Why use video on your business website in 2021?

Your website has exactly 0.05 seconds to make a good impression on your visitor. That’s really not a lot of time. According to a survey by Animoto, 85% of marketers say that video is an effective way to get attention online and the #1 way to connect with your customers online.

Video is the perfect way to entice your visitors to stay on your website juuuust that little bit longer and see what you’re all about.

Video has the power to:

  • Increase website traffic
  • Engage visitors
  • More time spent on your site
  • Improve search rankings
  • Up your conversions
  • Build trust with your visitors

But don't take our word for it. Look at Wyzowl's video marketing statistics to learn more about how the remarkable events of 2020 have skyrocketed the demand for video content. So, what are you waiting for? Let's level up your website with video in 2021.

Where can I use video on my business website?

Video can go pretty much anywhere and everywhere on your website, from your homepage to your blog. These are just a few of the most popular options, along with our recommendations on the type of videos that work best for each.

We'll help you get started using video on your website with our Vidyard training program

1. On your homepage

Greet your visitors with a homepage background video. You can use these to make an impression or quickly communicate your message to first-time visitors. Background videos aren’t relevant to every product or service, but they can create a modern feel to your website. 

We recommend using an explainer video on your homepage. Homepage explainer videos let you describe your company’s offering and share what makes your offering unique quickly. Unlike the homepage background video, you'd place your explainer video below the fold.

In your explainer video, speak to your audience’s pain points, deliver your value proposition, and explain what's different about your solution compared to your competitors. 

2. Product page videos

The focus of a typical product page is to tell your visitor everything there is to know about your offering. These days, reading this much text is a burden most people would rather avoid. In fact, 72% of people would rather use video to learn about a product or service, and C-suite executives prefer to watch a video than read text on the same topic. Use a video to help visitors explore your product, communicate large amounts of information in a quick, convenient way that also allows your audience to save mental energy.

We recommend using a demo video on your product page to tell your visitors more about what you can do for them. Besides being a marketing video, product demo videos also work as a great sales tool. See our product video above as an example. Include what features you offer, how they can use it, and even discuss pricing. Product pages are more detailed, which makes video a great way to provide even more information without making the page an overwhelming wall of text. 

3. Landing page videos

Landing pages are all about conversions. Whether you’re trying to get people to buy your product, book a call with your sales team, or even download a piece of content, driving action is key. Unbounce says that using video on landing pages can increase conversion by 80%.

Making sure the content of your video aligns with your offer so that it’s positioned to sell it is key to your success. There are a few types of video that work better than others on landing pages. 

  • Explainer videos: tell your landing page visitors how your product solves their problem.
  • Promo videos: like a teaser video, promos give your visitor a taste of what they will get if they fill out your form. 
  • Demo videos: a great way to show the value of your product is by demonstrating how it actually works. 
  • Testimonial videos: increase the credibility of your offer by having customers speak about the value they got from your product or service.  
 

4. About page videos

Your about page tells your visitors what you're all about. What your company is, who runs it, and what your values are. This page is an opportunity to share your organization’s personality with your visitors, and video is the best way to show that you are human too. 

5. Support videos

Support portals or knowledge bases as they're sometimes labeled on business websites give your visitors a chance to find answers to their product-related questions themselves.

This is the perfect place for you to use how-to videos. Walk your visitors through the steps and help them achieve a desired outcome. Whether your visitors are trying out a new feature or aiming to solve a recurring issue.

As seen above, we do this on our solutions pages. Our Captain and CEO, Mattias Grönborg has recorded several videos where he talks our visitors through the HubSpot services we provide and how we can help our customers grow better with these solutions.  

6. Video testimonials and case stories

Video storytelling is a proven way for brands to connect with their target audience. And who better to win over a prospect than a fellow customer? Case study videos and customer testimonials are a powerful way to highlight your customers' successes—along with how your company can help. It's this social proof via video that will help you secure trust through social proof and bump up your conversions. 

7. Good old video content

Video content is engaging, educational, and shareable–it’s a brilliant investment. According to Vidyard, 71% of marketers report that video content outperforms their other content marketing efforts. With your users on their phones every day and night, mobile makes video content more consumable than ever.

At the Moon, we find webinars are also a great way for B2B companies to generate leads and establish their thought leadership. This example is from our own landing page, which is aimed at driving visitors to download the presentation content from our webinar with Vidyard. The B2B webinar engagement stats speak for themselves: 91% of B2B professionals rank webinars as their favorite content format, and over 54% of them engage with webinars at least once a week (search engine journal).

Related content: We hosted our first webinar, and here's what we learned

8. Culture videos

We suggest using culture videos to show visitors what you're all about. Highlight the people on your team and show off your company behind-the-scenes. This is the place to have some fun with video and can be an entertaining way to connect with your prospects. We do this with our documenting vlog channel that follows each of our space agents through their daily activities at the Moon. Take a look at my episode above. 

Consumers are more likely to remember your video than the content they can read on your competitor’s website. Add in the fact that video links are easily shareable, and you have an opportunity for your customers to post your content across their social platforms - videos are a great way to build a lasting relationship with your online visitors.