Websites which integrate multimedia content into their presentation tend to have a higher conversion rate than those that do not. Multimedia such as video, podcasts, or interactive animation, graphics and other features add different dynamics to a website. Visitors are able to engage with more content in different ways, keeping them interested in your site for longer.

Experts have found that a video sales pitch or explanation of a product is much more effective than wordy written content. Multimedia is more time consuming and expensive to produce than traditional copy, and it is because of this that not many companies make the extra effort to include it. This means that those businesses that do dabble in multimedia are a minority with a significant competitive advantage.