Think of your homepage as a shop window, people will visit it in search of a product / service, and eventually they’re going to have to make a decision on whether to enter or not. Usually you would have about five seconds to grab your audiences’ attention so you need to make sure your homepage is as good as it can be. One thing you have to consider is that you should be targeting people who know nothing about your company, so you have to be clear and concise with your message and make it as easy as possible for your viewers to understand.
There are many websites that bombard users with masses of information and intrusive content that ends up putting people off and making them want to leave, which is the main reason why bounce rates are so high. To overcome this, you need to use something direct, concise, and engaging at the same time, like a video.
Using a video to explain your company is a far more effective means of transmitting information than just using chunks of text. Its okay to have some text, but why bother cramming all of it onto your homepage when that information can be put into one video? We find that Whiteboard videos and other animated videos are great for going into more detail about a product, process or service. Typically, viewers prefer to watch a video that contains simple and easy to digest information, which is what makes them so effective.
As well as the practical side of using video, there are also visual advantages too; watching a video is a fun, enjoyable and educational experience for a viewer, whereas reading paragraphs of words is frustratingly boring.
Its been proven that people take in more information through video. They provide a 74% increase in visitors’ understanding of a product, and also 80% of people remember the videos they have watched online. Try remembering all the pages text you have read over the years.
No matter what type of company you are, pretty much everything you do can be summed up in a short video. It only needs to be about 60 – 90 seconds long and could include an introduction to your company, a brief explanation of your product, and how your product can help them. By showing your viewers that you care about them and want to help, you’re building trust and loyalty, which is worth a lot more than just saying ‘Buy our product’. You want to give your customers information that can benefit them, not just you. This won’t just persuade them to buy your product, but it can even make them promote your company by providing a testimonial or tweeting about it.
If you do have more to say then you can put it in another video, which should be targeted at interested buyers. This video can be a bit longer if it needs to be, because the people viewing it are watching with the intention of finding out information in more detail, therefore having a longer attention span.
In conclusion, video is the most effective way of getting across information, but you always need to bare in mind who you’re targeting and what sort of content your audience wants to see when commissioning and using a video.