When you last clicked or tapped an online offer, what was the first detail that caught your eye after the page loaded? Besides noticing bright colors and a sleek, intuitive design, you most likely watched a short video. And that makes sense: Technology conglomerate Cisco estimates that videos will make up over 82 percent of consumer internet traffic by 2022.
Because video is so popular, it’s your best bet to attract visitors to your web page and persuade them to interact with your site. Whether you want visitors to send you information or sign up for your services, a video landing page is what you need to grab their attention.
What is a video landing page?
Landing pages are where users “land” when they click on an offer on your website, social media post, or marketing email. The purpose of landing pages is to convert site visitors into customers or sales leads. A video landing page is simply one that includes video (likely in addition to text) to convey its core message.
That message is the call to action (CTA), which tells visitors what you want them to do on your site. For example, tapping on a link in the Instagram bio of an online clothing retailer may lead to a landing page that encourages visitors to use a code to get half off their order. A link in an email from your favorite local bookstore may direct you to a landing page asking you to fill out a survey form.
Why it matters
Think about the way a viral video stirs conversation — then you’ll understand why knowing how to create a video landing page is so important. Even with our goldfish-like attention spans, video landing pages can increase conversion rates by as much as 64 percent.
They also make your brand stronger. Videos add another element to the voice and style of your company while creating brand awareness and giving potential customers a better feel for what you do or represent.
With videos, you can craft memorable stories to drive your advertising and content marketing campaigns. Your business can connect with your audience emotionally through video storytelling, which is why many commercials have become iconic pieces of pop culture.
If you need to explain more about your business or CTA but don’t want to take whole paragraphs of copy to do so, you can also easily convey that information in a video. What might overwhelm a reader in text will be digestible in video. For example, a video is a shorter way to demonstrate a process or illustrate a product in action.
How to create a video landing page
Creating a video landing page doesn’t require advanced technical know-how. Here are some basic steps to follow.
1. Choose a video hosting site
After creating a video, you need to decide where to host it. A popular option is to upload it to a video hosting site, like Vimeo or YouTube. Other hosting platforms, such as Vidyard, offer paid features (think custom branding).
Either way, most of these platforms give you code that lets you embed the video into your site.
2. Write engaging copy
Remind yourself of your landing page’s goal. Are you selling a product or service? Are you asking visitors to enter a contest or offer up their email addresses?
Your goal should define the copy that will support your video. Include a catchy headline and some short, snappy body copy. And don’t forget to emphasize your CTA.
3. Choose a landing page builder
You don’t need to be an HTML expert to create a landing page. Website builders, such as WordPress and other builders that focus on landing pages, provide more than enough options. Many include simple instructions that show you how to embed your video into the page.
4. Optimize, optimize, optimize
The process of optimizing your content means improving your page’s ranking in search results. Optimizing has the bonus effect of making your content stronger and your page more attractive.
Ways to optimize your video landing page include captioning your video and adding a transcript of the video to the site’s metadata. Also make sure your video includes keywords that you want your page to rank for.
Create with Jotform
If you’re looking for a one-stop solution as you learn how to create a video landing page, Jotform is your answer.
You can quickly make a landing page with one of Jotform’s templates and easily embed your video from YouTube, Vimeo, or other services. When you’re done building your video landing page, you can customize your form’s URL or change the domain with a Jotform Enterprise account.
If you use another platform to build your landing page, you can enhance it by including a form from Jotform. Thousands of highly customizable templates ensure your form will match your brand and landing page. The best part? You can also embed videos into forms.
Bottom line: Understanding how to create a video landing page will help you better reach customers and take your business to the next level.