Video that gets watched, and pages that convert what it sends
Video and conversion work belong together: one drives attention, the other decides whether that attention turns into an enquiry. This covers video editing for how high-consideration audiences actually watch, alongside conversion rate work on the pages that traffic lands on, tested against real behaviour rather than opinion.
What this covers
B2B & Real Estate Video Editing
Video editing for high-ticket B2B and real estate marketing specifically: property walkthroughs, testimonials, and campaign videos edited for how those audiences actually watch and decide.
- Property & project walkthroughs
- Testimonial & case study videos
- Ad & social video cuts
Conversion Rate Optimization (CRO)
Once traffic is arriving, CRO work looks at what's actually stopping visitors from converting: page structure, copy, forms, and load speed, and tests changes against real data.
- Landing page audits
- A/B testing
- Form & funnel optimisation
How this works in practice
Video that has a job to do
Video is expensive to produce and easy to waste. A film that wins compliments internally and moves nothing commercially is a common and costly outcome, usually because nobody decided what it was for before it was made.
So the brief starts with the job: stopping the scroll in a feed, explaining a product to someone already interested, or reassuring a buyer who is close to deciding. Those are three different edits, three different lengths and three different opening seconds, and a single film rarely does all three well.
Editing for the platform, not just for the story
Most social video is watched muted, on a phone, in a feed that offers something else every second. That makes the first frame, the crop and the subtitles part of the edit rather than an afterthought, and it means the vertical cut is planned rather than salvaged from a horizontal one.
Most of my recent editing has been property and B2B: development walkthroughs, launch films and campaign cutdowns, delivered in the aspect ratios and durations each placement actually needs rather than one master everyone is told to make do with.
Conversion work is measurement first
Conversion rate optimisation gets sold as a list of best practices, most of which are someone else's test result from a different audience. What actually moves a rate is looking at where people leave your specific funnel, forming a view about why, and testing that.
That means session recordings and funnel data before opinions, changes made one at a time so the result is attributable, and enough traffic for the outcome to mean something. On a low-traffic site the honest answer is often that you cannot test your way there yet, and the money is better spent on traffic or on fixing something already obviously broken.
What actually gets tested first
The order matters. Page speed and obvious friction come before anything clever, because a page that takes six seconds on mobile data loses people who never see whatever you were planning to test. Then the offer and its clarity, then form length, then layout.
Headline and button colour tests are where most CRO programmes start and where most of them stall, because those are small effects that need large traffic to detect. Fixing something structurally broken produces a bigger change than any number of micro-tests, and costs less to find.
Frequently asked
What kind of video do you edit?
Project and property walkthroughs, testimonial and case study films, and cut-downs for paid and organic social. The editing is shaped by how that particular audience watches.
What does a CRO engagement involve?
An audit of your pages against real user behaviour, a prioritised list of changes, then implementing and testing them rather than guessing which might help.
Do you shoot video or only edit?
My side is editing, motion and post-production. For shooting I work alongside production teams, which is the arrangement I have with Choppershoot, where I handle the digital side rather than the camera.
Do you make reels and short-form video?
Yes, cut for the platform rather than exported once and reused. Most social video is watched muted on a phone, so the first frame, the crop and the subtitles are part of the edit rather than an afterthought.
What is conversion rate optimisation?
Making more of the visitors you already have take action, rather than buying more visitors. It starts with looking at where people actually leave your funnel, forming a view about why, and testing that, rather than applying a list of best practices from someone else's audience.
Can you edit property walkthrough and launch videos?
Yes, this is most of my recent editing work: development walkthroughs, launch films and campaign cutdowns, delivered in the aspect ratios and durations each placement actually needs.
How long does a video take?
An edit from supplied footage is usually days rather than weeks. The delay is almost always feedback rounds and music or licensing decisions, so agreeing who approves it before we start saves the most time.
Do you shoot video or only edit?
My side is editing, motion and post-production. For shooting I work alongside production teams, which is exactly the arrangement I have with Choppershoot, where I handle the digital side rather than the camera.
How much traffic do we need before CRO is worth doing?
Enough for a difference to be distinguishable from noise, which in practice means a few hundred conversions a month before formal A/B testing tells you much. Below that, fixing clearly broken things and improving clarity is a better use of money than testing.
Can you improve conversion without redesigning the site?
Often yes. Form length, the clarity of the offer, page speed and where the primary action sits are frequently worth more than a redesign, and they are far cheaper to change. I would rather exhaust those first.
Still not sure if this is what you need?
Send it here and it comes straight to me. You will get a straight answer about whether I am the right fit, including when the answer is no.
Have a project in mind? Let's start it.
Whether it's a paid campaign, a website or app, or ongoing design and social support — tell me what you need and I'll get back to you with next steps.