precise and to the point is capable of getting a great viewership.
5. Ensure Fast Load Times
While it is not a thing that most people pay heed to but is actually one of the most important elements of video marketing. Almost half of the people among the audience expect the website and the videos to load within 2 seconds and so it is very important for you to keep your videos optimized so that your load time matches the expectations of your viewers leading to a substantial drop in the bounce rate as well.
Create Dynamic Video Content For Your Website With VideoForm
VideoForm is an absolute user-friendly platform that allows you to create video content with a lot of ease. Be it something you want to create from scratch or something that you require a template for, this platform has all that you need. This is one such platform that has respected the value of human touch and the capability of storytelling and narration while providing the useful information such that the content that is created is well optimized and leads to higher conversion rates.
Not just that but the videos created on this platform can very easily be used on websites and emails respecting the convenience of the creator as well as that of the viewer. So, what exactly are you waiting for, just get onto VideoForms and create some really sassy stuff for your website to convert higher and rate better.