We’ve already talked about the fact that people don’t want to read on the web. But they are absolutely ready for online video – just think YouTube. Offering a rich experience on your website that includes video can positively differentiate you from your competition. Video can build trust and make a connection between you and your audience much faster than the written word. Video can make your website sizzle – but be sure you’ve implemented it well!
DO:
1. Keep your video short! It should be no more than 3 minutes, and ideally between 30 to 60 seconds. If necessary, have multiple videos.
2. Upload a copy of your video to YouTube. Be sure to use keywords that you are targeting on your website. Consider linking it to a page on your site that specifically relates to the video, rather than just your homepage.
3. Give viewers controls to start, stop and pause your video. Even if your video is short, your viewers might be interrupted while the video is playing. Don’t make them re-run the entire video to get back to where they left off – they might just leave and never see the great conclusion you’ve created for them!
4. Consider filming your own video for testimonials and other short clips that you add to your blog or website. Definitely use a professional company to produce a polished advertisement, but if you are creating a “show and tell” demo or you want to capture the positive comments from a satisfied customer in the moment, one of the small video cameras on the market today can give you great results. A Gorillapod Flexible Camera Tripod
DON’T
1. Have the video begin automatically when your webpage loads. Most web visitors want to control their own experience. Picture an office worker in a cubicle whose speakers are turned up higher than she realized, coming upon your auto-loaded video. She is probably gone, and not coming back. On the other hand, if you give your visitors the choice of whether or when to view your video, they might just bookmark your site and return later!
2. Use Flash as your sole video format. While Flash had enjoyed the preferred video format for several years, that has changed with the popularity of the iPad and iPhone. Although one can “jailbreak” these devices to force them to play Flash, it’s questionable as to whether one should do this – and the vast majority of users won’t try it. Your video should be encoded in H.264 or MPEG-4 formats, and then displayed in a player that supports these. Embedding the video you uploaded to YouTube would satisfy this requirement.
USE VIDEO FOR:
Welcome introduction
30 second commercial
Customer testimonials
Training sessions
Key personnel interviews
Or get creative and produce a video that goes “viral,” bringing a lot of attention and visitors to your website!
