Excellent video is at the center of the best websites, the ones that are pleasing to visit and effective at converting visitors into customers. But the first concern is having a great website. Even if you have fantastic video marketing campaigns, if your potential customers can't quickly understand what you do or how you can help them, your efforts to market to them may’ve been fruitless from the start. There are, however, some key tips you can keep in mind when designing your website that can help you clearly communicate your mission—showing visitors the value you bring.

We’ve teamed with user experience designer Gustavo Hernando to make 3 videos to teach you some of those critical, yet simple tips that can make your website’s user experience wonderful, including what to show online, how you should describe your business, and how to help give customers what they need. 


Hi, I’m Gustavo Hernando and I help small businesses have more effective websites.

I want to start with how people browse the web when they're looking for a product or service. They're looking for information that helps them make a decision, right?

They’re asking questions like:

What do you do? How do you do it? What’s in it for me? Why should I trust you, and what should I do next?

When it comes to a business website, anything else you put on your site is likely to be a distraction..

Let’s look at a website that I assisted building for Talking Head Studio, who is also producing this video series.

I'm sure that you'll agree it's easy to concentrate on the first important detail here which is:

“What do you do?” Talking Head Studio can help bring the story of my business to life. It’s a perfect tagline.

They expand on this by saying they do video production in Orlando.

Again, this part is uncluttered. It displays high level information clearly and leads us into a nice story video that introduces the company .

Then we read the answer to:

“How do you do it?”

How does Talking Head Studio help bring the story of my business to life? By being an expert that helps me tell my story with clarity, emotion, and impact.

Great, I now know what they do and how they do it. But, “What’s in it for me?”

They can save me money, tell my message clearly and help me be understood. They've got my attention. Ok, at this point, visitors will be pleased but might be unsure yet if they should do business with Talking Head Studio.

Why is that? Well, just like in the real world, people won't do business with you if they don't feel they can trust you. “Why should I trust” Talking Head Studio? I can see examples of their work. This could be enough to increase my confidence in the quality of video they can produce for me.

Last but not least, I want to know:

“What should I do next”? You should always include a call to action on every page of your site. It’s there to show your potential customer what you want them to do.

Some examples can be “Call for an appointment”, “Request a Quote” or “Download this free report”

Talking Head Studio chose to: Invite me to get to know them Learn more about their services or View their work.

In this short video we’ve gone over the homepage elements that people use to help them decide whether to do business with you or not.

Once you implement these, they’ll clearly know what you do, how you do it, what’s in it for them, why they should trust you and what they should do next. In the next video, I will go over how to describe your business online.