Let’s cut to the chase here – if you put a video at the top of a page on your website, 94% of your visitors will watch the video rather than read the words on the page.
Video is an extremely powerful medium and arguably the single best type of content you can add to your website for grabbing the attention of your visitors.
People have written entire books on using video as an effective online marketing tool so the information in this guide only just scratches the surface but it will hopefully inspire you to consider video as a worthwhile addition to your website.
First and foremost, we’re going to concentrate on low-or-no-budget options for adding video to your website. We use professionally produced videos on our website and that involves using a Script Writer, an Animator, a Voice-Over Artist and time-consuming production. Whilst all of this expertise creates a very polished video, it isn’t particularly cheap or easy to create.
We’re going to concentrate on two ways you can add video content to your website that are either free or cheap to produce:
- Using Existing Video – add videos that have already been produced by somebody else
- Self-Produced Video – add videos that you create yourself with a limited budget
Using Existing Video
YouTube has almost 3 billion videos in its database covering every conceivable subject so it’s an incredible resource for free video content.
The first thing you want to do is get yourself over to YouTube so we can find a suitable video to add to our website. At the top of the page is a search box and we’re going to need to enter the right type of search phrase so we avoid getting irrelevant results or videos from your competitors.
For example purposes, we’re going add some content for a Boiler Servicing Company so we’ll search for ‘How boilers work’ and the screen shot below shows the results.
Now because YouTube is a global website, we need to ensure that the content is relevant to a UK audience and for the example above, we can clearly see that the 5th video in the results is for a UK company as it displays their UK website address so this is a contender.
What you’ll need to do is watch the video, firstly ensuring that it’s not from a company that could attract your visitors away to their website. In the example above, we can see that the video has been added by a company that sells parts for Plumbers so it’s not a direct competitor – great.
The next thing you’ll need to do is actually asses whether the content is suitable for your audience and does actually add some value to your website. If the quality of the video is poor or the content is just a glorified advert for whoever submitted it then dismiss it and continue with the search.
Once we’ve decided upon a suitable video, we need to get the simply code that is used to ‘embed’ the video into your website page. Thankfully YouTube make this step very easy.
Below every video you’ll see the video title, information about the person who uploaded it and the total amount of times it’s been viewed. It’s the section below entitled ‘Share this video’ where we’ll get the code we need to add this video to our website, as follows:
- Click on the ‘Share’ tab
- Click on the ‘Embed’ tab
- A box will then appear with a small snippet of code – below that is an option to change the video size if you want to. Simply copy the snippet of code and paste it in your website page
And that’s it – a fully functioning version of that video will now be live on your website page.
Adding Text to The Video Page
Now, this is where the hard work begins because simply adding a video will be of little value to your website content on its own – we need to create some text content and give the page a suitable title to really make this effective.
First and foremost, we want to give the page a suitable title that will help the page to rank in the search engines and attract potential customers. You should avoid using the same title as the video itself but use it as a foundation for your title.
So in our example, we want to emphasise our primary search-phrase ‘Boiler servicing’ but tie that in to the actual video content so there is genuine relevance. A good title for our website page might therefore be…
“The Secrets of Boiler Servicing – What Makes Your Boiler Work”
Once you’ve got an effective title that contains your primary search-phrase and is also appealing to your audience, we need to add some relevant text content.
You might be wondering at this stage why we’re bothering to add text content to a page that already has a video on it if 94% of your visitors will simply watch the video. The answer is simple – we want the visitor to do something once they’ve finished watching the video. Assuming the page content is relevant to their specific needs, they will hopefully be engaged enough in our web page to make contact with us via the phone or email.
So, you’ll need to start by adding an introductory paragraph BEFORE the video, giving a brief overview of what the page is about. Then after the video, you’ll need to add 300-400 words of content that help to qualify what you’re offering and how it will potentially help them.
Don’t fall into the trap of just copying & pasting general advertising blurb about your business below the video. The content needs to be unique, engaging, relevant and above all, it MUST address a need that the visitor might have. You want to provide solutions in your website pages – not fill them full of marketing ‘White noise’.
Now if you aren’t keen on using somebody else’s videos on your website, let’s look at the options for creating your own videos.
With a HD video camera costing less than £100 these days, creating decent videos is within the realms of most businesses. Even if you don’t want to invest in a video camera, digital cameras and even smart phones are more than capable of capturing acceptable quality video.
So you’ve got the tools, now what on earth do you video that might be of interest to your website videos? What you definitely don’t want to add is a video which is nothing more than an advert for your business. The same way we all rush off to make the tea when adverts appear on the TV, barely anyone is going to sit and watch a video which does nothing more than say how great your business is.
Let’s look at a few example of video content that you could use on your website:
- Product reviews
- Examples of your work
- Customer reviews
- Tutorials (How to)
- Behind the scenes
Again, it can’t emphasised enough that if you want to engage with your website visitors then the videos must be something that is likely to be of interest to somebody other than you and your employees.
Let’s look at two great examples of videos that our Clients have created with a minimal budget:
Video 1 – City Clearances
Click HERE to view their video (opens in new tab/window)
In this video, Jeff Avery (the MD of City Clearances) takes the viewer around an extreme hoarded house. The video doesn’t try and sell anything; it simply shows the type of work that Jeff’s company are involved in and how they operate. Jeff has taken advantage of the current popularity of TV shows about extreme hoarders so it’s not only topical but really works at a ‘fly on the wall’ level. If I was watching this video because I had a relative with a compulsive hoarding problem I think I’d feel very comfortable asking Jeff’s company to assist with a clearance.
Video 2 – SRD Paving
Click HERE to view their video (opens in new tab/window)
This video shows the complete process of having a new driveway installed at a customer’s property. Presented by the business owner Scott Davison, it really helps the viewer to understand the level of work and processes that go into building a new driveway. If I were in the market for a patio or driveway, I’d find this video not only informative but it would also make me far more likely to get a quote from SRD Paving having seen what a thorough job they do.
Both of these videos were produced by the business owners and the production elements like background music and titles can easily be added with free software that you’ve probably already for installed on your computer, such as Window Movie Maker or VideoPad for Mac. There are also many video editing apps available for Android tablets and the iPad so even a complete novice can edit their video to a decent standard.
The process of actually creating videos is far beyond the scope of this guide but you’ll find that YouTube provides a huge amount of information on creating, editing and uploading videos. Visit the YouTube Creator Hub for more information: