Wednesday 11 October 2017

Engaging audiences with Video – a new platform

Engaging audiences with Video – a new platform
Engaging audiences with Video – a new platform

We are now beta testing a new video platform which we believe can greatly improve online engagement – first let me give you some background on our thinking and the challenges we wanted to solve.

We are all trying to solve how we emotionally engage our existing audiences and how to engage new people online. Technology has taken away any relationship between the person buying and the person selling. We are speaking about robots to robots, computers to computers as opposed to people to people. We see this as an endemic problem when it comes to marketing online.

There seems to be a current trend of websites presenting themselves in a very generic way and most fail to build any kind of relationship or trust. We have a problem in the way we present ourselves online, it’s a little cold, perfunctory and not particularly human and doesn’t really resonate with us as humans.

Our attempts to manufacture trust with self-curated testimonials and accreditation logos have further dehumanised brands, I know we have done it too. Inadvertently organisations are trying to start a relationship with us as buyers with a lie, they present images from stock libraries, yes those people with white teeth. Do we feel they represent their customers and do we feel they work for those organisations – no.

Our approach has been to obfuscate our customers rather than tell them who we really are and we have effectively disconnected the buyer from the seller. We have removed the person to person relationships we have become nebulas when presenting ourselves online.

We know from research users tell us; “Show me the content but let me decide” in other words don’t try and sell me stuff. Yet it seems most organisations don’t understand the importance of engagement and insist on pushing sales pitches down the throats of their website audiences.

The successful brands who engage their customers understand they want to interact with them in different ways – which has never been easy thanks to technology.

When brands are able to build strong emotional connections they are able to increase consumer loyalty and charge premium prices according to research from Forrester and Google. One of the most effective ways in building emotional connections with customers is to prove that they are dealing with an actual person and not just a nameless, faceless organisation.

How do we emotionally engage people online?

To better understand the world that live in, we like to tell real stories and in the most part it’s been through a variety of social platforms. During last couple of years all social media platforms have recognised the massive increase in user engagement with video – to this end we have seen live streaming on Facebook and new video channels on Instagram. We have also seen two major new video streaming products in 2016 Periscope and Myeye.

  • Unbounce reports including video on a landing page increases conversion by 80%.
  • Online Publishers Association: 80% of users recall a video they viewed in the past 30 days.
  • Invodo say 92% of mobile video consumers share videos with others.
  • 90% of users say a video about a product is helpful in the decision process.


But Video itself has been left out in terms of its development. It arrived on the web completely disconnected from the content around it. In over a decade, the only thing that has changed about video is the size and the quality of the picture.

Webs’ new Video Commerce platform changes all of that.

Video Commerce is a tool that allows anyone to curate video with any content pulled live from the web.

Imagine you were to tell a video story about your organisation but let your audiences navigate and choose a route through related video content. You curate the content but let them decide what they look at and how the story might end for them. You can pull in any existing web content, Google Street View, Websites, shop applications and a box office event feed.

Click below to see a few samples;


If you want to know more about this new platform please use the form below and we’d be more than happy to give you a demonstration. 


9 May 2023

Open AI’s ChatGPT is a game changer

Reflecting on my 20 years of professional tech developments, I’ve seen lots come and go but Open AI’s ChatGPT is ground-breaking. 

Read More >


15 February 2023

Adopting AI in Your Law Firm: Embracing the Future of Legal Practice

The legal industry is experiencing a significant transformation with the advent of Artificial Intelligence AI. 

Read More >


24 August 2021

Artificial Intelligence is a game changer and is changing law firms for good

Adopting AI will improve profits through efficiencies and it will serve more clients who can now afford legal services.

Read More >


5 April 2021

The Pros & Cons of rule based and AI, Machine Learning chatbots.

So let’s look at how AI, machine learning chatbots differ from the first generation rule based chatbots

Read More >


23 February 2021

Use chatbots as a natural extension of what your law firm does.

We’ve observed the most successfully adopted technologies are a natural extension of what we are already doing do on a day to day basis.

Read More >


22 February 2021

How to make your law firm chatbot accessible

Why wouldn’t you design your chatbot to be inclusive, accessible and helpful to neurodivergent users?  

Read More >


16 February 2021

Screening leads on your website with chatbots

Your chatbot can qualify leads and book appointments with the right member of your legal team.

Read More >


2 February 2021

Three ways you can keep your website relevant

Keeping your website relevbant isn't easy. In this article I've created three things for you to consider.

Read More >


19 January 2021

How to convert website visitors to leads

In this summary article I focus on how to encourage your website visitors to engage with your website.

