How to turn your website into a video ad

Why your website is good ad material

Your landing page has already been through more revisions than any ad you are about to write. The headline has been argued over, the screenshots were chosen deliberately, and the feature order reflects what actually closes. That is a script and a storyboard you already paid for.

It is also the one asset that shows the real product. Paid social rewards native-feeling, concrete creative, and there is nothing more concrete than the thing you are selling, moving on screen.

Pick the right page first

Use the page that already converts best, not your homepage by default. If a specific feature or use-case page carries your paid traffic, that page is the better source — it is already written for a colder audience.

Avoid pages that are mostly a signup form or a waitlist. There is not enough on them to build 15 seconds from, and the ad will end up being a form field with music over it.

Record, do not screenshot

The difference between a video ad and a slideshow is motion that belongs to the product. A screenshot with a slow zoom over it reads as a static image with a filter, because that is what it is.

Load the page in a real browser and record it: scroll it at a readable pace, open a menu, hover something that responds. Even a few seconds of genuine interface movement changes how the whole ad is perceived.

Cut for paid social, not for your homepage

A homepage video can take five seconds to set up. A paid social ad cannot — the first two seconds decide whether it is watched at all. Lead with the sharpest claim on the page, not with your logo.

Keep it to 15–30 seconds for feed placements. Ads longer than that need a reason to exist, and "we had more features to mention" is not one.

End with a single call to action that matches the landing page you are sending them to. Mismatched ad and destination is the most common reason a good creative converts badly.

Reformat for vertical properly

Cropping 16:9 to 9:16 by centring the frame usually cuts the UI in half. Vertical needs the important part of the interface deliberately kept in frame, with the rest re-composed around it, not trimmed off.

Keep captions clear of the bottom third — every platform overlays its own UI there, and text that sits behind a username or a CTA button is text nobody reads.

Make several versions and let the data pick

The reliable pattern on paid social is one product, many hooks. Same footage, same brand, different first line and different opening frame. Testing five hooks against one product beats polishing one ad.

This is the argument for generating rather than editing: variant six costs the same as variant one when the video is produced from a URL and a script rather than assembled by hand.

How to turn your website into a video ad: step by step

1. Choose your highest-converting pageUse the page that already performs with cold traffic, not the homepage by default. Skip pages that are mostly a signup form.
2. Record the page in a real browserCapture the page scrolling and interacting rather than taking a screenshot. Genuine interface motion is what separates a video ad from a slideshow.
3. Write a hook-led scriptOpen with the sharpest claim on the page in the first two seconds. Keep the whole thing to 15–30 seconds and end on one call to action.
4. Cut the footage against the scriptShow the part of the product each line is talking about. Cut anything that neither shows the product nor advances the argument.
5. Reformat to 9:16 deliberatelyRe-compose vertical around the important UI instead of centre-cropping it, and keep captions out of the bottom third where platform UI sits.
6. Produce hook variants and testKeep the footage and brand constant and vary the opening line and frame. Let performance data choose the winner instead of choosing in advance.

Frequently asked questions