Video can be one of the easiest ways for a local business to explain what it does, build trust and help a potential customer feel comfortable taking the next step.

The goal is not simply to get views. A useful local business video should help the right person understand your offer and move closer to calling, enquiring, booking or visiting.

What should a local business video actually do?

A good video should answer the questions a prospect is already asking:

• What does this business do?
• Can they help me?
• Why should I trust them?
• What makes them different?
• What should I do next?

If the video makes those answers clear, it can support the same job as a strong website: Get Found, Get Chosen and Get More Customers.

1. Start with the customer problem

Do not open with a long history of the business. Start with the problem, need or result your customer cares about.

For example, a mechanic might talk about getting a car back on the road quickly. A landscaper might show how they transform an unused yard. A consultant might explain the problem they solve in plain language.

2. Show the business, not just the logo

Local customers want to know who they are dealing with.

Useful footage can include:

• you or your team speaking
• your shop, office or worksite
• the service being carried out
• before-and-after examples
• products or completed jobs
• real customer experiences, where appropriate

Real footage can make the business feel more familiar and trustworthy than a generic promotional video.

3. Keep the message simple

One video does not need to explain every detail of your business.

Choose one main message and build around it. A short video explaining one service clearly is often more useful than a long video trying to cover everything.

4. Give people a clear next step

Every business video should have a purpose.

That next step might be:

• call now
• request a quote
• book an appointment
• visit the website
• send an enquiry

Do not leave the viewer wondering what to do next.

5. Use the same video in more than one place

A useful video can work across several channels.

You might use it on your website, YouTube, social media, Google Business Profile or in an advertising campaign. Short sections can also be turned into smaller clips for ongoing content.

Google’s current video advertising guidance also focuses on relevant creative, a clear goal and content that gives people a reason to keep watching or take action.

Video works best when the website is ready

A video can attract attention, but the website still needs to do its job when someone clicks through.

The page should clearly explain the offer, build trust and make the next action easy. That is exactly what we mean by a Local Lead Website.

A simple local video formula

You can use this structure for many local business videos:

Problem → Solution → Proof → Next Step

Keep it clear, show the real business where possible, and make the call to action obvious.

If you want the wider marketing framework behind this, read How to Market a Local Business Online: A Simple 3-Step Plan.

By Michael Harwood
Bizi Media