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. Use Flash as your video format. A few short years ago, QuickTime
was the preferred video format. QuickTime, Windows Media, and Real Player all open the video in their
own proprietary players. If your visitor doesn't have that player, they probably won't take the time
to install it and therefore they won't see your video. Today, more than 99% of web visitors have Flash
installed in their browser. Flash video is supported by all the major browsers (IE, Firefox, Safari etc.)
and operating systems (Windows, Mac, and Linux). Your visitors will view the video as part of your website,
not in a separate window.
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. Have your video professionally produced. I know there are a lot of inexpensive camcorders out there,
and many have the ability to take video with a cell phone. But for your business website, I strongly
recommend that you use the services of a professional videography company. They can help write the script,
and they know what works. Depending on the video, you may also be able to use it for TV advertising, in
addition to putting it on your website. Now that's cost effective!
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. Have your video hosted on another site. YouTube and other video sharing websites will allow you to link
from your website to your video on their server. While it's a good idea to put your video on some of these
other servers for search engine optimization reasons, don't make visitors leave your site to view it elsewhere.
It's much more professional to have the video on your site.
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!
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