5 Ways To Make A Video Landing Page Kick Butt

Last updated on February 20th, 2025 at 03:20 am

Well-made video landing pages tend to convert better than regular landing pages.

However, the key word here is “well-made”, so don’t expect your conversion rate to go through the roof just because you added some random video to an existing landing page. 

If you want to take advantage of the video medium, you need to create a new landing page with that in mind. 

Here are five ways to ensure that your video landing page kicks butt…

What is a Landing Page?

Okay, so before we get into video landing pages, let’s make sure that we all agree on the definition of the term “landing page”.

A landing page is a web page designed with a specific conversion goal in mind.

In theory, that conversion goal can be anything, but in practice, the vast majority of landing pages fall into one of these two categories:

1. Lead generation landing pages are designed to persuade the visitor to give you their contact details, typically their email address.
2. Sales landing pages that are designed to persuade the visitor to buy a particular product or service. 

Note that when online marketers use the term “landing page”, they are usually referring to the former. 

That’s why in this article, we are going to focus exclusively on lead generation landing pages. 

What is a Video Landing Page?

A video landing page is any landing page that features video content.

This includes everything from landing pages with video backgrounds to reverse squeeze pages to landing pages that initially only feature the video but then other page elements appear as the video progresses. 

In this article, we will be primarily talking about reverse squeeze pages that feature actual video footage, but you can also use animated videos and video slideshows with a voice-over.

Should You Use Video Landing Pages?

Video landing pages are fashionable right now so it’s easy to fall into the trap of mindlessly following the crowd and using them just because that’s what everyone else is doing.

However, the truth is that video landing pages aren’t some silver bullet that works for every business. 

In fact, we would even argue that for most businesses, using video landing pages may not be the optimal solution. 

Here are some factors that you should take into consideration:

Are You Good on Camera?

The standards for landing page videos are much higher than the standards for, say, YouTube videos. 

On YouTube, the videos are typically designed to be either educational or entertaining, with a significant overlap between the two known as “edutainment”. 

Creators also continuously produce new videos, with top YouTubers getting into the hundreds or even thousands of uploads. 

Pretty much everyone’s first video is horrendous but it doesn’t matter because then they make the next video, and the next one, and the next. 

Landing page videos are a completely different ball game because they have a concrete conversion goal: to convince the visitor to give you their email address.

Moreover, the visitor will only see that one video, so it’s your only opportunity to persuade them. 

So the stakes are much higher and the audience is much less forgiving. 

You can get away with an awkward presentation on YouTube, but you won’t get away with it on a landing page. 

That’s why you need to ask yourself how comfortable you are with speaking in front of a camera. Do you have any previous experience with that?

Of course, it’s a skill that can be learned, but you are not going to learn it by shooting a single landing page video.

You’d be much better off practicing on YouTube and TikTok until you feel confident enough to create a video for your landing page.

Do You Have Video Production and Post-Production Skills?

A landing page video must be of reasonable quality if you want that landing page to convert well. 

This means that you will need to:

• Set up a filming set – You will need video lights and a basic understanding of lighting principles. 
• Shoot the video – You will need a video camera and a microphone. You can probably get away with shooting the video with your smartphone but the microphone should be professional-grade. The general rule is that sound quality is more important than video quality. 
• Edit the video – You will need video editing software and basic video editing skills to edit the footage. 
  
  Keep in mind that if you don’t have previous video editing experience, you might be underestimating the amount of work that post-production entails.

Obviously, you can learn everything that you need to know, but if you don’t have the basic production and post-production skills, you should practice them on YouTube and TikTok until you feel confident enough to make a landing page video.

Do You Have the Budget to Outsource Production and Post-Production Tasks?

Of course, if you have the money, you can simply hire people to help you with your landing page video. 

Hiring professionals will likely be expensive, so you need to ask yourself if you are willing to take on that financial risk.

There’s no guarantee that your landing page will convert – you can’t possibly know that until you start driving traffic to it.

Can you afford to lose the money that you invested in making your landing page video?

If losing it would wreck your budget then you shouldn’t take that risk.

Video Landing Pages are a Great Option for Video Content Creators

Content creators who specialize in video content are in the best position to harness the power of video landing pages.

