How to Improve Your Website With Video

Video content is becoming increasingly popular and common online. However, high-quality video content can also be difficult to create; you need the right lighting, camera, script, props, and often much more. So how can you prioritize video content that will improve your traffic, conversion rates, impressions, or other measurable metrics? Let’s take a look at how to improve your website with video content.

How to Improve Your Website with Video

People generally find video content more engaging compared to text. Videos can also improve a page’s ranking on a search engine results page (SERP) and help you get more visitors to the page. When it’s used properly, video content can also improve conversions on a landing page, including sign-ups, sales, and more. These are just a few of the ways to improve your website with video. Let’s take a closer look at each of these strategies.

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Instructional Video: Improving Website Traffic

Though Google has not explicitly stated that web pages with videos perform better, experiments by SEO experts show that landing pages with videos tend to generate more organic traffic. This makes sense; the top results of an increasing number of searches showcase video results. Google and other search engines know that users tend to prefer video content in many cases, and they are changing their algorithms to give users what they want.

So how can you use video to get more traffic to your landing pages or product pages? This partly depends on what type of page you’re working with.

Some landing pages are informational, and are meant to capture visitors’ attention as they look for answers or solutions to a problem. Video content can be a great addition to these types of pages. For example, an instructional video can explain, step-by-step, how to fix a problem while using your product. While text might explain this process, a video is often more engaging for many users.

Testimonial Video: Increase Sales and Conversions

You can improve your website with video by improving SEO, and you can also use video to increase sales and conversions on product pages. Surveys indicate that 88% of people have been convinced to buy a product or service by watching a brand’s video. The right video on a product page, sign-up page, or similar landing page can show how a product works, resolve doubts or fears a customer has about a purchase, or show how your product compares with a competitor’s.

To increase sales on a product page, it’s helpful to first know the main objections or doubts a customer may have about a purchase. For example, if customers hesitate to buy a product because of its price, you might use a testimonial video to show that the item is very high-quality, made with fair-trade practices, or made from fine materials. Or, if prospective customers are not sure that a product will perform as described, you might use a testimonial and demonstration video to show that a product performs as described, and that customers enjoy the product.

Explainer Video: Improving Dwell Time

When visitors spend more time on a page or on a website, it indicates that the site is useful to them. This tends to improve SEO, conversion rates, and the overall value of the site. Video content on key pages can improve your website by extending dwell times. This might include a collection of testimonial videos, where customers explain how a product has helped them or improved an experience. Or, it might include a explainer video, showing how a particular product or feature is used, and how it can solve a problem.

For this type of video to improve dwell time, it’s important to make the video engaging and fast-moving. If the video is long-winded or boring, a visitor will probably stop the video and click away. The video must also be relevant and interesting. If it doesn’t answer a real question or address a real issue, it’s unlikely to help your page or your website.

Q&A Video: Improving Customer Service

A questions and answers page can help current customers and prospective customers when they encounter problems or have questions. Many businesses also provide a phone number or a text messaging service to answer questions that might not be addressed in a Q&A. Using a video can provide the benefits of a pre-set Q&A as well as the personal touch of a person.

You might create several videos to address common questions or concerns, or you might make one long video and divide it into sections to address various questions. You might combine your Q&A video with demonstrations, testimonials, or explanations to address various topics, and provide solutions.

There are many ways to improve your website with video. As video content becomes more popular and more common, this will become even more important. Try using video content to improve traffic, SEO, conversion rates, dwell times, customer service, and more.