If web sites were to fall into one of two categories, the first being an ecom site (where you can purchase something), and the second being a brochure-style web site (provides information only) the fact remains that strong and believable credibility is essential.

Online marketers today fight for their share of business in their niche, and for most industries, competition is fierce. That's where video marketing comes into play.

We've all heard about viral videos, video sharing sites, and video commercials. But when a well-crafted video greeting is placed onto a web site, it goes far in establishing the required "trust factor" that all online marketers today must have.

Here's an example:

One of the most competitive industries today in the United States is the mortgage business. And in particular when one in one hundred homeowners are facing foreclosure, mortgage lenders and mortgage companies find that being "believable" is tougher with each passing day.

So many web site owners are facing this problem head-on with video. Rather than having sites with dozens of pages and mortgage calculators, their marketing tactic is to allow their web site visitors to "get to know" them when they arrive at their site. One way to achieve this is with the use of a walk-on video.

A walk-on video has been shot in front of a green screen, and during the editing process the background is removed. And with the use of flash and a few other video technologies the video appears to float on the screen. By greeting your web site visitors in this manner you can direct them to the next steps as opposed to having them leave and never return.

You can direct them to call a toll free telephone number, complete an online survey, request an information package, or whatever suits your business model.