Video Landing Pages: The Complete Guide to Boosting Conversions (2025)

If you’re a small business owner or solo entrepreneur, landing pages can be a relatively inexpensive way to boost your business performance. But how do you make them better?

One word—video.

Adding video content to your landing pages turns them into video landing pages and adds a huge amount of creative options. So, in this guide, we’ll cover the essentials of what you need to know about them.

What is the role of video in landing pages?

The purpose of video in landing pages is to help you improve the landing page's overall performance.

Depending on the landing page design, videos help you better communicate a message, build trust with your audience, and make complex offers easier to understand. Ultimately, they help visitors make a decision about buying your products or services.

From a practical standpoint, video content is great for placement on the hero section of your landing pages. That’s because it's the first content visitors will see, and people often stick around to watch videos rather than read entire web pages.

Otherwise, video content is great for a testimonial or explainer placement further down the page—but we’ll get into the specific types of video landing pages later.

Benefits of using video on landing pages

In terms of pros vs. cons, there are only two real downsides to using video on your landing pages.

First, hosting video directly on your site can slow down your page speed. As such, it’s better to use a video hosting service such as Wistia or Vimeo.

Second, the effectiveness of your videos can largely depend on your video content creation skills. We can bypass this downside with a little know-how on best practices and finding expert help when you need it (both of which we’ll discuss).

However, the benefits far outweigh the drawbacks.

Increased engagement

There are a few metrics you can use to measure engagement with your web pages, and video helps improve all of them. For example, Wyzowl's 2025 video marketing report shows:

• 84% of video marketers say video has helped keep visitors on their website longer (aka dwell time).

• 96% of video marketers say video has helped them increase brand awareness.

• 99% of video marketers say video has helped to increase user understanding of their product or service.

Generally speaking, the more engaged with your landing page a visitor is, the more likely they are to convert.

Improved conversion rates

Speaking of conversions, video helps massively in this area. Increasing visitors' understanding of your offer with video also increases the chances of conversion. But Wyzowl's report also has some solid evidence of improved conversion rates:

• 88% of video marketers say video has helped them generate leads.

• 84% of video marketers say video has directly increased sales.

• 87% of people have been convinced to buy a product or service by watching a video.

• 93% of marketers say video marketing has given them a good ROI.

If your video landing page uses testimonial videos from customers, you’re also introducing social proof—an effective psychological tactic for increasing trust.

Enhanced storytelling and brand connection

The concepts of storytelling and brand connection are a little more abstract and subjective. But there is the popular saying, "A picture is worth a thousand words." From there, how many words is a video worth?

Videos can help you convey a brand story or take the viewer through a journey of what their life could be like if they invested in your products or services. Telling stories in this way differentiates your brand and generates a higher level of engagement and persuasion than any other communication form.

Better SEO performance

While no definitive evidence suggests having a video is a good ranking signal for SEO, plenty of folks have experienced good results with it. According to the Wyzowl report cited earlier, 82% of video marketers say video has helped them increase web traffic.

There are a few reasons good SEO performance tends to happen with video landing pages:

• They keep people on the page longer, which is a good signal.

• You can incorporate keywords in the video metadata.

• Video can help make your content more accessible and offer better UX.

These may not be the only reasons video offers good SEO, but they’re the most common.

Mobile-friendly experience

The purpose of offering a mobile-friendly experience is to help your content reach as many people as possible—96.5% of users accessing the internet do so via mobile phones.

Video offers your site visitors the chance to understand everything you’re offering in as little as one click. Additionally, if you use an external video-hosting service, you may be able to customize the video player and play button to make it feel more on-brand and help build up a relationship with your viewers.

Best practices for using video on landing pages

Now you know how effective video landing pages can be, let’s get into some of the practical bits for making one yourself.

Keep videos short and focused

The point of video on your landing pages is to convert visitors by keeping them engaged. That won’t happen if your videos are long, wander off-topic, and test your website visitors’ attention spans.

The key here is keeping your videos short enough to keep viewers watching, but not too short that you miss or skip important information.

Think of these videos as high-quality short-form videos. You only really need a minute or so to make the best video for effective communication while not boring your visitors.

If you do find that your video is too long after your initial recording, feel free to use video editing software to cut down the duration of the full video.

Use high-quality, professional videos

Speaking of video editing, the purpose of a video landing page is to convince visitors to buy what you’re selling. If your video is too low-quality, visitors won’t trust the quality of your products or services either.

You don’t need much equipment to create a professional-looking video. Most modern smartphones can do a pretty good job as long as you have decent lighting and audio.

Either way, if you have trouble putting together a professional video, you can always hire a video editor to help you.

Optimize video load times

We mentioned how video landing pages tend to offer a better and more mobile-friendly user experience, but it does rely on your load times. If your video does not load quickly enough, you’ll lose the visitor.

To help optimize your video load times, keep these factors in mind:

• Make sure the file size is not too big (for example, use 1080p resolution instead of 4K).

• Use an optimized-for-web video format like MP4, with an appropriate bitrate (for 1080p videos at 30fps, that’ll be around 8Mbps).

• Use a Content Delivery Network (CDN) to distribute your file across multiple servers.

• Use lazy loading on your videos to make sure they only start loading when the video itself is visible.

There are more advanced tactics for page loading speed on your website, but these are a good start for the video portion.

Place videos strategically on the page

We briefly mentioned earlier how videos perform well, particularly in the hero section of the web page. That’s because the video will most likely be the first content the visitor will see, which will encourage them to stay longer to watch it.

Here’s an example of a video in the hero section of the Slack website:

Slack

Other key video placements for landing pages include:

• Background videos

• Supporting videos below the fold (for example, testimonial videos or explainers)

• Pop-up videos (for example, "this page only" offers that trigger when visitors navigate away)

While these are great options, if video is the key aspect of your landing page, it’ll most likely be a hero video.

