1. HD Quality – Make sure the videos that you use are always shot in HD. We live in a world where we are judged by our appearance. If you have videos on your website that do not represent your business in an ultra-professional manner it’s a waste to even add a video. Quality is key!

2. Closed Captioning – Adding closed captioning is important. Some users don’t have speakers or are hearing impaired. Therefore, taking their needs into consideration is imperative.

3. User experience – There’s not too many things more frustrating than seeing a video play over and over—especially when you don’t want to see it again. Make sure you find a solution that turns itself off after the first cycle (if desired) or has the capability built in to allow the user to play it over again. To keep the user engaged and heading towards the site objective—whatever that may be—it’s important to be courteous to your users and consider- able their overall experience when adding an online video solution.

4. Video length – Keep it brief–especially on the home page. One key objective of a video spokesperson is to explain a product or service effectively, but it’s also an objective to direct users to a specific section, specials, or conversion page within the website. Keep it short and sweet on the home page—usually under 45 seconds is recommended. Studies show the user does not want to watch a 2-minute video on your business—unless the elect to. And in that case, many successful companies will employ another more in-depth video explaining the particular product or service they are selling.

5. Actor Quality – The actor you select to represent your company is also a very important con- side ration. It’s imperative to choose an actor that is talented, understands your product or service, and can represent your company with the professionalism or style that you require. Don’t compromise on the quality of the actor to save a few bucks. Find one that has been professionally trained and with years of experience under their belt. As the adage says, “You don’t get a second chance to make a first impression.”

6. Appeal to your user’s Target – Choose an actor that fits your target market. If your market is geared towards baby boomers it makes sense to have an spokesperson that is of the same age range. If you’re selling a service to corporations, it may make sense to have an older, more experienced-looking actor tout the pitch. Don’t alienate your potential customer by missing this important tip.

7. Professional Copywriting is a Must! – Results show you only have a limited amount of time to capture the full attention of your audience. Consequently, what is said during the online video is as important as how it’s said. Consider a professional copywriter to make sure you drive home your point—clearly and with results.

8. Add a “Call To action” – Following up on the last point, and if you’ve opted for a video that is specific to a product or service (compared to an introduction or welcome message) make sure you tell your audience what you want them to do, or at least create a sense of urgency by directing them to that “actionable” page or item. Whether you want them to complete a form, click through to another page, pick up the phone, or buy a product, make sure you make it easy for the user to do so. Add a call to action.

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