When to use video on your site

In what situations is it appropriate to integrate video into your small/medium sized business website? Everybody else is doing it, should you? I'm exagerating of course, large sites are using video but I see very few smaller sites that are more than just text and pictures. Here are some questions to ask yourself:
- Do you want your site to say "what you do" or "who you are"?
Compare it to the job application process. A face-to-face interview is always part of it, because a resume or even a phone interview don't convey who you are. If you are a consultant or service provider, showing your "personality" is important. For an example, see the intro video at BGH Studios.
- Does your existing site copy include a lot of "how-to's"?
Phrases like "turn the screw 180 degrees", " pull the blue tab ", are a dead giveaway. Maybe you could just use a video and show how to do it.
- Do you want to emotionally connect with your audience?
Video testimonials can be very powerful because they are more believable, especially if your business deals with an emotional subject: health, relationships, children.

When not to use video:
- when your visitors want a quick answer (absurd illustration: don't use a video to give directions to your office. An address and a link to google maps will suffice!)
- when search engine visibility is important. Search engines can't recognize the content of your videos. You could of course, offer both text and a companion video.

How to do video:
- Professionally produced is best, but in some instances video blog type productions are appropriate. This assumes some basic video skills. There's a fine line between looking 'real and raw' and looking real 'cheesy'.
- Keep it short
- Remember you don't have a captive audience. Pushy sales pitches don't work, they'll just leave your site. Don't feature your CEO bragging about your company and talking about 'paradigm shifts' and other cliches. Keep the BS meter pegged on zero. (if your BS meter is broken, run your script by someone under the age of 25)

Tags: online video, web design