What Should Be in a Great Website Video? (Hint: It’s Not Just B-Roll)
If you’re thinking about adding video to your website, chances are you’ve already heard that it’s one of the best investments you can make. A great video can make your homepage feel dynamic, help potential clients understand your business faster, and build trust before a single conversation happens. But here’s the thing: it’s not just about visuals.
At Bunker Hill Media, we’ve worked with small businesses all over Boston to create high-impact brand videos for their websites. And time after time, we see people get caught up in the look of the video—the drone shots, the slow motion, the fancy transitions—without thinking deeply about what it’s actually saying.
So, what should actually be in a great website video?
Let’s break it down.
1. A Clear Message That People Understand Without a Rewatch
Before you even hit record, you need clarity on what your video is supposed to do. Is it introducing your team? Explaining what makes your product different? Helping potential clients feel like they already know you?
You don’t need to say everything. In fact, you shouldn’t. The best videos focus on a single, powerful message and deliver it clearly.
Some examples:
"We’re a people-first architecture firm in Boston that helps homeowners reimagine their space."
"We help small business owners handle their taxes without stress."
"This is what it feels like to walk into our store."
Your audience should understand who you are and what you do within the first 30 seconds.
2. Voice and Personality
This is especially important for service-based businesses. Your video isn’t just telling people what you do—it’s showing them how you do it, how you talk, and how you treat people.
Even if you’re not speaking directly to camera, the tone matters. Are you playful? Warm? Highly professional? Straight-talking? Your video should reflect your actual brand tone.
For example:
If you’re a therapist, you might want the visuals to feel calm and supportive.
If you’re a creative agency, your video should feel energetic and modern.
If you’re a founder-led brand, consider putting yourself on camera and sharing your story.
Don’t hide behind stock footage. Let people feel the real you.
3. Professional Audio
This might sound basic, but it’s one of the most overlooked aspects of a website video.
Clean audio is essential. If you're speaking in the video (or using interview soundbites), it should be clear, well-leveled, and free of background noise. Music should support the tone of the video without overpowering the voice.
Trust us: nothing makes a brand look amateur faster than crackly, echo-y sound.
If you’re hiring a video production company in Boston (like us), make sure professional sound is baked into the production plan—not an afterthought.
4. Contextual Visuals - Not Just Pretty B-Roll
Yes, we use b-roll. We love a beautiful tracking shot as much as anyone. But visuals without context don’t build trust.
Instead of random clips, we focus on contextual visuals:
Show your team working together
Show a product being used
Show a real interaction between you and a client
Show your actual office or workspace
Don’t just show a mood - show something that supports your message.
That’s how your audience starts to believe you.
5. A Natural, Confident Delivery Even If You’re Not a "Camera Person"
If you’re going to be on camera, your delivery matters just as much as your script. You don’t need to be an actor. You just need to sound like you on your best day.
We always tell our clients: practice your talking points, don’t memorize them. And if you're reading off a teleprompter? Practice reading slowly, smile when you talk, and trust that we’ll direct you into something that feels comfortable and honest.
Working with a video production company that knows how to coach you on set makes a huge difference. This is a big part of what we do at Bunker Hill Media. Our job isn’t just to point the camera—it’s to help you shine.
6. A Call to Action That Actually Fits Your Brand
Your video doesn’t have to end with a big sales pitch. But it should offer the viewer a next step.
Depending on your business, that might be:
Book a consultation
Visit the store
Explore our services
Watch another video
Sign up for a free resource
Don’t let the video trail off. Guide your audience toward whatever makes sense in the customer journey.
7. A Format That Works Across Platforms
We always encourage clients to think about where else the video can live beyond the homepage.
If you’re putting together a brand video or About Us video for your site, we often deliver cutdowns for Instagram, LinkedIn, or even as part of an email signature. A great video should be flexible.
That’s why we shoot in multiple formats (landscape and vertical), and why we plan ahead to make sure you can get more than one use out of a single shoot.
Bonus: Use It With Intention
Once you have a beautiful, well-made website video, use it. Add it to:
Your homepage banner
Your About page
Landing pages for specific services
Your Google Business Profile
Pinned social posts
A lot of business owners spend time and money on a brand video and then forget to actually promote it. We build all of our brand videos with long-term use in mind. A strong video isn’t content for content’s sake—it’s a strategic tool.
Final Thoughts
A great website video isn’t just about beautiful footage. It’s about clarity. It’s about trust. It’s about making your audience feel like they’re in the right place.
When you work with a Boston video production company that understands storytelling, structure, and strategy, you don’t just get a cool-looking video. You get a tool that actually helps move your business forward.
Want help making a website video that actually works? We’d love to help.
Let’s make something great together
