subject: Why You Absolutely Must Have Video On Your Website [print this page] Why You Absolutely Must Have Video On Your Website
Just about everyone realizes that the Internet is becoming video driven. But unfortunately, most people over the age of 20 don't realize just how much so. More and more people are becoming spoiled (for lack of a better term) by video. In other words they literally demand it.
Major search engines have made a remarkable discovery - the bounce back rate (the rate at which people enter a site and then immediately hit the BACK button and leave without doing anything) for any given site is pretty high. Nearly 90%. That means 9 out of 10 people leave your site immediately. Why? Mostly because they don't see what they were looking for right away and go back to the search page that referred you. Only 1 in 10 stay. Now here is what Google and other search engines discovered - that rate drops to 60% when there is a video on your home page. That means 4 out of 10 people stay if a video plays when they arrive. FOUR times as many people stick around.
You don't need a marketing degree to figure out that if four times as many people stay on your site that means four times as many people are getting your message. That is a huge increase. Wouldn't you like to increase your revenues 400%? I know I would!
It is the Youtube multimedia age. People want to be entertained and educated at the same time. I call it "edutainment". They want to find out about what you do quickly and in a fun way. That way is video, a quality video that informs and entertains your web audience.
But be forewarned. Just any video will not do. Today's web audience is savvy and has high standards. If your video isn't professional and looks like you threw it together, that will have the reverse effect and actually push potential clients and customers away. So put the Flip camera down, that isn't going to save you. Nor is the wedding videographer that did your daughter's wedding. Get something professional!
Take a look at what your competitors are doing. If they're not using video all the better! You can be the first. But look around the web and see what other companies are doing to promote themselves with video. Take note at your own reaction when you see something that makes you pay attention, and when it makes you shake your head and go "That's just lame!" Trust me, you will see plenty of both.
Quality video production has never been more affordable as it is now. Technology has lowered the costs of cameras and equipment for video professionals and that is reflected in price of production. If you want to stay competitive online you simply must have an engaging video about what you do. In fact, it will most likely increase your sales. In 10 years of doing online video work, every single client I have ever had says their video paid for itself many times in the business it generated them.
It is the video age. Accept it. And use it to your advantage.
Jim Ross
Cinematographer
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