How to Create Video Content That Actually Converts

Written By Andre Correa

If you’re reading this, you probably already know that video is one of the most powerful tools in modern marketing.
But let’s be honest—it can also be expensive, time-consuming, and incredibly frustrating when it doesn’t get results.

Today, I’m going to break down how to create video content that doesn’t just look good or rack up views—but actually drives conversions. That means more leads, more sales, and real business growth.

Let’s get into it.

1. Know What You're Asking the Video to Do

Before you hit record, ask yourself: What is this video supposed to do?

Every piece of video content should serve a specific purpose within your sales funnel—whether that’s generating awareness, encouraging engagement, prompting a conversion, or helping with retention.

You’re not just “making a video.” You’re building a tool—and every tool needs to be designed for a particular job.

Trying to cram multiple objectives into one video (like getting views, clicks, and bookings all at once) is a fast track to underperformance. Be clear on the goal. Then build the video around that.

Ask yourself:

  • Is this meant to stop the scroll?

  • Is it supposed to get them to click?

  • Is it nudging them to book a call?

Pick one—and do it well.

2. Say One Thing, Really Well

Here’s a common trap: trying to say too much in one video.

When you overload your message, your audience gets overwhelmed—or worse, confused. And confusion is the enemy of conversion.

Instead, keep it simple:

  • One message

  • One call to action

  • One specific problem you’re solving

Clarity converts. Keep it laser-focused, and your message will land every time.

3. Make It About Them—Not You

Here’s the truth: your audience doesn’t care about your company.
They care about what your company can do for them.

Your video needs to speak directly to their pain points, desires, and goals. Don’t list features—show outcomes. Show how your product or service solves real problems in their world.

Quick tip: use the word “you” more than “we.”

Insert story: Share a time when re-framing the message to focus on the audience made a difference in performance.

You're not filming a commercial. You're starting a conversation.

4. Your Call to Action Needs to Be Obvious

No matter how good your video is, it won’t convert if people don’t know what to do next.

Always include a clear, compelling call to action. And repeat it.
Most people need to hear it more than once.

Depending on where your audience is in the sales cycle, your CTA might be:

  • Watch another video

  • Download a resource

  • Book a free consultation

  • Fill out a form

Make it easy. Remove friction. Be direct.

5. Test, Learn, Repeat

Spoiler alert: your first video probably won’t be perfect. And that’s okay. The best marketers in the world are constantly testing, learning, and adjusting.
Try different:

  • Thumbnails

  • Hooks

  • CTAs

  • Video lengths

Use the data to learn what works—and double down on it. Great video marketing isn’t a one-and-done project. It’s a process.

Final Thoughts

Here’s a quick recap. If you want video content that actually converts:

  • Know the job your video is doing

  • Keep it focused

  • Make it about your audience

  • Use clear calls to action

    Keep testing and improving

It’s not about chasing trends or hoping for virality.
It’s about strategy—and building video content that supports your business goals at every stage of the funnel.

Once you start thinking this way, you’ll wonder why you didn’t do it sooner.

Andre Correa