Do you want to know how video landing pages can help you connect with your audience and grow your business? If so, you’re in the right place!
There’s no doubt that landing pages are a crucial part of digital marketing. After all, these pages are specifically designed to convert visitors into leads or customers.
If you’re focused on improving your conversion rates, you’re likely already using traditional text and image landing pages in your marketing strategy. But in recent years, video landing pages have become just as, if not more, effective for capturing your audiences’ attention.
When you look at the data, it becomes clear why this is the case. Research shows that 81% of marketers report that video has directly helped them increase sales. Furthermore, people are now watching an average of 17 hours of video content each week. These statistics clearly highlight the growing power and potential of video content.
Our goal today is to explore the what, the why, and the how of creating video landing pages that convert. We’ll define what video landing pages are, explain the key reasons for their effectiveness, and detail the actionable steps that you can start using today to build high-converting video landing pages for your business.
Let’s dive in!
The What: Understanding Video Landing Pages
If you really want to understand the power of video landing pages, it’s important first to define what they are and what makes them different from their traditional counterparts. So, let’s start with the basics.
What is a Video Landing Page?
As the name implies, a video landing page is a landing page that uses video marketing as its primary way to communicate its message and encourage conversions.
Here’s an example from the WordPress Plugin, Thrive Themes.
Image Source: Thrive Themes
Instead of relying primarily on text and static images, the video is the main focus. It’s the key piece of content that visitors are meant to engage with when they arrive on the page.
All effective video landing pages are carefully designed with these specific key components:
- A Compelling Video: This is the heart of your video landing page. It needs to be engaging, informative, and directly relevant to your offer and target audience. (We’ll dive deeper into creating effective videos later in this guide.)
- A Concise Headline and Supporting Text: Even though video is the focus, you still need a clear headline that grabs attention and supporting text that reinforces your message and highlights key benefits. Keep it brief and benefit-driven.
- A Clear Call-to-Action (CTA): Every landing page needs a clear CTA, and video landing pages are no different. Make it obvious what you want visitors to do next – whether it’s signing up, downloading an e-book, contacting you, or making a purchase.
- Minimal Distractions: Just like any good landing page, video landing pages should have a focused design. Remove unnecessary navigation and elements that could distract visitors from your primary goal: watching the video and taking action.
Video Landing Pages vs. Traditional Landing Pages
Both video and traditional landing pages aim to convert visitors, but they achieve this in different ways.
Since traditional landing pages typically rely on written content as the primary method of communication, they often feature text in the form of bullet points to explain the offer, benefits, and value proposition. Images and graphics are used to break up the text and add visual appeal, but the core message is conveyed through reading.
Video landing pages, in contrast, put the visuals front and center, and videos are the primary way to deliver whatever message you want to send to your audience. While text and images may still be present, they play a supporting role in the equation.
These differences can have a shockingly noticeable impact on user engagement. The main reason for this is video can often capture and hold attention more effectively than text. Viewers can quickly grasp the key message of a video, often in less time than it would take to read the same exact information.
Ultimately, your choice between a video landing page and a traditional landing page will depend on your specific goals, audience, and message. But there’s no denying that video landing pages are a powerful option for businesses looking to boost engagement and connect with their audience.
Types of Videos for Landing Pages
I. Explainer Videos
Explainer videos are designed to quickly and clearly explain a product, service, or concept. They are particularly effective for video landing pages because they can efficiently communicate complex information in an engaging and easy-to-understand way.
These videos typically focus on identifying a problem, presenting your offering as the solution, and highlighting the key benefits for the viewer. Think of using explainer videos to introduce new software, break down a complicated service, or clarify the value proposition of a unique product.
Image Source: Slack
II. Demonstration Videos
Demonstration videos give you a unique chance to showcase your product or service in action. Instead of just telling viewers about its features, you show them.
Use these types of landing page videos to highlight the practical applications and real-world value of your brand. Demonstration videos typically walk viewers through how to use a product, showcase its key features, or illustrate how it solves a specific problem or cluster of problems.
