The video every organization needs on its  homepage

I film a lot of videos for our marketing clients. Events, church services, promotional content. If it moves and has good light, I am probably behind a camera, at some point.

So, when I tell you that most organizations are missing the single most important video they could have on their website, I want you to know that comes from watching a lot of footage of a lot of organizations trying to tell their story online.

The problem with most homepage videos

The typical homepage video goes something like this: 

• Here is our founder
• Here is how we got started
• Here is why we care so much
• Here is our team
• Here are some things we have accomplished
• Now, we hope you feel inspired

It is well-intentioned. It is also not what your visitor needs.

Donald Miller, author of Building a StoryBrand, argues that most organizations make the mistake of positioning themselves as the hero of their own story. The problem is that your visitor arrived on your website because they have a need. They are the hero. They are looking for a guide who can help them solve something. When your video spends two minutes talking about you, you have lost them before you’ve given them a reason to stay.

The video that actually works does something different. It puts the visitor at the center.

What the video needs to do in 30 to 60 seconds

Here is a simple rule for homepage videos that we’ve found works well: 30 to 60 seconds, and it should cover exactly what is already on your homepage. Not your full story. Not every service. Just the core of what you do, who you do it for, and what someone should do next.

That maps almost exactly to the StoryBrand framework. Your visitor is the hero. They have a problem or a need. You are the guide with a plan. Here is what that looks like in a short video:

• Who is this for? Name your audience directly. Not everyone, not “anyone who wants to,” the specific person this is meant to serve.
• What problem do you solve or what need do you meet? Keep it plain. Not your mission statement. The actual thing you help people with.
• How do you do it? A brief, clear explanation of what working with you looks like, not fifteen steps, just the basic shape of the process.
• What should they do next? One call to action. Not three options. The one thing you want them to do.

That is your video. Thirty to sixty seconds. No B-roll montage of stock footage. No inspirational music that fades into a logo reveal. Just a clear, confident answer to the question every visitor is silently asking: is this for me, and what do I do next?

Talking head, B-roll, or both? 

Here is the honest answer: it depends on your budget and your audience, but a well-shot talking head is almost always better than a poorly produced B-roll-heavy video.

A talking head is exactly what it sounds like: the face of your organization talking directly to the camera. B-roll is supplemental footage that shows your people, work, facility, products, or events while someone speaks or a message is delivered.

Talking head is personal, it builds trust, and it does not require a full production crew. If you are a church, a nonprofit, or a small business where relationships are part of the value you offer, a person talking to the camera can be more effective than a polished sizzle reel, because it mirrors how you actually operate.

That said, if your work is visual, whether you build things, serve in physical spaces, or your events have energy, B-roll can add a lot. The goal is not to avoid it. The goal is to ensure it supports the message rather than replacing it.

The one thing I see most often that kills a homepage video

Bad audio.

I know that sounds technical, and I promise I am not just saying it because I am a videographer. You can shoot a video on a newer iPhone, and it will look completely acceptable if the lighting is decent. But if your audio sounds like it was recorded in a parking garage, no one is watching past the first ten seconds.

If you only invest in one thing for a homepage video, invest in a decent microphone. A $50 lav mic from Amazon makes an enormous difference. Your audience will forgive imperfect visuals. They will not forgive audio that makes them work to understand what you are saying.

Should you hire someone or do it yourself?

If there is only one video you ever hire a professional for, make it the homepage video on your website. It is the first impression a visitor gets of your organization, and it will be there for a long time.

That does not mean it has to cost a fortune. It means it should be done thoughtfully, with attention to lighting, audio, and message clarity. If you do hire someone, make sure they understand what the video needs to accomplish, not just what it needs to look like.

If the budget is genuinely not there, a well-lit, clearly recorded talking head with a simple background is better than no video at all. Just keep it short, keep it clear, and make it about your visitor, not yourself.

The best homepage video…

The best homepage video I have ever seen for a small organization was less than 45 seconds, shot in a clean office space, and it answered exactly three questions: 

• Who this is for
• What they do
• How to get started

No music. No animation. No quote from a client. Just a person who clearly knew what they were doing and talked about it like they had explained it a hundred times before.

That is the video. That is what you are going for.

If you want help thinking through what your homepage video should actually say before you press record, that is the kind of thing we work through with clients all the time.