Why Every Landing Page Needs a Video (and How to Make One That Converts)

Intro

SEO and good rankings are only the start of the SEO journey. You may get the clicks, but next you need the conversions. Your landing page is where the magic, or the missed opportunities, happen. It's the make-or-break moment in your digital funnel. While many businesses obsess over headlines and call-to-action buttons, they often overlook one of the most powerful tools available: video.

Adding a video to your landing page doesn’t just make it prettier. It makes it perform better. From boosting engagement to driving conversions, a well-crafted video can be the most persuasive element on your page. Here's why, and how to get it right.

The Case for Video on Landing Pages

There are hundreds of compelling video marketing statistics that support the inclusion of video on landing pages.

1. It Grabs Attention Instantly

Humans are visual creatures, and our eyes are naturally drawn to movement. When a visitor lands on your page, a video acts as a focal point, encouraging them to stay longer and engage more deeply with your content.

According to Wistia, users spend an average of 2.6x more time on pages with video than without. That extra time gives your message more room to breathe, and your CTA more time to land.

2. It Builds Trust Quickly

People do business with those they trust. Video allows you to put a face to your brand, tell your story, or showcase your product in action. This builds confidence in a way that static text and images simply can’t. According to Famewall, 72% of customers trust a brand more with positive video testimonials.

Testimonial videos, founder messages, and walkthroughs all serve to make your offer feel more authentic and trustworthy.

3. It Explains Your Value Faster

A common pitfall of landing pages is trying to say too much, or not enough. A short explainer video can quickly and clearly outline your offer, who it’s for, and why it matters. It’s especially useful if your product or service is complex or unfamiliar.

According to Forrester, a one-minute video is worth 1.8 million words. Sure, that’s obviously an exaggeration, but the point stands: video condenses your pitch and delivers it efficiently.

4. It Improves Conversion Rates

This is the clincher. Adding video to your landing page can increase conversions by up to 80%, according to Unbounce. That’s not a number you ignore.

Whether it’s a product demo, a social proof reel, or a personalised welcome message, video nudges people towards action.

What Kind of Video Should You Use?

The "right" video depends on your brand, your audience, and your offer. For some, user-generated or DIY video content can be a powerful tool but for others, a premium approach is required that involves collaborating with a professional video production agency.

Whatever the quality level, here are a few proven formats that work across industries.

• Explainer Video: A quick, clear overview of what you do, who it’s for, and what problem it solves.

• Testimonial Films: Real customers and real stories help build trust with your brand and/ or product.

• Product Demo: Helps reassure customers that your product is exactly what they want, and even more impactful if you have a USP you can boast about!

• Founder or Team Video: Engage with your customers on a human level. Humanise your brand and show the people behind the product.

• Animated Video: Collaborate with animation studios to create content that breaks down abstract or technical topics in an engaging way.

Tips for Creating a High-Converting Landing Page Video

1. Keep It Short and Sweet

Aim for 60 to 90 seconds max. You want to capture attention, not give a TED Talk. For a professional cut, consider working with a post production house to provide a quality finish to your content.

2. Frontload the Value

The first 10 seconds are critical. Make sure you hit your core message and hook the viewer early.

3. Add Subtitles

Many users watch with the sound off, especially on mobile. Subtitles ensure your message still lands.

4. Use a Custom Thumbnail

Don’t let the player pick a random frame. A clean, branded thumbnail increases play rate and sets expectations.

5. Include a Call to Action

Don’t just inform, invite. Tell viewers what to do next: sign up, book a demo, download a guide.

6. Host It Right

Use a reliable, fast-loading video host like Vimeo, Wistia, or YouTube with branding controls and analytics. Or self-host if your site can handle it.

Where Should the Video Go on the Page?

Ideally, the video should sit above the fold, that is, visible without scrolling. It should complement your headline and reinforce the core message. Avoid burying it down the page where it gets lost.

For best results, surround the video with:

• A compelling headline
• A short supporting paragraph
• A clear CTA button

Don’t Forget SEO and Accessibility

Video helps more than just conversions. When implemented well, it also boosts SEO. Be sure to:

• Include a descriptive title and meta description
• Add a transcript or captions for accessibility and indexing
• Use schema markup (VideoObject) to help search engines understand your video content

These elements help your landing page rank better and become more discoverable through rich snippets.

Final Thoughts

Video is no longer a nice-to-have. For landing pages, it’s one of the most effective ways to engage visitors, build trust, and drive conversions. Done right, a single 60-second video can do more heavy lifting than an entire paragraph of text.

So whether you’re building a new campaign or improving an underperforming page, start with video. Because nothing says "click here" like a story in motion.