The problem with video on websites is most people try to cut corners and either do a video themselves or have a low quality job done by their neighbor who "dabbles" in website design and video editing. In that case, it actually can hurt your website.
Now, the question is whether or not it's worth it. The cost of a good video can bring you a lot of business, so it's a great investment in a lot of cases. If you have a business with benefits that are hard to describe or you have unique advantage over the competition, sometimes a video can do a better job of explaining these things to your future customers / clients. So in those cases, spending the extra money on video can pay huge dividends. Again, that's IF you have a video that's done right.
Understand that having a professional quality video isn't enough; you need a video that follows the proper marketing principles and ultimately answers the questions on your customers' / clients' minds. We have seen so many videos out there where the business owner paid good money and got high quality as far as video shoot and editing skills; you came away thinking "that was a nice video." The problem was that it didn't sell the product or service.
If you think about commercials you see on TV and remember how many times you thought to yourself: "That was a great commercial, but I don't even know what they were selling." Now, huge companies with millions to spend have that luxury; sometimes, it's just terrible marketing and other times it's branding themselves on a long-term basis. Most small business owners don't have that luxury. You need to get right to the point on what your future clients / customers will want from you; why they will come to you; what makes you different, etc.
So, we'll close this week's topic with this: Ask yourself these questions:
1) Do I need video?
2) If yes, then why? If no, then why?
3) If yes, what exactly will make my potential customers say: "I got to do business with them."
4) Who's going to do your video for you?
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