Free check
Where Do Your Videos Send People?
Somebody watches one of your videos and it lands. They want to know more. What happens next is decided entirely by what you put in the description, and on most business channels nobody has looked at that in a year.
This reads your recent long-form videos and checks four things: whether each one gives a viewer anywhere to go, whether they all point at the same place regardless of subject, whether that page is about what the video covered, and whether the link carries anything that would let you tell which video sent the person.
Shorts are left out. A Short cannot carry a clickable link, so counting one as a miss would be unfair.
The four faults it looks for
No exit. The video works, the viewer is interested, and the description gives them nothing. They go back to the feed.
One exit for everything. The same link on every video whatever the subject. It looks like the job was done, and it breaks the thread between what somebody just watched and what they arrive at.
A homepage. A homepage answers no particular question. Somebody who has just watched twenty minutes on one problem should land on something about that problem.
No tracking. This is the quiet one. If the link carries nothing to identify the video, then an enquiry that arrives through it is anonymous. You will never know which video produced it, so you cannot make more of what works.
Fix it yourself, in five steps
Nothing here needs me. It is the same order I would work in.
1. Pick the video with the most views per day that sends people nowhere. Not your favourite one. The one already earning attention and wasting it.
2. Decide what a person who watched it should do next. One thing, not four. If the honest answer is that there is nothing, the video is entertainment and that is fine, but stop counting it as marketing.
3. Send them to a page about that. A page that continues the video, not a homepage that starts a new conversation.
4. Tag the link so you can tell where it came from. Add ?utm_source=youtube&utm_content= and then something that names the video. Free, takes seconds, and it is the difference between an enquiry you can trace and one you cannot.
5. Put the first link in the first two lines of the description. Everything below that is hidden behind "more" and most people never open it.
Do that for your best five videos and you will have a better setup than most channels of any size.
If you would rather not
Run the check, then send me whichever video scored worst. I will do that one for you, free, one per person. You get the rewritten description, the page it should point at and the tracked link, ready to paste.
If it is useful and you want the other forty done and then measured every month, that is Channel Intelligence. If your channel does not yet have enough of the right attention to be worth wiring up, I will tell you that instead.