Video use case · A practical guide
Landing Page Video
A landing page video supports one focused offer or campaign. Its job is to answer the questions that matter before a visitor takes the page’s intended action, such as making an enquiry or requesting a demonstration.
Watch a video example
A portfolio explainer showing how video can communicate a service clearly alongside a landing page’s enquiry form.
Continue the message that brought the visitor
If an advert promises a particular solution, the landing page and video should address that same need. Avoid switching to a general company presentation. Show that the visitor has arrived in the right place through the headline, opening scene and supporting copy.
Answer the important hesitation
A demonstration can clarify how something works. A customer story can provide a relevant experience, with permission and accurate context. An animated explanation can simplify a process. Select the format based on what the audience still needs to understand.
Keep one primary next step
Place the action near the video and explain what happens after someone responds. Supporting information, such as an overview of the process, should reduce uncertainty. Do not hide essential conditions or details inside the film alone.
Test the complete page
Check the video on mobile, the form, captions and the transition from the campaign link. Compare results against the page’s goal rather than assuming that adding a video will improve conversion. The offer, traffic quality and usability all influence the outcome.
Common questions
How is it different from a homepage video?
A homepage introduces a business broadly. A landing page video is tailored to a specific offer, audience or campaign.
Does every landing page need video?
No. Use video when showing or explaining something helps the decision. A clear text page may be sufficient for a simple offer.