The right kind of video depends on what problem you're trying to solve — building initial trust, generating leads, showcasing work, educating prospects, or retaining existing customers. Most Utah businesses need to solve the trust problem first, which means the highest-value first videos are usually the simplest: show who you are and show that you deliver results.
Tier 1: Foundation Videos (Make These First)
Founder / About Video (60-90 seconds): The most valuable video most Utah local businesses can make. You, on camera, explaining who you are, why you started your business, and what you care about. This single video, placed on your homepage and Google Business Profile, will do more to improve your lead conversion rate than almost any other marketing investment. Utah's community-oriented culture means buyers strongly prefer to know who they're hiring before they reach out.
Client Testimonial Video (30-90 seconds): A current or past client, ideally from the Utah area, talking on camera about their experience — what they needed, what they were skeptical about, and what actually happened. Testimonials from recognizable local customers ("they helped my Provo restaurant grow its catering business") travel further and convert better in Utah's word-of-mouth culture.
Tier 2: Service and Process Videos
Service Overview Video (60-120 seconds): A clear explanation of what your service includes, how it works, and who it's for. Eliminates pre-contact objections and attracts better-fit clients by setting accurate expectations before the sales conversation.
Before and After / Project Showcase: For businesses with visible results (landscaping, remodeling, design, photography, etc.), short video documenting a project from start to completion is compelling proof that converts skeptical prospects. These perform particularly well on Instagram and as Google Business Profile content.
Tier 3: Awareness and Educational Content
Educational Short-Form Series (15-60 seconds each): Weekly or bi-weekly short tips related to your industry — "3 things Utah homeowners should know before replacing their roof," "What to look for in a Provo tax accountant." These build authority over time and drive consistent social media engagement.
Long-Form YouTube Videos (5-20 minutes): In-depth educational content that ranks in YouTube and Google search — best for businesses willing to commit to a consistent publishing cadence over 12+ months. High long-term ROI but requires sustained investment.
Prioritization for a New Video Strategy
Start with one founder video and one testimonial. Measure their impact on your website conversion rate and Google Business Profile engagement over 60 days. Then decide whether to invest in additional content based on actual data from those first two pieces.