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Investing in video content? That’s a smart move. Videos are one of the most engaging forms of content, and if you’re going to spend the time and resources creating them, you need to make sure they’re pulling their weight on your website. Videos are a powerful way to capture attention, express your brand’s personality, and create meaningful emotional connections with your audience. But here’s the catch: just uploading a video isn’t enough. You need to be strategic to get the most out of it.
Let’s break down why videos are so important and how you can use them effectively on your site.
Why Videos Matter for Your Website
1. Videos Drive Engagement
Studies show that video content can increase visitor engagement significantly. People are naturally drawn to movement and sound, which makes videos perfect for grabbing attention quickly. Even better, videos keep visitors on your site longer, which not only helps with building relationships but also improves your SEO. The longer someone stays on your page, the better it is for your search rankings—and ultimately, your bottom line.
2. Videos Showcase Your Personality
Your website is the digital front door to your brand, and videos offer a direct, personal connection to your audience. A well-produced video allows you to show off your personality and expertise in a way that text simply can’t. Whether you’re sharing insights about the financial industry, explaining how you help advisors grow their business, or even giving a behind-the-scenes look at your process, videos give your audience a glimpse of the real you. This is especially powerful for financial advisors who thrive on trust and personal connection.
3. Build Emotional Connections Through Storytelling
Facts are important, but emotions drive decisions. Videos give you the opportunity to tell a story—whether it’s your personal journey, a client success story, or a look into your company culture. People are more likely to connect with and remember a story over a list of bullet points. Use your videos to create an emotional connection that resonates with your audience and builds trust. The more authentic and relatable you are, the stronger that connection becomes.
How to Make Videos Work for Your Website
Having video content is great, but optimizing it for your site is where the magic happens. Let’s dive into some practical tips to ensure your videos are performing at their best:
1. Skip the Titles on Thumbnails
Unlike YouTube, your website doesn’t need flashy titles on video thumbnails. Let your page’s text provide the context. Keep the thumbnails clean and simple, with just enough visual intrigue to invite clicks. This creates a more polished look and allows the surrounding content to tell the story.
2. Add a Play Button on Your Thumbnails
This may seem obvious, but it’s easy to overlook: make sure your video thumbnails clearly indicate that they’re videos. A thumbnail without a play icon can leave visitors confused, wondering if it’s just a static image. Adding a prominent play button not only clears up any confusion but also tempts visitors to press play.
3. Use B-Roll to Create Dynamic Movement
Static headers are so 2020. Incorporating b-roll footage—those secondary, out-of-focus background shots—into your website’s header can add dynamic movement and keep your audience engaged from the moment they land on your page. Think of it like setting the stage for your video content. Just make sure that the b-roll aligns with your brand’s message and enhances the viewer’s experience.
4. Host Your Videos on YouTube for Fast Load Times
Speed matters—especially when it comes to videos. A slow-loading site is a quick way to lose visitors. Hosting videos directly on your site can be a drag on your load times, which is why embedding from YouTube (or a similar platform) is often the better choice. YouTube is built for fast loading and smooth playback, meaning your site performance won’t take a hit. Plus, embedding from YouTube gives your videos extra exposure through search engines and YouTube’s algorithm.
5. Design Your Blog Pages to Highlight Your Videos
If you’re using videos within your blog posts (and you should be!), make sure the page layout is designed to showcase them. Videos shouldn’t be an afterthought—they need to be a central part of your blog. A few ways to do this? Use engaging video thumbnails, embed videos at the top of the page, or even structure the entire post around the video content. Don’t forget to add some teaser text or a quick summary to entice viewers to hit play.
6. Embed Videos Instead of Linking to YouTube
When it comes to adding videos to your website, embedding them directly onto your pages is hands-down the best practice. Embedding means the video is right there, front and center, keeping your visitors on your site. Linking to YouTube, on the other hand, takes them away from your page, which could lead to distractions—and lost leads. If you do link to YouTube, always set it to open in a new tab, so visitors can easily return to your site.
Bonus Tip: Keep Accessibility in Mind
Videos are great for visual learners, but not everyone processes content the same way. Make sure your videos are accessible to all by including captions or a transcript for those who prefer to read or may have hearing impairments. This is not only a good business practice but can also improve your SEO ranking.
Wrapping It All Up
When used correctly, videos are one of the most powerful tools in your digital marketing arsenal. They give your brand a voice, show off your personality, and help you build deeper, emotional connections with your audience. But like any tool, videos need to be used strategically. Follow these tips to ensure your videos are working hard for you, driving engagement, and connecting with your audience in a meaningful way.
So, if you’ve already invested in video content, make sure you’re getting the most out of it. Use these strategies to embed videos that engage, connect, and convert visitors into leads. And if you’re looking to outsource your website development, call Kalli Collective – we’re here to help give your brand a voice by incorporating smart, effective video marketing on your website.
Related: A Smarter YouTube Upload Hack That Saves You 6 Hours