If a little video is good, is more better? If so, how much? This week we consider the different sides of these important questions.
How Much Video Should I Use On My Web Site?
In my last post, I talked (literally) about using video on your home improvement Web site. But the question I left unanswered was “How much video should I use on my website?”
My answer is simple. Use what’s appropriate.
OK, I will get off the fence. There’s no hard and fast rule for how much video you should use. Nothing is not enough. On the other hand, your Web site should also not be one big TV commercial either.
I like video on Web site home pages. Specifically, I like general “sell video” that speaks to your overall company and the products you sell. Here’s a great example: The Aluminum Company of North Carolina. While it’s a little longer than we normally like to see, it’s clearly been produced professionally. The company’s owner, Jeff Monsein, speaks directly to his audience. He has a warm and engaging presence that transfers well to his brand. Jeff speaks in general terms about his company’s products and his commitment to service…without too much detail. Perfect.
Gutter Helmet also does a good job deploying video on its home page. It’s product specific. It hits the key messaging points. And it’s appropriate to the product about which visitors to the Web site are there to see. There’s nothing magical about the footage, but it serves its introductory function well.
So that takes care of the home page. But
What About The Rest Of Your Web Site?
Video needs to be appropriate to the page at which the user is looking. For instance, if your Web site has a page dedicated to vinyl replacement windows, you should display video about either your line of windows, or your expertise in installing those windows.
Said another way—don’t use your windows pages to display video that describes all of your roofing, siding, sunrooms and basement refinishing products. Relevance is the goal! The more relevant your video, the better the brand experience and the stronger the response your pages will have.
How to Design Video into Your Pages?
While you want your video to be the focus of the page, you don’t want it to dominate. A video that takes up half of the viewer’s screen is just too big. On the other hand, a video that’s too small will annoy viewers.
Try to size your videos to work well with other elements on the page. Your Web designer can present some options for displaying your videos, and help you make good decisions.
How Many Videos?
Deploy on your Web site only those videos you have that are appropriate to your company and the products you sell. A confusing or off-topic video that doesn’t supporting your Web site’s messaging will only turn off your prospects.
In other words, don’t force a particular video onto your Web site. Use video when you have the right footage and the right place for it.