What videos should be on our homepage?

Why does the homepage matter so much in the buyer journey?

Your homepage is the highest-traffic page for most B2B websites—and often the first moment a buyer tries to understand who you are and whether you're relevant. According to Gartner, 83% of the B2B buyer’s journey happens before talking to sales, meaning the homepage must communicate value clearly and quickly. Buyers want to self-educate, skim, and decide within seconds whether to explore deeper.

A strong homepage video acts as a clarity accelerator. Instead of forcing visitors to interpret dense text, a short explainer helps them understand what you do in under a minute. This reduces bounce rates and increases the chances they explore product pages, pricing, or role-specific content.

In short: your homepage is no longer just a brand billboard. It’s the first step of a self-serve buying journey—and video is the fastest way to orient that journey.

What is the single most important video to include on your homepage?

If you only add one video to your homepage, make it a simple, 30–60 second explainer that answers three questions: what you do, who it’s for, and why it matters. Research from Wistia shows that homepage videos consistently drive higher engagement than text alone, and HubSpot reports that 72% of buyers prefer video over text for learning about a product.

Your explainer doesn’t need studio-level production. What matters is clarity, tone, and showing enough of your product to make the story real. A founder or product expert speaking directly to camera can be far more persuasive than an animated brand film.

Should you include a product walkthrough or micro-demo?

Yes. After clarity comes proof. Buyers want to see your product—not just hear about it. TrustRadius reports that 71% of B2B buyers say product demos are the most influential content when evaluating software, but they don’t want long demos on the homepage.

A homepage micro-demo can show:

• One or two real workflows
• A unique feature that sets you apart
• How fast or simple the product feels
• Outcome-based visuals (analytics, results, automation)

This video is best placed slightly lower on the page—after the hero and core value propositions—so visitors who are interested can dig deeper without scrolling endlessly.

Micro-demos work especially well when you highlight what differentiates you. Even a single well-chosen moment—like an automation firing or a powerful dashboard—can give buyers an instant “aha.”

When should you add an interactive video on the homepage?

Interactive video is most valuable when your homepage serves multiple personas or industries, and you want to quickly route visitors based on role, need, or use case. McKinsey reports that B2B buyers increasingly expect personalised, self-serve exploration, and interactive video delivers exactly that.

A common pattern is:

• Start with a 20–40 second intro.
• Offer branching choices like “I’m a marketer,” “I’m in RevOps,” or “Show me the product.”
• Let each visitor choose their own path into a more relevant experience.

This keeps your homepage clean while still serving diverse buyers. Instead of overwhelming them with role-specific sections, you give them an on-demand way to get the version of your story that matches their needs.

Platforms like ReelFlow make this extremely easy: one embed, many personalised paths.

How does ReelFlow help teams create homepage videos that convert?

ReelFlow makes homepage video easier, faster, and more scalable by giving you a structured way to design, embed, and measure video journeys. Instead of creating isolated videos, you can turn your homepage story into a guided experience tailored to different roles and levels of intent.

With ReelFlow, you can:

• Create a homepage flow in minutes: Combine an explainer, micro-demo, and branching choices.
• Update videos without rebuilding the page: Reuse the same embed and swap clips in the platform.
• Track engagement and intent: See play rates, branch choices, CTA clicks, and drop-off points.
• Personalise at scale: Give CMOs, RevOps leaders, founders, and end users tailored paths without cluttering the homepage.

This turns your homepage into a self-serve, guided introduction to your product—something static competitors can’t easily replicate.

FAQ

Do homepage videos need high-end production?

No—clarity, simplicity, and honest explanation outperform cinematic polish for homepage traffic.

Will video slow down our homepage?

Not if implemented correctly. Use async loading and lightweight players to protect performance.

Should videos autoplay?

No. Buyers prefer click-to-play, and autoplay with sound often hurts engagement and trust.