Nicholas Mattingly is the CEO and Co-Founder of Switcher Inc.
For most businesses, a website starts as a place to share your products, services and contact info. It’s often simple—maybe even built with stock photos and a straightforward layout. But over time, that kind of site can start to feel like it’s just holding space rather than making a real impact.
A video-first website can change that. With this approach, your site goes beyond sharing information; it becomes a place where real connections happen, helping your brand stand out in a crowded digital world.
So, what does it mean to create a video-first site, and how can it transform the way people interact with your brand? Let’s explore the power of video-first websites and practical ways to make it happen.
The Power Of A Direct, Video-First Website
A website-centered video strategy gives you a level of stability that social platforms can’t always offer. With around three-quarters of consumers using social media to find new products, these platforms are still great for discovery, and I’m not here to dismiss their value. But creating a video space on your website means your viewers are not at the mercy of an algorithm; you’re giving visitors a direct experience, one where they can connect with your brand without distractions.
Having video on your own site also opens up insights that social simply can’t. Rather than vague numbers of likes or views, you get to see which content holds attention, how long people watch and where they go next. This information is gold when it comes to refining your strategy over time, especially if you’re looking to grow a more loyal and engaged audience.
Building Trust Through Consistent Video Content
If you’re aiming for a video-first website strategy, your approach will involve a unique combination of strategies that best represents your brand and customer needs. Here are some strategies that have worked for brands taking this route:
• Customer testimonials: Short, authentic testimonials have a special kind of impact. You don’t need a big production budget; just ask real people to talk about their experiences with your product or service. This is your user-generated content without the clutter of a social feed.
• How-to and FAQ videos: Small businesses especially can build trust by answering common questions about their products. A local vacuum repair shop could share tutorials on how to replace a vacuum belt, for example. This isn’t just useful, it also positions you as the go-to expert.
• Product highlights and new arrivals: Weekly product highlight videos work well for retail, especially when you’re bringing excitement around new arrivals. Going live to showcase products and directing viewers to shop builds urgency and lets you share value right from your own platform.
• Video podcasts or expert interviews: If you’re an industry expert with lots to share, try a video podcast or interview series. Industry insights or expert discussions give viewers a reason to keep coming back to your site, fostering a deeper connection over time.
Each of these formats can give visitors a stronger sense of who you are and what you offer, helping you turn your video presence into an ongoing resource.
Practical Steps To Transition To A Video-First Strategy
Switching to a video-first approach might sound like a big leap, but it doesn’t have to be overwhelming or expensive. A good first step is to review your existing social content to see what’s resonating. Look for topics or types of posts that have done well and start by repurposing or adapting those for your website.
It also helps to keep things simple at the start. Today’s smartphone cameras are incredibly high quality, so you don’t need fancy equipment. Start with short, informal videos—introducing team members, doing product demos or even showing a behind-the-scenes look at your day-to-day. These videos are often just as effective at building connection as a polished production.
Think about designing your site so visitors feel guided and engaged. After someone watches a video, consider inviting them to check out another video, sign up for updates, or browse related products. This flow helps keep your brand top of mind without overwhelming them.
Finally, feel free to experiment with content formats. A weekly Q&A, quick product demos or customer spotlights can give you a feel for what sticks and encourage people to come back. Over time, your video content library will grow and you’ll see what works best, all while creating a dynamic experience that moves beyond static text or images.
When Social Meets Strategy: Redirecting Viewers To Your Domain
While many businesses use social media to build awareness, the goal should be to bring people back to your website. One approach, known as transmedia storytelling, is using part of your video content as social clips to direct viewers to your website for the full experience. This is a tactic you’ll see often in podcasts and talk shows where they give a taste on social and direct fans to their platform for the complete content.
You can also use high-performing social videos on your website to give them a second life. Why not make the most of videos that have already done well?
Direct calls-to-action can further encourage social viewers to explore your website. For instance, if you’re highlighting new products or sharing tips, include prompts like “see more tips on our website” or “shop new arrivals now.” These strategies let social media serve as the discovery tool, while your website becomes the main content destination.
Crafting Your ‘Home Base’ For 2025 And Beyond
A website filled with video content becomes a lasting foundation for your brand. It allows you to engage directly, track behavior and remarket to a loyal audience without the limitations of a social feed. In an environment that’s constantly shifting, brands that prioritize their own digital space will stand out from those relying on social alone.
Social media will always play a role in brand discovery, but your website is where visitors should feel like they’ve truly found you. In 2025 and beyond, video-first websites won’t just be a nice-to-have—they’ll be essential.
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