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The internet is saturated with marketing statistics trying to prove just about anything.

But we’d like to set aside web stats and talk from direct experience.

What have we learned working across different industry sectors for 25 years?

Web Video Is A Powerful Conversion Tool

The two key metrics which tell us that web video converts leads into customers are reorders and referrals from clients.

Like most businesses, we rely on our website and the videos on it to bring in new clients.

Out of every ten clients who buy a video service from us, at least five come back for more within quite a short time.

What does this tell us?

It’s obvious – they have experienced success with their first video and want to take their marketing a step further by using video again.

Not all videos are created equal – how to avoid web video failure

Why should I pick you?

All web videos don’t convert equally. There are three reasons for this.

Firstly, it’s because they don’t answer the web users question, or don’t solve their problem.

People are coming to your website, and to others, for a reason. You need to convince them as quickly as possible why they should look to you for answers.

It’s so simple – tell them how you can help and why you are different.

You may want a general overview type of video just because you feel you should have one. This will never be as effective as a precisely tailored user-focused video.

You need to answer their questions effectively – rambling on about company history is not going to get the viewer to the end of the video, let alone make them enquire.

Tell them what to do next

You’ve told the user how you can help and why you are different, and they get it. What next?

At the end of the video is the point at which a web video converts, known as the Call to Action. It’s the last thing the viewer sees while watching.

You want visitors to do something: call you personally, request a quote, email a project specification, subscribe for technical news, follow on twitter.

This is not the moment to be vague, you have to tell them what to do.

Don’t make them have to guess what their next step is.

By giving a direct command such as “Get in touch now for free quote”, they are more likely to follow this instruction rather than wander around the site or, worse still, leave.

Video Positioning

A key reason for conversion failure, and usually overlooked, is the video’s position on the website.

This may sound obvious, but in our experience most company videos underperform by being invisible. It happens all the time!

Even the most brilliantly made video will convert less if it’s hidden away and people don’t see it.

The more prominent the video, the more powerful the conversion effect.

The ideal position is top centre of the homepage. Anywhere else doesn’t get a good result.


1. Web videos boost conversion – our reorder history tells us this

2. Match your customers’ needs to what you offer and emphasize what’s unique about you.

3. Ask your viewer to take action.

4. Put your video at the top of your homepage so the maximum number of people see it.

Follow these simple guidelines and your website conversions will increase. Guaranteed!

Watch videos that turned web visitors into customers:


  1. on 3rd May 2021 at 6:11 am

    Greetings! Very helpful advice within this post! It’s
    the little changes that will make the most important changes.
    Many thanks for sharing!

    • Kevin Rossiter on 3rd July 2021 at 11:10 am

      you’re welcome

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