This is the million dollar question — well, maybe not a million dollars, but quality video isn’t cheap. So making a good decision about whether to pursue a video production project or not is important because the stakes are high. In my experience, creating video content for a client’s website often costs more than 25% of the total cost of producing the website in the first place. Logically speaking, the video content should account for a great deal of the overall impact and effectiveness of the site.

Let’s take, for instance, a website that is built around marketing a single product. And let’s say this product is a gadget with moving parts that does cool stuff but stuff that is hard to convey in words. If you have to see the product in action to really understand it, then it’s a pretty easy decision to spend money on a product demonstration video.

Now let’s take a company in a service oriented industry. This company not only has satisfied customers, but raving fans. They already post testimonials and case studies on their website. But they want their website to stand apart from their competition’s and convert more clicks to customers. A catchy video on the homepage with links to a few more customer success videos might do the trick.

In this second scenario, the decision is not so clear. Will the investment in video pay off? Well, here are two questions to consider in order to help one reach a decision:

When thinking of the customers and employees involved with a specific customer success story, do any standout as having an outgoing personality that would shine on screen?

Let’s face it, a great story can flop on video if the “main characters” are shy or nervous on camera. On the other hand, a mediocre story can turn into an Oscar winner if there are vibrant people on screen expressing their passion.

Is there something visually compelling to share?

Smiling faces are great, but headshot after headshot on screen for the duration of a video just isn’t that visually compelling. On the other hand, if there is something interesting or dynamic about the location or the nature of the service provided, smiling faces can be complemented with a rich variety of intriguing footage.

Keep in mind, even when it seems obvious that there is nothing interesting to show, a little creativity can go a long way. Showing a commercial banking customer success story about a florist who was able to expand because of a business loan that could work. Or showing a happy insurance customer who was finally able to get the employee coverage he needed for his pool installation business, well that might work too.

In any case, there is nothing like real life experience in making videos for websites to guide a decision. If you are considering custom video for your site and the decision to commit isn’t so easy, call an experienced video production professional early to discuss your ideas. With his or her help, you should be able to find some clarity.