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Zach Basner

By Zach Basner

Dec 23, 2021


Lead Generation Video Marketing Advanced They Ask, You Answer The Selling 7
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Lead Generation  |   Video Marketing  |   Advanced They Ask, You Answer  |   The Selling 7

The Selling 7: 5 Best Landing Page Video Examples

Zach Basner

By Zach Basner

Dec 23, 2021

The Selling 7: 5 Best Landing Page Video Examples

It’s funny to think that there was a time, not long ago, where things like color psychology were the only proven methods to increase conversions of your landing pages. Meaning, if your conversions were low or not where you wanted them to be, but you changed the color of that “submit form” button, all your sales and marketing woes would be a thing of the past.

Fortunately, times have changed.

If you still find yourself not knowing how to increase conversions on a landing page, however, you’re certainly not alone.

There is one simple thing you can incorporate on your landing pages that can make a world of difference: video. And using video on our websites has completely transformed the way sales and marketing can generate more leads.

There is a big reason these videos are one of The Selling 7.

The beautiful thing is that landing page videos are some of the easiest to make, yet they also have one of the most significant impacts on lead generation.

After working with our clients to help them create some of their own landing page videos, many have seen their conversion rates increase between 80% and 250%. These increased conversion rates have also helped our clients generate significantly more revenue.

In this article, I’ll answer the following questions:

  • Why are landing pages so important for business lead generation efforts?
  • Why is building trust a challenge on business landing pages?
  • What should be covered in a landing page video?

Then, I’m going to leave you with five high-converting landing page examples you can use as inspiration to create your own.

Ready to kick your conversion frustrations to the curb and generate landing page videos that actually drive results?

Let’s dive in.

Why are landing pages so important for business lead generation efforts?

By definition, a landing page is any page on a website that hosts a form. The most common landing page businesses use is the “contact us” page.

As an example, here’s IMPACT’s contact us page:


However, landing pages are also commonly created for offers or downloads, a place to book meetings or calls, or requesting additional information about your organization’s services or products. Even ungated pillar content can be considered a landing page if you have a form there or create the ability for someone to convert, in addition to consuming the content:


For example, our What Is Content Marketing? pillar (shown above) is completely ungated. Meaning, all content is available for viewing and consumption without having to fill out the form.

However, we also give readers the option to have a copy emailed to them, making it (technically) a landing page.

But all of these landing pages come with the same challenge — building trust.

Why is building trust a challenge on business landing pages?

Think about the last time you ended up on a landing page. There you were, standing at the gate awaiting access or entry, and there was only one thing standing in your way: You had to turn over your precious contact information.

How did you feel, especially when that information included your phone number or your email address?

Worry? Concern? Fear?

We’re fearful of turning over this information because we’ve ALL been spammed before, and it sucks. Plus, with identity theft and other data security issues popping up every day, it’s hard to not be wary of sharing information online.

If you and I feel that way on landing pages, isn’t it just as likely that your prospects do too?

Of course, it is. Fortunately, we can develop a solution that will make them feel more comfortable: Tell them what’s going to happen next and make the value of turning over their information clear in a video featuring a real live human being from your company.

This, in turn, creates trust and comfort.

What should be covered in a landing page video?

If you’re wondering how to get started with a landing page video, there is a simple three-step framework that does the trick:

  1. Explain why the viewer needs the solution.
  2. Explain what the solution is.
  3. Explain what happens next if they use the solution (or how the solution works).

Following along with the main idea of easing the concerns of prospects, these three steps quickly communicate the value of your offer and what’s going to happen once that prospect turns over their information.

Let’s say, for example, I was creating a landing page video for an “Ultimate Guide to Landing Page Videos.” Below is what my script outline might look like broken up into the three steps. (This is what I would say during each section of the video.)

  1. Why do I need this solution? “Landing page videos have been shown time and time again to radically increase conversions. The problem is, creating landing page videos can be quite difficult and time-consuming without the proper structure. In fact, many organizations will never include a video on a landing page simply because they don’t know where to start.”
  2. What’s the solution you’re providing? “That’s why we’ve created the ‘Ultimate Guide to Landing Page Videos.’ In this guide, you’ll learn the simple yet effective structure for the video, tips for how to shoot it, how to embed it on your landing page, and more.”
  3. What’s going to happen next? “To download the guide, fill out the form on this page. After you hit submit, you’ll be taken to a page where you can download your guide. You’ll also receive a copy in your inbox, just in case you missed the download link or would rather download it later.”

Why is this framework effective?

Many copywriting experts have concluded that establishing a relatable problem early and then providing the solution is intriguing to the viewer. It helps the message emotionally resonate with the reader (or in this case viewer). It also helps us name or articulate our problem and realize that we’re in need of a solution.

