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Why Your Website Needs Videos

Looking for a way to improve your visitors' experience on your website and generate more sales at the same time? Then you need to consider adding videos to your website.

In an earlier blog, I talked about the reason why all small businesses need to have a great website; and well, to have that great website you need to think about adding some video content to your website.


Why do I need videos on my website? You ask. Here are 4 compelling reasons to add video content to your site:


Video is an engaging and quick way to communicate with your customers

While getting people to your website is half of the battle in online marketing, the other half is actually keeping them there once they find your website. In today's world where efficiency is everything, people tend to want to consume information in as convenient and time-effective manner as possible. This means that most website visitors would rather get the information they need from a video, than having to read through the content on multiple pages on your website. The need for adding a quick way to communicate with your customers, like a video, becomes even more apparent when you consider that numerous recent studies have shown that the average time someone will spend on a website before deciding whether to stay on that site or move on is only 10 - 15 seconds.


On top of this, a video that also brings entertainment to website viewers, not only improves their user experience when visiting your site, but also has the impact to improve the way they see your business.


Video helps establish your brand's personality

Hopping on to that last point, videos help your customers get to know you better and helps your business to differentiate itself from the competition. Although your 'About' page may tell people who you are, what your values include, and where you're going, videos can tangibly show people your brand's personality. Through careful video creation, you have the opportunity to showcase the true culture of your business and humanize your brand. If you want to be seen as a professional no-nonsense business, you can create a business in such a tone. On the flipside, if your business is focused on being warm-hearted and down-to-earth, you can craft a message that portrays these attitudes in a video.


Videos are also a great way to differentiate yourself from your closest competitors. How many times have you been searching for a product or service online, and been unable to choose because everybody's website looks the same? Probably too often. The good thing is, the infinite possibilities that videos offer to their creators can offer a huge opportunity for their businesses to stand out from the crowd.


While you may not have the resources to create a video like the one below from Coca Cola, you can easily appreciate the attitude, emotions and message that they're able to easily portray in this video, which in turn help customers create lasting impressions about their brand.



Video is a great way to showcase a product or service

Sometimes there is no better way to show off products or services than by showing them in action. Take trucks for example. It's one thing to see images on a website or in a magazine, but seeing a truck haul tons of cargo through a foot of snow, or watching it fly through pools of mud, delivers a totally different message to would-be truck owners. Or another great example might be clothing. Although seeing images of a certain item of clothing may help us get a general sense what it looks like, actually seeing a video with someone wearing that same item, let's us know how an item fits, moves, and what other items it could be paired with to make a great outfit.


The same goes for services as well. If customers can see your team in action, they may feel more motivated to seek out that service for themselves, especially if it is something they're a bit worried about having done (like waxing....ouch!).


Video helps improve your SEO efforts


Before explaining how videos can help improve your website's SEO, here's just a quick reminder of what SEO is. Search Engine Optimization, commonly referred to as SEO, is the work that is done to improve your ranking on search engine results pages, so your website becomes more visible to online searchers.


There are many things that can be done to improve your SEO, including adding engaging videos to your website. While search engines like Google have not confirmed (though it's rumored to be true) that the presence of videos on your website improves your SEO, one thing that does improve your search engine ranking is how long visitors typically spend on your website. Studies have shown that visitors spend twice as long on websites that have videos compared to those without videos.


An additional way that videos (especially those that are exceptional) can also improve your search engine optimization is if they get shared by people who are posting them on their social media channels or blogs. These backlinks are incredible drivers of SEO, that have been proven to increase organic traffic. A perfect example of a video that was widely shared that helped a company grow its success, was this video from Dollar Shave Club:


According to Jilt this video was viewed and shared millions of times in three months and generated 12,000 orders within 48 hours.


So, what kind of videos should you put on your website?

As mentioned earlier, there are literally limitless possibilities for video content on a website, and often the best video for a business depends on their own unique situation. The most common types of videos found on websites are:

  • Brand Introductions

  • Team Introductions

  • Testimonies / Reviews

  • Product or Service Demonstrations

  • Tutorial Videos

  • Webinars / Presentations

  • Vlogs

  • New Promotions / Contests

For more information on the advantages of using videos on your website or what type of video is best for your business, the staff at Fevens Content Design are always here to help.

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