There is pox upon website design, and it is the “videos” page (also known as the “media” page). This repository for all of your brand’s videos is an outdated idea that should go on the scrap heap of web history along with stock photos and parallax scrolling.
Now, if you are an entertainment brand, a videos page might make sense. Lot’s of people go to YouTube to find videos. However, a “videos” page makes absolutely no sense on your business website for three reasons:
1) Nobody goes to your website just to watch your videos
Think about your own web browsing habits. When is the last time you went to a brand’s website and said, “I just want to watch videos. I don’t care what they are about, I don’t care if they are relevant to my needs, I just need to watch videos.”
The answer is probably never. People go to websites to do solve a problem. They want to get information or to buy a product. They don’t go to websites to sort through one type of media that may or may not be related to their needs.
Additionally, some visitors may not have the ability to watch videos. They may have slow internet service or may be in a setting where they cannot listen to loud volume. Video-only content potentially turns off a large portion of your audience.
2) It takes up space in your nav
Nothing unnecessary should be an option in your top-level nav, even under drop-downs. I even advocate dropping “about us” from your top nav because nobody cares about you, they care about solutions to their problems.
The larger your nav becomes, the more difficult it becomes for customers to navigate to the information that they need. Look at the example below. This is a site that makes the browsing process complicated instead of easy. A “videos” page just adds one more unnecessary choice.
3) Video pages are bad for search and bad for engagement
If someone enters your site from links or search (other than by searching for your brand name), they are likely entering your site on a product page, a solution page or on a piece of content marketing, like a blog post.
Therefore, you want to make each page on your site the best piece of content on that topic for search and for engagement. A whole page of videos does not accomplish that.
There is no text for Google to read to determine that this page is a good place to send searchers for information. Assuming that the videos on a dedicated videos page are about a variety of topics, there is no way a search engine would even be able to determine a primary topic for the page.
Let’s say someone did find your videos page. Are there any in-text links to move them further into your site? Is the page just a dead end that will increase your bounce rate? How does a videos page help a visitor or aid in conversion?
Don’t separate, integrate
Videos should be integrated into content. They should support the main idea of the page and enhance the visitor’s experience.
News sites like CNN have text and videos on each article to allow readers to choose how they want to consume the content.
Accenture Strategy combines text, videos and links to whitepapers all in the same page, which all support the same topic. Visitors can explore the topic as much as they like and in the medium that they enjoy.
Take your website into the 21st century. Just say “no” to the separate videos page. Integrate videos and text to create content that is better for search and more engaging for visitors.