Who this is for
This article is for teams diagnosing growth or process issues before selecting scope.
Key takeaways
- A short process explainer: what happens after someone signs, step by step.
- A product or configurator walkthrough, where text needs three paragraphs and video needs forty seconds.
- A site or workshop tour, which is the cheapest proof of capability for physical services.
Most company videos are made for the brand and watched by nobody. The ones that earn their cost answer a question the visitor already had, at the moment they had it. That is a placement decision as much as a production one.
Videos That Reliably Do Work
- A short process explainer: what happens after someone signs, step by step.
- A product or configurator walkthrough, where text needs three paragraphs and video needs forty seconds.
- A site or workshop tour, which is the cheapest proof of capability for physical services.
- A customer speaking plainly about the problem they had, not about how great you are.
Videos That Usually Do Not
- Drone footage over the office with music and no words.
- A three-minute company history above the fold.
- Anything that requires sound to be understood, on a page people open at work.
If the video only makes sense with the volume up, treat it as decoration and design the page to work without it.
Placement Beats Production Value
A modest video in the right place outperforms an expensive one on the homepage. Put the process explainer next to the pricing question, the walkthrough next to the feature it explains, the testimonial next to the form.
How to Publish It Without Wrecking Speed
Video is the fastest way to ruin the numbers you paid to improve. The rules are simple and non-negotiable.
- 1Never autoplay with sound, and never make video the largest element loaded first.
- 2Use a poster image so the layout is stable before the file arrives.
- 3Lazy-load anything below the fold and serve a compressed web format.
- 4Add captions, because a large share of viewers will never enable sound.
- 5Keep a text version of the same content on the page for search engines.
What to Measure
Watch time alone proves nothing. Compare inquiry rate on pages with and without the video, and check whether the questions arriving in the inbox got simpler. That is the real signal that the video did the explaining.
Thinking about video but unsure what to shoot? We will help you pick the two that answer your most repeated sales questions.