So stick a video up on your home page and you will shoot up the Google ladder, Right? Well not quite but it does help. Statistics show that having a video on your home page is one of the contributing factors that help you better your Google ranking. However for many companies and their websites, not much thought goes into the content that the video is made up of and this can have the reverse effect on visitors as they turn off and delve no deeper into your site. A lot of thought and debate went into the message and content of our latest home page video. This is why and how.
Studies have shown that videos are over 50 times more likely to appear on the first page of search results as part of the blended results. This means that having a video on your website is an important piece of the Google Ranking jigsaw puzzle. But it’s important for the right message to be told as visitors who land on your site, whether directly or indirectly through search results, don’t want to see a video of talking dog if you are selling architectural services!
When we began working on our own home page video it was important to understand how traffic was moving through our site. We took a good look at our Google Analytics and it became apparent that a lot of visitors to our home page simply ‘bounced’ (left our site without any further interaction) after viewing only this page. On first glance, we would be forgiven to think that this was because they knew the site was not going to fulfill their requirements. But when we studied it a bit closer we realised that it was because we were not encouraging them to delve deeper to find the answer to the reason why they visited in the first place.
Our first step in rectifying this had nothing to do with the video itself. We actually tweaked some wording on our home page asking visitors, and potential clients, what was their reason for visiting our site. However this then formed the foundation of our new video as we stepped outside what we know and into the mindset of someone who may have landed on our site and is not sure if they have arrived to the right place for the answer to their problem.
“We made a conscious effort not to bombard the video with our work, that’s’ what our portfolio is for. Instead we wanted to evoke a thought process in everyone who views it and for it [the video] to answer their reason for visiting our website” says Nicholas Polley our MD.
“If someone visits our site directly by typing into their address bar our website address, then it is highly likely they know the reason for their visit, whether that is to Browse, Learn or Buy. But what about the ones who have found us through a search engine result and are not sure if we can help. This is what we asked ourselves and this is what helped us structure the video message and content” NP
There are of course a few key messages about our business we have to get across in the video, such as how long we have been in business and the fact that we have six integrated departments. But it needed to be snappy as the digital age has melted our capacity to stay concentrated for any period of time over 15 characters! (Thanks Twitter!)
So the meat of the video was produced around the following skeleton points which were carefully thought out through brain storming and getting into the mind of our visitors and potential clients.
> Why Have You Visited?
> Could We Have The Solution?
> Snappy Overview of the Business
> Who Uses Us?
> What Are Your Challenges?
> This is How We Can Help
Whilst the design of the video may be very simple the message is far more important. Once we had that right, the creation of the video was easy!
Have a look and let us know what you think? Do you have a video or videos on your site?