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August 1, 2023

Up Your Website Content Game with Video

By Rob Donaldson 3 Minute Read

We’ve said it over and over again within these blogs how important it is to add engaging content to your website. Thoughtful, useful content on your website is essential for attracting and retaining visitors, building brand authority, improving SEO, and increasing conversion rates. You can create a positive user experience and foster a loyal audience through this content creation. But content doesn’t always have to be in the written form. Have you considered sharing engaging content on your website via video?

Why Video Content?

The popularity of video on websites can be attributed to its ability to engage, improve user experience, effectively communicate messages, evoke emotions, along with additional benefits for businesses and brands. As internet users increasingly seek dynamic and interactive content, videos have become a powerful tool for website owners to achieve their goals and connect with their audiences on a deeper level.

Video is a powerful form of website content for several reasons:

Engaging and Attention-Grabbing: Video content captures attention more effectively than text or static images. It combines visuals, audio, and movement, creating a dynamic and immersive experience. 

Improved Information Retention: Research suggests that people tend to retain information more effectively when it is presented in video format compared to text alone. The combination of sight, sound and storytelling in videos stimulates multiple senses, making the content more memorable and easier to comprehend.

Demonstrating Products or Services: Videos provide an excellent medium for demonstrating how a product or service works. They can showcase features, benefits, and use cases in a more engaging and realistic manner than text or images alone. This visual demonstration can help potential customers understand the value of a product or service and increase their confidence in making a purchase.

Increased Social Sharing: Videos are highly shareable on social media platforms, making them an effective way to increase brand visibility and reach. Engaging and entertaining videos have the potential to go viral, reaching a larger audience and driving more traffic to the website.

Improved SEO and Website Performance: Search engines, such as Google, increasingly prioritize video content in search results. Including relevant videos on your website can improve its search engine optimization (SEO) and increase the likelihood of your website being discovered by users. Additionally, videos can enhance website performance by increasing time spent on the site, reducing bounce rates, and improving user engagement metrics, which are factors considered by search engines when ranking websites.

Versatility and Flexibility: Videos can be used in various ways on a website. They can serve as introductory pieces on the homepage, provide tutorials or product demonstrations, showcase customer testimonials, present company culture or behind-the-scenes footage, or be part of a video blog (vlog). The versatility of video content allows businesses to cater to different audience preferences and meet them in different stages of their buying journey.

What to Consider when Adding Video

There are also some considerations to keep in mind when adding video content to your website:

Loading Time: Large video files can slow down page load times, affecting user experience and SEO. Optimize your videos for web playback to strike a balance between quality and loading speed.

Accessibility: Ensure that your videos are accessible to all users, including those with disabilities. Provide captions or transcripts for better inclusivity.

Content Relevance: Make sure the videos you add are relevant to your website's purpose and cater to your target audience's interests. Irrelevant or low-quality videos may have a negative impact on user experience.

Hosting and Bandwidth: Depending on the number and size of your videos, you might need additional hosting resources and bandwidth. Consider using a reliable video hosting platform or content delivery network (CDN) such as YouTube or Vimeo.

Put Your Video in the Hands of a Professional

High-Quality Production: Professional video companies have the expertise, equipment, and skilled team members to produce high-quality videos. They have experience in crafting visually appealing and engaging content that aligns with your brand's message and goals.

Creative Direction: A professional video company can offer creative input and develop unique concepts that resonate with your target audience. They can bring fresh ideas to the table and transform your vision into a compelling video.

Technical Expertise: Video production involves various technical aspects, such as camera work, lighting, sound design, and post-production editing. Professionals understand these intricacies and can ensure that your video looks and sounds professional.

Efficiency and Time-Saving: With a dedicated team, a video company can efficiently manage the entire production process, saving you time and allowing you to focus on other aspects of your business.

Access to Equipment and Resources: Video companies have access to professional-grade equipment, which can significantly impact the overall quality of the video. They also have access to various resources such as props, locations, and talent that may be challenging to acquire independently.

Legal and Licensing Considerations: Professionals are well-versed in copyright and licensing issues, ensuring that the content used in the video complies with legal requirements.

Hiring a professional video company is a great way to start your journey towards adding video content to your website. In some cases, a hybrid approach may also work, where you create some videos yourself and collaborate with a professional video company for more critical or complex projects. Ultimately, the goal is to produce content that effectively communicates your message, aligns with your brand, and resonates with your target audience.

When used strategically and thoughtfully, videos can significantly enhance the user experience, convey messages more effectively, and contribute to a website's overall success by capturing and retaining visitors' attention, promoting engagement, and driving conversions. If you have any questions about how to incorporate video into your website or are considering an upcoming video project, don’t hesitate to reach out to our team!

Rob Donaldson
About the Author
Rob has been a part of the multimedia industry for over 30 years and is now the Director of Operations at Vendilli. You’ll find him shuttling his kids to and from sports and activities or somewhere in the outdoors skiing or mountain biking (if he’s lucky)…

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