Why Video Might Just Be Your Website’s Best Salesperson

17 June

Video isn’t just a marketing buzzword anymore. It’s one of the richest, most effective tools you can have on your website and on your social channels. And not because it looks fancy. It’s because it helps real people get a real sense of you - what you do, how you do it, and whether they want to work with you.

I’ve been helping businesses sharpen their online presence for years now, and if there’s one thing I’ve seen over and over, it’s that video can make a huge impact in most stages of the sales funnel. Especially when you're in a professional service where trust is everything.

Video Gives People a Feel for Who You Are

More and more in this day and age people want to know who they’re working with. Not just what you do, but what it feels like to deal with you. And video - especially the kind you embed on your website or upload to YouTube - delivers that in seconds. They say a picture paints a thousand words and a video is thousands of pictures so…

We’ve worked with freight forwarding companies, accountants, consultants, builders - you name it. Every time, it’s the same result: people watch a short video, they see the faces, hear the tone, pick up the vibe, and they either say “Yes, I could work with these guys” or “Nope, not for me” - you find the people that align with your business and values - it’s a win-win.

One company we helped, a freight logistics business, used video to show off their warehouse, team culture, and how their systems work. Instead of just writing “we have 3PL warehousing,” they showed it. Instantly more engaging - and it helped them bring in not just more leads, but better ones. The kind who already understood their offer.

But Don’t Panic… It Doesn’t Need to Be TikTok-Style

One thing I keep hearing is “People have no attention span anymore!” And look, that’s true if the content is boring or irrelevant. But if it’s meaningful? People will absolutely hang around.

What we’re really talking about here is middle-of-the-funnel content - the kind of videos that help people who already have some familiarity with your brand decide whether they actually want to work with you. These aren’t meant to go viral or chase reach. They’re designed to help someone go from curious to confident. Video is proven to increase engagement on landing pages, and sometimes, that simple video is exactly what your leads need to tip them toward trusting your brand and taking the next step.

I’ve seen people sit through five or ten-minute videos if they’re learning something useful or getting a sense of what it’d be like to work with someone. My kids will watch hours of people playing video games - attention span isn’t dead, it’s just selective.

So for most of our clients at Social Star, we’re not making flashy, cut-every-two-seconds TikToks. We’re creating what I call “destination content” - the kind of video you watch on purpose. For example:

A short culture video on the homepage so people get a feel for your company
A “why work with us” video for recruitment pages
A product explainer video if your services are complex (hello, software firms)

One Video = Many Uses

The beauty of a good video is how many places it can go. It’s not just for your homepage. You can:

Use it on landing pages (proved to boost conversions like crazy)
Share it on LinkedIn or in emails
Repurpose the transcript for a blog
Pull quotes for social media posts

Suddenly, that one 3-minute video becomes a whole month’s worth of content. Not bad for a few minutes of talking to a camera.

Real Talk: Video Doesn't Have to Cost a Fortune

At Social Star we’ve brought video production into our standard ways of working because we believe every business needs to have this kind of content. With a bit of editing and a good plan, you can create a library of content that works for you over the long haul.

We do one shoot and that feeds us content 6 months - pretty time effective if you ask me. Because if you’re running a business you don’t have the time to spend everyday making a TikTok.

And that’s the best part - video content, like blogs, doesn’t disappear. It sits on your site, on YouTube, and in search engines, working quietly in the background to build trust, credibility, and visibility. It actually builds over time rather than being lost in an endless feed.

Final Thought

If your website is just words and stock photos, you’re missing a huge opportunity. Video adds depth, clarity, and personality. It helps people feel what it’s like to work with you - and that’s something no bullet-point list can match.

And it’s not just about marketing. Video plays a role across your entire business. Whether it’s building internal culture, improving employee engagement, streamlining how you onboard new clients, strengthening recruitment efforts, or even helping sponsors understand your impact—video helps you connect more clearly and authentically.

So if you’ve been putting off video because it feels too hard, expensive, or cringey - maybe it’s time to rethink that. A simple, honest video could be the thing that tips a potential client into picking up the phone.

And hey - if you need help figuring out where to start, that’s what we’re here for.

Andrew Ford

Marketing expert Andrew Ford, the founder of Social Star, has discovered the secret of ‘Powerful Branding’. With a fire for unleashing people’s inner brand and developing business models to generate profit from an individual’s passions, Andrew leverages ground-breaking digital and social media marketing techniques to create digital strategies for clients to attract maximum opportunities. Having established a strong name for himself in the field, Andrew blends traditional business techniques with now-necessary tools for entrepreneurs to achieve scale, quality, and influence in their niche. Andrew’s comprehensive business background and qualifications consist of a Bachelor of Business (Marketing) (RMIT 2003), a Graduate Certificate in Management (MBA Executive Program, University of Sydney 2005), and a Masters of Entrepreneurship and Innovation (Swinburne University 2011). Continually on the cutting edge of his own education, Andrew has tested his marketing theories in forums such as the BCG Business Strategy Competition, which he won in 2005 against all Victorian MBA schools, and the Venture Cup Business Plan Competition (Swinburne University 2003), which he won in the Masters category. With experience working at Hewlett-Packard, Sensis (Telstra) and IBM, Andrew also has mentored dozens of junior staffs to help them achieve their professional goals. Meeting and influencing high-profile public figures helped Andrew to realise just how many professionals require more understanding and control of their public brands or appearance, and need help with the skills to use the many amazing free tools at their disposal to generate success. At Social Star, Andrew consults with clients to uncover their personal brand – both where it is today and where it can be tomorrow – and refine and define how that should be displayed in social media in order to attract their perfect target audience. Andrew mentors his clients to rapidly grow their business’ audiences, resulting in larger potential client bases and higher revenue. Applying formulas that integrate over twenty years of Andrew’s business experience and fifteen years of formal business education, Social Star specialises in building clarity and velocity for clients’ brands using the ‘Understand, Build and Leverage’ methodology. ‘Having a Personal Business enables people to have an authentic, congruent connection with their valued clients and partners, using their brand as the bridge,’ says Andrew. ‘I’m highly driven to work with the new breed of entrepreneurs and small business owners – people who have a passion for making the world a better place. Traditional business models are stepping aside as people follow their innermost dreams and my role is to see them operate within their values while creating wealth. Some people think you have to sacrifice what you love to be successful in your business, yet it is actually the opposite. Follow your passion and success will come.’ Lecturing at Swinburne University from 2009 to 2011 on brand dynamics and digital marketing, presenting at numerous conferences, and consulting to hundreds of clients, Andrew has seen his philosophy work that if you follow your unique path, based on your skills, experience, values and goals, you will automatically attract the opportunities you desire and achieve the success you deserve. Living his mantra, Andrew has created a successful business and attracts high-profile clients including musicians, athletes, authors, models, entrepreneurs, professionals and small business owners, helping them find their ‘why’ in their business and fulfilment in their lives. Business for Andrew is more than work, it’s personal. Running a personal business means that he is able to fulfil all of his values rather than separating his life from work. It supports his two boys while providing social opportunities, educational development, fitness opportunities, spiritual fulfilment and many valuable friendships. Social Star has now become the vehicle for Andrew to crystallise his mission in the world, to help people love what they do, supporting his ‘why’, that if more people loved what they did, the world would be a better place.

http://www.andrewford.com.au/