Every website's homepage needs a clear CTA (Call To Action) that directs the user where they need to go on the webpage. A CTA will often be a prominently placed button that reads "Learn More" or "Contact Us". While this may be the most common practice for CTAs, it is not always the best practice.
Today's Internet users are accustomed to condensed, eye-catching content, and if they don't get it, they're very likely going to leave quickly. Businesses need to do better than a simple button to grab consumers' attention and communicate their message. Prominently placed video promos of your service or products can be the perfect way to achieve that goal.
Video promos are often used by software and tech companies (like InVision, for example) to showcase a product or service, its uses and how it can improve consumers' workflows. It is proven that video content on a webpage grabs users' attention and keeps them on that page longer than a static image with a CTA button.
The most important content on your site can easily get overlooked by users that aren't immediately engaged by your homepage. If they are bored by your site, or don't immediately see the info they're looking for, they will bounce. Placing a video on your homepage as the first element your user sees is a much more effective way of getting them to consume your content.
Adding interactive content like video in your web design is key to engaging the users' attention and potentially leading them to share your content. The majority of people are much more likely to share a video that would link back to your website than they are to share a link to a static page.
Make sure that your video is not only engaging but also fully communicates how your product or service works, and how it will benefit a specific aspect of the users' lives. Show them examples of how it has made other users' lives easier.
Tell the story of your business. Explain what inspired you to create your product or service - how did you identify that there was a need for it? What steps did you take to develop it, to make sure it fulfilled the needs of your customers? You can make users feel like a part of the team by mentioning that your product or service was built around customer feedback and grows based on continued feedback.
Don't be afraid to show the team members that built the product or work within your service, too. Customers will feel empathy for the creators and have a stronger connection with the product if they see the people behind it.
The most important rule, and the most challenging to follow, is to be concise. Communicate everything you need to, make it engaging and interesting, and do it all quickly. Ideally, in 30 to 90 seconds at most. If that sounds like a tall order to you, you're right. It is. But it is essential if you want to keep your users' limited attention focused on your message.
If you're wondering whether all that effort is worth it, ask yourself what's better - a button, or a video that allows you to tell your story, showcase your unique selling proposition and engage your target audience as soon as they enter your site?
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