You can also use this opportunity to highlight how easy your product is to use, which is a surefire way to win people over.
Image Source: Airtable
III. Testimonial Videos
Testimonial videos are one of the best ways to use the power of social proof to build trust with your audience. These videos should feature real customers sharing their experiences with your brand in a way that is both convincing and relatable.
If someone is wondering if your product is worth their time, seeing and hearing reviews from satisfied customers can be incredibly persuasive. When you consider that 88% trust reviews over traditional advertising, it’s easy to see why this type of video landing page is so effective at driving conversions.
Image Source: Zoom
IV. Brand Story Videos
Brand story videos go beyond product features and focus on connecting with people on a more emotional level, which is more important than you might realize. We found that 68% of people have formed an emotional connection with a brand, and in most cases, this is done through storytelling.
These videos should communicate your company’s values, mission, and the story behind your brand. The main goal is to show the human side of your business and build rapport with people who may not be familiar with your company.
Brand story videos are effective for establishing brand identity, fostering customer loyalty, and differentiating yourself in a crowded market.
Image Source: Burt’s Bees
V. Welcome Videos
Welcome videos give you the chance to offer a personal touch and create a good first impression when someone lands on your site. These videos typically feature a team member, founder, or key representative personally introducing your company, product, or offer.
Your welcome video should be warm and friendly, so visitors want to stick around for a while. You could consider using welcome videos to greet visitors personally and guide them through the next steps on your landing page, or you can use them to onboard new subscribers.
Image Source: Asana
The Why: Benefits of Using Video Landing Pages
Now that we’ve defined what video landing pages are, let’s really get into why they are so powerful and why you should consider using them for your business.
There are quite a few advantages, so let’s look through each and talk a little more about them:
Increased Engagement and Attention
Capturing and holding people’s attention is harder than ever. People are bombarded with information constantly. Between email, social media, and ads, both online and in the real world, you have to really stick out if you want to convince your audience to stop for a second and check out your brand.
In our opinion, this is where video truly shines. Video is inherently more engaging than static text and images. It grabs attention quickly and keeps viewers hooked for longer.
Think about your own online behavior. Are you more likely to skim a wall of text or watch a short, compelling video?
For most people, video wins.
Video landing pages capitalize on this preference and naturally lead to higher time spent on page and lower bounce rates because people are actually watching your content instead of just quickly scanning and leaving. This increased engagement translates to a better customer experience and improved information retention – viewers are more likely to remember your message when it’s delivered through video.
Improved Conversion Rates
Ultimately, the goal of any landing page is to drive conversions. This is where video landing pages often outperform traditional text-based pages.
Video can explain complex products or services much faster and more effectively than written text. Imagine trying to describe a complicated software in writing versus showing it in action in a short video – the video will almost always be clearer and more impactful.
Videos are also great at quickly building trust and credibility. Seeing and hearing a real person is way more authentic and trustworthy than just reading text on a page. This is especially important for building confidence in potential customers.
These benefits mean that people are more likely to take action on your landing page, which translates to more conversions.
Enhanced Brand Messaging and Storytelling
One of the best benefits of video is it helps you bring your brand message to life. This is often done through storytelling.
A well-made video allows you to convey your brand personality, values, and unique value proposition in a much more engaging and memorable way. Video is great for sharing your story, talking about your company’s mission, and connecting with your audience on an emotional level.
This enhanced storytelling capability makes your brand communication more impactful and memorable, which is what you need to do if you want to stand out and connect with people who could benefit from your product or service.
Better SEO and Discoverability
Here’s something to consider: using video on your landing pages can even improve your search engine optimization (SEO). Landing pages with videos tend to rank higher in search results. Why? Because search engines like Google recognize that video often indicates higher quality and more engaging content.
For more context, video content is 50x more likely to make it to the front page of Google when compared to text-based pages.
