How to tell your agency’s story effectively via a digital brochure
Want to win over clients with a professional digital brochure?
Let’s be honest: nobody’s here to read a novel. When visitors land on a page on your website, they want to know if you’re the real deal instantly. Landing pages can have great headlines, graphics, and excellent copywriting, but many still miss one key ingredient: video.
Intelligent marketers are all over this because they know that video on landing pages can increase conversion rates. That’s why more and more businesses are adding videos to their landing pages. If you’re a business, wouldn’t showing your services and offering be better than burying them under text?
Curious how videos can increase your landing page conversions? Let’s break it down.
How videos can increase your landing page conversion rate
Great graphics, engaging copywriting, and short contact forms increase the conversion rate on your landing page. But can you guess what’s the #1 thing that drives conversion? It’s videos!
According to 38.6% of marketers, video is the #1 landing page element that impacts conversion. And hey, Wistia backs this up—according to their video marketing statistics, video is a powerhouse for generating qualified leads.
Still, finding it hard to believe? Look at Shopify, one of the world’s biggest e-commerce companies.
At first glance, Shopify’s homepage might look like your standard landing page—big headline, subheadline, and the usual CTAs. However, Shopify has a standout feature: a dynamic video background.
Instead of a static image, a video on the landing page pulls you in immediately. Even better, if you’re curious, you can watch the whole thing with sound by clicking “Watch the Shopify Story” in the corner.
We’ll discuss what kind of videos work best for landing pages later. Nonetheless, Shopify is a great example of a top brand that implements promo videos on its landing pages.
Video and SEO: A match made in heaven
Let’s face it—video has become an SEO powerhouse, right up there with killer backlinks and snappy blog posts. But what makes video so perfect for optimized websites? It’s all about keeping people hooked! Visual content grabs attention, keeps visitors around longer, and makes your site stand out in SEO.
When you drop videos into blog posts, landing pages, or product descriptions, it’s not just about looking good; it’s about gaining a severe edge. Here’s what a video on a landing page can do for your SEO:
- Boost engagement
- Lower bounce rates
- Attract awesome backlinks
- Rack up social shares
- Show up strong on the SERP
(Source: Storykit)
With these benefits, video content isn’t just a “nice-to-have”—it’s a need-to-have for SEO. So, if video can elevate your entire site, why not include it on your landing pages? After all, your landing page is often the first impression, and you want it to pack a punch!
What types of video work best for landing pages?
Yes, videos are landing-page game-changers, but let’s be straightforward: not just any video will do. Tossing up a 10-minute clip or overwhelming visitors with endless content? That’s a no-go!
For example, a company providing WordPress hosting should include a brief, visually engaging explainer video that highlights its service’s key benefits, such as ease of use, reliability, and speed.
Keep it short and sweet! With attention spans shrinking, you want a video that’s snappy and straight to the point. A lengthy, drawn-out video? That’ll send people packing faster than you’d think. And hey, no need to go Hollywood with it! You don’t need a blockbuster budget to make an impact. High production values are excellent, but they’re not a deal-breaker.
Here are the types of videos that can really shine on landing pages, with examples from brands that are totally nailing it.
Explainer videos
Suppose you have a brilliant product or service. On the landing page, having a short explainer video can give the visitors a better idea of what you or your business can offer.
Take, for example, Toast’s landing page:
Toast is keeping things efficient! While the left side of their landing page has all the usual elements, they’ve added a quick two-minute video on the right that does the heavy lifting. This video gives viewers a smooth walk-through of how their service works—no need to scroll through pages of text to get the point.
By adding video to the landing page, Toast saves valuable screen space and makes the most of their visitors’ time. Potential customers get the complete picture of Toast’s benefits in just a few minutes. Smart move, right?
Product demos
While explainer videos help understand the value and purpose of a product or service, product demos give a more detailed and hands-on visual.
After a well-written headline and CTAs, GoodData’s page tries to convert leads by providing an engaging product demo right below the fold. The 42-second video is straight to the point, showing exactly how their product works.
Customer testimonials
Trust signals can drive up conversion rates well, and customer testimonials can be the key. Anyone can make up a written testimonial, but having videos of your clients giving you a good review is unmatchable.
Ramp’s landing page, in this case, is a prime example of including testimonial videos. They’ve stacked a bunch of high-quality client videos below the fold, each adding serious credibility. But don’t worry if your budget isn’t in Ramp’s league—you don’t need a studio to make this work!
For instance, freelancers can ask clients to shoot a quick selfie video sharing their experience. It’s simple and effective! Remember that Wistia article we mentioned? After surveying over 2,000 professionals and checking out 90 million videos, Wistia found that people often prefer low-budget videos—yes, even basic webcam recordings. So don’t let the budget hold you back; authentic testimonials can make a big impact!
Best practices for video landing pages
As mentioned, you can’t expect great results when adding random videos to your landing pages. The video needs to serve a purpose rather than just being there for the sole purpose of SEO.
Here are some essential tips we’ve compiled based on some of the best landing pages we’ve seen with videos.
Keep the video short
The best way to keep your audience engaged is through short videos. You don’t need more proof than the rise of TikTok videos, YouTube shorts, and Instagram reels.
The video on the Headlime landing page takes only 48 seconds to connect to customers’ pain points (having trouble writing marketing copies) and then provides a solution.
Visitors already have a short attention span and don’t like to reach a bunch of text. So, what makes you think they’ll watch a ten-minute explainer video instead of a short product demo?
Give people reasons to click on the video
Unless your video is already running in the background, you must give people a reason to click it. And for that, you need a good video thumbnail or, in some cases, great copywriting.
Look at SIFF.IO’s landing page, for example. The headline and quote on the left put a question in readers’ minds. On the right, you see a video with a play button ready to be clicked. This bold approach invites people to click on a video and learn more about their product.
Implement A/B testing
A/B testing is a game-changer for landing pages! Not getting the conversions you hoped for? Run an A/B test and see what clicks with your audience.
And here’s the thing: A/B testing isn’t just for struggling pages. Even if your landing page already pulls in decent numbers, there’s always room to boost those conversions!
When it comes to using videos on landing pages, here are the things you can experiment with:
- Using different types of videos (from product demos to customer testimonials)
- Trying out different video lengths
- Changing the placement of the video between above the fold and below the fold
Optimize your video
More than half of all internet traffic comes from mobile devices, meaning your landing page needs to be optimized for desktop and mobile users.
Many websites already struggle on mobile just because of regular graphical elements. Having a high-quality video can be an increased challenge.
Remember the previous Shopify example? The background video works well on mobile devices, too, running smoothly on even low-end phones.
Include a clear call to action
Remember why you added a video to your landing page in the first place—to boost conversions! So make sure the last few seconds of your video have a clear, powerful call to action that guides viewers to check out your products or services.
Since you’re not limited to a tiny button, feel free to get creative with your CTA. Take SIFF.IO, for example. Instead of a simple “Sign up,” they go for something more engaging:
So, next time someone asks, ‘What in the world has changed?’ Ask SIFF! Head to SIFF.IO to find out more.
With video, you’ve got room to make your CTA stand out—don’t waste it!
Want to make a compelling video for your own landing page? Find the right one from the thousands of video templates available at Envato. Learn more by reading our post on creating a landing page that converts and our roundup of the top 10 professional landing page templates for 2024.
