THE TOP 5 VIDEOS EVERY BUSINESS NEEDS ON THEIR WEBSITE

Photo by Vitaly Gariev on Unsplash

These days, every business needs video content on its website. Videos are no longer just flashy ads designed to attract customers for a special promotion or holiday sale. Videos are the way we communicate, connect, and build trust with our customers.

If your website isn't displaying the 5 videos mentioned in this article, you're missing out on some massive sales opportunities. These videos are designed to connect with your potential customers as efficiently and effectively as possible.

In this article, we'll discuss the top 5 videos every business needs on its website. From a brand story video to behind-the-scenes content, each video we mention serves as a visual sales tool designed to strengthen your connection with clients, build trust, and increase sales.

1.) The Brand Story video

Also called the "About us" video

A brand story video is the most efficient way to connect with your target customer. The moment a potential client visits your website, it should be the first thing they see. By simply pressing play, your customers will learn more about your business, your services, and your team. This video will spare them the headache of scrolling and reading as they try to determine if your business is the right fit for them, and do it in the span of 2 minutes.

The most important element of the brand story video is your declaration of WHY you do what you do. Or as Simon Sinek once said, "People don't buy what you do. They buy why you do it."

When you're making a brand story video, don't just regurgitate the financial facts, review metrics, and sales-pitch mantras everyone has heard before.

"We are the leading experts in our field."

"We'll save you a ton of money."

"We believe the customer is always right."

"If you can find a better offer, we'll match it."

"We have 400 five-star reviews on Google."

Those phrases either sound cliché or desperate, and sometimes it's both.

Instead, add your personal touch to your business's story. Explain WHY you started the company in the first place. Talk about the problem you stumbled upon and WHY you decided to offer the solution for anyone else experiencing the same problem. If it's a family-owned business, talk about your family history and how the business has survived the most challenging events over the span of multiple generations. Explain WHY you do what you do by simply being authentic and genuine. Customers love a good story. Your brand story video is the perfect time to tell it.

2.) Customer Testimonials

Having 400 five-star reviews on Google is great, but what if your customers didn't have to read all of them? What if they could just click on a video and watch your satisfied customers share their amazing experiences in their own words? It has often been said that word-of-mouth is the best marketing, and oddly enough, we kind of agree with that statement. Testimonial videos are the ultimate way to build trust with a potential customer. The more positive things your past customers say about you on camera, the more likely a potential customer is going to choose you over your competition.

A testimonial video should not be long or visually complex. However, we do recommend hiring a professional video production company - if you don't have an in-house marketing team - to capture the testimonials for your business. After all, you want the finished product to look professional and be heard with crystal-clear sound quality. Trying to record a customer's praises on your cell phone, all while cars speed by, planes fly over, and dogs bark in the background, isn't going to capture the magic you need to build trust.

Spare yourself the headache and do it right the first time. No past customer wants to give their long-winded review twice. Please hire professionals to capture their on-camera interview.

And if you're looking for the best candidates to offer a testimonial, here's what we recommend...

Go through your past clients and pluck out your favorite success stories. The more impactful your services were for a past client, the better their testimonial will be. Be sure to get them on camera as soon as possible.

3.) Product and Service Explainer videos

There's an old saying in the film industry...

SHOW. DON'T TELL.

People believe what they see. Product and service explainer videos show your customers exactly how your product or service works, and ultimately, how it's going to solve their problem. Rather than rambling on and on about all the details surrounding your product or service, your customers should be able to click play and see it in action for themselves.

To put it bluntly, your product and service explainer videos are THE BEST SALES TOOL you can showcase on your website. These videos remove every ounce of uncertainty by showing your company in action.

Because these visual sales tools are so important, we highly recommend hiring a professional video production company to capture the footage and assemble them. The last thing you want is a lackluster explainer video. You want to WOW your potential customers and make them say, "This is exactly what I've been searching for."

The other reason you should hire a professional video production company to create these videos is because of the immense amount of information you need to cram into a 2-minute window (nobody wants to watch a 20-minute presentation on your website). If your services are multifaceted, you want to convey the key details as cleanly and concisely as possible. If your product solves a specific problem, you're going to want to show that problem being solved in a variety of scenarios, and talk about the key features that will blow people's minds.

Best of all, these videos are created specifically for your sales team. Great product and service videos are known to attract leads consistently. Once your potential customers see your product or service in action, they'll be calling you to make a purchase.

4.) FAQ videos

Also known as "Extra Info" videos

What may be obvious to you won't be obvious to your potential customers. That's why FAQ videos are so important. They clear up any unanswered questions your customers may have after watching your product or service explainer video.

"How much does it cost?"

"How long will it take?"

"What discounts do you offer?"

"How far in advance should I schedule my appointment?"

"Is your product environmentally friendly?"

Your sales team gets these types of calls all the time. Rather than wasting precious phone time answering the same thing over and over again, wouldn't you rather have customers calling you to ask, "How can I make a purchase?"

Your FAQ videos remove the monotonous nature of having to answer the same thing over and over again. These videos cut the fat off the sales process by cutting straight to the good part... The actual sale!

These videos save you time, build trust, and are proven to increase revenue.

5.) Behind-the-scenes videos

Also called "Culture Videos"

Circling back to our brand story video, behind-the-scenes content heightens the emotional connection between the business and the customer. Rather than talking about what a great company you are, you can show them what it's like to work with your team on a daily basis.

These videos are ideal for home contractors and service industry businesses. It takes incredible teams to make drastic home repairs, fix bad plumbing, redo outdated electrical work, and landscape a massive yard. When the individual charismatic personalities of your team leap off the screen and into the hearts of your potential customers, you're showing them you're more than just a business...

You're a group of hard-working, everyday people too.

Behind-the-scenes videos give an honest depiction of how you work, the day-to-day processes that keep your business running, and allow your customers to see your team as vibrant individuals. These videos offer a much-needed human touch in a fast-paced digital world.

Great behind-the-scenes content is one of the most effective ways to build trust and credibility for your business.

BONUS VIDEO: STAFF INTERVIEWS

Wait... There's more!?

That's the great thing about video production. There's always more content you can create for your business.

Once you've created the 5 videos mentioned in this article, we highly recommend capturing staff interviews for your website. These are a highly effective alternative to the text-based staff bios on your "About Us" page. Your customers will be able to click play on one of your staff videos and get to know the members of your team on a more personal level, helping build stronger trust with your business. Staff interview videos are captured the same way we capture customer testimonial videos. The only key difference is these videos require far less travel. The interviews for your staff videos can usually be captured in your office in a single day (this applies to teams up to 20 people).

Staff interviews are a great way for your customers to connect with the people who make your business a success.

LET'S BEEF UP YOUR WEBSITE WITH VIDEO CONTENT

We'll help you create the top 5 videos every business needs

If your website isn't displaying these 5 essential videos (and our bonus video), you could be missing out on some major sales opportunities. Rather than watch your potential customers head over to your competitors, watch your sales increase with these 5 videos designed to build trust and form lasting client relationships.

The more your customers trust you, the more they're willing to work with you over and over again. At 4Everscope Media, we help businesses and organizations turn their knowledge, expertise, and stories into strategic video content that answers customer questions, builds credibility, and drives growth.

From business video production and customer testimonials to content strategy, internal training videos, promotional content, and visual storytelling, our goal is always the same:

Create content with a purpose.

Let's work together to showcase YOUR PURPOSE, YOUR SKILLS, and YOUR EXPERTISE on your website by creating some amazing video content your customers will trust now and forever.

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