And since videos take a little time to watch, you’ll improve dwell time, which is the amount of time visitors spend on your page. This signals to Google that your page is valuable and relevant and can have a direct impact on your ranking.
Mobile-Friendly and Accessible
When you consider that over 68% of the world has a mobile device, it makes sense that you’d want to make your content easy to view on phones and tablets.
Video is inherently mobile-friendly. It’s super easy for people to turn on their headphones and watch the video, no matter where they are, which makes this a great way to reach your audience.
It’s also worth mentioning that videos can help improve accessibility, which is super important, regardless of your industry. By incorporating video, you can make your landing page content easier for anyone to enjoy.
Competitive Advantage
Using video landing pages can actually give you a significant competitive advantage. While many businesses are still relying on standard, text-heavy landing pages, adopting video landing pages can immediately set you apart from these brands.
Video landing pages help you create a better user experience and communicate with your audience in a more dynamic and effective way, which is how you win people over.
In fact, this can be a key differentiator that attracts more attention, builds a stronger brand perception, and ultimately drives more traffic compared to competitors who are still using less interesting or outdated landing pages.
The How: Creating Effective Video Landing Pages
Now, let’s dive into the how and share practical steps you need to create video landing pages that deliver strong results for your brand.
Planning Your Video Landing Page
Before you even start filming or designing, solid planning is essential to your success. The reason why it’s so important, quite plainly, is that this initial planning phase will lay the foundation for everything you do next.
With that in mind, here’s our advice:
- Define Your Goal: First, ask yourself what you want your video landing page to achieve. Are you focused on lead generation, driving direct sales, encouraging webinar sign-ups, or something else? Having a clear, specific goal will guide all your decisions, from video content to landing page design.
- Identify Your Target Audience: Now, you need to figure out who you are trying to reach with this landing page. What are their pain points, motivations, and level of familiarity with your product or service? Understanding your target audience is so important for this process because it helps you design a page that resonates with their goals and pain points.
- Craft Your Core Message: What is the single most important thing you want viewers to take away from your video landing page? What is your key value proposition? Your core message should be concise, compelling, and clearly communicated through your video, headline, and supporting text.
- Choose the Right Type of Video: Based on your goal, target audience, and core message, select the most appropriate type of video for your landing page. Will an explainer video be most effective? Or a demonstration video? Or perhaps a testimonial or sales video? Refer back to the “Types of Videos” section so you can figure out what will work best for your situation.
Creating a Compelling Video
By now, you know the video itself is the centerpiece of your video landing page, so you have to get it right.
Let’s run through a few actionable tips that will help you create a clickable, eye-catching video.
I. Keep it Concise and Engaging
Attention spans online are limited, so it’s best to keep things short and sweet when you can. Aim for a video length that effectively delivers your message without losing viewer interest.
Image Source: Promo
Keep your video tightly focused on your core message, maintain a fast pace, and incorporate visually engaging elements throughout to hold attention from start to finish. Every second of your video should contribute to your overall goal and encourage viewers to get invested in what you’re showing.
II. Start with a Strong Hook
You have a very short window – just the first few seconds – to capture a viewer’s attention. Make those initial moments count by starting with a strong hook that immediately piques their curiosity and compels them to watch further. This could be a thought-provoking question, a surprising statistic or fact, a visually captivating opening scene, or a compelling teaser of the value they’ll gain by watching.
III. Focus on Benefits, Not Just Features
Viewers are primarily interested in understanding how your product or service will directly benefit them. Shift your video’s focus from simply listing features to clearly articulating the tangible benefits and positive outcomes for the viewer. Then, explain how your offering solves their problems, meets their needs, or improves their lives in a meaningful way. Highlight the value they will receive if they follow your advice.
IV. Maintain High Production Quality
While you don’t need a massive budget or Hollywood-level production, ensure your video maintains a professional level of visual and audio quality. Clear visuals, crisp and well-recorded voice-overs, and professional editing are essential for conveying credibility and building trust with your audience. Poor production quality can be distracting and detract from your message, potentially undermining the effectiveness of your landing page.
