Where to Post B2B Videos on Your Website: Best Practices for 2026

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When planning a B2B video marketing strategy, one of the biggest questions is where to actually put the content. So many options come up: a company overview, a “thank you” video after a purchase, or a short clip for the contact page.

If you want to know what to prioritize to get the highest return on investment, we need to look at the data. I analyzed several recent reports with detailed statistics—including the Wistia: State of Video Report and the Innovid: CTV Advertising Insights—to find out exactly what works in 2026.

As the founder of the video marketing agency Lava Media, my team and I shoot high-end TV ads and corporate films, and we know exactly where to place them for the best results. Let’s rank the best website pages for your videos based on two crucial metrics: how often people click "play" and how long they watch.

1. The Contact Page (32% Play Rate)

Stats: 32% of visitors on this page play the video, and they watch at least half of it.

The goal here is simple: boost conversion. The people who reach your contact page are hot leads; they are just one step away from reaching out.

I highly recommend placing a short explainer video here detailing how you work or what the next steps are. You can also use this space to talk about secondary benefits that you didn't mention on the main pages so you don't overload the visitor earlier in their journey.

• Example: At our agency, Lava Media, we put an animated video directly on our contact page showing our production process.

2. Playlist Section / Video Gallery (33% Play Rate)

Stats: 33% of visitors in this section will click play.

Good news! If you make educational videos or have an expert YouTube channel, you should immediately build a dedicated "Playlist" section on your site.

I see a common mistake in B2B: businesses just put a direct link to their YouTube channel in their website header. That is a mistake. You are giving your hard-earned traffic to YouTube and sending people away from your site.

If you have a blog, you likely have categories like "News" or "How-to." Make a category specifically for your videos. In your site menu, call it "Insights in Video" or "Video Gallery." Every time you release a new video, make a post there. Now, visitors stay on your site to watch, and search engines will see that people are spending a lot of time on your domain.

3. The "Thank You" Page (16% Play Rate)

Stats: 16% of people play it, and 55% watch it all the way to the end.

This is the page users see after a purchase or after submitting a form. Don’t make this complicated; just leave a good final impression.

A short 5-7 second animation or AI video is enough. It could be a "flying letter" turning into your logo, or a cute mascot saying thanks and letting the client know exactly when a manager will contact them.

4. The Homepage (17% Play Rate)

Stats: Only 17% of visitors play the video here.

Surprising, right? It feels weird to put the Homepage in 4th place, but those are the stats. However, I disagree with dismissing it based on play rate alone.

Even though the play rate is lower than the Contact Page, a Homepage Video is a must-have. It builds your brand image, and you should prioritize creating it first. This video becomes the core asset of your communication. You will use it on the site, in sales presentations, at trade shows, and in private messages.

• True Story: A friend of mine is the CEO of a mining software company. We made a brand video for them. He recently told me: "Sergey, we went to pitch investors. We showed the video at the start, and they stopped us. They said everything was so clear and bright that they were ready to make a deal." Of course, they didn't hand over the money instantly, but that first impression was absolutely priceless. You can see that video here.

5. Product or Service Overview (12% Play Rate)

Stats: 12% of visitors play these, and 57% watch to the end.

Many marketers spend a massive amount of time perfecting their product pages with tons of text, SEO headlines, and complex sections. That’s all useful. But sometimes, a client just needs to see a live video of you and your product in action. Watching the actual process definitely boosts conversion rates.

And remember: there are no "boring niches" where video doesn't work.

We had a client that manufactures construction materials with hundreds of products (e.g., road insulation with dozens of types). Obviously, you don't need a separate, expensive video shoot for every single type. We just made a 10-second 3D animation showing how the insulation fits into the road layers and used icons for the main benefits. That one video worked for dozens of product pages. (Watch the example here).

The same applies to legal and financial services. Ideally, have a team member explain what you do with nice graphics on the screen. But you can also use high-quality stock footage. We did this for a financial fund client, and it worked great—it was clear, professional, and engaging.

6. Case Studies (8% Play Rate)

Stats: The Case Study section is mandatory for B2B, but only 8% of visitors play videos there.

Because of the low play rate on dedicated case study pages, I recommend weaving these videos into your blog or video gallery instead.

For example, we have a case study on how we made a Pixar-style AI video. Instead of just making a standard "case study video," I framed it as an educational blog episode titled "How to make animated videos with AI" and simply used that client project as the primary example. It drives much more engagement. (Check out the Pixar-style AI animation here).

Take the Next Step in Your Video Strategy

If you found this breakdown useful, there is one more crucial element you need to get right: Runtime. If you are wondering exactly how long your homepage, product, or explainer videos should be to maximize engagement, watch my detailed breakdown on the ideal runtimes for B2B videos here.

Need help executing this strategy? My team at Lava Media creates high-converting corporate and B2B videos tailored to your exact needs.

Stay connected and get more weekly B2B video marketing insights by subscribing to the Lava Media LinkedIn Page.

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