You are better off with video as part of your site content – and that’s just a fact.

I had tried to do some online video research in preparation for this article, but I kept coming across the same old stuff. Undoubtedly, the reasons for why websites need video content are not endless. Most articles I came across had all covered the main key points (that I will also touch upon) but did not seem to speak from any first hand experience. I thought that instead of taking the key points from other industry experts, I would write about this topic using the knowledge gained from both working in the production industry, and in the digital sector.

So what makes a great website?

Most things are now digitalised (including good old fashioned film!) and if your business is not on the web, then you’re doing something wrong. Having a good online presence can increase sales by up to 50% or more, but having any online presence guarantees you an increase in brand engagement.

The next step is to make sure you’ve got the user experience of your site down to a tee, and that you’ve populated your site with optimised content relevant for your target market.

I’m not here to go on about my (somewhat limited) knowledge of what makes a website great, but I do want to talk about why you should be considering video in particular as part of your content plan.

Instantaneous communication

What content do you instinctively create for your site? Does it include video?

Carefully crafted, wordy information is usually top of the list, along with some pretty visuals and a colour scheme that will not go out of date – right? But can words instantly communicate the company’s core message, personality and infectious ambition all at once? Can words deliver EXACTLY what you’re offering and the experience your customer will have with the company in under 1 minute? Probably not – but video can.

Longer visits and higher sales conversions

Video is an incredibly powerful marketing tool, and actively decreases your website’s bounce rate by up to 20%. This is in part because mobile users are now overtaking desktop, and they have longer attention spans. They also prefer consuming video content instead of written content because, obviously, reading content on a smartphone is more difficult even with a responsive site.

In my profession I’ve seen clients report an increase of up to 65% in lead conversions from their site, along with a surge in organic search traffic, after replacing elements of their content with video.

The increase in search traffic is down to the simple fact that Google, in particular, LOVES video. As long as you’ve properly optimised your video super simple stuff Google will almost always favour it beyond text content, meaning that your site will rank higher.

Wider demographic reach

Video is watched by all demographics. Most audiences will have a positive response to video, with a portion of them sharing it amongst their peers. Site content is not easily shareable, but video can be taken out of its primary context and shared across multiple platforms, reaching an even broader audience. Your content has more value when it is shared organically amongst peers, and video is the top contender for share-ability. Even if you’re not always being watched by your key target market, you are getting brand awareness. As a marketer, I will argue that generalised brand awareness is invaluable (If you’re a sales person, I can hear you grumbling your disagreement from all the way over here). Also, just like your website’s landing page, you can optimise your video through Google Ads – craftily getting in front of people who are not even aware you exist yet and directing them back to your site.

It’s just cool, OK?

Video content is extremely popular, and a video will automatically raise your brand above the competition in the eyes of your customers. Hiring a professional video production team is now completely affordable (seriously) and many small businesses are jumping on the bandwagon.

The beauty of video is that, as content goes, it can be the most imaginative, versatile and effective tool no matter what service you are offering your clients.We’ve found that recently, corporate businesses are benefiting the most from having a promotional video, but that doesn’t mean it’s not super effective for smaller businesses or charities like Jessie May.

If you’re interested in finding out more about the potential that video can bring to your website, or if you just want to argue with me about the effect of brand awareness, then you can either call on 0117 2580 011 or email me.

Jo Apr 11th, 2016

About Jo Haywood

Jo is the Managing Director at Skylark Media. Before starting Skylark in 2005, Jo ran the BBC Lifestyle website and prior to that directed science documentaries for the BBC and Channel 4. To switch off she can be found on the tennis court, at yoga, or planting trees in the forest garden.