In fact, some years ago I noticed a trend in the ads I was shown on social media. Many of the ads — which, in my case, have been primarily health or fitness related — used a similar technique of hyper-sympathizing with and explaining my problem before they pitched the solution.

In other words, the first 90% of the video ad would be making statements like “You’re eating all the time, but you’re not gaining muscle mass.”

It worked on me, and this is when I realized how important it is to show your prospect you understand their problem before you pitch a solution. Now that you know what a great landing page should accomplish and include, let’s take a look at some that did it right.

5 rockstar landing page video examples

Over the course of consulting and training dozens of organizations, we’ve seen some really great landing page videos. I’d like to show you a few IMPACT clients, as well as two of our own, as inspiration and tell you why I believe they’ve been so effective.

1. River Pools and Spas ‘Request a Quote’ landing page

I love how Cristian and the team at River Pools executed this short, simple video.

In the beginning, he gets right down to business: “We’ve all had that uncomfortable moment when it’s time to submit our contact information.” I sure have! The fact that River Pools is willing to talk about what we’re all thinking makes that initial connection.

What’s more, we know exactly what’s going to happen next. One phone call from one person. One email. Short, simple, sweet.

2. IMPACT’s ‘The Ultimate Inbound Marketing Strategy Playbook’ landing page

In this video, They Ask, You Answer author and IMPACT Principal Marcus Sheridan begins with empathy and acknowledges you might be asking yourself if you really need another downloadable PDF. This helps readers feel like we get it — there's so much information out there, and you might be hesitant to download another piece of content.

He then goes on to explain exactly what you’ll get in the guide and why you do, in fact, want access.

The bottom line is, even though your readers might be wary of downloading more content, if you make the value they get from it crystal clear (in this case, 7 clear principles with a video and set of questions for each), they’ll be more likely to enter their information and hit that submit button.

3. Mazzella Companies ‘Overhead Crane Quote Comparison Tool’ landing page


I’m really intrigued by the strategy of the messaging here.

First, it addresses the primary issue: You don’t want to buy the wrong thing, right? Then, we learn how it can be solved — by properly comparing models before you pull the trigger. Oh, and by the way, we have an awesome tool that will help you do that properly.

That’s thinking like the buyer. That’s effective messaging and an effective landing page video.

4. Retrofoam of Michigan’s ‘Ultimate Foam Insulation Buying Guide’ landing page

First, what great branding and use of color. That’s just a bonus on this sweet landing page video.

What’s great about this video is it not only makes me feel more comfortable filling out the form, but it also gets me excited about it. I mean, if I were a concerned homeowner, just look at all the things I'll now be educated on, and I don't have to hunt down the right information from 20 sources.

The comprehensive explanation of what it includes makes it a little less daunting to explore such a big guide. From a production standpoint, I can also appreciate the way they left the right side of the frame open for all the text this video needed.

5. IMPACT’s ‘Contact Us’ landing page

OK, here’s another one from IMPACT, and (granted) I may seem a little biased. However, I want to be clear about the reason I’m sharing this: There is a lot you can learn from this video and emulate for your business.

Sometimes as businesses we don’t realize that, although the contact us page can be an easy way for people to get ahold of us, they are kind of lame and ineffective in many cases.

This landing page video is great because it points out two of the most common concerns with a contact us page. First, who is going to be seeing this submission, and where will it go from there? Second, am I going to get spammed just for reaching out?

Both concerns are addressed completely, leaving us no cause for concern — but Melissa Prickett doesn’t leave us there. She also outlines exactly what’s going to happen next during a meeting and what’s covered during said meeting.

How to get started with your first (or next) landing page video

The information and examples we share with you here come from the award-winning inbound marketing framework we teach our clients called They Ask, You Answer. Here at IMPACT, we strive to help businesses like yours build the best inbound marketing strategies on the planet, and a large portion of our client’s success comes from the They Ask, You Answer approach to video marketing. This method has worked for thousands of companies, small and large, B2B and B2C, across a wide range of industries.

Hundreds of our IMPACT clients have used these steps to help their sales teams realize incredible results.

To implement They Ask, You Answer in your business, here are a few helpful resources:

  1. What is They Ask, You Answer?
  2. Fundamentals of The Visual Sale
  3. Video Sales and Marketing Strategy for Businesses

Our strategic coaching and hands-on training for your marketing and sales teams will help you improve your video strategy and scale your business. Set up a time to talk to one of our advisors, and we’ll show you how to alleviate your video marketing challenges so you can finally do what you set out to: help your small business grow.

Happy filming!

(Also, if you want more help creating pages that convert, we have an article dedicated to examples of pricing pages we love that you should check out.)

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

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