What’s the easiest way to start using video on our site?

Why is it important to start simple with website video?

Many B2B teams overestimate the effort required to begin using video. They assume a full studio setup, professional scriptwriting, and multi-camera shoots are necessary. In reality, buyers prefer short, human, unscripted explanations—especially early on.

Starting simple allows teams to move quickly without overthinking production quality. A single 45–60 second video placed on a high-value page can deliver measurable improvements in engagement, clarity, and conversion. More importantly, it builds confidence and internal momentum for wider adoption. It’s better to have one helpful video than a plan for ten perfect ones that never ship.

The mindset shift is this: video is not a one-off project. It’s an ongoing part of your website experience, and the easiest way to begin is by starting small and learning as you go.

Which page should we start with?

The fastest path to seeing the value of video is to begin on a page where buyers need clarity the most. For most companies, this is not necessarily the homepage—it’s often the product, pricing, or a key landing page. These pages hold the highest intent and the highest friction.

• Product pages: Buyers want to understand what you do without reading long text. A short explainer can dramatically reduce bounce.
• Pricing pages: These pages trigger the most anxiety; a video here can unpack value and reassure buyers about next steps.
• Landing pages for campaigns or events: A tailored 30–60 second video often doubles engagement.
• Homepage: Useful for routing visitors to the most relevant information.

Look at your analytics: identify pages with high views and high drop-off. Adding a lightweight video to the top of that page is one of the simplest, highest-ROI tests you can run.

What’s the simplest type of video to create first?

You don’t need animations, scripts, or full production to get results. The easiest video to create—and often the most effective—is a short, human-led piece recorded on a webcam or phone. In early-stage research, buyers value clarity and authenticity over polish.

• The 60-second explainer: A simple explanation of what you do and who it’s for.
• The value overview: A quick summary of outcomes or benefits.
• The problem framing video: Describe the pain points you solve in a concise, empathetic way.
• The role-based welcome: A founder or expert welcoming visitors and guiding them to the right next step.

These videos do not require editing software or a studio. A natural tone creates trust and reduces friction because it feels like guidance rather than a sales pitch.

How can interactive video make starting even easier?

Interactive video offers a low-effort, high-impact way to begin using video because it turns a single recording into multiple personalised journeys. Instead of creating several separate videos, you can record one core explanation and add clickable branches like “Show me features”, “Show me pricing”, or “Show me use cases”.

This approach has two major advantages. First, it reduces production effort—one video becomes many paths. Second, it increases relevance: visitors self-select the information that matters most, which improves engagement and reduces drop-offs.

Data from teams using interactive video shows 2–3x improvements in time-on-page and higher completion rates because buyers stay longer when they feel in control. Without adding more production work, you instantly create a more modern, guided website experience.

What equipment and setup do we need to begin?

You can begin with almost nothing. Most companies already have everything required to record effective video. The goal is not perfection—it’s momentum.

• Camera: Your laptop webcam or phone is good enough.
• Microphone: A simple USB mic improves clarity but is optional.
• Lighting: Sit facing a window or use a desk lamp for even light.
• Background: Keep it simple and tidy—no studio needed.
• Script: Use bullet points instead of a word-for-word script.

Avoid overcomplicating your first video. Buyers care far more about the message than the production value, especially if the video helps them answer a question quickly.

How do we measure whether our first video is working?

Once your first video is live, it’s important to measure performance using behaviour signals—not just conversions. These metrics reveal whether your video is helping buyers move more confidently through the site.

• Play rate: How many visitors press play?
• Click-through to next steps: Are they navigating more smoothly after watching?
• Reduction in bounce: Does the page retain visitors for longer?
• Impact on scroll depth: Do viewers scroll more of the page after watching?

For interactive video, you can also track the paths visitors choose. For example, if most choose “Show me pricing”, then you know pricing clarity is a priority and you can optimise accordingly. These insights compound as you add more videos across the site.

FAQ

Does the first video need to be highly produced?

No. Authentic, simple recordings often outperform polished studio videos on B2B websites.

Where should we avoid placing our first video?

Avoid low-intent pages like careers or company news—start where buyers evaluate your offering.

Do we need to invest in editing tools?

No. A single-take video is enough to start; editing can come later if needed.

How quickly can we launch our first video?

In most cases, you can plan, record, and publish your first video within a single day.