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Practice Management > Marketing and Communications > Social Media

Video: Is Your Site Missing Something?

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When it comes to website landing pages, the purpose is to capture your visitors’ attention and incentivize them to want to learn more by entering their contact information, making a purchase or simply driving them to a different part of your website. With video being the hot commodity in marketing right now, it’s no surprise that more and more organizations are choosing to optimize their landing pages with video. Moreover, adding video to your landing pages will improve opt-ins and click-throughs by up to 70 percent.

So how exactly to make use of video? Let’s breakdown the details and discuss how to optimize your landing pages through the use of this compelling medium.

If you’ve ever written, created, recorded or edited a video, you know how difficult and tedious it can be. Writing a compelling and engaging script that will entice your audience to continue watching is a complex creative task. Fortunately, there are several things you can keep in mind to ease the stress of producing a video.

  • Keep it short. You have approximately seven to 15 seconds to explain to your audience what your video is about. Think of it like you would the topic sentence of an article or story.
  • Explain the benefits of opting in and how it will be of value.
  • Have a clear call to action. Tell your audience what to do!
  • Be yourself. The last thing your audience wants to hear is some monotonous voice trying to sell them something. Be charismatic and engaging.
  • Give thanks. Always end your video by showing your audience your appreciation of their time and attention.

When it comes to recording the video, it’s important to realize that the imagery of your video is just as important as the message. The background, your clothing and even your hair need to match your message.

  • Don’t make the background distracting. Your background should match your message, so if you’re trying to promote your business, don’t record your video in your bedroom or a random setting.
  • Dress professionally.
  • Speak clearly and look directly into the camera. The audience members should feel as if you are speaking directly to them.

The final steps in optimizing your landing page with video are to upload your video to YouTube, embed it on your landing page and add content. Keep your most important content above the fold. Exclude additional links or other items that will distract visitors from the purpose of the landing page. Don’t stray from the purpose of the video and the landing page: to convert visitors to potential leads.

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Amy McIlwain is a professional speaker on social media and president of Financial Social Media, an online marketing firm specializing in the financial industry. She can be reached through her website at and on Facebook, LinkedIn, and Twitter.