Video can increase web conversions.

Video can increase web conversions.

Although the idea of including online videos on a company website’s home page is not new, it is still a growing trend. In point of fact, more and more of our customers are opting to “say it with video” and simultaneously significantly increasing their conversion rates (in the form of new leads, sales, and email registrations).

Video’s continued popularity is not surprising. Not only can you better convey marketing messages with online clips, but video is also easier to see and understand than text, can be shared on social media, and works well on almost any mobile web device.

Long paragraphs, which can be difficult to read on small screens, are not the same. However, just like everything else in internet marketing, making good home page videos is both an art and a science. We’ve learned a few things from experience: Make sure your video for your home page is concise, engaging, and clear. Few out of every odd video is an extraordinary video. Yours needs to start and end in a way that is easy to understand, grab people’s attention quickly, and stay concise. That may appear to be a straightforward formula, but if one of the essential components is missing, viewers are likely to tune out. Concentrate on production values.

Your video for your home page shouldn’t look like a ransom request—it should look like a professional production. Poor editing, grainy shots, and muffled audio all convey an impression of inexperience and lead potential customers to look elsewhere. Select the appropriate video marketing approach for your message. Should your video be animated, feature a well-known character speaking directly into the camera, or be an instructional video with statistics and graphs to support key points? The response is contingent on your conversion objective as well as your business, product, and tone. Provide a single, concise call to action for viewers.

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What you want people to do at the end of your video should be very clear. To continue the sales process, ask them to take a small step. Be very clear about the next step and don’t ask for too much at once. A well-executed professional video on your home page can have a significant impact on web conversions and outcomes. Making a concise video can help you double or triple the number of visitors who respond, regardless of whether you want new email subscribers, service leads, or even product sales.