Of all the things you can do on a website to engage visitors, it turns out that adding video is just about Number 1. According to the online video production site TurnHere.com:
- You are 50 times more likely to appear on the first page of Google with video on your homepage
- 26% of video viewers will visit the physical store
- 21% of video viewers will make a purchase
- YouTube ranks only behind Google as the world’s most popular search engine
So using video is definitely a good idea. Here are five ways:
- Introductions: Did you know that on a website, the “About” page is tends to be one of the most clicked and most important pages? People want to know who you are and click this page to get the answer. So consider putting video on that page.
- Demonstrate something: Product demonstrations are almost always inherently interesting — you only need to turn on late night infomercials to see that. If you can offer a snappy demonstration of some product you sell, then you have a video that people will likely stick around to watch.
- Show off your expertise: When people come to a website they want information, sure, but you double their pleasure if you can also make that information entertaining. What is it that your business does that others who come upon your site might find enlightening and interesting? For instance,
- An accountant can discuss the Top 3 Mistakes that Trigger an Audit
- A pool service can offer Tips on Weatherizing Your Pool or Spa for the Winter
- A gift shop can show How to Gift-Wrap Like a Pro
The point being, showing off what you do is also subliminally showing why you should be hired.
- Tour your facility: A video tour of your office, business, shop, store or other significant location is an excellent way to engage, interact, and forge a connection with your potential new customer.
- Testimonials: Testimonials generally from happy customers are always valuable because, rather than it being you saying your business is great (in an advertisement or whatever), a testimonial is independent, 3rd party verification that your business is in fact special. Because it comes from someone else, a testimonial is given greater weight by the reader or viewer.
And in the case of video, that already-significant power of testimonials geometrically increases when the testimonial can be viewed. There is a greater gravitas to video testimonials — people will automatically view both the video and the statement therein as more credible since they can see the person making the statement.
So yes, video is definitely the way to go.
Steve Strauss – Senior small business columnist at USA TODAY and author of 15 books, including The Small Business Bible, Steve is your host at TheSelfEmployed.com.