videos to include on your business website

7 Videos Every Business Should Have On Their Website

You’ve put together a pretty good first website for your business, and it’s doing OK. Visitors stick around, browse your store or view your portfolio, and contact you or make purchases.

It’s a good start, for sure.

But what if you want more customers, more sales and higher average order values without having to change your business model, product offerings, or services? Add videos.

Here are five types of video that can help your business website earn you more customers and more revenue.

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1. Product Demo Videos

Sell products? You need product videos.

You might not think that a 30-second video of someone opening and closing a purse or using a cordless drill is a valuable marketing tool, but the numbers don’t lie. Established online retailers have reported increases in conversion rates of anywhere from 64 to 85% higher for products with videos. Why? Especially for expensive products, customers want know as much as possible about the item before they buy.

An effective product video, like this 39-second Tory Burch bag video at Zappos shows customers in detail what they’re getting.

If you sell products online, you can still use testimonial videos. Embedding and sharing user-generated content and video reviews by customers delivers the impact of testimonials without the expense of producing your own content. Shoppers tend to trust customer-made videos and are 97% more likely to buy after they see user-created videos.


2. Case Study Videos

Sometimes it’s hard to imagine attaining success without seeing an exemplary model. With most products, we need social proof to convince us that it can deliver results.

Do your customers have complex problems to solve? You need case study videos.

A case study is similar to a testimonial, but it shows a business audience how your product helped a client solve a particular problem, like rebranding a website in this HostGator video case study.

As with a testimonial, you should include clients and let them talk about their experiences. You may also want to include some hard numbers to quantify exactly how much your business helped this client (for example, did you raise their traffic, revenue or something else) but don’t pelt viewers with too many spoken stats. Keep the overall message simple and easy to absorb and your customers will remember it better.

You can streamline video production by creating a storyline prior to filming. You’ll also want to have your interview questions already prepared. These simple tasks will make the entire process run smoother.


3. Tutorial Videos

Do your customers have questions? You need tutorial videos.

Tutorials can keep your customers happy by showing them how to get the most value from what you sell. These videos can also persuade new customers to buy, because they can see the level of support they’ll get. The most effective tutorial videos walk viewers through each and every step in a process, like this tutorial on how to set up your WordPress website or blog.

Another type of tutorial shows customers what they can do with your products. For example, Sephora produces tutorials on covering under-eye bags, achieving new nail art looks, doing wedding makeup, and more using products they sell.

These videos typically cost more and take longer to produce than screen-based tutorials; if your business doesn’t have a Sephora-level marketing budget, user-generated tutorial videos are another option.

And sometimes, tutorial videos are your product, or at least part of your product mix. This detailed post on using videos for infopreneurship, from product type to production. For example, in addition to in-studio classes and workshops, a growing number of dance performers and instructors now offer streaming video instruction and live online lessons on Patreon to expand their customer base far beyond their local market and the workshop circuit.


4. About Us Videos

Want new customers? You need an “about us” video.

Not only do customers want to put faces with names, they also want to get a sense of how your business operates and where it fits in the community. Thrift nonprofit Goodwill condenses more than 100 years of history into this short “about us” video that also showcases the group’s mission and international scope.

Even if your business is brand-new, viewers will still want to know why you started it, how you take care of customers, who works with you, and how you make the products or deliver the services you sell.

Just keep in mind the main rule of “about us” content – it’s really about showing what you can do for your customers. In addition to your main about us video, you can keep your video content for this section of your site fresh by embedding social video that you shoot at pop-up events, trade shows, and in your warehouse, workshop, or studio.


5. Webinar Videos

Education is vital to attract and maintain your customers. By teaching your audience, they become experts in your product and in the industry.

Webinars, live and recorded, can walk consumers through topics that help them do their jobs better. It’s hard for anyone to turn down a well-planned webinar that offers a new skill.

When featuring these videos, your team should create engaging content that will teach and entertain your consumers. In the description, break down the objectives and who should attend. Think about the different learning styles of your audience. You may want to include an additional handout or interrupt the monotony with a quick poll. Always give participants space to ask questions, too. That interaction will deliver more value to everyone on the webinar.

ClearVoice educates its audience with monthly webinars. They invite experts to explain a specific topic and answer questions asked by attendees. Consumers can access the webinars via its site or on its YouTube channel.

You’ll also want to consider the length of your webinar. Attendees may lose interest quickly if you try to trap them into a two-hour session. Instead, aim for a 20-minute or 45-minute webinar.

It isn’t too late to teach your audience something different. Your team can build a learning environment with webinars.


6. Event Videos

Let’s face it. Everyone can’t attend your amazing events. However, you can keep them engaged by capturing a few minutes on video. Event coverage is effective because it keeps consumers up-to-date on your happenings, and it allows them to watch at their convenience.

Depending on the event, be mindful of what and who you record. You may have to get attendees to sign a waiver form. Also, it’s nice to think about what you want to record. It may be unnecessary to record a whole 90-minute session; instead, you may want various shots from multiple sessions.

Zendesk shared a talk presented by one of its team members. The presentation discussed an important topic for its audience—customer experiences:

With event coverage, you can get creative. Maybe you can gather a few speakers and let them share their best business tip. Or you can do a funny blooper reel. This is your moment to stand out from other companies. Use event videos as a way to connect your brand with consumers.

Are you hosting a big conference soon? Or do you have a small workshop on your company agenda? Extend the shelf life of your event by recording it.


7. Company Culture Videos

Selling your brand to customers isn’t an easy task. With so much competition in the market, people can buy products from multiple companies.

Yet, some consumers usually stick to a few brands for all their purchases. That reality comes down to trust. Consumers don’t just buy from any ol’ business. People buy from brands that they believe in. Using video can help your team build consumer confidence, and highlighting your company’s culture can initiate the start of a positive brand relationship.

Company culture is the living proof of your brand’s values. It reflects how you treat your employees and how you interact with your local community.

BambooHR shows off its company culture in the video below. In a sincere, personal way, it spotlights the brand’s work-life balance and why the principle matters to the business.

Company culture embodies everything from how you manufacture your products to the charities your brand champions. Giving customers just a tiny peek of how you operate can make a huge difference.

These videos also help you attract new talent. Show future employees what it’s like to work at your office, and get them excited about joining your team. Get creative in your videos. Take viewers on a journey around your office, let employees talk about their work experiences, or even showcase how ideas become real-life products.


Videos for Your Business Website

You may be thinking that this is a lot of video to plan, script, shoot, edit, and post, and you’re right.

However, video doesn’t have to happen all at once, so start with one type of video and keeping going from there. Remember that video marketing, like other marketing, should be ongoing to reflect the evolution of your business and your audience.

Video storytelling gives your brand a competitive edge. Do more than just tell consumers what you do, actually show them through visuals.

Feature more videos. Press record.

Casey Kelly-Barton is an Austin-based freelance B2B content marketing writer. Her specialty areas include SMB marketing and growth, data security, IoT, and fraud prevention