Video is fast becoming the most consumed digital medium, with more and more businesses adding video content to their websites.

And it’s worth it: videos on landing pages can lift conversion rates by 80%, while 90% of viewers say that seeing a video about a product is helpful in the decision process.

Let that sink in.

Usually, videos are embedded in a standalone player such as YouTube or Vimeo, but they can also be uploaded natively to a website. If you’re thinking about creating video content, ask yourself this: what’s the purpose of the video? Is it to entertain or humanise a brand? Is it to simplify a complex business offering? Once the objectives are clear, decide on what type of videos you need to convey your message. Could you produce a long-form explainer video, a series of testimonial films or a promotional video? Before you go straight into production, consider our tips:

Create a series of videos for repurposing

While it’s tempting to outline your features, benefits, case studies and results all in one long-form video, consider making a series of shorter videos with clear and concise messaging. These can prove more impactful and can be used across your website. Alternatively, a short video can draw viewers in more effectively than images. Simplify this further with no captions/text, loop and set to autoplay. Sustainable energy company Atlantis does this beautifully with a video that fills the screen.

Know what kind of video works for your sales funnel

For brand awareness, an explainer video can introduce prospects to your product or service. A testimonial video can work for the consideration stage, while offers and deals could be used as a great call to action. Mortgage broker Key Solutions added a ‘client story’ video to a carousel on their home page to drive the message that they ‘make life easier and better for everyone’.

Consider using a human face to build ‘trust’

Whether it’s to introduce you, your employees or a customer, putting a human face to a video can offer a sense of assurance to prospects.

Invest in video professionals

Sorry, but an iPhone just won’t cut it. Your landing page is your shopfront and first impressions count. Invest in a professionally made video – especially if you want animation and infographics. A video content agency can not only refine your script, storyboard and produce your video, but many offer video marketing services to ensure that your videos are effectively distributed.

Sprinkle your video with CTA

Don’t just add call to actions at the end of a video. Use directional cues within your video to point viewers towards a call to action throughout. Take a look at Dollar Shave Club‘s very clear ‘Do It’ call to action, which precedes and follows on from the video experience.

Optimise, optimise, optimise

Be bold – place your video at the top of the page if you want it to be seen straight away. If you go for a background video, consider launching a video pop up. Finally, optimise your video so that it works seamlessly with mobile, tablets, smartphones and laptops.

If you’d like a free 1-on-1 video content audit for your website, get in touch with Skylark today on 0117 258 0011 or drop us an email at

Nina Mar 15th, 2019

About Nina Postans

Nina is Marketing Manager at Skylark Media. Her background is in editorial content, running fashion and celebrity B2B services in New York and London. A keen home renovator and interior hacker, Nina juggles life on the school run while tending to her other kids (indoor plants!).