Read More >


14 January 2021

Take the Online Marketing Law Firm Benchmark

We'd like to invite you to take the Online Marketing Law Firm Benchmark.

Read More >


12 January 2021

What content should you have on your website?

In this summary I’m going to take you through what content you should have on your website.

Read More >


2 December 2020

Learning to listen to your clients

Do this well you will help potential clients convert into new clients. 

Read More >


10 November 2020

Understanding intent of your potential clients

Two types of website visitor intent that is worth learning about because it will get you more enquires.

Read More >


22 October 2020

Chatbots, the how and why?

In this article I’d like to describe how you can use Chat Bots and why they will help you and your clients.

Read More >


14 October 2020

How to create clear messages on your law firm website

In this article we talk about a tried and tested method of how to create clear messages.

Read More >


6 October 2020

How to how improve the look of your law firm website

Lets explore the process of how you can improve the look of your law firm website.

Read More >


29 September 2020

How to start your Law Firm website redesign

In this Law firm Essential Guide to website redeisgn article I’m going to take you through how to start your website redesign. 

Read More >


22 September 2020

Law Firm Essential Guide to Website Design

WEB has created and published a series of articles and supporting content about Law Firm website redesign

Read More >


30 July 2020

AI and Machine Learning - what can chat bots do?

We know technology has dehumanised commercial relationships - this is a game changer.

Read More >


20 March 2020

COVID-19 Update

I wanted to personally let you know what WEB is doing during the Coronavirus COVID-19 pandemic. 

Read More >


11 August 2019

Why PWA’s are the future of both Apps and Websites

PWAs can be considered the combination of mobile apps and websites and offer you the best of both worlds. 

Read More >


29 June 2019

What is a Progressive Web App?

Progressive web applications (PWAs) are websites that give your users an app like experience. 

Read More >


25 January 2019

Conducting Task Analysis

As part of understanding what your users are looking for on your website you may want to consider task analysis.

Read More >


9 January 2019

Why emails need to be optimised for mobile.

According to recent research 41% of Europeans would either close or delete an email not optimised for mobile.

Read More >


9 January 2019

Website relaunch, how to get it right.

So you’ve just re-launched your website, revenue has dropped in fact page views has dropped and your bounce rate is up.

Read More >


9 January 2019

Cart abandonment rate average 68.63%

You might be surprised to hear the majority of shoppers that add something to their cart don’t complete their purchase. Find out why.

Read More >


8 January 2019

Critical information on where users click

In-Page Analytics allows you to view how users interact with your website. 

Read More >


3 January 2019

Improve ROI for Email Campaigns

Remember the first 40 characters in an email subject line are critical when recipients make an informed decision about to open or ignore.

Read More >


14 November 2018

Part 2 of 4 Law firm website redesigns - how to get it right

Law firm website redesigns can be a challenge, here are a few tips to make your task easier.

Read More >


23 October 2018

Part 1 of 4 Law firm website redesigns - how to get it right

Law firm website redesigns can be a challenge, here are a few tips to make your task easier.

Read More >


8 July 2018

How to Access More

We asked freelance marketing consultant, writer and photographer, working in arts, culture and tourism, specialising in digital Rob Martin to write about a website we both worked on specifically about the topic of accessibility.

Read More >


1 July 2018

What is Mobile Optimisation?

Mobile optimisation is about looking the requirements of users on the move and page load speed. 

Read More >


15 January 2018

Content Marketing: A Glossary of Terms

Here are some content marketing terms you need to know when talking the talk.

Read More >


4 January 2018

‘See Now, Buy Now’ Catwalk Shows Drive Sales

Designers and retailers tell of their biggest sales days from shoppable catwalk shows.

Read More >


13 November 2017

Content Marketing Essentials

Content Marketing - essentials, tips on how to make an impact in just 30 minutes a day.

Read More >


11 October 2017

Engaging audiences with Video – a new platform

Web are beta testing a new video platform which will greatly improve online engagement.

Read More >


18 April 2017

A - Z of Tech Terms

Here's a handy glossary of tech terms to help you navigate from your bandwidth to your backend.

Read More >

Need to improve your business? Let's grab a coffee and talk about stuff.

Fill in your name and we'll get right back to you.


This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Founded in 1995, based in Edinburgh’s tech community, WEB is a company with a focus on simple digital products designed for Law Firms including AI and AI & machine learning chatbots – The team includes designers, software engineers and online marketers.

Work in progress since 1995.
Got any questions? Just get in touch.


Keep in Contact

Never a miss out. Subscribe and you’ll get our latest case studies, articles and news.

Email Address
© WEB 2021 - 10 Constitution Street Edinburgh EH6 7BT. Tel: 0131 454 3311