Designing Videos for Small Business Website
Identify objectives of the video, profile of the probable viewer and the call to action targeted.
Here are some guidelines:
Understand what information path a viewer needs to follow to make a decision.
This path can pass through three main stages
Creating an awareness of an industry or service that covers the buyers need. For example an attorney may give an overview of the law relating to Trusts and Wills.
The solutions stage. Videos that show "how to" or case study examples.
Videos comparing and validating the product. Testimonials, new product introductions, skills of employees, aftersales service etc.
Impulse buy decisions need video content that touches on the emotional and personal senses i.e. the fashion industry.
Videos should be in the range of 30 to 60 seconds.
Humanize the content by showing the business team in their working environment.
Video or voice over of the owner.
Look at how the competition uses video on their website. See what works well for them- make sure your website allows favorable comparison.