This article was updated on 06/02/2025
Video in Website = Better UX, SEO, and Conversions
Online video continues to emerge as one of the most powerful tools for engaging audiences and influencing buyer behavior—and the advantages of video in website strategies don’t stop there. From enhancing communication and brand image to boosting SEO and conversions, video in website is no longer a nice-to-have. It’s the sharpest tool in the box for controlling your message, building trust, and driving real results.
Need proof? According to historical data, viewers retain up to 95% of a message when watching a video, compared to just 10% when reading text. That’s the power of dynamic storytelling—and why embedding videos in website pages is such a smart move.
It also turbo charges visual engagement.
Conversions Are The Name Of The Game
Conversion improvements between 20–86% have been widely reported when landing pages with video are used, especially when the content is sharp, relevant, and crafted with intention. Be creative and thoughtful when producing a commercial video otherwise your message will fail to resonate.
Brands using video in website content also report a 74% increase in customer understanding of their products or services. That means fewer confused customers, and more confident buyers.
So what’s the secret? Introduce your story with purpose. Lead with heart. And always aim for clarity over complexity. Keep your video in website content short and sweet—ideally under two minutes. Otherwise, viewers might run for the exits.
We get it, businesses want to say everything because they are proud of their accomplishments. But a shorter video in website forces you to trim the fat and hit the highlights. Think of it like a trailer for your brand: tight, clear, and emotionally resonant. A strong value proposition, delivered fast, leaves a lasting impression.
And let’s be honest—nothing kills momentum like a long-winded intro. How many times have you watched a Youtube video where someones talks about nothing for the first couple of minutes?
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Consistent Messaging That Actually Connects
Let’s be honest—video in website isn’t some fancy bonus anymore. It’s how people expect to meet your brand. Whether they’re thumbing through Instagram or landing on your homepage, they’re looking for more than just copy. They want sound, motion, mood. They want a vibe that feels intentional.
And yeah, the numbers prove it: nearly 30% of top-performing landing pages include video. Think about it: your website might be the first real handshake with a potential customer. If your brand shows up loud and clear on social, why whisper on your site? No mixed messages. No missed chances. Just one strong voice—everywhere it counts.
A solid video in website strategy isn’t just about looking good. It’s about showing up, reaching wider, connecting faster, and converting stronger. That’s how you stretch your budget and squeeze every ounce of value out of your content.
Improving Communication with Video
Video in website frameworks help consolidate complex ideas fast. Video is effortless to consume and creates trust with your audience.
There’s a famous claim about video being worth 1.8 million words? Credit goes to Dr. James McQuivey from Forrester Research. He based it on the old saying “a picture is worth a thousand words”—then multiplied that by the 30 frames per second in video. Simple math, but the point still holds: video is a communication powerhouse.
You don’t need a calculator to see what’s happening. We’ve seen it firsthand with our clients: one well-crafted video can open doors, spark conversations, and build trust faster than anything else.
How People Use Video in Their Websites
Think of your website as your digital storefront—and video as the window that draws people in. Brands use video in website pages in all kinds of smart, strategic ways:
- A looping banner video sets the tone the moment someone lands on your homepage.
- Product explainer videos simplify what you do in seconds, not paragraphs.
- Brand stories help visitors understand who you are and why it matters.
- Testimonials bring real voices and faces to your credibility.
- Background motion or micro-animations create a vibe without overwhelming the message.
Whether it’s center stage or subtly in the background, video builds momentum and drives interaction. According to HubSpot, video posts on Facebook get 68% more engagement—and that same effect translates to your site. People pay more attention when things move, especially when those movements carry meaning.
Bottom line? Visitors don’t want to just read about your brand. They want to experience it. Video is how you make that happen.
Videos Offer a Better User Experience
UX encompasses all aspects of the end-user’s interaction with a company, its services, and its products.. Successful user experience requires placing oneself in the user’s position. Video material, which is both dynamic and interactive, can significantly improve the user experience. They can also accommodate various learning methods, making your website more accessible to a larger audience.
Here are some basic tenants in how to produce a video to guides your customers along:
1. Start Strong
Say exactly what you do or what they’ll get—no fluff.
“At Mighty Fine Production Co., we make motion graphics that make your brand unforgettable.”
2. Address the Problem
Acknowledge the need without lingering in negativity.
“Whether you’re explaining a product, pitching a service, or just trying to stand out—video is the easiest way to get through.”
3. Why You / Value Proposition
What sets you apart—and why it matters.
“With two decades of experience, we know how to turn brand noise into visual clarity.”
4. Solutions / Benefits
Punchy and confident.
“Clearer messaging. Better engagement. Higher conversions. One visual story that actually sticks.”
5. Call to Action
Simple. Warm. Inviting.
“Let’s put your message into motion. Reach out—we’re ready when you are.”
Video on Landing Pages Improves Your Site’s SEO
Search engine results pages (SERPs) often favor websites with videos. Including videos on your site that are keyword and description-optimized will boost its exposure to both users and search engines. Every video in the search index has a 50-fold higher probability of appearing on the first page of results than any text page in the search index.
