A customer lands on your website. They read your headline. They see your reviews. And then they see a video of you, standing on a job site, explaining what you do and why they should hire you.
That customer is now 80% more likely to call you than if they had only read text.
Video is one of the most powerful conversion tools available to tradespeople. And it costs you almost nothing.
Why Video Works
People trust what they can see. Written copy is fine, but it is claims. A video of you, in real clothes, on a real job site, talking about your real work, is proof.
You can write “we install beautiful bathrooms with attention to detail” on your website. Nobody believes it. But if a customer watches a 90-second video of you explaining your process and showing before-and-after photos of an actual job, they believe it immediately.
Video also breaks up text. Your website is already full of words. A video gives the visitor something different to engage with. It stops them scrolling past and makes them actually stop and watch.
The conversion data is clear. Pages with video convert 50-80% better than pages without. Across all industries, but especially for services where trust matters. For trades, where the customer is trusting you with their home, video is powerful.
The Two Types of Video for Trades
The first type is a direct-to-camera intro video. Just you, talking to the camera, for 60-90 seconds. Who you are. Your trade. Your area. How long you have been doing it. What makes you reliable. Why someone should hire you instead of someone else.
The second type is a work video. This shows your process or shows before-and-after transformations. A timelapse of a renovation. A video of you explaining the steps of a plumbing repair. A customer testimonial. A walk-through of a completed job.
Both types work. The intro video builds personal connection. The work video shows your competence.
The Equipment You Need
Your smartphone. That is it.
You do not need a fancy camera. You do not need a videographer. You do not need professional lighting rigs.
What you do need is good light and decent audio.
For light, film during daytime. If you are indoors, film near a window. If you are outdoors, film when the sun is not directly in your face. Overcast days often look better than sunny days for video.
For audio, use the microphone on your phone if you are outdoors and it is quiet. If it is windy or loud, hold your phone closer to your mouth. For indoor videos, make sure there is no background noise. Stop the washing machine. Ask family to be quiet for 10 minutes.
That is it. A smartphone, decent light, and no background noise. You are ready.
What to Say in an Intro Video
Start by introducing yourself. Your name. Your trade. Your area.
“Hi, I am John. I am a plumber and I work across Dublin. I have been doing this for 12 years.”
Then explain what makes you reliable. Not generic reliability. Specific things that matter.
“All my work is guaranteed for 12 months. I turn up on time. I call you 24 hours before I arrive. I am fully Gas Safe registered. We answer emergency calls 24/7.”
Keep it to 60-90 seconds total. Any longer and people stop watching.
Film it on your phone. Use the front-facing camera. Position the phone at eye level. Frame yourself from the chest up. Do not pace around. Stand still. Look at the camera, not at the phone.
If you mess up, just start again. Do 5 takes. Pick the best one. The slight awkwardness of a real person talking on camera is better than a perfect corporate video. It builds trust.
Work Videos That Convert
Show before-and-after transformations. A bathroom renovation before video, then after video. A kitchen before and after. A damp problem before and after.
Show your process. A timelapse of an installation. You explaining the steps of a repair. The care you take with details.
Show real customers talking about their experience. This is the most powerful video there is. A real person on camera saying they hired you and were happy.
Keep work videos between 15 and 60 seconds. The shorter the better. People will watch a 30-second video. They will often not watch a 5-minute video.
Film on your phone. If you are doing a timelapse, find a good angle and keep your phone steady. Lean it against something. Do not hold it the entire time.
Where to Put Video on Your Website
Your homepage is the highest-impact location. Put your intro video in the hero section or immediately below it. This is the first thing your visitor sees.
Your about page is the second-best location. Put your intro video here so people can get to know you.
Your service pages benefit from work videos. A bathroom renovation page should show a video of a bathroom renovation.
That is it. Do not put video everywhere. Pick the spots where it will do the most good.
How to Host Video
Use YouTube. Film your video on your phone. Upload it to YouTube. Embed the YouTube player on your website.
This is free. YouTube is fast. YouTube handles all the technical complexity.
Do not upload video directly to your website. This slows your site down dramatically. It takes forever to load. Customers will not wait.
YouTube embed is the only way to do this properly.
What Not to Do
Do not use generic stock video. Footage of someone in a hard hat that has nothing to do with your actual work. Use real footage of you and your real work.
Do not make long videos nobody watches. 90 seconds maximum for an intro video. 60 seconds maximum for work videos.
Do not auto-play video with sound. This is annoying. Film autoplays silent only. If the viewer wants sound, they unmute it.
Do not worry about perfect production value. A slightly shaky, real video of you on a job site is better than a polished corporate video from a stranger.
The Barrier Is Lower Than You Think
You think you need to hire a videographer. You do not. You think it needs to be professional. It does not. You think you need special equipment. You do not.
You have everything you need already. Your phone. Your trade. Your job sites. Your customers.
This week, film one 90-second intro video of yourself. Upload it to YouTube. Embed it on your homepage.
Do it tonight. Do it this weekend. It will improve your website’s conversion rate, often significantly.
Video is the easiest high-impact improvement you can make to your trade website. The barrier to entry is lower than you think. Do it.
Written by Maebh Collins
ACA qualified, Dundalk-based. I build websites and write SEO content for trade businesses across Ireland and the UK. If you have questions, get in touch.