If you have a YouTube channel or a TikTok following, then you probably already have the key skills that you need to create landing page videos.

Moreover, your audience is already used to watching your videos on these platforms, so video is probably their preferred medium anyway. 

This makes the transition from watching your YouTube video to watching your landing page video seamless compared to a transition that involves switching mediums such as going from reading blog articles or listening to a podcast to watching a video. 

Of course, this doesn’t mean that if you aren’t a video content creator, then video landing pages are out of the question.

You can still make this approach work but it will be more resource-intensive and therefore more risky. 

Okay, so with all that out of the way, let’s get into the main subject of this article. Here are five ways to make a great video landing page…

#1: Choose the Right Landing Page Builder

No one codes landing pages from scratch anymore. Why?

Because that would be a complete waste of time when landing page software can generate a landing page for you in a matter of seconds. 

But there are so many landing page builders on the market. Which one should you choose for your business?

Here are some of the factors that you should consider:

Pricing

Realistically, your budget is probably going to be the main constraint here, so it makes sense to start by deciding how much you are willing to spend on landing page software.

You want to look not just at the price tag of each solution, but also at what functionality it offers, how it would fit into your business workflow, and how it would affect your overall software budget.

For Example:

Basic landing page builders are much more affordable than all-in-one platforms that include landing page builder functionality, but the latter can eliminate the need for various other apps.

Say, if you go with a basic landing page builder, you will also need to pay for a separate email marketing solution.

However, with an all-in-one platform like ClickFunnels, the email marketing functionality would be included, thus eliminating the need to pay for it separately. 

So you really need to look at the big picture if you want to make the right decision.

Features

Here’s the basic landing page builder functionality:

1. A template library that provides landing page templates for the most common use cases.
2. A visual page editor that you can use to customize those templates.

You also want to make sure that the solution you are considering allows you to create video landing pages. 

That should be explicitly stated on the company’s website. Keep in mind that some of the more affordable landing page builders don’t support video. 

Beyond that, you need to look at whether the solution in question offers any other features that you need for your business workflow. 

In general, it’s better to get as much of the functionality that you need from as few apps as possible. Why?

Because the more apps you stitch together, the more likely it is that something, somewhere will break down and disrupt the entire workflow. Each additional app makes the overall system more fragile. 

That’s why we recommend looking into all-in-one platforms like ClickFunnels. Managing everything on a single platform is not only more convenient but it can also help you avoid unexpected disruptions. 

Integrations

You also want to make sure that the solution you choose can be easily integrated with other apps in your business workflow. 

Ideally, it should offer native integrations with popular apps, as well as third-party integrations with apps like Zapier. 

Here are just some of the integrations offered by ClickFunnels:

• Twilio — Use to personalize and schedule SMS messages.
• Embed A Calendar Into Your Funnel — Use to allow leads to schedule themselves on your calendar. Can use lots of different calendar software for integration.
• YouZign — Use for hosting custom images on YouZign and then publishing those same images on ClickFunnels. 
• VWO Engage — Use to set up push notifications for your funnels. 
• SalesForce — Use if you want to integrate SalesForce with your ClickFunnels account. 
• Warrior Plus — Use to sell Warrior Plus products in your ClickFunnels site. 
• Disc Delivered — Use to enable automatic order fulfillment when someone places an order in your funnel. 
• Stripe Payment — Use Stripe as a payment integration and send funnel customers receipts directly from Stripe.
• Kajabi — Use to connect your products in ClickFunnels with membership areas in Kajabi. 
• PayPal — Use to add a PayPal button to your ClickFunnels page and accept payments through PayPal.
• Shopify — Use to integrate your Shopify website with your ClickFunnels account. 
• Slybroadcast — Use to send voicemails from Slybroadcast to your subscribers in ClickFunnels. 
• Shipstation — Use to set up Shipstation for order fulfillment once someone purchases through ClickFunnels. 
• Zapier — Use to integrate your ClickFunnels account with any other popular service. 
• ZenDirect — Use to send customer information from ClickFunnels to ZenDirect to ship items from ZenDirect.

