In the rush to get a new responsive website that’ll run on phones & tablets, as well as laptops & desktops, video is often overlooked or neglected.
And web developers don’t especially encourage you to think too hard about how video will be deployed on your new responsive site.
So in the light of this world-sweeping dash for a responsive website, here are 7 questions to ask yourself about how video will be deployed on your new site.
1 – Is your objective to have a website which will ultimately become geared to video delivery?
If you follow the Steve Jobs thought model, you’ll be spending some time imagining and reflecting on how websites are going to look in 2-5 years.
And more importantly, what customers in 2 years will expect, and how they’ll want to use your company website.
So ask yourself: “In 2 years my site will be – “
> “Mostly geared to picture & text delivery, with video as a nice occasional add-on.”
> “Definitely focussed on video delivery as the prime communication route, with text & pictures as backup for those who wish to read, or don’t have their audio speakers switched on.”
Perhaps you lie somewhere in the middle.
In any event, web redesign needs to take into account the bigger picture of what your corporate clients will expect in 2 years.
This is how Steve Jobs made his fortune for Apple. He thought ahead.
Perhaps we can all learn from this great technology leader’s approach.
2 – Do you have enough space to put videos
Many business websites struggle to find the screen real estate to put their videos. Fact.
Will the new web redesign make this easier or more difficult?
Posting new video should be the easiest thing to do – as easy as posting a new blog.
You should be able to create the space for your as-yet-unmade videos with ease
– without html code or technical barriers.
3 – Can you put videos easily at the top of the page
Since the top of the page is where the most people look the most often, it makes sense to have your sales video message – your best pitch – right there where customers can see it immediately.
Your new website should have a facility on every page for easy video insertion at the top, where it can win the most business, or generate the most enquiries.
4 – Does video get the prominence it deserves for all the time, effort and budget you put into their production.
Developing further this theme about video and space and prominence
– you already know that producing a video takes a fair amount of effort and cost, not to mention valuable time.
With this amount of resource sucked into every video project, it makes sense to give it the prominence it deserves.
Yet another reason for planning video into web redesign.
5 – Do you have short versions of your videos, or deploy multiple videos
With the trend for marketers to produce short blockbuster versions of their longer videos
– it’s easy to see how video will proliferate.
This might be that you produce 2 videos from each single production.
Or perhaps 2 or 3 vertical market versions of a single “generic” production.
You might also have Help pages with video tutorials or video Q&A, or case studies.
Either way it’s easy to see how B2B video is proliferating
– and any new web redesign needs to consider this closely.
6 – Can you easily put a video anywhere in your website, complete with an eye-catching banner
We looked at the idea of of being able to put a video anywhere on your website, on demand.
But what about the banner?
Does your web site redesign make it easy to include a banner with your video.
To see examples of what I mean by banners, take a look at the marketing videos on this page, which all have invitational banners.
Ensure your new web redesign caters for video banners.
7 – Have you got a reliable streaming service whose code fits nicely into your new website
To post a video on a page, you have to link it to the server where the video is held
ie, link to youtube, vimeo, wistia or any reputable streaming provider.
This often means copying a small snippet of code that the video server generates for you to insert onto your website.
Then magically, the video runs as it should on the page, complete with banner.
The take-home is that when you get your new responsive website, it should be easy to copy the video server code into your CMS or however else you update your new site.
In any event, you need a site where you can post video on-demand without specialist help.
And the same video streaming service should be compatible with facebook and all your social media outlets.
Overall, think about what customers will expect from your site in 2 years.
Do you think you’ll have more videos to show?
Will you have the space and prominence for your additional videos?
And is it easy to post them, complete with a video banner?
All of these points need factoring in when you redesign your website for video.