How do I know where to place video on our site?

Why does video placement matter on a B2B site?

Modern B2B buyers prefer watching over reading—78% say they learn best from short video (Wyzowl 2025), and 87% say video influences their decision to purchase. This means placing video strategically can significantly increase clarity, reduce friction, and guide buyers more effectively. But placing video randomly or everywhere risks overwhelming visitors or distracting from key actions.

Good video placement transforms the website from a static brochure into a guided journey. The right video helps visitors understand complex topics quickly, feel reassured about next steps, and stay engaged instead of bouncing. That’s why placement must be intentional—focused on the pages and moments where buyers need the most support.

Instead of thinking “Where can we put video?”, the better question is: “Where do buyers slow down, drop off, or need more confidence?” Those are your high-leverage placement points.

Which pages benefit most from video?

Certain pages consistently deliver the strongest ROI from video because they hold the highest intent or the highest cognitive load. Below are the most valuable placements for B2B companies.

• Homepage: A short overview or interactive welcome video helps visitors self-segment (role, industry, problem) and navigate more effectively.
• Product pages: Video helps explain complex features, show value quickly, and demonstrate real use cases. This is often where buyers begin forming opinions about capability and fit.
• Pricing page: One of the highest-intent pages and also one of the highest-friction. Video here reduces anxiety about cost, onboarding, and ROI.
• About page or team page: Human-led videos build trust and authenticity—important in an era where B2B websites can feel generic or AI-generated.
• Landing pages: Event, ABM, and campaign pages often see 2–3x engagement when a short, targeted video is present.

Not every page needs video, but the ones tied to evaluation, comparison, and confidence benefit the most. Think of video as a strategic upgrade for the pages that matter most to revenue.

How can behavioural data show where video is needed?

Your website analytics already reveal the best places to introduce video—you just need to know what to look for. By analysing user behaviour, you can identify pages or sections where visitors hesitate, bounce, or struggle to find information.

The most important behavioural indicators are:

• High bounce rates: If a page has >60% bounce and contains important information, video can clarify or contextualise the message.
• Low scroll depth: When visitors only read 20–40% of the page, a video can move key messages above the fold in a more digestible format.
• Drop-offs in multi-page journeys: If users consistently exit before reaching pricing or product detail pages, video might be needed earlier in the journey.
• Heatmap dead zones: If critical content gets ignored, video can bring attention back to your top priorities.

Use analytics tools such as GA4, Hotjar, or FullStory to identify pages where visitors repeatedly hit friction points. Video is most effective when directly addressing the reasons behind that friction.

How do we match video type to the right placement?

Different pages need different types of video—one generic overview won’t work everywhere. Matching the video format to the stage of the buyer journey dramatically increases performance.

• Homepage: Use a 45–75 second high-level story or interactive routing video to help visitors self-direct.
• Product pages: Feature demos, use-case explainers, or short “how it works” videos deliver clarity quickly.
• Pricing page: Videos should focus on unpacking value, showing what’s included, and reducing perceived risk.
• Landing pages: Use personalised or role-specific videos targeted to the exact campaign or segment.
• Blog or content pages: Use summary videos to increase retention and improve time-on-page.

Interactive video is particularly powerful across these placements because buyers can choose their path instead of sitting through a one-size-fits-all narrative. This increases engagement and gives you deeper behavioural insights.

How do we test and optimise video placement over time?

Video placement should evolve as your website evolves. The best-performing companies treat placement as an ongoing experiment rather than a one-time decision.

Start by inserting video on one or two high-impact pages such as homepage, product, or pricing. Track metrics for 30–60 days, comparing:

• Time-on-page before vs after video
• Scroll depth
• Engagement with video (play rate, completion rate, clicks in interactive formats)
• Click-through to key pages like pricing or demo
• Overall conversion rate lift

Once you identify what works, replicate that pattern on additional pages. If video underperforms on a page, adjust placement, length, or format. Continuous iteration ensures your video strategy stays aligned with real buyer behaviour, not assumptions.

Remember: video placement is not about filling your site with video—it’s about placing the right video at the moment it creates the biggest reduction in friction.

FAQ

Should every page on our site have video?

Not necessarily. To get started, focus on high-intent pages and areas where visitors struggle to understand value or next steps.

Do autoplay videos perform better?

Autoplay is helpful for silent loops or short clips, but avoid forcing full audio autoplay—it can increase bounce.