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Video for Your Website: What to Put on Every Page and How to Get It Right
Your website is the one place every prospect visits before they buy, request a quote, or pick up the phone. Yet most companies either have no video on their site or have a single brand film buried on the About page. Both are missed opportunities.
The question is not whether your website needs video. By 2026, over 90 per cent of businesses use video as a marketing tool, and visitors stay on pages with video significantly longer than pages without. The real question is which video goes where, what job each one does, and how to plan a shoot that covers all of them efficiently.
At Global Pictures, we have spent 18 years producing video for brands across Sydney and nationally. A growing proportion of that work is website video, often planned as a set of assets across multiple pages rather than a single hero film. Here is a page-by-page guide to getting it right.
Homepage: Make the First Impression Count
Your homepage video has one job: tell visitors what you do, who you do it for, and why they should stay. It is not a cinema trailer. It is a 30 to 60 second brand video or a looping visual that sets the tone immediately.
There are two formats that work well here.
A short brand video with a clear opening line, quick visually driven storytelling, and a call to action. This works best when auto-played with captions or used as a click-to-play hero.
A looping background visual with no sound, typically 10 to 15 seconds of footage that establishes mood and professionalism. Think movement, colour, and energy rather than a narrative.
The most common mistake is using a three-minute brand film as the homepage hero. Most visitors will not watch past the first 15 seconds on a homepage. Save the longer story for the About page or a dedicated brand page.
What to brief your production team: Capture several strong opening shots during the brand video shoot specifically for homepage use. It costs almost nothing extra to shoot a few additional looping sequences on the same day.
Service and Product Pages: Answer the Question They Came With
Visitors on a service page already know roughly what they want. They are comparing options and looking for clarity. The video on these pages should answer a specific question: how does this work, and what will the experience be like?
The best formats for service pages are:
Explainer videos (60 to 90 seconds) that walk through a process, methodology, or product feature. Animation works well here, particularly 2D or 3D motion graphics, because it simplifies complex information without needing a location shoot.
Short case study clips (60 to 120 seconds) that show a real project from brief to result. Even a single example with results data builds confidence faster than a paragraph of copy.
Product demonstration videos that show the thing in action. For physical products, this means close-up footage in a controlled environment. For software or platforms, a screen-recorded walkthrough with a voiceover is often the simplest solution.
You do not need a different video for every service page on day one. Start with the two or three pages that drive the most traffic or the highest value enquiries, then build out from there.
Landing Pages: Remove Friction, Build Trust
Landing pages exist to convert. They are typically reached through paid campaigns, email links, or specific search queries, and the visitor has already shown intent. Video on a landing page should reinforce the message they clicked on and reduce hesitation.
The formats that perform best on landing pages are:
Testimonial videos featuring a real customer explaining the problem they had, why they chose you, and what the result was. One authentic 60-second testimonial can outperform a page full of written reviews.
Short explainer or offer summary videos (30 to 45 seconds) that restate the value proposition in human terms. These work especially well above the fold, where they catch attention before the visitor scrolls.
One important note: landing page videos must load fast. Work with your production partner to deliver compressed, web-optimised files. A video that buffers for five seconds on mobile will lose the viewer before it starts.
About Page: Tell the Full Story
The About page is where your longer brand film belongs. Visitors who reach this page are actively interested in who you are. They are willing to invest two to three minutes watching a well-told story.
This is the place for a proper brand video: your people, your culture, your origin story, your values. It can include interviews with founders or leadership, behind-the-scenes footage, and client testimonials woven together.
Length: Two to three minutes is the sweet spot. Long enough to build an emotional connection, short enough to hold attention.
Tone: Authentic and human. Overly polished corporate scripts tend to feel hollow on an About page. Let real people speak in their own words.
Structure: Open with your "why," move through your approach, and close with a forward-looking statement or call to action.
If you already have an older brand video, the About page is where you will feel its age first. A brand film shot four years ago with former staff, old branding, or outdated messaging can actually work against you. This is a good candidate for a reshoot or a strategic re-edit using your existing footage library.
Case Study and Portfolio Pages: Let the Work Speak
If your website has a portfolio, project gallery, or case study section, video belongs here more than anywhere else. These pages attract prospects deep in their decision-making process who want proof.
Case study videos (90 seconds to two minutes) that pair client interviews with project footage. The structure is simple: what was the challenge, what did we do, what was the result.
Project highlight reels (30 to 60 seconds per project) that give a fast visual summary of the work. These are especially useful when you have a large portfolio and want visitors to browse without committing to a three-minute video for every project.
For production companies, agencies, and professional services firms, these pages are often the tipping point in a prospect's decision. Invest in making them strong.
Careers and Recruitment Pages: Show, Do Not Tell
If you are hiring, your careers page benefits enormously from video. Written culture statements are easy to ignore. A 60-second video of real employees talking about their work is much harder to fake and much more effective at attracting the right candidates.
Team culture videos that show the office, the people, and the day-to-day reality of working at your company. Keep them honest and conversational.
Role-specific clips where a current team member in that department explains what the work involves and what the team is like.
Employer brand video is increasingly part of the recruitment strategy for enterprise organisations. We covered this in detail in a previous post, but the key point for website placement is: do not bury recruitment videos in a PDF or a job board listing. Put them on your own careers page where they work hardest.
How to Plan a Website Video Shoot Efficiently
The biggest cost savings come from planning website video as a set rather than commissioning each page's video separately. Here is how to approach it.
Audit your pages first
Walk through your website and list every page that would benefit from video. Rank them by traffic, conversion value, or strategic importance. You do not need to fill every page on the first shoot.
Group by shoot type
Some videos need interviews (testimonials, brand film, case studies). Some need product or location footage. Some need animation or motion graphics. Grouping by type means you can batch the live-action work into one or two shoot days and handle animation separately.
Plan for multiple outputs from each shoot
A single interview setup can produce a 90-second testimonial, three 15-second social clips, and a pull-quote for the homepage. A brand video shoot can deliver the full two-minute About page film, a 30-second homepage hero, and a looping background sequence. Brief your production team on all the outputs you need before the shoot, not after.
Think about updates
Some website videos will have a long shelf life (an explainer about how your process works). Others will date quickly (anything with specific people, current branding, or time-sensitive messaging). Plan your refresh cycle so you are not caught with stale content across your whole site at the same time.
What to Expect on Cost
Website video does not have a single price point because the scope varies so much. As a rough guide for budgeting:
A single explainer or testimonial video: $3,000 to $8,000 depending on complexity and whether it involves animation, location shooting, or both.
A homepage brand video (60 seconds, produced): $8,000 to $20,000 depending on scale, talent, and locations.
A website video package (four to six videos planned and shot together): $15,000 to $35,000. The per-video cost drops significantly when you shoot as a set.
These are broad ranges. We provide detailed quotes once we understand the scope, and we have written a separate guide on how to read a video production quote line by line.
The Bottom Line
Every page on your website has a different job, and the video on each page should match that job. A homepage needs something short and immediate. A service page needs clarity. A landing page needs trust. An About page needs story. A case study page needs proof.
The most efficient approach is to plan your website video as a coordinated set, shoot the live-action work in one or two days, and brief your production partner on every output you need before the camera rolls. You will get better content, spend less per asset, and end up with a website that works harder for your brand at every stage of the visitor's journey.
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