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#2: Test Your Lead Magnet With a Squeeze Page Funnel

Okay, so now that you have picked landing page software, it’s time to build a landing page… But not a video landing page!

Creating a landing page video is a resource-intensive endeavor, so before you start pouring time, energy, and money into it, you want to make sure that your lead magnet resonates with your target audience. 

Otherwise, you might end up with a great video landing page that doesn’t convert because no one wants your lead magnet. 

That’s why we recommend testing your lead magnet with a squeeze page funnel first.

Here’s what a squeeze page funnel looks like:

Page 1: A squeeze page

Page 2: A thank you page

ClickFunnels includes a bunch of squeeze page templates that have already been optimized for conversions. 

All you need to do is pick one, customize it with our visual page builder, and publish it.

Then set up an ad campaign on a platform that makes the most sense for your business and start driving paid traffic to your squeeze page. 

Begin with a small daily budget. Once you figure out how to run ads profitably, you can start gradually scaling your campaign. 

If you can’t persuade people to get your lead magnet with a simple squeeze page, you won’t be able to do it with a video landing page either. It’s best to scratch the whole thing and go back to the drawing board. 

Continue experimenting with various lead magnet ideas until you come up with something that resonates with your dream customers. 

You should only progress to a video landing page once you have a proven lead magnet.

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#3: Create a Reverse Squeeze Page Funnel 

Okay, you have a proven lead magnet, what’s next?

We recommend creating a reverse squeeze page funnel:

Page 1: A squeeze page

Page 2: A thank you page

So what’s the difference between the regular squeeze page funnel and the reverse squeeze page funnel, then?

• A regular squeeze page funnel keeps the free value behind the opt-in wall.
• A reverse squeeze page funnel provides some free value right there on the squeeze page itself in the form of a free video then asks for the potential customer’s email address in exchange for more free value.

That free landing page video should be a pitch for your lead magnet.

But it should also provide genuine value as a standalone video regardless of whether the visitor proceeds with the lead magnet or not. We’ll discuss how to script it in the next section. 

ClickFunnels includes a reverse squeeze page funnel template. All you need to do to set it up is follow this tutorial:

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#4: Use the “Hook, Story, Offer” Copywriting Framework

We recommend using the “Hook, Story, Offer” copywriting framework for scripting your landing page video:

• Hook – Grab the potential customer’s attention with an intriguing opening. You want to pique their curiosity so that they would feel compelled to continue watching to learn more. 
• Story – Tell them a captivating story that resonates with them on an emotional level. Start with empathizing with them, follow that with a narrative arc, then end with a lesson. 
  
  You want them to feel like they have learned something even if they decide that they aren’t interested in your lead magnet.
  
  This is the up-front free value that is an essential component of the reverse squeeze page funnel. 
• Offer – Transition into the pitch for your lead magnet. How will it make the potential customer’s life better? Emphasize that. End with a call to action encouraging them to get it. 

It might take some experimentation to get the script right, but the “Hook, Story, Offer” framework itself is extremely effective.

It’s what we use not only for our landing page videos but for the vast majority of our copywriting!

#5: Optimize Your Landing Page

You can use A/B testing, also known as split testing, to optimize the copy and the design of your page:

1. Create two variants of your landing page: variant A and variant B. There should only be ONE difference between them (e.g. the headline). That’s the element that you are testing.
2. Split your traffic into two and send half of it to variant A and the other half to variant B.
3. Run the experiment until it reaches statistical significance, then analyze the results and keep the winning variant.

You can easily do all this with ClickFunnels.

However, A/B testing won’t help you much when it comes to your landing page video, as it would be highly impractical to optimize your video one change at a time.

Consider shooting several versions of the same video with major changes in the script, then send of the same amount of traffic to each variant and see which one performs the best.

This approach is much less reliable than proper A/B testing but it’s better than nothing, provided that you send enough traffic to each page to reach statistical significance. 

Build Your Video Landing Page With ClickFunnels!

ClickFunnels enables you to:

• Validate your lead magnet with a squeeze page funnel before you start pouring resources into creating a landing page video.
• Build a reverse squeeze page funnel that features a video landing page.
• Optimize your video landing page with A/B testing.

We also have a free trial which means that you can try our software without any risk!

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