V. Include a Clear Call-to-Action in the Video
Don’t make viewers guess what you want them to do next. Integrate clear calls-to-action directly within your video, not just at the end. Use both verbal cues (e.g., “Click the button below,” “Visit our website now”) and visual prompts (e.g., on-screen text, animated arrows) to guide viewers toward your desired action. Make it obvious and super easy for them to move forward, and you can bet that more people will take action.
Designing Your Landing Page Around the Video
You could create the best video in the world; it won’t matter much if the page around it isn’t interesting or doesn’t align with what’s being said in the video.
Your headline should line up with the content in your video, instantly grabbing attention and communicating your core message within seconds. Keep it concise, benefit-driven, and optimized for relevant keywords to improve search engine visibility.
Supporting text should be used sparingly and strategically. Avoid lengthy paragraphs that compete with your video for attention. Instead, use short, punchy sentences and bullet points to reinforce key takeaways from the video, highlight crucial benefits, and provide any essential details viewers need before converting.
Like most landing pages, your Call-to-Action (CTA) button should be a focal point of your landing page design. Make it visually prominent with contrasting colors and sufficient size. Use action-oriented language in your button text that clearly tells visitors what to do and emphasizes the value they’ll receive by clicking.
We also can’t stress the importance of a clean, professional, and uncluttered design. You’ll want to minimize any elements that could potentially distract visitors from your primary goal: watching the video and converting.
This typically means removing or significantly minimizing website navigation menus, social media icons and feeds, and any other extraneous content or links that are not directly contributing to the landing page’s conversion objective. Keep the focus laser-sharp.
Optimizing and Testing Your Video Landing Page
The last section we will share is how to improve your video landing page over time through testing and other optimization strategies.
- A/B Test Your Landing Page: You should experiment with different aspects of your landing page to identify what performs best. A/B test variations of your video (length, thumbnail, calls-to-action within the video), as well as different landing page elements like headline copy, CTA button text, layout arrangements, and color schemes.
- Track Key Metrics: Always monitor key performance indicators (KPIs) to understand how your video landing page is performing. Track conversion rates, bounce rates, video engagement metrics (like watch time and completion rate), and any other metrics relevant to your specific goals so you can identify trends and make meaningful improvements to your products and landing page.
- Gather Feedback: Analytics tell you what is happening on your landing page, but gathering user feedback can tell you why. Actively seek out qualitative feedback to understand the user experience on a deeper level. This could involve methods like user testing with real people from your target audience, sending out surveys asking for feedback on specific aspects of the landing page and video, or even directly soliciting comments and questions through feedback forms or chat features on the page itself. This can help you uncover usability issues, points of confusion, or areas where your messaging isn’t resonating as intended – insights that raw numbers alone might miss.
- Iterate and Refine Based on Data: The data you collect through testing and analytics should help you maximize conversions by gradually refining your page. Analyze your results, identify what’s working effectively and what’s underperforming, and make data-driven adjustments to both your video and landing page design. Embrace a continuous cycle of testing, analyzing, and refining, and you can expect to see better results over time.
Final Thoughts
Video landing pages represent a powerful and necessary evolution in digital marketing, and we think it will only become more important from here on out. By taking the time to understand the “what,” “why,” and “how” of video landing pages, as we’ve explored in this guide, you equip yourself with the knowledge you need to build a foundation for a strong, effective landing page.
Remember, getting started doesn’t have to be overwhelming. We suggest beginning by planning and creating just one impactful video landing page for your site and tracking your performance. Over time, you’ll be able to start experimenting with different video types and testing the results, but for now, the key is to start, learn, and iterate.
Author Bio
Syed Balkhi is the founder of WPBeginner, the largest free WordPress resource site. With over 10 years of experience, he’s the leading WordPress expert in the industry. You can learn more about Syed and his portfolio of companies by following him on his social media networks.
