Have we reached a point now in web design where visuals are the most important thing above all else? Capturing attention has been the biggest challenge lately when people land on a website, especially in the age of mobile where people want information immediately. If your own website doesn’t convey everything the visitor wants in less than a few seconds, they may leave in a hurry to go somewhere else.
That can be a big problem if you use nothing but text to describe who you are and what products you offer. Despite this, you still see many websites that continue to use long paragraphs to give their background. Would their business be helped using only videos on the main page? And what would happen if they used only videos and little or no text?
When Should You Use Videos?
Some websites contend that video may very well take the place of text in the online world eventually. The Next Web thinks it’ll happen very soon, and there’s some evidence that they’re right. If you take a look at the new site for the digital card service Coin, they choose to explain everything you need to know about their service in one video at the top of the page. While they have some text at the bottom of the video, it’s very minimal and saved them from having to use multiple paragraphs to explain a complex technology.
Is this the route you should go if your product requires more than one paragraph of explanation? It may be necessary in a culture that doesn’t want to read large paragraphs. While that might sound disconcerting to those who know how important reading is, businesses have to constantly deal with the harsh realities of culture shifts in order to stay alive.
The real question still lingers, though, whether videos will completely eliminate website text in the future.
Finding Balance Between Video and Text
The Coin site above may actually be the template for the proper balance between video and text. By using simpler text below the video, you can entice people further with certain keywords without constructing thick paragraphs. Nevertheless, what would happen if you used nothing but video? Would people miss having text?
An editorial on Online Marketing 101 says it’s ridiculous to think video will replace text completely. The reason is because text is still needed when looking at websites in environments that require quiet. You can’t watch a noisy video on an airline or in other places that may disturb people around you. Text on a website may have to be used as an alternate communication tool, yet it’s still considered viable.
Your best bet is to just balance the two the best you can and provide the bulk of information about you in the video. Most of all, text can work as a general aesthetic on your website by using designer fonts. That can entice people to want to read. In some ways, nothing but video squares on a web page could technically repel people once videos saturate every existing web page.