With practically every business having their own website, each battling it out to secure clicks, views and traffic, companies are always looking out for different ways in which they can lure prospective customers to visit their site. One of the ways this can be achieved is with the inclusion of videos, but are they always useful in gaining traffic? Do they help increase customer engagement, and does it matter which product you’re trying to sell?
In this blog, we are going to talk about these questions and more, providing a comprehensive look into whether you should be including videos on your website. We will take a deep dive into the advantages of implementing video features onto your site, and what metrics they can be used to have a positive impact on.
A big advantage of using videos on your website is that it can drastically improve the customer engagement. Videos provide the chance to engage visitors to your website in a succinct and immediate manner. If your website only consists of large, heavy blocks of text, it can often be off putting for visitors. Videos solve this issue as it provides viewers with an alternative way to digest the information you are trying to convey, making it easier to promote your product and, in turn, increase sales. Instead of reading a page of text, customers are far more likely to be engaged for longer by watching a video, even if it is only a couple of minutes in length.
Videos can also be great for customer engagement by way of being easy to share across social media. As reported on Socialbakers, 75% of engagement with top brands’ content on Twitter in 2015 happened with their native, recorded videos. With website videos being shared across widely used social media platforms such as Twitter or Facebook, plenty of new eyes have the chance to see what you’re selling, and this can create a buzz about your product. With your video being shared amongst prospective customers across social media, they can follow the video back to your website, generating more traffic and sales opportunities.
Stand Out From The Competition
It can sometimes be difficult to get your company’s personality across through text and infographics alone. Videos provide a unique opportunity for businesses to present themselves alongside what they are promoting, selling customers on both them and their products. This can be especially effective if members of staff are included within the video because even if what you are selling is not completely unique, something that can be duplicated is your employees’ personalities.
While many businesses are seeing the benefits of the inclusion of videos on their websites, it is still a medium that is relatively underutilised. With this in mind, having the chance to beat a lot of your competitors to the punch, and gain the advantages of website video content before them, is a great way for you to enjoy a leg-up on your competition. It is advisable that you should take the step forward and create video content to make you stand out further from the competition, not only through presenting your personality, but also showing customers that you are a modern business, changing and adapting with trends to produce the best possible product and experience.
Effects On SEO
One of the key reasons why it is a good idea to include videos on your website is because of the great effect it can have on search engine optimisation. For the multiple reasons we have already covered throughout this blog, incorporating videos into your website can have a tremendous effect on how it ranks on search engine results pages. As videos cause visitors to remain on the website for a longer period of time, this metric can be a big factor in how Google ranks websites – the longer people spend on your website, the higher your website is likely to rank.
You can also utilise video titles and captions to highlight keywords that you want people to find your website by. Videos are a great way of generating shares and back links from other websites. The more back links your website has, the more Google will trust your website as being reputable, therefore ranking your website higher in the Google search results and making it more likely for new customers to visit, increasing conversions.
It is also worth noting that even though the inclusion of a video can help boost your search engine rankings, in order for it to be the most effective, the video itself needs to be of the highest possible quality. A video will help bring more eyes to your website, but if that video is not informative enough, it will not be useful in attracting conversions.
Active Internet Marketing (UK)
At Active Internet Marketing (UK) we work with all our clients to deliver the best possible website content, representative of their ethos and brand. Whether it be through written or video content, we can ensure that your SEO rankings are high, and your website stands the best chance of gaining as much traffic as possible.
If you would like to find out more about the video content that we can assist you with, you can head on over to our Web Video page for a more detailed look into our video services.
If you would like to know more about the wide variety of services we have to offer, please feel free to contact us. You can get in touch by filling out our online contact form or by calling us on 01604 765796.