Your homepage is a precious space, so treat it like one! Follow these best practices for what not to do with your homepage video and avoid some big faux paws.
Setting yourself up for failure — who wants to do that? Not me! Goals can change, but they should always be targeted. Don’t assume that creating a homepage video will solve all of your company’s problems in one fell swoop.
Figure out what you want to achieve with your homepage video, and then make that goal specific. For example, with a homepage video, one simple measure of success could be engagement. You want to ensure that your audience finds your video useful, or at the very least interesting, and a high engagement rate suggests just that. You can use what you learned from this video to create even more engaging videos for the rest of your site, so keep applying those learnings.
Remember, your homepage video is just one key component of your overall video strategy, so don’t expect that it will take your viewer from the top of the funnel all the way down to the bottom. Keep your expectations in check, and set yourself up for success!
You might be tempted to squeeze in every last piece of information you can into your homepage video, but I urge you to reign it in. Don’t get too detailed, your homepage video is not the time or the place. For most homepage videos, we’d recommend keeping the length to 2 minutes or under. This type of content should provide a quick overview of your product for top-of-funnel customers.
And for a homepage video, that’s OK! In fact, it’s this level of simplicity helps keep the focus on the most compelling aspect of summer camp — the kids. Parents are clearly the target audience here, and showing them how their kids might grow and develop after attending Steve & Kate’s Camp is far more effective than simply listing out every activity a child would have access to.
Don’t bore or overwhelm your viewers with too much all at once — if your viewers need that level of granular information, there are other places on your site where they can get it. And if you’re in the SaaS space, videos that educate viewers about your product more deeply, like webinars, explainer videos, or other long-form content, are all valuable, just not necessarily on your homepage.
“Don’t bore or overwhelm your viewers with too much all at once — if your viewers need that level of granular information, there are other places on your site where they can get it.”
We’ve also found that it’s best to avoid pushy calls to action within the video itself. After all, asking someone to buy immediately after just saying “Hello!” can be a bit of a turnoff. At most, you want to pique interest, develop brand awareness, and provide some of the key must-knows about your product or service — keep it subtle!
Just because you’re using a super effective video on your homepage doesn’t mean you should leave all your copy on the cutting room floor. To ensure strong performance from an SEO perspective, you’ll need both text and video on your page.
As a general principle, you should always try to use persuasive copy to get people clicking. Not every single person who visits your website will watch your homepage video, so the accompanying text on the page needs to also get your message across. If your product or service has a free plan, use the word “Free” to grab attention, but just make sure you keep your viewer’s expectations realistic (so you don’t set them up for disappointment later on).
Leadpages, a landing page creation tool, understands the importance of balance. They do a great job of incorporating both effective, clear copy, and a simple, “Watch it Work” CTA that clicks through to a video. When you first land on the page, you aren’t immediately hit in the face with video. In this case, it’s clear that Leadpages wanted their viewers to take the message home that they are “more than a landing page builder.” If that sounds like something you’re interested in, you might click on the button to watch the video and learn more — it’s subtle, but it works!