How to Incorporate Videos on Your Landscape Company Website - National Association of Landscape Professionals

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How to Incorporate Videos on Your Landscape Company Website

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If you have taken the time to produce quality videos highlighting your lawn or landscape company and your services, the last thing you want is for them to go unwatched and unappreciated on your website. Incorporating videos well on your site can help increase the likelihood they’ll be viewed.

Videos help increase dwell time, improve rankings, boost conversions and engage visitors. According to Wyzowl, 69 percent of people would rather use video to learn about a product or service. Video allows you to speak to potential customers before they ever pick up the phone to contact you.

It’s important to not relegate your video content to a videos page that you might have on your site. While people are searching for information about you, they’re not necessarily looking for videos from you.

To make sure your videos are seen by the most people possible, it’s important to think strategically about their placement on your company website.

Best Practices For Incorporating Videos

If you have an About Us video, don’t think you can only put it on the About Us page, which not every customer is going to navigate to. Make sure your videos are front and center. It takes a visitor 0.05 seconds to form an opinion about your website with people spending possibly that little time on your site, you don’t want your video tucked away on a different page or even at the bottom of your homepage.

Also, there is no rule that the same video can only be incorporated on one of your webpages. If it is a quality video and is relevant on multiple pages, make sure to include it on the different pages as you never know which page your visitor might be landing on.

Another solid type of video to include on your site are testimonial videos. Just as written customer reviews and word of mouth can convince people to choose your business, a video of a satisfied client telling the story of how you went above and beyond can be particularly persuasive.

According to Wyzowl, 84 percent of people have been convinced to buy a product or service by watching a brand’s video.  

Other relevant videos should also be included on the proper pages of your site. You can highlight what makes your service different in a video on your service page and focus on your company culture in a video on your careers page. You can show off more of your work with a case study video and demonstrate your knowledge base by embedding explainer videos in your blog posts.   

Quick Tips for Quality Videos

Video isn’t like other pieces of content. It’s about storytelling. The other pieces of content on your website can appeal to your customer’s brain with facts and figures while the video can appeal to their heart. Make sure your videos have good lighting and sound as a poorly made video doesn’t help your site.

No matter where you have incorporated videos on your page, make sure the thumbnail image is compelling and entices them to click play.

Once you’ve got a visitor to click, make sure you’re giving them important information that helps their understanding of who you are and what you do. Be mindful of their time. On average, 45 percent of people will finish watching a video no matter its length. If the video is less than a minute long, two-thirds of people will finish it.

Also, make sure the video is accessible to everyone. This means including captions, transcripts and audio descriptions. Each helps ensure everyone can enjoy your video content. Captions are also useful when viewers aren’t able to properly listen to your video. Captions and transcripts also improve your ranking in search results as search engines can crawl the text for indexing.

Jill Odom

Jill Odom is the content manager for NALP.

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