A guide to creating a video landing page for your website

Written by Ian Loew | 7th July 2023
Landing pages are one of the most important components of any website. They’re crucial in helping you achieve specific goals, whether it’s converting site visitors into customers or promoting your event.

Putting videos on your landing pages is an excellent way to capture the attention of visitors and bring them closer to converting. According to 84% of consumers, watching videos about a brand greatly influences lead conversion rates.This makes video landing pages more effective than traditional landing pages with static images.

In this guide, you’ll learn how to create video landing pages for your website that convert potential customers.

What is a video landing page?

Video landing pages are web pages that use engaging video content as their primary component.

The main objective of a video landing page is to capture the visitor’s attention and persuade them to take a desired action. You can utilize video landing pages to promote your goods, services, and events.

How to create a successful video landing page

Now that you know the basics, let’s discuss how to create video landing pages. Follow these steps:

Product demo

Before you can create a video landing page, you must determine its purpose. Are you looking to increase sales, generate leads, or simply build brand awareness?

The kind of video you add will be influenced by the purpose of your landing page. For instance, an e-commerce page that wants to sell physical products will most likely use an explainer video showing how the products work. Meanwhile, a SaaS page promoting a free tech product signup may use a testimonial video instead.

So, if the free product is productivity software, the video might show a satisfied user talking about how the tool made their workflow more efficient. A video focusing on the specific benefits of the tech product would result in more signups than a video that talks about how the software works.

Choose a single objective for each landing page.

2. Select the best type of video

As mentioned in passing in the previous section, there are different types of videos you can use for your landing page, depending on your goal.

Apart from demos and promotional videos, here are other types of videos you can choose from:
  • Webinar video
  • Event preview video
  • Tutorial video
  • Testimonial Video
  • Background Video
But you shouldn’t just choose your video type based on your landing page objective. You also need to consider your target audience.

Let’s say you’re launching a new product and you want a landing page for sales. If your target audience are young adults who tend to be impulsive buyers, a video that highlights their favorite celebrity using the product is probably the better option if you want results. For C-suite executives who care more about how the product provides value to their company, you might opt for a video that highlights the benefits of your new product.

Once you have chosen the type of video, you need to determine the visual elements of your amazing video. The general rule is that your visuals on your landing page video should align with your web design. So, if yours has a manufacturing web design style, your landing page video should feature visuals like heavy equipment or machines. If your website has a quirky design, you’ll opt for bright colors and other fun visual elements.

3. Decide on video placement then wireframe page

When deciding on where to put your videos on your landing page, the rule of thumb is to go for prominent locations, for instance, at the center of the page. You can also place your videos above the fold, where visitors can see them without scrolling too far down.

Once you have selected a location for your video, proceed to wireframe your landing page. Wireframing means creating a visual representation of the page’s layout, including the placement of the video, text, and other elements. This will ensure your business website landing page is both visually appealing and user-friendly.
A man holding a video player next to a symbol for wireframing.

4. Include CTA and other copy

All good landing pages have one thing in common, and that’s a call-to-action (CTA). The CTA is usually some kind of action button: sign up now, buy now, learn more, etc.

The CTA should also be incorporated into the video. Pay attention to the other areas around your video on the landing page, too. You can use that space to include another copy that complements your video’s message. For instance, you could include social proof like a customer testimonial or even display your contact information in a unique and engaging way.

5. Embed video and promote

It’s time to add your video to your page. You can self-host or use video hosting services like Vimeo or YouTube and embed it on your page. Embedding is just as simple as getting the HTML code of your hosted video and pasting it onto your landing page’s HTML. Then test your video landing page on several devices and browsers to ensure the load time is short and it plays smoothly. With your video landing page now ready, it’s time to promote it. Use email marketing, SEO, and other techniques to drive traffic to the page. The more traffic you send to the page, the more people you can convert.
A man sitting at a desk watching a video on a computer screen.

In conclusion

A video landing page is an excellent way to engage your audience. To successfully create your own video landing page, keep the following steps in mind:

Decide on your goal and select the best type of video for your landing page objective and target audience. Then choose where to place your video and wireframe it to your page. Make sure to include a CTA in the video and other copy on your page. Finally, embed your video.

Follow these tips and you’ll create video landing pages that yield the best results.

Author's Bio

With decades of experience in B2B web design, Ian Loew is Lform’s Owner, Creative Director, and Head of Business Development, which he founded in 2006. Ian has worked with a diverse range of clients, including small startups and large corporations.

He takes great pride in truly understanding and translating what clients want into actionable results. Lform’s philosophy is rooted in the belief that working with clients is about creating partnerships, and their success leads to Lform’s gain. Ian’s lifelong passions include mountain biking and skiing, and he especially enjoys spending time with his family.  

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