In light of a time where digital marketing is the key to gaining online exposure and higher conversion rates, advisors have been learning to use more powerful content marketing tools to sharpen their competitive edges.

Opposite to traditional forms of content such as written text, website video content has gained immense popularity due to it's reputation as being one of the most effective tools for propelling people towards conversions. Adopting this strategy can help advisors gain many more leads, but only if it’s done right.

You see, a lot of times advisors fall into the trap thinking that simply placing any relevant video on their website is the way to go when in reality, they’re missing the point of it all.

Content marketing is more than a trend. It’s made effective only if the content is of quality. It’s more than inserting a video on your homepage and showing it to the world, but more about using a quality video that educates, enhances your brand and entices people to buy into your service. It actually markets.

Here are the do’s and don’ts when it comes to using website video content.

#1. Do Educate

What makes a video successful is its ability to give people what they value. Many studies have shown that people tend to gravitate towards videos that provide as educational resources; that actually teaches them something valuable. 

Thus, a high-converting video is one that’s focused on meeting people’s needs rather than converting them. For instance, if your video is focused on “getting that click”, then your video will reflect just that. It’ll always be about you and your product, you and your service, you and your firm - never about the viewer.

So take that extra few seconds to choose a video that educates (or even enhances the written content you already have on the page) and places your website visitors first.

#2. Do Make It Simple

Along similar lines to the first point made above, if you’re looking to place an introductory or product-based video on the homepage, ensure that it’s simple and easy to follow.

To ensure your video isn’t too complex, here are a few guidelines to follow:

• Eliminate all jargon-heavy language to ensure what you’re communicating to your viewers is clear as day
• Zero in on the benefits
• Turn complex ideas into simple terms
• Ensure your video centers on one problem, one solution and one call to action

#3. Don’t Put Your Videos on Autoplay!

Having your videos on autoplay is like forcing your visitors to watch your video...without their permission! It’s pushy, intrusive and overwhelming for your visitors when they’re placed on the spot to quickly scramble for that pause button.

Resist the urge to put autoplay on your video, no matter how excited you are about showing it. Instead place a large play button or even a CTA to lead people to watch your video.

#4. Don’t Use a Video Banner Just for Aesthetics

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For those looking to add a video banner or currently have one on the website, ensure that it adds value to your content and isn’t just there for the sake of looking pretty.

Video backgrounds should not distract from the main content but rather enhance it. It can even help describe an experience or atmosphere when done correctly.

Here are some good pointers for ensuring your video background converts:

• Aim for a strong light/dark contrast between the video background and the front verbiage
• Add a 5-10 second simply looping background that is relevant to the content of your homepage
• Mute the sound

The Do’s and Don’ts

And there you have it - the do’s and don’t of website video content.

Just as a quick recap here the do’s and don’ts:

Do....

• Educate viewers with your videos
• Make it simple for viewers to understand your videos

Don’t…

• Don’t Put Your Videos on Autoplay!
• Don’t Use a Video Banners Just for Aesthetics

If you have any questions about this article or would like to learn more about video marketing strategies, email us at support@advisorwebsites.com!