Their finger is hovering over Submit. Four fears are firing.
For every person who fills in your contact form, more land on it, hover, and leave. Not because they did not need the work done — because hitting Submit on a stranger’s website feels like signing a blank cheque. You never see those people. They do not leave a note explaining why. You just assume the website is “getting traffic but not converting,” when really the form is a cliff edge and nobody told them what is at the bottom.
In the 8-video trust stack, the Landing Page Video is the handrail. Its trust job: convert interest into a booking by removing the unknown.
What the Landing Page Video is for
Every buyer hovering over your form is feeling the same four fears at once, and this video answers them, in order, in about a minute:
- Speed. “What actually happens when I hit send — today, tomorrow, never?” Tell them exactly: when you see it and when they will hear from you.
- Method. “Will someone aggressively call me when I am not ready to talk?” Tell them how you make contact, and give them the out: “if you would rather I text first, just say so in the form.”
- Privacy. “Who else gets my details?” Say the honest sentence out loud: no newsletter, no selling their details, no fifteen missed calls.
- Purpose. “Why will you be contacting me?” Name the one purpose of the next conversation — to book a look, to ask three quick questions, to send the quote. That is it.
This is the cheapest conversion win you will ever make. You are not buying more traffic — you are catching the people who already found you and were this close to enquiring before they talked themselves out of it. If your site gets traffic but the phone stays quiet, start here.
The read. Calm and specific is the whole job. Every sentence either removes an unknown or it does not belong in the video. “Contact us today!” is not a landing page video — your real response time and your real next step are the entire point.
The script skeleton (fill in the blanks)
"If you're about to fill in this form, here's exactly
what happens next.
I see it ____, and I'll ____ within ____.
We won't ____, and we won't ____.
If you'd rather I ____, just say so in the form.
The only reason I'm getting in touch is to ____."Five sentences, said straight to camera, slow. This is the shortest script in the stack — nail the tone, not the wording.
Where it goes once it is shot
This one has a single rule: it lives beside the form, not on another page.
- Embedded next to every enquiry form on the site — homepage, contact page, every service page with a booking button.
- On the confirmation page of any quote or estimate tool, telling them what happens now that they have submitted.
- If your trade has a panic moment — storm damage, burst pipe, no power — film a second, emergency-specific variant for that page: what to do right now, what is safe, and that a human answers.
- Linked from your Google Business Profile, where the call button lives and the same fears apply.
Same website, same traffic, more enquiries. The video just tells them what is on the other side of the button.
The shoot checklist
Block 30 minutes, same sitting as your Bio Video if you can — same shirt, same spot.
Gear
- A phone on a tripod, lens at chest height. No studio required.
- A window or open shade in front of you, never behind. Natural light beats any kit.
- A $20 lapel mic, or film somewhere quiet. Sound is the one thing a viewer will not forgive.
Before you press record
- Map what actually happens when someone enquires — honestly. When do you see it, how do you respond, how fast.
- Lock a response promise you will keep every time, flat out or not. An honest “same day” beats a broken “within the hour.”
- Write the four answers as four short sentences.
While filming
- Slow down. Reassuring is the tone; the nervous buyer is reading your manner as much as your words.
- No selling. The video lowers friction; the pitch happens later, in person.
- Land “here is exactly what happens next” in the first ten seconds.
After
- Put your response promise and phone number on a title card at the end.
- Caption it — form-hoverers are often browsing on mute, at night.
- Embed it beside the form this week, then change nothing else and watch what the form does.
What if it does not fit your trade
- You charge for quotes or site visits. Say so in the video, plainly, and why: “there is a call-out fee to assess it properly, and it comes off the job if you go ahead.” A named fee beats a surprise; honesty about money is the trust move.
- Most of your enquiries come by phone, not the form. Same video, different doorway. Text the link while you are talking — “I’ll flick you a quick video on what happens next” — and put it on your Google Business Profile beside the call button.
In the Tradie Trust Pack this is card 15 — the card is the move, this guide is the method, and the deeper build with the full script prompts lives in the workbook. But you do not need it to start. You need four honest answers and half an hour.
Get the book for the research behind each move, then go film the sentence that does the most work: “here is exactly what happens when you hit send.”