How to Generate More Leads Using Video

By Amy McIlwain, President, Financial Social Media on Friday, December 9th, 2011

When it comes to website landing pages, the purpose is to capture your visitor’s attention and incentivize them to want to learn more by entering their contact information, making a purchase, or simply driving them to a different part of your website.  With video being the hot commodity in marketing right now, it’s no surprise that more and more organizations are choosing to optimize their landing pages with video.  Moreover, adding video to your landing pages will improve opt-ins and click-throughs by up to 70%.  So how exactly do you utilize video?  Let’s breakdown the details and discuss how to optimize your landing pages using video.

If you’ve ever written, created, recorded and edited a video, you know how difficult and tedious it can actually be.  First off, writing a compelling and engaging script that will entice your audience to continue watching is a complex and creative task.  Fortunately, there are several things you can keep in mind to ease the stress of producing a video.

  • Keep it short – you have approximately seven to fifteen seconds to explain to your listener what your video is about.  Think about it like the topic sentence of an article or story.

  • Explain the benefits of opting in and how it will be of value to them.

  • Have a clear call to action – tell them what to do!

  • Be yourself!  The last thing a listener wants to hear is some monotonous voice trying to sell them something.  Be charismatic and engaging.

  • Give thanks – always end your video by giving the listener an appreciation of their time and attention.

  • When it comes to recording the video, it’s important to realize that the imagery of your video is just as important as the message.  The background, your clothing and even your hair need to match your message.

  • Don’t make the background distracting.  Your background should match your message, so if you’re trying to promote your business, don’t record your video in your bedroom or a random setting.

  • Dress professionally.

  • Speak clearly and look directly into the camera – it should feel like the person on the camera is talking directly to the listener.

  • Editing your video is key to enhancing and making your video even more creative.

  • Add background music or additional animations that match your message.

  • Add your logo and company information at the beginning and the end of your video.

  • The final elements of optimizing your landing page with video is uploading your video to YouTube, embedding it on your landing page and adding content.

  • Keep your most important content above the fold.  Your conversation rates will increase if visitors don’t have to scroll down to complete your form.

  • Limit your visitors’ options – exclude additional links or other items that will distract visitors from the purpose of the landing page.

  • Appeal to skimmers – many of your visitors may be individuals not searching out a specific product or service.  It’s for this reason that you need to make use of headers, sub-headers, bold text, bullets, white space, and graphics such as arrows or buttons to draw a reader’s eye towards your call to action.

Finally, when it comes to landing pages, it’s important to experiment with your registration fields and video topics.  Typically, the more information required to complete a registration form will lead to a decrease in conversions.  This is also typical when video length increases.  The trick?  Keep everything short, simple and to the point!  Don’t stray from the purpose of the video and the landing page – to convert visitors to potential leads.

Check out the example below of a landing page for an upcoming webinar.

Amy McIlwain is a professional speaker on social media and president of Financial Social Media, an online marketing firm specializing in the financial industry. She can be reached through her website at and on Facebook, LinkedIn, and Twitter (@InsuranceMKTG). 

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