When you embed videos on a web page, you can improve your site’s SEO by increasing user engagement and providing valuable content. However, it’s important to optimize video files to reduce load times and minimize server strain. Using the right server and embedding methods ensures that videos load quickly, enhancing the user experience on the webpage and supporting better search rankings.
Get more organic search traffic and Google trust signals by making original, never-before-published content. Create content for humans by humans. This is not to say that you shouldn’t use AI because it can be really helpful for research and some content, such as B-Roll for your video.
BTW, the search engines can identify what’s original and what’s being recycled. So be original!
Why Video Has an Edge in Search
- Higher Visibility in SERPs: Google often features videos in the top results, especially for “how-to,” tutorial, and product-related queries. These are served in video carousels, featured snippets, or directly in YouTube search.
- 50x More Likely to Rank: According to a Forrester Research stat (still widely cited), videos are 50 times more likely to achieve a first-page Google ranking than text-based web pages—when properly optimized.
- YouTube Dominates Results: Because YouTube is owned by Google, videos hosted there are prioritized in search results—especially when paired with optimized titles, descriptions, tags, and chapters.
The Rewards of Video Outweigh the Production Cost
Videos can be expensive to produce, but a well-produced video or motion graphics animation can be leveraged across all digital and social media channels.
We had a client who launched an attraction in a new wing of their center – they are a local cultural destination. We produced a teaser video for their website that got a lot of mileage during the six months leading up to the opening. This video led to hundreds more conversations on social media shares.
They used the videos in digital ads and social media and had the footage on hand to give all the news agencies running a story on the new attraction.
“This helped our client maintain consistent brand messaging before the launch and expanded its audience significantly.”
That video reached tens of thousands of viewers for a modest production budget. You can measure the engagement of your videos because most streaming platforms and CMS have analytics baked into the hosting environment.
YouTube: Expand Your Reach
With over 2 billion active users, YouTube isn’t just a video platform—it’s a discovery engine. That’s why it’s a cornerstone of any smart video in website strategy. Click on a video served at the top of search and boom they are on your website!
By optimizing metadata, using smart tags, and embedding YouTube videos directly into your site, you’re not just improving visibility—you’re aligning with how modern audiences consume and share content.
Use captions, clean design, and custom controls to elevate user experience across all devices. Run ads, promote clips, and tap into YouTube Analytics to track performance and dial in your message.
Why it matters: YouTube’s reach and searchability give your brand an opportunity to appear in front of new customers—while the platform’s built-in tools help you measure what’s working. It’s where audience growth meets actionable insight.
Video Hosting Options: Choosing the Right Platform for Your Needs
Selecting the right video hosting platform is a crucial decision for any online video strategy. The platform you choose will affect everything from video quality and playback speed to customization options and analytics. Popular platforms like YouTube offer free hosting, customizable video controls, and features such as captions, making it easy to upload and share your video content with a global audience.
Vimeo is another top choice, known for its high-quality video hosting and advanced features like video review tools and collaboration options—ideal for creative teams and businesses seeking more control over their content. Other platforms, such as Wistia and SproutVideo, provide advanced analytics, customizable video controls, and additional features to help you manage and optimize your video content.
When evaluating platforms, consider your content type, the level of customization you need, and your budget. Look at upload limits, bandwidth, storage, and whether the platform offers essential features like captions, analytics, and scalability. Reading reviews and comparing features can help you make an informed decision.
The right video hosting platform will ensure your videos are delivered efficiently, provide valuable insights into viewer engagement, and support your business goals as your content and audience grow.
Measuring the Success of Online Video Campaigns
If you’re investing time and resources into video, you want to know it’s working. Measuring performance isn’t just about tracking views—it’s about understanding behavior, engagement, and ultimately, impact.
To get the most out of your video in website strategy, focus on these key insights:
- Engagement Metrics
Use tools like Google Analytics or YouTube Studio to monitor video views, average watch time, bounce rate, and audience retention. These metrics show how captivating your content is—and when viewers might be dropping off. - Conversion Data
Track click-through rates (CTR), form fills, sales, or any action tied to your goals. Are viewers taking the next step? Pair your video with strong CTAs and measure the outcomes. - A/B Testing
Try out multiple video versions to compare performance. Test different thumbnails, lengths, scripts, or placements to learn what clicks (literally) with your audience. - User Feedback
Comments, reactions, and direct messages can reveal how your content resonates—or misses. Don’t just watch the data. Listen to your audience, too. - Platform-Specific Insights
Tools like Wistia, Vidyard, or Vimeo Pro offer deeper video analytics tailored for marketers—think heatmaps, engagement graphs, and viewer-level data.
By reviewing this information regularly, you can refine your approach, improve future content, and ensure that your video in website strategy delivers real business results—not just vanity metrics.
Final Thoughts: Your Brand, in Motion
Your website shouldn’t just inform—it should move people. Video isn’t just a tactic; it’s a storytelling engine. One that communicates faster, connects deeper, and converts better.
If your brand has something to say, say it clearly. Say it confidently. Say it with video.
At Mighty Fine Production Co., we help you do just that—by turning ideas into motion and motion into meaning. Let’s get to work.