Why You Should Use Video on Websites

The takeaway is clear: A piece of text, no matter how good, can’t compete with a well-made video.

Zight | April 27, 2023 | 5 min read time

Why You Should Use Video on Websites

There are many ways to present and distribute information. Think of all the forms of informational content we ingest on a daily basis, from text to images, videos, audio, and more. But the most engaging form has proven time and time again to be video. This can be applied to presenting current and prospective customers with engaging informational content by adding video on websites.

Michael Crichton’s 1990 novel Jurassic Park was a bestseller, a high point for a writer whose career was already a runaway success. But that book’s sales figures were dwarfed three years later with the release of Stephen Spielberg’s cinematic interpretation of the dinosaurs-come-back tale. The movie version smashed box office records. In the view of one Variety writer, changed the shape of blockbusters for years to follow.

The takeaway is clear: A piece of text, no matter how good, can’t compete with a well-made video.

What video can do for your website

If there’s something that can be conveyed through text on your website, ask yourself if it could also be delivered through video. If you feel some reluctance to do so, it might be because you’re thinking of how difficult it used to be to make videos for your website. With the video recording tools available today, it’s about as easy to make a video as it is to create a written copy.

Many people prefer video to text, a preference that has to do with the way the human brain is wired. Seeing a person in front of you and explaining how something works, or how to solve a problem, is the way humans have gained new information for millennia. Now, we’re just more likely to see that person on a screen rather than sharing our physical space.

Those pre-teens who were awed by Spielberg’s T-Rex? They’re now in their 40s, many are driving the decision-making at their companies. They might just prefer video over any other form of information delivery. If you aren’t providing them with that option, then you’re not meeting their wants – and you’re ceding a competitive advantage.

Use video on your website to share the breadth of your knowledge base, including tutorials, product demonstrations, and anything your business wishes to communicate.

Having a robust deployment of videos will give you a big SEO boost. This is because users will stay on your website for longer as they watch those videos. That translates to far greater “dwell time,” and will drive your site up the list in search results.

How to make engaging videos for websites

So now you understand that you should definitely consider adding or increasing the use of video for your website. If you do it right, viewers will end the experience with not just the information they were looking for, but also a feeling that they have a more positive connection to your brand. Here are a few best practices for async videos.

We’ve all been on video meetings and conferences for years now. There is no excusing rookie mistakes. Keep a clear and clean background, dress professionally, position the camera at or above eye level, and have your face set to friendly, not “resting grumpy,” before you hit the “record” button.

Know what information you’re going to cover but don’t write out every word. Think of it like a call with a client who has an issue – you’re the calm, confident content expert leading them past their problem. An expert doesn’t need a script, right? But it might be a good idea to prepare a series of sticky notes along your monitor to keep you on track.

Don’t think of yourself as talking to the camera. You’re talking through the camera to all of the real humans on the other side. Smile at them, and speak using hand gestures and facial expressions, as you would when talking with a friend.

When it’s done right, your videos can be a welcome break in someone’s day that might otherwise be full of emails, text, and messaging apps. Whether it’s B2B marketing, product walkthroughs, or in-house communications, not only will the viewer get the information that they were seeking, they’ll come away with a stronger personal connection with your brand.

Zight (formerly CloudApp) makes it easy

If video is a must for people seeking information, it also has to be a must for the people sharing that information. That’s why Zight is designed so that anyone can use it. The simple, intuitive user interface makes recording, saving, and sharing a breeze. Just drag and drop to share files, add annotation as needed, and it’s cloud-based.

It’s so easy, in fact, that users realize that a pre-recorded video can take the place of a conference call or virtual meeting, which are so prone to pitfalls and sidetracks.

A quick, personalized webcam video can be just as easy as an email follow-up with a client or co-worker but has a much more human feel.

The right videos in the right places on your website can drive your sales, marketing, and communications strategies. They can also help clients, solve their problems without needing to contact your support department.

Zight can fit right in with the rest of your business operations. It integrates with workspace applications such as Slack, Trello, Jira, and many other workspace applications.

With Zight, you can populate your website with videos that clearly and effectively communicate with your customers. In doing so, you’ll prove to them that your business is creative and willing to go the extra mile to meet their needs.

Get started with Zight

Ready to learn more? A member of our demo team would be happy to give you a full tour. See how Zight can help you make videos more easily and effectively than ever before. We make work easier by making communication visual.

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