Your website’s video spokesperson serves many purposes ranging from welcoming visitors to the website and explaining what your site is all about to talking visitors into performing some sort of action such as filling out a survey, signing up for a newsletter, or buying a product. Your video spokesperson builds trust by demonstrating knowledge about your company’s products and services and relating to visitors. In short, a video spokesperson represents your company in a far more compelling way than static text. When strategizing your use of virtual spokespeople, make sure to incorporate calls to action in your scripts.

Soft Selling: Your Virtual Spokesperson is the Perfect Choice 
Prefer to take a soft sales approach on your website? Soft sales techniques can be effective sales techniques. Incorporate “yes” questions into your speech to subtly get your visitors to agree with your pitch. For example, “Do you want to earn more money?” or “Are you looking for an effective way to discipline your children?” are questions that can prompt a positive response in the form of a nod or a verbal “yes.” After all, who doesn’t want to earn more money? Who wants to be an ineffective parent? Let your video spokesperson ask positive questions.

Calls to Action: Put Your Video Spokesperson to Good Use  
While guiding your site’s visitors into a positive frame of mind is good, relying on them to take action on their own is risky. It may not cross a visitor’s mind to sign up for your newsletter unless you prompt with a call to action. Having a friendly video spokesperson prompt your site’s visitors to perform some type of action helps raise awareness that an option exists and can lead to improved conversions.

For example, if you have a “sign up for our newsletter” graphic, link, or other element embedded into your site, it’s easy to assume that interested visitors will do just that. However, what if the visitors never see the link? Web usability and eye tracking studies show that online users tend to scan, with the upper left corner of Web pages receiving far more attention than other areas. It’s entirely possible that your graphics and links may not have been looked at!

Your virtual spokesperson can change that. Not only can a video spokesperson walk onto your screen and visually point to specific areas of the page, she can incorporate calls to action into her delivery. For example, imagine a virtual spokesperson walking onto a Web page that covers parenting issues and saying, “Want to learn more about becoming an effective parent? Sign up for our weekly newsletter by clicking this button.” Can you imagine the site visitor nodding in agreement when the question is asked? Can you imagine the video spokesperson pointing to the button? Can you imagine the visitor clicking the button? That’s the power of using a video spokesperson to create a compelling call to action.

How will you put your virtual spokesperson to good use? Share your thoughts in the comments section below.