In this guide
Website visitors may need to understand your service, see relevant work or compare options before making an enquiry. A video can help when an explanation, demonstration or client account answers those questions.
Video Marketing can support that explanation, alongside useful page copy and an easy way to contact you.
Help visitors understand the next step
A conversion is an action you want a visitor to take, such as making an enquiry, booking a meeting or requesting information. Define that action before deciding what the video needs to explain.
Video can demonstrate something that is difficult to describe in text. Keep key information available in writing too, so visitors can read, compare and return to it.
Homepage and landing page videos
Your homepage or landing page is often the first contact someone has with your business. Visitors arrive with limited context and little patience.
A short, well-considered web video helps them quickly understand who you work with, the problems you solve, and the standard of your work. It sets expectations early.
On the Dream Engine homepage, visitors see a short compilation of recent projects. Within seconds, they have a sense of our style and the organisations we support. A clear call to action then guides what to do next.
Use testimonials and case studies to explain experience
When someone is considering a new supplier, they are looking for reassurance. They want to see proof that others like them have made the same decision and achieved a positive outcome.
Video testimonials and customer profiles let a client describe their experience in their own words. Use specific details and attribute any reported results accurately. Our case study video guide covers how to plan those interviews.
The person on screen does not need to be well-known. Choose someone with relevant experience who will speak honestly.
Use explainers to answer practical questions
A demonstration can help when visitors cannot see how a product or service would work for them.
For a complex product or service, show the steps a customer would follow and explain what each step does. This helps visitors assess whether it suits their situation.
An explanation can answer questions before a sales conversation. The time needed to decide still depends on the buyer’s budget, priorities and approval process.
Make the video findable in search
Search appearance can help people understand what a page contains before visiting it.
Video structured data helps Google interpret a video, but does not guarantee a thumbnail or higher click-through rate. Google’s video features have indexing requirements, including a watch page where the video is the main content. See Google’s video search guidance for the current requirements.
Discuss hosting, embedding and search requirements when planning the page so responsibility for the setup is clear.
Make a few useful videos first
Video is not automatically effective.
Before publishing, check that the video answers the intended question, explains unfamiliar terms and gives viewers the information they need. Remove repeated points and unnecessary introductions.
Where to focus first
If your goal is to improve conversions, start with the points where uncertainty is highest. That might be your homepage, a key service page, or a frequently asked question during sales conversations.
Start with one useful video and assess relevant enquiries or other agreed actions. Where traffic allows, a controlled comparison can help distinguish the effect of the video from other page or campaign changes.
If you would like to discuss how video could improve clarity and conversion on your website, get in touch.
Website video
Website conversion videos: frequently asked questions
Match the video to the visitor’s question.
How does video improve website conversions?
Video can explain a service, demonstrate a product or show a client’s experience. Whether this improves conversions depends on the audience, offer, page and next step. Measure the relevant actions rather than assuming an improvement.
Where should conversion-focused videos be placed?
Place the video where it answers a question visitors have, such as a homepage, service page or campaign landing page. Keep it relevant to that page and check how visitors use it.
What type of video works best for conversions?
The format should match the question. An overview introduces the service, a case study explains a relevant project and an explainer demonstrates how something works. There is no single best format for every page.
Do conversion videos need to be highly produced?
They need to feel professional and clear. Strong audio, confident presentation, and thoughtful editing are more useful than complicated visuals.
Can video shorten the sales process?
It may help by answering common questions before a conversation. It does not remove other factors such as budget, timing or internal approvals. Ask prospects what helped and compare the sales process over time.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne video production company established in 2002. Over the past two decades, he’s produced hundreds of videos for businesses, government departments, universities and healthcare organisations across Australia. Ryan specialises in helping organisations explain complex ideas through clear, engaging video content, with particular experience in corporate communications, training and education.
