5 Types of website videos that boost engagement (and sales)

Video on a website does one thing brilliantly, it makes people feel like they have met you. That sense of familiarity is a conversion lever, especially for service brands where trust matters more than features.

Plenty of teams film a nice video, then stick it on a random page and hope for the best. This guide is the opposite of that, five website video types that earn their keep, plus where they live and what they are for.

If you want to see what this looks like in real projects, start here: Video case studies

1. The homepage hero video

This is the quick, silent loop at the top of your homepage. It sets the tone in seconds and makes the site feel modern, confident, and real.

It works best when it shows people, movement, and context. Think hands at work, a team moment, a client interaction, a finished outcome.

Where it lives

Homepage, above the fold, alongside a strong headline and a clear button.

What it fixes

A site that feels flat, generic, or hard to “get” at first glance.

Tips that keep it converting

Keep it short, keep it light, keep it silent by default. Let your headline do the explaining, let the video do the feeling.

A good example of hero video doing the heavy lifting is Conquer Tables. It drops you into the atmosphere straight away, then the page structure does the closing.

2. The brand story video

This is the “who we are and why we exist” video, without the cheesy corporate energy. It turns your about page into something people actually watch.

Marketing teams love this because it makes the brand feel human. Sales teams love it because it pre warms prospects before the first call.

Where it lives

About page, homepage mid section, and sometimes at the top of the contact journey.

What it fixes

A brand that gets described as “hard to differentiate” even when the work is brilliant.

Tips that keep it honest

Use real people, real voice, real environment. Avoid scripts that sound like a mission statement you would never say out loud.

If you want a quick “this is what we do” feel for Rubber Duckers, our showreel is a good reference point: Watch the showreel

3. The service or process explainer video

This one reduces friction. It answers the questions people always have, what happens, how long it takes, who does what, what you need from me.

It is especially useful when your service has a few moving parts, or when your prospects want reassurance that the process is calm and organised.

Where it lives

Service pages, process page, and high intent landing pages.

What it fixes

Enquiries that stall because the prospect is unsure what signing up actually means.

Tips that keep it practical

Keep it structured, one minute is plenty, and add captions. A simple format works well, what we do, how we do it, what happens next.

Our process page is built for clarity, and an explainer video here can lift conversion because it shortens the trust journey: Our process

4. The testimonial video

Written testimonials help. Video testimonials land differently, because you can feel the confidence, the tone, and the specifics.

This is gold for service businesses where trust is the main hurdle, and where prospects need proof that people like them got a result.

Where it lives

Case studies, service pages, and a dedicated proof section near a CTA.

What it fixes

A site that looks good, but still feels like a risk.

Tips that keep it believable

Keep it specific, keep it short, and keep it human. One clear outcome beats five vague compliments.

A strong example of this style is Vista Health, where stories become a series of clips in different lengths for different points in the funnel.

If you want more proof heavy browsing, this is the place: Wall of Love

5. The case study or story led mini documentary

This is where video becomes a proper conversion asset. You are showing the problem, the stakes, the work, and the impact, then pointing the viewer towards the next step.

For charities and mission led organisations, this can drive donations and event sign ups. For commercial brands, it can be your strongest credibility builder.

Where it lives

Case study pages, campaigns, pitch decks, and landing pages tied to outreach.

What it fixes

Prospects who like you, but need convincing that you can deliver at their level.

Tips that keep it focused

Build it around a narrative, then be ruthless with length. A tight edit wins, and you can always cut shorter versions for socials and ads.

Abby’s Heroes is a great example of story led video supporting fundraising and awareness.

A simple planning framework for marketing teams

Video converts when it is tied to a job. Use this before anyone picks up a camera.

Step 1. Pick the page goal

Book an intro call, request a quote, download a brochure, register for an event.

Step 2. Decide what the video must achieve

Build trust fast, explain the offer, show proof, remove uncertainty.

Step 3. Write the page around it

Headline supports the video, copy reinforces it, CTA stays obvious.

If you like seeing how we set expectations and keep projects tidy, our docs are public: Rubber Duckers docs

Keep video fast, tidy, and mobile friendly

Video can help conversions, then hurt them if the page becomes heavy.

A few sensible rules:

• Use a strong poster image so the page looks great before playback
• Compress properly, and keep hero loops short
• Add captions for anything with speech
• Place video near the CTA so momentum stays intact