Include a clear call-to-action (CTA)

If you do not tell people what you want them to do when they visit your website, they will not do anything. That’s why having a clear CTA matters. You get to direct your potential customers to do what you want them to.

For video landing pages, a few common CTAs include:

• Sign up here (for email newsletters or SaaS tools)

• Join the waitlist here (to build an email list of interested customers)

• Learn more (if you want to redirect to more specific landing pages)

• Just [price] today! (for products)

• Claim this [occasion] deal for only [price]! (for products)

These are just a few examples—the type of CTA that would work best for your landing page depends on what you’re promoting. For email marketing, for example, you’ll want a CTA that encourages viewers to sign up for your email list.

Add captions and subtitles

Use video editing software or branded video templates to add captions and/or subtitles to your videos.

Not only does this make your videos more accessible for those with hearing impairments, but it also reaches people who prefer to watch content without sound. For example, those without headphones in public or people with sensory disorders.

Another reason to add captions is that they help keep viewers engaged with the content—especially if the video is fast-paced. In a study on students using captions for video content, 52% of them reported better comprehension with captions.

Test video performance regularly

Some promotional video ideas are better than others, so it’s a good idea to test the performance of your video landing pages. The best method for testing video performance is to conduct A/B tests, which compare two versions of the same page.

When A/B testing video landing pages, consider using these areas as your focus:

• The placement of your video

• Test the thumbnail of your video if it does not use autoplay

• The CTAs in or around your video

• The design of your video player

• Your video intro and outro

Otherwise, it’s also a good idea to conduct a technical test of your video regularly. For instance, view the page on different browsers to make sure it works across different platforms and search engines.

Examples of effective video landing pages

It might be a little difficult to think about what a few of those best practices look like if you’ve never seen them before. So, let’s look at some video landing page examples.

Product demos

Product demos are the bread and butter of any type of video marketing. The point of them is to demonstrate your product. Most of the time, that means showing what your product does in action. Here’s an example from Rave Coffee:

Rave Coffee

In this case, the video showcases the Rave Coffee subscription service. It serves as both a product demo (the video shows you how to use the subscription) and a brand story video, showcasing the behind-the-scenes of the business.

Customer testimonials

The main purpose of customer testimonials is to show how existing customers have benefitted from your product or service. This evidence provides social proof and gives your brand a lot more credibility.

They work for pretty much any type of business, for example, Very Good Copy:

Very Good Copy

Very Good Copy is an email newsletter designed for professional copywriters, offering copy "micro" lessons and inspiration. The video testimonials complement text-based testimonials with the sole purpose of getting visitors to sign up for the newsletter. Simple, but effective.

Brand story videos

When you want to build an emotional relationship with your landing page visitors, a brand story video is the way to go. Here’s an example from Ffern, a seasonal, limited-batch perfume brand based in the UK:

Ffern

In this case, the video landing page promotes the latest season's perfume (Winter 25) and provides a narrative about the thought process behind the blend.

It has a clear CTA to join next season’s fragrance waitlist. I highlight this example because it worked on me personally (I’m now a big fan).

Explainer videos

Explainer videos, or tutorials, are helpful if your product is not self-explanatory or if it’s not tangible—like software or other digital products. These are particularly great as ads for online courses, as you’ll see in the example below from contentcreator.com:

ContentCreator.com

In this case, the folks at contentcreator.com are promoting a course on filmmaking with your smartphone (this is another landing page example that converted me personally).

Given how the course is centered on teaching you how to create video content, it’s not surprising that the quality of the hero video is pretty high. However, the CTAs on this page are also super strong (as well as the copy).

Event promotions

Another type of video landing page you might come across will promote events. In the e-commerce industry, these are typically seasonal occasions (like Black Friday).

However, you can also use video landing pages to promote in-person or online events, like webinars. Here’s a great example from Candlelight Concerts:

Candlelight Concerts

In this example, we see the general events homepage from Candlelight Concerts, and on the right is a video highlighting some concert footage. These videos can help viewers get into the action or feel like they want to be part of the event.

We can also see the strong CTA—"Find Your Tickets"—clearly visible next to the video (I have been tempted by this one).

Hire video content creators on Fiverr

So, you’ve seen the benefits of making video landing pages, you’ve got a good idea of what you need to remember when making them, plus some inspiring examples to draw from. What next?

If you’re a digital marketer or a content creator, you may already have some of the skills needed to use a video landing page builder for your business. However, if you only have basic skills or no skills at all, you’re probably scratching your head thinking about where to begin.

If that’s you, we encourage you not to try going at it alone. Hire expert videographers and editors on Fiverr to help you create a high-quality video for your landing pages.

Sign up today to find expert help for your video landing page.

FAQs

How long should a landing page video be?

A landing page video should be as short as possible to get your message across without boring your viewer. About 1 minute is a good duration to aim for—avoid making a landing page video longer than 10 minutes.

What types of videos work best for landing pages?

There are a few types of videos that are great for landing pages, including:

• Product demonstration videos

• Customer testimonial videos

• Brand story videos

• Explainer videos

• Event promotion videos

How do I optimize video for SEO on landing pages?

There are a few tactics you can try to improve video SEO on your landing pages:

• Add your target keywords in the video metadata.

• Make sure your video is not slowing down your page speed by compressing it or using a video hosting service.

• Use a CDN to distribute the video file across multiple servers.

• Use lazy loading on your videos.

Can I use YouTube videos on my landing page?

Yes, you can embed YouTube videos onto your video landing page. However, it’s worth keeping in mind that other video hosting services can offer better marketing functionality compared to YouTube.