Mute the video on your ChatGPT ad destination. Then do not play it at all. Can you still tell what the offer is, what is included and what happens after the main button? If the answer changes between those two tests, important information exists only in one medium.
Video can be particularly useful when the advertised product needs to be seen in use. A fictional modular packing table, for example, may be easier to understand when a demonstration shows how its surface extends and how accessories attach. But a visitor who cannot watch should still have a usable route to the product decision.
This guide addresses video on your website after the ad click. For the page’s overall structure, see the guide to ChatGPT ad landing pages. The task here is to give visitors the same basis for a decision whether they watch or read.
Separate three kinds of content
The page needs an offer summary, the demonstration itself and an appropriate text alternative. They serve related but different purposes.
The summary explains the product in a few readable paragraphs and states the next step. The demonstration shows the movement or process that benefits from video. W3C’s transcript guidance distinguishes a basic transcript, which covers speech and meaningful non-speech audio, from a descriptive transcript, which also includes the visual information needed to understand the content.
For the packing table, a short summary might state the available configuration and link to dimensions. The demonstration might show the extension mechanism. A descriptive transcript would explain the important actions shown, rather than merely transcribing a narrator who says “as you can see here”.
Do not label a two-sentence sales summary as a complete transcript. Equally, do not force every reader through a long transcript to discover the basic offer. Keep the short commercial explanation readable in the page flow and make the fuller alternative easy to find near the video.
The same packing table through three information routes
- Page text
Identify model and package without playback.
- Demonstration
Show how the extension moves.
- Text alternative
Include speech, meaningful sounds and key visual actions.
Plan the demonstration around one uncertainty
Ask what the ChatGPT ad visitor needs to understand from the motion. Is it the table’s folding action, how a part is replaced or the steps in a service? Choose a demonstration that answers that question. A broad brand film may be attractive without resolving the product uncertainty introduced by the ad.
Write a simple shot list alongside the factual claim each shot supports. A view of the extension opening can show how it moves. It cannot by itself establish a load rating. A person assembling the table can illustrate the process, but does not prove that every customer can complete it in the same time.
Keep any product variant visible in the demonstration identifiable. If the video uses an optional accessory, label it and explain whether it is included in the advertised offer. This is especially important when the main page photograph shows a different configuration. The guide to bundle contents covers that purchase boundary.
Write against the finished video
Use the script as a starting point, then compare the text with the edited recording that visitors will actually see. A step may have moved, an accessory may have been added or the narration may have changed during filming. Mark what is spoken, what the picture adds and what the written version must explain. Preserve the order so readers can follow the same sequence.
For the fictional packing table, a descriptive passage might read: “The demonstrator releases the latch beneath the tabletop and pulls out the extension. The narrator says: The extension makes room for larger packaging. A tape holder is attached to the right side of the table. On-screen text states that the holder is sold separately.” This illustrates how speech, actions and visible product information can fit together.
Then review each product detail with the text beside the video. Does the accessory have the same name on the product page? Does the text include the qualification displayed on screen? Put supplementary purchase information under its own heading when it does not appear in the recording. Readers should be able to distinguish the video’s content from a later update.
Review captions as product information
Captions convey speech and meaningful non-speech audio in time with the video. W3C’s caption guidance explains that automatically generated captions need their accuracy checked. A translation of dialogue alone may omit information conveyed by other sounds. For a commercial demonstration, names, measurements and product terms deserve careful review because a small transcription mistake can change the meaning. Check that each caption appears alongside the corresponding action.
If the page is available in Swedish and English, check that the language of the video and its alternatives is clear before playback. Do not give an English-speaking visitor a Swedish-only demonstration while leaving the player label generic. If only one video version exists, explain the available language support accurately.
Do not insert new promotional promises into the caption file. Put necessary factual corrections in the video or clearly distinguish an updated note beside it.
Text and audio description serve different needs
A transcript beside the player does not automatically replace captions or audio description. For prerecorded video with audio, WCAG 1.2.3 at Level A allows a full text alternative or audio description where that criterion applies. WCAG 1.2.5 at Level AA requires audio description for important visual information missing from the soundtrack. No additional audio description is needed when the existing audio conveys all that information.
For the packing table, ask whether someone listening without the picture can understand what is released and extended. Consider including that explanation in the narration during production. A good transcript alone does not establish that the whole player is accessible; the guide to reviewing destination accessibility covers the wider checks.
Keep playback optional in the purchase route
The primary action should remain available without requiring the video to finish. A customer who already understands the product may only need dimensions, contents and availability. Let them use those details directly.
Place a clear link such as “Read the video transcript” beside the player, or display the text directly below it. Then review the page on a narrow screen. Can someone pause the video, reach the text alternative and continue to the product options without losing their place? If the embed waits for consent before loading, the written explanation should remain available. It should not depend on that same player starting.
Do not let the video overwrite a selection already made on the product page. If choosing a variant changes the demonstration, make the relationship clear and preserve the selected variant through the next step. See correct variant destinations for the broader continuity problem.
Keep the recording aligned with product changes
A video can outlive the product configuration it shows. Record which model, accessories and interface version appear, then define the changes that require a review. A new colour alone may not change the demonstration, but a different mechanism or included package can.
When the product changes, inspect the summary, captions, transcript and visible demonstration together. Updating only the surrounding text can leave the video making a contradictory promise. If an old video must remain temporarily, make its limits explicit and decide whether it is still appropriate for the advertised destination.
The offer should remain accurate for someone who watches, someone who reads and someone who goes directly to the product details. Video adds explanation when those routes agree.
Sources and scope
Keeping the advertised offer understandable when a visitor does not watch the destination video, with text matched to the video's actual content.
Working methods and examples are editorial suggestions. Check current platform requirements and available features before implementation.