How to Fix Your Video Production Website

Crafting a High-Impact Website: Insights from Studio1 Design’s Greg Merrilees

This post delves into my conversation with Greg Merrilees, founder of Studio1 Design, a global design agency based in Melbourne specializing in creating high-converting websites for businesses. Greg’s work has significantly influenced my own web strategies, and I’m thrilled to share his insights with you.

If you’re a video production business owner or freelancer, your website plays a pivotal role in attracting leads, converting them into clients, and cementing your authority in the industry. Yet, many struggle with “website shame,” procrastinating on much-needed updates and settling for lackluster web design. Let’s explore how to overcome these hurdles and create a website that truly reflects your professionalism and expertise.

The Website Dilemma: Why Your Online Presence Matters

How often have you heard (or said) something like:
“Our website is outdated, but we’re working on a new one”?

Greg aptly calls this “website shame.” Business owners often feel embarrassed about their current site, recognizing it doesn’t represent their product or service adequately. This isn’t just a vanity issue—it’s a problem of perception and trust.

Your website is often the first point of contact for potential clients. Whether they find you through an ad, a referral, or organic search, they’ll almost certainly visit your site before making a decision. If your site feels unprofessional or out of sync with your brand, it sends the wrong message.

As Greg puts it, “You never get a second chance at a first impression.” A well-designed, functional website conveys authority and builds trust, while a neglected site drives potential clients away without explanation.

Common Website Mistakes and How to Avoid Them

1. DIY Designs and Templates

Many small business owners rely on platforms like Squarespace or generic templates to build their websites. While these tools can be useful for startups, they’re rarely suitable for established businesses.

A custom-designed website is essential for standing out in a competitive market. Templates often look generic and fail to convey your unique value proposition. Worse, they can slow down your site or lack the elements needed to convert visitors into leads.

2. Autoplay Videos Above the Fold

Video production companies love showcasing their work front and center, often with an autoplay showreel on their homepage. While it’s tempting, this approach has several drawbacks:

• No clarity: Visitors don’t immediately understand your unique offering.

• Poor SEO: Large video files slow down your site, negatively impacting search rankings.

• Missed opportunities: Without a clear headline or call to action (CTA), visitors may leave without exploring further.

Instead, Greg suggests using a concise, face-to-camera video on your homepage that outlines who you are, what you do, and why clients should choose you. Supplement this with text-based clarity, social proof, and clear navigation.

3. Neglecting Social Proof

Potential clients are naturally skeptical. They want to know:

• Have others had a good experience with you?

• Are you credible and trustworthy?

• What results can you deliver?

Social proof is key to addressing these concerns. Greg recommends incorporating:

• Video testimonials from satisfied clients.

• Case studies highlighting specific results.

• Logos or endorsements from reputable clients.

The Power of Clear, Strategic Copywriting

A common mistake among creatives is focusing too much on visuals and not enough on words. Great design catches the eye, but compelling copy seals the deal.

Greg introduced me to Neil Rackham’s SPIN Selling framework, which structures copy around:

1. Situation: Acknowledge the visitor’s current needs or challenges.

2. Problem: Highlight the pain points your service addresses.

3. Implication: Show the consequences of inaction.

4. Need-Payoff: Present your service as the solution.

This approach ensures your messaging resonates with potential clients, making them feel understood and motivated to act.

Using Video to Enhance Your Website

Ironically, many video production businesses fail to leverage video effectively on their own sites. Here are some must-have video types for your website:

1. Homepage Video

A 2–3 minute introduction video featuring you, the video business owner, explaining:

• Who you are and what you do.

• The problems you solve.

• Your unique selling proposition (USP).

This video can include B-roll of your work and testimonials from past clients to build trust and establish authority.

2. About Page Video

The About page is one of the most visited sections on a website. Use this opportunity to share your story—why you do what you do and what drives your passion. This creates a personal connection with your audience.

3. Case Study Videos

Short, focused videos highlighting real client success stories. Use a structured format:

• What was the client’s problem?

• Why did they choose you?

• What was their experience?

• What results did they achieve?

Investing in Your Website: Why It’s Worth It

Video producers often fall into the trap of prioritizing equipment over marketing assets like websites. While new gear is exciting, it rarely has the same return on investment as a well-crafted website.

Greg emphasizes that your website is a long-term asset, often lasting 5+ years with periodic updates. A professionally designed site generates leads, builds credibility, and positions you as a leader in your field.

Next Steps for Improving Your Video Production Website

Feeling overwhelmed? Here’s a step-by-step guide to get started:

1. Audit Your Current Website

• Does it clearly explain who you are and what you do?

• Is it visually appealing and easy to navigate?

• Does it build trust through social proof and testimonials?

1. Plan Your Strategy
   Identify what’s missing and what you want to achieve. Greg suggests focusing on:

• A clear USP.

• High-quality visuals and videos.

• Trust-building elements.

1. Work with Experts
   If you’re ready to take your website to the next level, consider hiring a professional design team like Studio1 Design. They specialize in creating strategic, conversion-focused websites tailored to your business goals.

Take the Studio1 Design Quiz

To help you evaluate your current website, Greg has created a free Website Health Check Quiz exclusively for my followers. Head over to studio1design.com/ryan and answer 50 questions about your site’s functionality, design, and content.

At the end of the quiz, you’ll receive a score and personalized recommendations for improvement.

Final Thoughts

Your website is more than just an online brochure—it’s a powerful tool for growing your business. By investing in professional design, clear messaging, and strategic use of video, you can create a site that attracts, converts, and delights your ideal clients.

Remember, as Greg says, “Your website is never finished.” Regular updates and improvements ensure it continues to serve your business effectively.

Take the first step today by auditing your site and exploring opportunities to enhance its impact. Whether you’re starting from scratch or refining an existing site, the principles we’ve discussed will guide you toward success.

Visit studio1design.com/ryan to take the free website health check quiz.

Here’s to building a website—and a business—that truly represents the best of what you offer.