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how to successfully use video on your website

Including video content on your website is a win for both you, the website owner, and your potential visitors. Why? Because as well as boosting search rankings, traffic and dwell time, video also improves the user experience.

Website owners can add videos to various pages, including the homepage, product pages, about sections, blog posts and more.

In this guide, we’ll discuss why videos make a good addition to websites, how and where to use video content on your websites, and several examples of brands that have successfully used videos on their websites.

why use videos on your website?

  • Increase dwell time: 82% of marketers say video has helped them increase dwell time.
  • Increase website traffic: video users get 41% more web traffic from search engines than non-users.
  • Good for SEO: websites that use video are as much as 53x more likely to rank on the first page of Google search results.

Where to use videos on your website:

1. website homepage

The most obvious place to use video on your website is the homepage. After all, your homepage is often the first page most users will visit on your website. And creating a strong first impression is essential. So the video that you add to your homepage should introduce visitors to your brand and your products or services.

screenshot of overmantels website homepage with brand video
One of our clients, Overmantels, added the brand film we produced for them to the homepage of their website.

For these purposes, we suggest including either an explainer video or a brand video on your homepage. An explainer video can break down what your company does and how you do it in an easy-to-follow way for visitors that might not be familiar with your work. Alternatively, including a brand video is a great way to let people know who you are.

2. Product & service pages

People go to your product/service pages to learn more about what you offer and help them to decide whether to make a purchase. On these pages, use a product video to highlight specific features and benefits. And watching a video of a product or service is the best way to experience it other than interacting with it first-hand/in-person. Including video on product pages is also a great way to encourage sales. 88% of people say that watching a brand’s video has convinced them to buy a product or service.

Launer London commissioned us to film videos of their Legacy Collection, which features 6 of their best-selling luxury handbags. Launer then embedded the finished videos on their Legacy Collection product page, alongside product descriptions.

3. about us pages

Your ‘about us’ page is where people go to learn more about your company and its mission, history and values. Video content makes it easy to share your company’s personality and vision in an engaging and humanising way. We suggest featuring the people behind your company to help visitors connect more with your brand. A company culture video is great for this.

Another option is a video that provides further insight into your company approach. The video that Paramount Timber uses on their ‘About Us’ page covers the company’s mission and processes whilst also reflecting the brand personality.

4. Testimonial & case study pages

Many companies have a page or section on their website dedicated to sharing customer reviews and stories. Video testimonials are more powerful forms of social proof than written reviews and quotes from customers. Why? Because your audience get to see and hear your customer talk enthusiastically about your product or service. 

They are so persuasive that 77% of people who have watched a testimonial video say it helped convince them to buy a brand’s product or service.

We produced a film for Taxi for Email, an email creation platform, which featured interviews with two of their existing clients. Taxi for Email then embedded the video on the ‘Our Customers’ section of their website, which also includes links to written case studies.

5. blog posts

There are 3 ways to approach using videos in your blog posts:

  1. Create a video version of an existing blog post (and feature it on the existing post)
  2. Create a blog based on an existing video (and include the original video in the blog post)
  3. Embed relevant videos (your own or others) into your blog article
screenshot of a video embedded in a hubspot blog post
Example of a video embedded in a HubSpot blog post

Whichever route you go down, including videos in blog posts allows for a more interactive reading experience. This works especially well for blogs based on visual topics. For options 1 & 2, website users will appreciate having the ability to choose whether to consume the information via video or text.

6. Campaign landing pages

Landing pages differ from regular website pages in that they are standalone web pages designed for a specific marketing or advertising campaign. As such, a landing page focuses on a single CTA – usually aimed at getting conversions.

To help your landing page drive more conversions, include a video targeted at customers at the bottom of your sales funnel. For instance, you could use a persuasive video testimonial or case study for social proof. Or add a promotional video that highlights key benefits.

screenshot of an Airbnb website landing page that uses video
This landing page for Airbnb includes a short, looping video that shows real people who host with Airbnb.

Remember that whichever video you use on a landing page should complement the campaign call-to-action, not distract from it. That means making sure the video is short, relevant and persuasive.

7. video libraries

Do you have a lot of educational video content to share with website visitors? Perhaps your company regularly hosts and records webinars. Or you have a series of how-to videos. Add them to a resources page or section on your website. This will make it easier for visitors to browse and consume your videos.

We have seen this work especially well for SaaS companies. For example, Monday.com has a video centre on its website. This centre organises all its video tutorials into clear topics and sub-topics for users to navigate. But video libraries equally work for any organisation with lots of educational videos.

How to use videos on your website:

On-page placement:

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third-party (linked) vs native (self-hosted)

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We hope you enjoyed our guide to using videos on websites. Remember to subscribe to our newsletter ✉️ to get our best content delivered straight to your inbox each month! 

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Gemma Laws

Gemma joined the Blueprint Film team in 2021 as our marketing coordinator. She takes care of our social media, email marketing and advertising campaigns. Her strengths lie in following trends, conducting research and writing compelling copy.

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