You have probably heard that video is how to differentiate your website and establish a brand, but have you thought about where and how to use it? The beauty of using video on your website is that it is incredibly flexible and customizable. There are few rules. Unlike television, you do not have to fit your video into a certain block of time, so it is an enticing medium to express yourself and tell your business story.

If you are looking for some ideas on how to incorporate video into your website, consider trying one or more of the approaches below.

1. Use it as a personal introduction

The Internet is notoriously impersonal. Showing your face to the world and introducing yourself and what you do can be a powerful way to humanize your online presence. When an online visitor sees your face, he or she will make subconscious assessments that help to determine whether you are trustworthy and authentic. A video, such as this one we made for Kim Chenier, can help your prospective clients and customers learn to trust you and believe in you more effectively and quickly than written word ever could.

2. Highlight and demonstrate products and services

A video that shows how a product looks or works will help bring that item to life, like this Dirt Devil commercial that hit the airwaves in November 2013. Video demonstrations help your website overcome the inherent disadvantage that comes with selling products on the Internet—the fact that a buyer cannot put his or her hands on a product. The two most popular approaches to showcasing products are to film a live demonstration or provide a 360° view. Live demonstrations tend to be the most effective approach because the viewer learns how to use the product.

3. Give a tour of your business

Before the Internet changed the game, people often personally visited a company’s office or plant before deciding to do business. In a global economy dominated by the Internet, that is not always practical. A video tour can help build trust and interest in what you do and can even be more effective than an in-person tour because the video controls what the viewer sees. For example, watch this tour of the Fairville Inn. After watching that, surely you are ready to make a reservation! When somebody watches a video tour, it helps your prospective customers see that you are legitimate, professional and worthy of patronizing.

4. How-to

One of the secrets to success on the Internet is positioning yourself as an authority and a resource. Creating a video that shows how to do something related to your business or area of expertise provides indisputable evidence that you know what you are doing and, furthermore, that you want to help others learn. Although you might think that they could deter people from buying, how-to videos build trust, which leads to more conversions.

5. Testimonials

Testimonials have long been one of the most effective marketing techniques; popularity of this approach began with the advent of radio and continues today. The most authentic testimonials come from real-life customers; however, it is also possible to pay actors or celebrities to endorse your products or services. When delivered correctly, a testimonial can be a powerful way to authenticate your brand and prove your legitimacy as a business.

6. Promote your portfolio

A short video that highlights your best work can be more compelling and interesting than a static portfolio. Video is a superior way to share your work because it can emulate the way your eyes take in information, which is something a photograph or static page could never do. Another advantage of a video portfolio is that it can have a soundtrack and some of the elements listed above, which will make it more compelling and engaging. For an idea of what this could look like, please see our reel.

7. Commercial

People are used to commercials, so having one on your website actually helps confirm your legitimacy and provides information about your business in a format that customers understand and subconsciously expect. Television commercials run from 15 to 60 seconds, but on the Internet you can make commercials any length, though two minutes or less is preferable.

8. As part of a fundraising initiative

If you are raising money on a crowdsourcing site such as Indiegogo or Kickstarter, or conducting a fundraiser for charity, a video is an invaluable tool to help get the word out. The most effective videos for fundraising are catchy and highly entertaining, while communicating the benefits the viewer will gain from giving money to your cause. To make a big impact, it is a good idea to have a professionally produced video or two on your website as well as your fundraising page.

JLB Media is highly skilled in the art and science of creating compelling video for your website. We have a video production team in Los Angeles and are able to mobilize nationwide, ready to assist you with your video production needs. If any of the above ideas seem like they would work for your website, please reach out to us with your questions or ideas. We look forward to helping you optimize your site with compelling video content.