The decision to incorporate a video spokesperson on your website is a smart one. After all, a video spokesperson can greet your site’s visitors, take them on a tour of your site, connect with them on a personal level, provide additional information, and prompt visitors to take your desired action. To get the most out of your virtual spokesperson, you’ll want to carefully script the role. Not only will your spokesperson greet visitors on the home page, she’ll also greet them when they arrive on a landing page. Because visitors arriving via a landing page arrive through a back door so to speak, you’ll want to craft your script with care in order for it to be the most effective.
Your website can target any number of visitor segments ranging from students, young adults, professionals, and athletes to parents and senior citizens (and beyond). While your virtual spokes model on the home page can greet the community as a whole, when placed on landing pages, the spokesperson can greet individual segments of the audience.
This requires careful scripting and broad conceptualization. When hosted on common pages such as the Home page and About Us pages, the script should be inclusive so that all site visitors feel as if the video spokesperson is speaking directly to them. The landing pages can feature language specific to the targeted demographic. After all, those arriving from an advertisement on a fantasy football site are going to fit a different demographic than those arriving from a link in a genealogy forum. And, each visitor from these different demographics is unlikely to ever see any of the other landing pages. The visitors will have first seen an external call to action such as an advertisement that prompted them to click the link and go to your site.
When the visitor arrives at the landing page, he has already heard a message promising something for clicking the link. What was that message? Let’s say that your website sells housewares. Perhaps you’ve run an ad campaign targeting college freshmen and their parents offering advice and products designed for making the move into campus living as smooth as possible. Because these visitors have heard the message about easing into dorm life and how wonderful your products are, your video spokesperson needs to follow up on that! If she’s talking about products designed for senior citizens, she will be speaking to the wrong audience.
On the other hand, if the virtual spokesperson begins with something like, “Not sure how you’re going to store leftovers in your dorm room or worried about accidentally eating your roommate’s turkey sandwich. . .,” your ad campaign’s message will continue, your visitors will sense the continuity, and original call to action will be reinforced. These elements work together to put your visitors at ease and motivate them to follow through on the original call to action.
As your visitors move from the landing pages into the main pages of your site, they’ll encounter your virtual spokesperson who continues to be friendly, knowledgeable, and informative. When scripted properly, the transition will be seamless and all visitors will feel as if the virtual spokesperson is speaking directly to them.