Among an ever-increasing number of marketing tools, channels, and platforms, video has risen in the ranks and become a vital piece of many organizations’ marketing strategies.  

In fact, if you’ve held off from investing in video as part of your marketing efforts, you’re likely missing out on a number of conversions and major ROI. It’s long been said that, “a picture is worth a thousand words,” but with new research, we can actually quantify the value of video as being worth about 1.8 million words. 🤯

As people shift more and more to preferring visual content to written content, it’s time to consider how video can take your messaging farther, capture the attention of your target audience, and move people through your sales funnel much more effectively than written content on its own. 

Read on, because we’ve outlined four ways to harness the power of cinematic storytelling in your next web design project in order to compel and captivate your audience, improve CTR and time spent on key pages, and achieve conversions. 

1. Provide an in-depth look at products or services. 

A recent report from Multi Vision Digital shows that 3 out of 5 consumers will spend at least 2 minutes watching a video that educates them about a product they’re considering purchasing. 

On top of that, the same report shows 52% of consumers say watching product videos makes them more confident in online purchase decisions. By taking advantage of video that demonstrates your services or showcases products, you can build greater trust and credibility, and begin to grow customer loyalty before a sale even converts. 

Check out how this under-40-second looping video on our client MealMD’s homepage paints the picture of what their product can do for customers quickly, effectively, and beautifully: 

To see the most success with this type of online video, we recommend: 

• Keep it brief: Keep product or service videos under 2 minutes in order to maintain audience attention and deliver your message quickly. 

• Keep mobile in mind: As mobile website use continues to dominate, remember that a large number of users will likely be watching your video from their smartphone on the go. Be sure videos are easily viewable from a mobile device by working with a web design team that takes a mobile-first approach to developing your site. 

• High quality = higher ROI: Don’t settle for a quick iPhone video to capture your offerings. By investing in high quality videography shot strategically and on professional equipment, you’ll paint a much more impressive picture of your products or services and create greater buy-in from potential customers. 

2. Capture emotions and speak directly to pain points. 

Video for the web offers an opportunity to engage users in your mission in a way that is direct, authentic, and captivating. Whether it’s a narrative video that tells your story or a way to showcase your team in action, let a video on your website speak for itself by capturing the heart behind your organization: your people and your mission. 

For our client, Dynamix Physical Therapy, video allowed them to showcase the heart behind what they do by featuring the smiling faces of real team members interacting with patients. 

To see the most success with this type of online video, we recommend: 

• Feature your team: Studies have shown that people buy from people they feel they know. Character-driven stories tend to drive a more personal connection for viewers and leave a lasting emotional impact. 

• Be real: The best way to capture emotions with video is to be authentic. When our team of cinematographers work with clients, they capture them in a way that feels natural, never staged. From public speakers to introverts and everyone in between, we’ll make sure you feel comfortable in front of the camera so the end product is a perfect reflection of your team, your values, and your important work. 

• Bring intentional messaging: More than capturing stunning visuals, our team aims to tell your story in a way that moves people. We’ll work with you to uncover the right message and create a storyboard that brings your vision to life.

3. Use video as an SEO-driver. 

Remember, with its acquisition of YouTube in 2006, Google has a personal stake in video.

In fact, your website is 53 times more likely to show up on page one of Google if you have a video embedded on it. This is the case because of the quality scoring system: if Google and other search engines see you have a video on your page, they consider it more relevant and bump it up in search results. Quite the compelling reason to incorporate videos into your landing pages, homepage, and other pages you want to drive more traffic toward! 

Check out how we incorporated a video player into Encore Bank’s new About Page to drive clicks and traffic. 

To see the most success with this type of online video, we recommend: 

• Use keywords in the video description, video title, and tags for an extra SEO boost. 

• Make sure it’s accessible: Use meta descriptions with any videos and photos you add to your site. Google will reward you, and those who rely on these aids will thank you.

• Make it eye-catching: Be sure videos that need to be clicked to play draw people in with compelling thumbnails that are high quality and interesting. 

4. Increase CTR and maximize conversions on landing pages. 

Research has shown that, by including videos in landing pages, organizations can increase conversion rates by a whopping 80%. By including compelling videos in your landing pages, visitors can grasp your messaging with minimal effort – improving your user journey and driving people to more quickly understand what your organization can do for them and take the next steps to becoming a client or customer.

To see the most success with this type of online video, we recommend: 

• Add a CTA: Give people who watch your video a clear next step by including a call to action, or CTA, either during the full length of the video, at the end, or at strategic times throughout. 

• Feature real people: We’ve given this tip in a previous section already, but it’s especially useful in the discovery phase of the marketing funnel, which is when many people end up on your landing pages. By featuring real employees in your video, people who are brand new to your organization can develop significantly more trust in your brand much faster than with copy only. 

How do you decide what kind of video content to take advantage of for your website? 

The team of web experts at Speak would love to chat through your goals and come up with a strategic plan to incorporate this powerful marketing tool in your next website redesign. 

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