One question we get asked all the time is: “Do I need a video for my website?” Brand videos are not a necessity for any homepage or website, but in some cases, we think they make a lot of sense. From both a design and a marketing standpoint, a video element on a homepage can make a big difference when done correctly.
Here are a few basic guidelines we follow when deciding if a video component should be on a client’s site, and where on the site that video will live.
The Diversity of Website Videos
We consider a few different types of videos that may make sense for your site, as well as the many places this video can live. Ultimately, the decision if video is right for your site and is something you need is a decision for you to make alongside your digital agency. And, of course, then you will create the video’s style and emphasis. Here are some examples of the kinds of videos and their placement that could potentially live on your site in order to make the most impact:
Types of Videos
- Introduction Video: Introduction videos are made to showcase who your brand is, and what it is like to work with your company. Usually these videos are friendly, upbeat and pull the viewer in through powerful language and stunning visuals. Sure, your content can say this, too, but Digital marketing expert James McQuivey estimates that a single minute of video content is the equivalent of 1.8 million words.
- Demonstration Video: Often a product requires a video that demonstrates how the product is used. This is especially useful in a competitive space where the way your product functions is what sets it apart from the competition. Picture a blender that is virtually silent. Skeptics would need to see that in order to beleive it. After all, 64% of users would rather purchase a product after watching a video about it.
- Information Video: An information video is designed to let the user understand the main pain point your company is trying to solve, and how they are solving for it. These videos, similar to a demonstration video, showcase how your product is unique but is filled with all the statistics and proprietary information that sets your product or service apart from the noise.
Where to Put Your Video
- Homepage: Placing a video on your homepage is certainly a popular choice. However, it’s only the right choice if it makes sense for the end goal of your site. Since all three of the videos listed above could be housed on the homepage, it is essential that they are compelling, tell a story, and keep the reader’s attention.
- Landing Page : Landing pages are a great way to track website traffic, get email conversations, as well as find out who is visiting your website. In fact, studies show that having a video on your landing pages are aid to increase conversions by 80%.
The “Need” for Video
“Need” is an interesting word, especially when it comes to website elements. Certainly, there are things that websites need in order to be successful. For example, every website needs to be responsive. In today’s world, where mobile users outrank office users, a website that doesn’t function and look beautiful on a person’s tablet and phone is barely worth anyone’s time.
Moreover your website definitely needs clear calls to actions that direct a user where to go and what to do next in order to create conversions for your buying cycles. In addition, a search strategy, content marketing campaigns, trustworthy hosting and a secure site are all things that you absolutely, unequivocally need for your website.
So, do you need a video?
When clients come to us and ask if they need a video, we take a look at the whole picture:
- What are the goals of the website?
- Will a video element distract from this goal or help encourage the user to take the next step?
- Where will this video be the most functional? How will it look on mobile sites?
- What purpose will this video serve?
Based on the answers to these questions, we get together with the client and make a decision if a video will enhance the page and where a video will truly animate the website. Each decision is strategic; consequently, if it doesn’t make sense for the brand, or if it doesn’t elevate the intentionality of a client’s website, then we scratch the idea and go back to the drawing board.
Do you currently have a video on your website? How has this impacted your conversions?