Creating videos for your website is an easy way to communicate with your potential customers. According to Hubspot, product/service videos increase the chance of a purchase by 144%. This increase is likely due to a number of reasons such as:
- Higher search engine rankings = greater visibility
- Showcasing your brand personality = increased trust
- Standing out from competition = better reputation and credibility
Though creating high-quality videos do require some knowledge and skill, it is not necessary to hire an entire videography/editing team as long as you adhere to these basic steps that will guide you through the video production process:
1. Come up with a production plan
It is important to plan as much as possible before you begin the video production process. Start off by figuring out what your mission and goals are. Consider what story you want to tell or what information you want your viewers to gain, along with where on your website you will put this video.
Some examples of your video goals may include:
- Showcasing your team's talent. This is great for home pages as it will engage the viewer to continue to find out more about your services.
- Introducing your audience to your company and team. On your About Page, rather than writing paragraphs about your education, work history and accomplishment, create a video that shows as well as tells about you business and your team.
- Highlighting your products and services and showing how they work. Explain the difference between some of the materials you use so customers can make an informed decision about their own projects. Give details about how to maintain their new systems or construction. Show signs to look for that mean you need to update your plumbing or that you have an infestation.
In order to come up with a plan that aligns with your main missions and goals, you can create a script or storyboard to map out what will be seen in the video and the major points you want to get across to your audience. If you have multiple people working on a video, be sure to share your plans with everyone so that there is consistency across the board in how your team approaches the video production process.
2. Invest in quality
Creating a professional video for your website is not like creating a casual video for your social media pages. Website videos can be a way to introduce potential customers to your brand for the first time so you want to make sure that you are giving a good impression that will last. Do not be quick to pick up any old camera equipment. If you choose to pursue video creating on your own, you should still use tools and software that will give you great results.
According to Brightcove, “62% of consumers are more likely to have a negative perception of a brand that published a poor-quality video.” Here are some tips for filming high-quality website videos:
- Remove any feedback or noise while filming.
- Use natural and bright lighting.
- If you are highlighting your team, make sure everyone looks their best and that the office is clean.
- Be sure to use a tripod to accomplish stable shots.
If you do not have the equipment readily available to film and edit a professional video, you can always hire someone who does have the necessary tools and skills.
3. Create a clear dialogue/script
You know your business and your offerings better than anyone else. With that being said, it’s easy to fall into creating videos that are difficult to understand because you assume your viewers know as much as you do. If you are making a video that promotes a product or service, approach the video production process as if you know nothing about what the product/service is, what it does or what problems it solves.
Having a script will make you more comfortable and natural during the video production. You’ll be confident that you know what you should say next and that it will be clear and valuable to your audience.
4. Add informational and entertainment value
Everyone will not want to sit through your video, even if it is short. So, you have to figure out how to get people to want to watch your videos. Will your video tell an entertaining story? Will it explain how to solve a problem? You could even consider offering insider rewards such as free trials or discounts for viewers that watch the entire video. If your videos hold value and offer a clear benefit to viewers, they will be more likely to share your content so that their friends and family can also reap the benefits.
5. End it with a call-to-action
Even the best video will not be effective if you leave your audience hanging by failing to tell them what to do next. Remember the goals you established in the planning process. Do you want your audience to subscribe to your blog or request a quote or consultation? Whatever it is that you want them to do, be sure to state it explicitly at the end of your video. An example of a call to action would be “For more information, visit our website.”
One of the best ways to get people to watch your videos is by giving it a great title. Not only does a good title prompt people to click play, but it also makes for a good SEO tactic that will increase your search engine rankings. This also applies to video tags and descriptions. In addition, you want to choose a captivating thumbnail as this is what your audience will see and will play a huge role in determining whether they will decide to watch your video.
Finally, export your video in high definition, post it to your website, and share it to multiple platforms. Continue to actively promote your new content to maximize views and engagement. For more information about how to build your website to attract new customers and stay connected with current customers, use our Element of a Website guide.