A lot of business owners have the same experience: they pay for a nice video, post it, get some compliments, and then… nothing changes. No extra calls, no extra bookings.

The video wasn’t bad. It just wasn’t built to do a job. Here are six types of business videos that tend to bring real customers for local businesses in Toronto and the GTA, plus where each one should live.

Ask this first

What question does a customer have right before they decide to contact you? The best business videos answer that question, clearly and honestly.

1. The “Who We Help” Video

A short video (under 90 seconds) that says who you serve, what problem you solve and what working with you looks like. It belongs at the top of your homepage and service pages, where first-time visitors decide whether to stay.

2. The Process Video

Customers are often nervous about what happens after they call. A simple walkthrough of your process, from first meeting to finished job, removes that fear. It works especially well for renovations, clinics, professional services and anything with a big price tag.

3. The Customer Story

A real client explaining the problem they had, why they chose you and what changed. It’s the closest thing to word of mouth you can put on a website. Keep it specific: details are what make it believable.

4. The Behind-the-Scenes Video

Show the kitchen, the workshop, the job site or the team prepping. People trust what they can see. These videos are cheap to make once you have a shoot day planned, and they perform well on Instagram and TikTok.

5. The FAQ Video Series

Take the five questions you answer on every phone call and turn each one into a 30–60 second video. Put them on your service pages, in your Google Business Profile and on social. They save you time and build trust before the first conversation.

6. The Offer or Ad Video

A short, direct video for ads: the problem, your solution, a clear next step. It should be made for the platform (vertical for Reels and Stories, captions on, message in the first three seconds). This is the one video where “sales-y” is okay, as long as it’s honest.

Placement matters as much as production

A great video buried on an “About” page won’t do much. Put each video where the related decision happens: the process video on the contact page, customer stories on service pages, ad videos in campaigns.

How to Get More From One Shoot

You don’t need six separate productions. With planning, one or two shoot days can cover a main video, a couple of customer stories, behind-the-scenes clips and a set of FAQ answers. The key is deciding the list before the crew arrives.

Our article on what to know before planning a marketing video walks through that planning stage, and these three mistakes are worth avoiding.

How to Tell If Your Video Is Working

  • Do more visitors contact you from pages that have the video?
  • Do new customers mention the video, or say they “felt like they knew you” already?
  • For ads: does the video bring enquiries at a cost that makes sense, not just views?

Video works best as part of a bigger system: getting found, building trust and making contact easy. See how it fits together on our digital marketing page, or go straight to business video production in Toronto. If you’re in York Region, we also offer video production in Newmarket.

Usually the “who we help” video or a customer story. Both answer the biggest question a new visitor has: can these people help me, and can I trust them?

For behind-the-scenes clips and quick updates, often yes. For your main website video and customer stories, good audio, lighting and editing make a noticeable difference in trust.

Both, depending on where they’ll live. Websites and YouTube suit horizontal; Reels, Stories and TikTok need vertical. Planning both at the shoot avoids awkward cropping later.

Many local businesses do one or two planned shoot days per quarter and turn them into a steady flow of content, rather than one big video a year.