Does video on a website increase enquiries?

Key takeaways

Video on a website increases enquiries when it answers a question text cannot answer as well: showing the team, the process, the finished result or a customer telling their story. It hurts when it is a slow autoplay header that delays the offer. Place short, purposeful videos where buyers are deciding, and never let them block the page.

• Video helps when it shows something hard to explain in words.
• Autoplay video headers often slow mobile pages and bury the offer.
• Short, captioned videos of about a minute suit most service pages.
• Always keep the key message and call to action in text too.

When does video increase enquiries?

Video increases enquiries when it reduces a buyer's uncertainty faster than text or photos. A 60-second walk-through of a finished loft conversion, a clinician explaining a first appointment, or a client describing the problem you solved can all do that. The common thread is that video shows something real and relevant to the decision.

• The difference between a good website and a high-converting website

Which videos are worth making?

For most UK small businesses, these four types earn their place.

• Meet the team: who the buyer will speak to or see.
• Process: what happens from enquiry to finished job.
• Project walk-through: finished work with a short explanation.
• Customer story: a real client describing the problem and result.

• Use testimonials and case studies on your website

When does video hurt conversion?

Video hurts when it slows the page or replaces the message. Autoplay headers are the most common problem: they add weight to the first screen on mobile, often have no sound or captions, and push the headline and call to action aside. Long brand films that say little also use attention visitors would have given to the offer.

• Does website speed affect conversion rate?
• Website design vs conversion: where the two part ways

How should video be placed on the page?

Place video beside the claim or question it answers, not as a full-screen header. Use a lightweight thumbnail that loads the player only when clicked, add captions so it works with sound off, and keep the key message and call to action in text next to it. Hosting on YouTube or Vimeo and embedding lazily avoids slowing the page.

• Click-to-play, not autoplay.
• Captions on every video.
• 30 to 90 seconds for most service videos.
• A text summary and call to action beside it.

How do you know if video is working?

Track video plays and completion as events, and compare enquiry rates for visitors who watched with those who did not. Be careful: watchers are often more interested anyway. A cleaner test is comparing the page's enquiry rate before and after adding the video, over the same season.

• Micro-conversions: the small steps that predict enquiries

What does this look like in practice?

A UK hearing clinic replaced an autoplay stock video header with a still image and headline, and added a 70-second captioned video of an audiologist explaining the first appointment beside the booking button. Mobile load time improved and appointment requests from the page rose. Several patients said the video made them less nervous about booking.

• See client work
• Website Design & Development for UK businesses

Website video checklist

• Make video only where it shows something text cannot.
• Avoid autoplay video headers, especially on mobile.
• Keep service videos to 30 to 90 seconds.
• Add captions and a text summary.
• Use click-to-play embeds that load lazily.
• Measure the page's enquiry rate before and after.

Next step

Video is worth the effort when it answers a buyer's question on the page where they decide. We can help you choose which one video would make the most difference.