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As your 24/7 salesperson, your website has the potential to churn out plenty of leads. However, if your website lacks video content, it may not be working hard enough for you. To help you gain more website leads with video, here are a few best practices from our video marketing series.

Wistia video thumbnail - 3. Leads (Blog)

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When it comes to to converting visitors into leads on your website, video is a powerful tool.

It provides visitors with an option to passively and quickly engage with your message.

Research has shown that including video on a landing page can increase conversion by 80%.

Landing page videos increase conversion because:

  • they provide your message in an easily digestible manner,
  • keep visitors on the page longer,
  • and establish trust.

If you want to really up your game in terms of conversion, provide calls-to-action (or CTAs) at the end of videos throughout your site.

Typical click-through rates for on-page CTAs, such as those found at the end of blog posts, are somewhere between 2-3%, depending on your industry and quality of the call-to-action.

When you include a call-to-action directly in a video, the average click-through rate is around 12%. With in-video CTAs, you’re 4 times more likely to capture a lead.

Text calls-to-action are the easiest to implement and therefore the most popular. All you need is a few words, a link, and boom, your videos are instantly converting better than before.

Play around with setting your calls-to-action at different stages within a video. The more engaged a viewer is with the content, the more qualified they may be for sales.

A well-positioned in-video CTA lets your viewers know what you want them to do next. If the information is relevant and valuable, they’ll be more likely to continue the process and become a lead. 

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