6 Reasons Your Website Needs Video (And Why It's Easier Than You Think)
The best content marketing strategies include a variety of formats—case studies, guides, infographics, blog posts. But if video isn't part of your mix, you're leaving value on the table.
Many companies avoid video because they lack production expertise. It seems expensive, complicated, and time-consuming. But the barriers are lower than you think, and the benefits are substantial.
1. Video Helps Your Search Rankings
Search engines love websites that deliver positive user experiences, and video delivers exactly that. Sites with embedded video consistently see ranking benefits.
Video also earns clicks in search results. A video thumbnail in your search listing stands out from text-only results, increasing click-through rates.
For maximum SEO value, host videos on your own domain rather than only on YouTube. You can do both—YouTube for discovery, self-hosted for SEO credit.
2. People Prefer Watching to Reading
In business, people consume enormous amounts of information by reading—emails, reports, web pages, documents. When they have a chance to absorb information by watching and listening instead, many are happy to do so.
Video isn't replacing written content—different formats serve different purposes. But for certain types of information, video communicates more effectively with less effort from your audience.
3. Video Works on Mobile
Mobile users spend significant time watching video. The format is perfect for the device: no scrolling through long pages, no hunting for information, no tiny text to read. Just tap play.
If your audience includes mobile users—and it does—video meets them where they already spend their time.
4. Video Builds Trust Faster
There's something about seeing and hearing a real person that builds trust in ways text cannot. Video lets your audience see your team's expertise, hear your passion, and get a sense of who they'd be working with.
This is especially valuable for service businesses, where the relationship matters as much as the deliverable. Video provides a preview of the people behind the company.
5. Video Is Shareable
Good video content gets shared more readily than most other formats. A compelling video makes its way through social networks, email forwards, and Slack channels in ways that blog posts often don't.
That shareability extends your reach beyond your existing audience, introducing your company to people you couldn't reach through other means.
6. Video Can Be Repurposed
A single video can become multiple pieces of content. The audio becomes a podcast episode. Key quotes become social media posts. The transcript becomes a blog post. Screenshots become graphics.
If you're going to invest in content creation, video gives you the most flexibility for repurposing.
Getting Started (It's Easier Than You Think)
Professional video used to require professional equipment and professional editors. That's no longer true.
Modern smartphones shoot excellent video. Basic editing software is free or inexpensive. Screen recording tools let you create tutorials and walkthroughs without a camera at all.
Start simple:
- Record a customer FAQ video answering your most common questions
- Create a screen-share walkthrough of your product or service
- Film a brief introduction to your team
- Capture client testimonials (with permission)
Your first videos don't need to be cinematic. They need to be authentic, helpful, and clear. Production quality can improve over time.
The Bottom Line
Video isn't optional anymore—it's expected. Your competitors are using it. Your audience prefers it. Search engines reward it.
The question isn't whether to include video in your content strategy. The question is how quickly you can start.