Website Videos: Using Web Site Videos To Convert Visitors Into Customers

by Walt Thiessen

First Published: December 29, 2010

A Productive and Affordable Web Site Is The Most Important Key To Any Online Marketing Program

The power of video

Getting people to your web site is certainly very important, but converting them to phone calls is even more important. Most website owners focus on flashing "looks" and various bells-and-whistles to get the attention of a visitor within the 1.5 second attention span must of us have. Yet, curiously, very few give much thought to how well their efforts work out. Almost none ever check their web site logs or statistics to find out how many visitors their site gets. At most, they might have a vague idea of how many people who visit their web site actually call them on the phone.

Typical web sites are lucky to convert 1% of their visitors into customers. Considering all the thought and energy that people put into increasing traffic to their web site, it's a wonder that so few even think about this side of the problem. Yet converting visitors is actually easier than you think. All it takes is video.

Video has been available on the web for more than 10 years now, yet it's amazing how few websites put it to use. This is particularly true for local businesses who promote their services and products via a website. The greatest advantage that local businesses have is that they are local. In the age of call centers and mega-corporations, the local business is still the preference of most people, depending upon whether they can get what they want locally.

Have you ever thought about putting a web site video on the first page of your site? It may seem obvious, but your online advertising and marketing efforts are only as good as the website to which you direct your traffic. Lots of people have written extensively about this subject, so perhaps you think the topic has been exhausted. Well, don't be so sure! Very few have paid any attention to the importance of putting web site videos on your home page.

I never cease to be amazed at how few local businesses put their best foot forward on their websites by using video. A short (30 second or so) website video featuring the company's owner, talking about their company's offerings, is more powerful than the most beautifully designed website or the most dazzling flash presentation when it comes to getting customers to pick up the phone and call. That's because all the bells and whistles in the world can't compete with hearing from the person behind the business. It's like making a sales call without an appointment, but without the hassles, because they came to you, not the other way around. In fact, it's even better than having a prospective customer walk into your showroom, because many customers don't want to be approached by the store's salesman. They just want to look around. But these same folks, when they visit a website, are much more likely to listen to what the salesman has to say, because they know in advance that there's no way for the salesman to pressure them to buy something.

Surprisingly, very few web designers offer video services. The videographers, designers, and developers at Virginia Host LLC are an exception to this rule. Located in northern Virginia, this company can help any local business dramatically increase the conversion rate of their websites, based on your current visitor levels, simply by creating a short website video and placing it on the home page of your web site. If your business is located in the area, check them out.