Pro Motion Media Blog

Video on a land­ing page is a great way to pro­vide eas­ily con­sum­able infor­ma­tion about your prod­ucts or ser­vices online and drive your inbound mar­ket­ing. The term ‘video land­ing page’ means the web­site page where your video is shown. Ide­ally, since video has a proven track record of con­ver­sion, this should be on your home page. For inbound mar­ket­ing, the goal is to stim­u­late the vis­i­tor into respond­ing to your call to action. A video land­ing page is a crit­i­cal com­po­nent of any inbound mar­ket­ing cam­paign. Here is some guid­ance to cre­at­ing an effi­ca­cious video land­ing page.

1. First Impres­sions

Make your vis­i­tors stay long enough to get your mes­sage. When a vis­i­tor arrives on your video land­ing page, they quickly decide if they are going to stay (usu­ally within a few sec­onds of hit­ting your land­ing page). It really is a snap deci­sion, so your mes­sage is con­tent crit­i­cal. The expres­sion “you never get a 2^nd chance to make a 1^st impres­sion” is all too true. Use an atten­tion grab­bing head­line that instantly com­mu­ni­cates your offer. Also, use a thumb­nail that will engage your vis­i­tors and make them want to hit “play”.

2. Con­tent is King

The video land­ing page is more than just another page on your web site (espe­cially if it’s your home­page!). Your open­ing lines need to re-affirm to your vis­i­tors that “Yes, this is what I am look­ing for”. Use titles, links and URLs intel­li­gently. Cus­tomer con­ver­sion is more impor­tant than vis­i­tor clicks. If your vis­i­tors click on but away too quickly they might miss the key mes­sage in your video. Again, use a thumb­nail that will engage your vis­i­tors and make them want to hit “play” and watch.

3. Design
The design of your video land­ing page must match your mes­sage and be well branded. The key is for a vis­i­tor to engage with your brand on the land­ing page. Let your video do the talk­ing. Don’t clut­ter your mes­sage with unnec­es­sary text. Be selec­tive with your video land­ing page design. If some of the text does not rein­force the key video mar­ket­ing mes­sage then remove it or move it some­where else. Make it easy to read with clear text.

4. Put the Action (and the Call) in “Call to Action”

Once your video has “sold you and the ben­e­fits of you”, pro­vide an easy engage­ment (“Click here” or “Con­tact Us”) but­ton or tile. The click has to bring them to an action page where they can con­tact you, sign up or pur­chase. Include a phys­i­cal address and tele­phone num­ber as well. Some vis­i­tors will be sold by your video but want to be sold on you too! There is no sub­sti­tute for one to one com­mu­ni­ca­tion to express your knowl­edge, pro­fes­sion­al­ism and enthu­si­asm to close your deal. That being said, a kick-ass video land­ing page sure helps!!