How to Use Videos on Your Small Business Website
Look at almost any industry today and you’ll see businesses using video to connect with their customers.
Video has become one of the most powerful tools for a small business website. A simple clip can explain what you do and build trust in a way plain text just can’t.
But it’s not as easy as slapping any old video on your homepage. A poor-quality video can actually hurt your credibility and push people away. So let’s look at how to do it properly.
Why video works so well
People watch far more video than they used to, and they tend to spend longer on pages that have one.
Video lets you show the real people behind your business, which creates a connection you can’t get from words alone. It also helps visitors quickly understand what you offer, whether that’s showing off a key feature or making a tricky idea simple.
Where videos work best
Your homepage is the first place to think about. A short 60 to 90 second video introducing your business and what you do works brilliantly here.
Product and service pages are next. Use video to show how something works, or why your service is the right choice.
And don’t forget testimonials. A video of a happy customer is far more convincing than the same words written down. Seeing a real person say it makes all the difference.
Great videos on a budget
You don’t need fancy gear to make good videos.
Modern smartphones have excellent cameras. Pair yours with good lighting, whether that’s natural light from a window or an affordable LED light, and you’re most of the way there.
Your phone can record sound, but a lapel microphone (around £50 to £100) that clips on and connects by cable or Bluetooth will sound much better.
One tip on scripting: work from a bullet point list rather than reading a full script word for word. It keeps you sounding natural instead of wooden.
Mistakes to avoid
A few common slip-ups can undo all your good work.
The big one is autoplay. A video that blasts out sound the moment someone lands on your site is annoying, and it sends people running. Let visitors choose to press play.
Watch your quality too. Videos don’t need to be Hollywood-polished, but poor lighting, bad audio, and shaky footage will damage your credibility.
And keep them short. Aim for under two minutes, with 60 to 90 seconds being the sweet spot. Attention spans are shorter than you’d think.
Check what’s actually working
Once your videos are live, keep an eye on a couple of things.
Watch time tells you how long people actually stick around for. And more importantly, are your videos leading to action? Are people filling in your contact form or making a purchase after watching?
If you want to improve over time, try testing different scripts, thumbnails, lengths, or placements to see what performs best.
Want help getting video onto your site?
Adding video to a website the right way can be a bit fiddly, and it’s easy to get the technical side wrong. If you’d like a hand, take a look at our website design service or grab a free website review and we’ll point you in the right direction.
