Where To Put Video On Your Website, And What Each One Should Do
A Practical Guide To Using Video For Business On Your Website
Most small businesses don’t actually need “more video”, they need the right video in the right place. Put a welcome video on the wrong page and it does nothing. Put a long explainer where someone only wants reassurance, and they bounce. This is a practical guide to using video for business on your website, so each video earns its place.
It’s not a sales page, it’s the decision making bit, what to make, where to put it, and what you want it to do.
If you’re looking for a straightforward starter option, start here: video for small business.
If what you actually need is campaign content, fast hooks, cut downs and testing, go here: promotional video ads.
Homepage Video, What It Should Achieve In 20 Seconds
The homepage is not the place for your full story. The job is quick trust and quick clarity. In the first 20 seconds, someone should be able to answer, what you do, who it’s for, and what the next step is. If they can’t, using video for business on the homepage can actually slow the click through to the pages that matter.
A simple structure works best for most small businesses, one line of clarity, one line of proof, one calm call to action. It doesn’t need to be shouty. It just needs to remove that tiny hesitation that stops people exploring.
Service Page Videos, Clarity, Proof, And Objections
This is usually where using video for business has the biggest impact, because the viewer is closer to deciding. They’re trying to work out if you’re the right fit, what the process looks like, and whether it’s worth reaching out.
A useful service page video answers the obvious questions, what it is, who it’s for, how it works, what “good” looks like, and the common objections that make people stall. If you can reduce confusion and reduce doubt on this page, enquiry rates tend to improve without you having to “sell harder”.
If the service is complex, split it, one short overview video plus one FAQ style video can work far better than one long edit that tries to carry everything.
About Page Video, Trust And Likeability Without The Waffle
The about page is where people decide if they feel comfortable with you. A good about page video doesn’t try to be “everything about the business”. It’s a human, credible overview that makes the viewer feel, okay, these people know what they’re doing, and I can see what it would be like to work with them.
If you’re using video for business on the about page, keep it grounded, what you do, who you help, what you care about, and what the experience is like. One small proof point helps, a result, a quick example, a reassurance that you understand the customer’s world.
Social Video Vs Website Video, Why They Are Not The Same
This is where people accidentally sabotage themselves. Social video is often built to stop the scroll and win attention. Website video is built to remove doubt and help someone decide. You can reuse footage across both, but the edit structure is rarely identical.
If you’re using video for business on social, you often need a faster hook, stronger captions, and a simpler single message. On a website, people are already leaning in, so you can slow down slightly and answer questions properly. Same content pool, different moment, different job.
If you want a wider guide to formats and deliverables, not just placements, this helps: promotional videos for business.
Common Placement Mistakes, And What To Do Instead
When people say video “didn’t work”, it’s often a placement mismatch. Using video for business works best when the video is doing the same job the visitor is trying to do on that page.
- Putting a long explainer on the homepage, then wondering why people don’t click deeper
- Using one generic edit everywhere, so it never feels like it belongs anywhere
- Putting a hypey social style edit on a service page where people want reassurance
- Hiding the next step, no clear call to action, no obvious action for the viewer
The fix is usually simple, decide what the page is for, then make the video serve that job. Once you do that, using video for business becomes much more predictable.
A Simple First Three Videos Plan For Small Businesses
If you’re starting from scratch, don’t try to build a library overnight. Using video for business is easier when you build a small foundation and expand from there.
- A short homepage welcome video, quick trust, quick clarity
- A service page “how it works” or explainer video, remove confusion and objections
- A proof piece, testimonial, case study, or a simple behind the scenes credibility video
Once those are in place, you can add FAQs, product demos, and social cut downs. But the first three usually cover the main reasons people hesitate.
FAQs
A few quick answers that come up a lot when people are planning using video for business on their website.
No. Using video for business works best when the video matches the job of the page. Start with the homepage and the main service pages, then build from there based on where people hesitate.
Shorter is safer on the homepage. On service pages you can go a bit longer if you’re answering real questions, but structure matters more than length. If it’s clear and purposeful, using video for business feels helpful, if it rambles, even 45 seconds can feel long.
That’s common, and you can often plan it from one shoot. The key is not forcing one edit to do both jobs. Using video for business on the website is about clarity and trust, ads are about fast attention and testing, so the deliverables and versions matter. If you’re running campaigns, start here: promotional video ads.
Get A Practical Quote And Plan
If you tell us what pages matter most, and where people tend to hesitate, we can suggest a simple plan for using video for business that fits your time and budget. No fluff, just the placements that reduce friction and increase enquiries.
