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Everyone claims you need video on your website, but is it really worth it?
For some businesses, video can be a game-changer. For others, it’s just a costly distraction.
In this post, I’ll show you how to decide whether video will drive results for your business — or end up just being a waste of time.
Here are the three main questions I'll answer today:
- Do you really need video on your website, and what are the actual benefits?
- When does it make sense to add video, and which types of videos have the biggest impact?
- When should you skip video altogether?
The benefits of video on your website
Let’s start by looking at the stats. Did you know that:
- 64% of consumers say they’re more likely to buy after watching a branded video.
- Adding video to a landing page can boost conversions by up to 80%.
- Users spend 88% more time on websites with video than on sites without video.
With numbers like these, it’s tempting to think every website should have video.
But video isn’t a one-size-fits-all solution. Sometimes it’s exactly what a business needs, and other times it’s a complete distraction.
So, do you really need video on your website?
Maybe.
Video is unique because it goes beyond what text and images can do. It doesn’t just tell—it shows. If a picture is worth a thousand words, then video is worth ... well, a lot more.
When someone watches a video, they’re getting more than just information — they’re picking up on nonverbal cues like tone, body language, and personality. All those small details create a connection that text alone just can’t deliver.
Think of your website as having a conversation with each visitor. Video brings that conversation to life, making people feel like they’re actually meeting you. This is powerful for building trust. When people trust you, they’re more likely to remember you and reach out for a consultation or make a purchase.
A good video also boosts credibility and authority. A well-produced video says, “I’m professional, I’m experienced, and you can trust me with your business.”
From my own experience, prospective clients who watch my videos often come in feeling like they already know me a little bit, which lowers resistance and builds a sense of familiarity.
When to add video to your website
Not every video serves the same purpose or brings the same results. Here are three types of videos that can have the biggest impact on your website:
1. Explainer Videos
Explainer videos are perfect if your service is complex or hard to explain in writing. A video can break down complicated processes and make things crystal clear, reducing hesitation about working with you.
For example, a physical therapist might use a quick video to walk new clients through their approach, from evaluation to a customized therapy plan. Imagine a short, 2-minute video that shows exactly how the process works — it’s much more engaging than reading a long, complex paragraph.
2. Brand Story or Meet the Team Videos
These videos are all about connection. They let prospective clients put a face to the name, building rapport before you even speak with them. If your team has unique personalities or there’s an interesting story behind your brand, a short video can make you stand out. Even a quick team intro can help prospective clients feel like they know you personally and are choosing someone they trust.
3. Showcase Videos
If your business has a strong visual component — like interior design, cooking, or custom cabinetry — a showcase video can highlight your skills in a way that words can’t. Think of an interior designer giving a tour of a completed room, a chef showcasing their signature dishes, or a cabinet maker walking viewers through the design and installation process. A showcase video lets clients see the quality and craftsmanship they can expect, something a written description can’t fully capture.
When to Skip Video on Your Website
While video can have a big impact when used strategically, it’s not always the right choice for every business. Here are two situations when adding video might work against you:
1. Lack of Resources or Readiness
If you don’t have the time, budget, or experience to create a quality video, it’s okay to wait.
A low-quality or rushed video can actually detract from your brand. Just like a sloppy logo or poorly designed website, an amateurish video can leave a bad impression.
Making a good video takes some work. You need the right equipment, video editing skills, and a comfort level in front of the camera. If you’re not ready, don’t force it. Instead, focus on creating a solid website that reflects your professionalism and expertise.
2. No Clear Purpose for the Video
Adding video just for the sake of it isn’t effective. If there’s no specific goal for the video—like explaining your process, showcasing your work, or building a connection with viewers—it will just distract from your main message.
For example, if you’re a consulting firm, a homepage video that doesn’t guide viewers through your process or answer common questions can feel random and irrelevant. Viewers expect video content to add real value. If your video doesn’t deliver tangible value, it’s better to leave it off your website.
Conclusion
Yes, video can be a powerful addition to your website, but only when it’s the right fit for your business.
Used strategically, it can help build a personal connection, showcase expertise, and make visitors feel like they already know you. However, video isn’t a magic fix. If your website has underlying issues like poor design, slow speed, or bad user experience, those issues need attention first.
Remember, a quality video with a clear purpose can enhance your website’s impact, but if you’re not ready or it doesn’t add value, it’s okay to skip it.
