As a marketer, you’ve probably been told to utilize video on your website. But adding video to a website doesn’t automatically make it better.
A three-minute brand film buried halfway down a product page won’t move the needle. Neither will dumping every video you’ve ever made into a “Resources” section and hoping somebody watches them.
A better approach starts with this one question.
What does your audience need to see, understand or believe at this exact moment?
That’s where video gets interesting.
Video helps B2B buyers understand and stay engaged. 65% of B2B buyers say video is the most useful format for researching potential solutions, and Wistia found visitors spend 2.6x longer on pages with video than pages without it.
It can grab attention. Make something complicated feel simple. Show instead of tell. Put a real human behind a claim. Or give someone enough confidence to take the next step.
But the point isn’t “video works”. The point is that the right video, in the right place, is what drives more conversions and retention.
Not Every Video is the Same
Different pages of your website have different jobs. Your videos should too.
Homepage: make me care
You have a few seconds to answer some pretty basic questions:
- Who are you?
- What do you do?
- Why should I care?
This is where a short, energetic brand or hype video can work really well. Not your entire company history. Not a seven-minute manifesto. Rather, a short gem that speaks directly to the target customer.
Product and solution pages: show me
If what you sell is complicated, you can’t make your audience decode six paragraphs and a diagram.
Show them in a video.
Product demos, explainers, walkthroughs and animations can make a complex offer more clear and engaging.
Especially in B2B, where your buyer may need to understand your product well enough to explain it to five other people before anybody buys anything. Give them the video that they can pass along to their colleagues.
About and team pages: make it human
People want to know who they’re actually working with. A short founder video, team introduction or culture piece can do more than a grid of headshots and bios.
This is especially useful for service businesses, where the people are the product.
Show people how you think. See how you work. Get a feel for who you are. That kind of familiarity can build trust before the first conversation ever happens.
Careers pages: show them your culture
Job seekers are researching you the same way you research a big purchase. They want to know what it’s actually like to work there before they ever submit an application.
A quick culture video, employee spotlight or day-in-the-life clip can answer that faster than any bullet list of “perks and benefits” ever could.
This matters most when you’re competing for talent, not just applicants. Candidates can tell the difference between a stock photo of people laughing at a laptop and real employees talking about why they stay.
That authenticity does double duty. It attracts the right people and quietly repels the wrong ones, saving your HR team time on interviews that were never going to work out.
Case studies: prove It
Every company says they’re great. Your customers are considerably more convincing.
Put customer stories, testimonials and social proof next to the numbers instead of separating them into different corners of the website.
A metric might tell me you improved something by 42%. Hearing an actual customer explain what changed for their business tells me why I should care.
Put video where it matters
Five pages, five different jobs for video to do. A homepage that makes someone care, a product page that shows instead of tells, an about page that puts a real face to the brand, a careers page that shows what it’s actually like to work there and a case study that lets a happy customer do the convincing for you. None of it requires flooding your site with content. It requires knowing exactly where video will do the most work.
If you’re thinking about starting a video project and want help figuring out where to put it, contact us. We’ll help you figure out the right video for the right page, not just another video for the pile.