#128 Boost Website Performance with Smarter Video, AI Tools & Core Web Vitals Fixes

In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni tackle a crucial question for website managers: Should you upload videos directly to your website or embed them from platforms like YouTube and Vimeo?The discussion delves into the strategic considerations behind video hosting decisions, performance implications, and how to maximise both user experience and discoverability. Pascal and Jonny break down when to use native uploads versus embeds, and explain the distinct advantages of YouTube for reach versus Vimeo for polish and control.The episode also reflects on Jason Hellerman's five-part YouTube storytelling framework from No Film School, revealing how to structure videos that hook viewers immediately and keep them engaged through to the final reflection. This proven structure works for B2B, B2C, and social content alike.Finally, Jonny and Pascal introduce two powerful AI tools: one for generating complete website prototypes in seconds, and another for creating professional-grade product imagery, plus actionable website optimisations you can implement today.If you manage a website, create video content, or want to improve your site's performance and engagement—this episode delivers immediately applicable strategies.🎥 Should I Upload Videos Directly to My Website or Embed Them?The answer depends on your strategic goals and the type of video content you're creating.Upload directly to your website when:You need seamless integration (hero videos, contact page messages, product demonstrations)You want complete control over branding and user experienceThe video is bespoke to that specific pageCritical: Optimize video files rigorously to maintain site speedEmbed YouTube videos when:You're building a YouTube channel and want to increase visibilityYou want videos to be easily shareable across platformsYou're creating social-style content that benefits from wider distributionThe more places a YouTube video appears in relevant contexts, the better for SEOWatch out for: Limited branding control, potential ads, and suggested videos from competitorsPro tip: Add ?rel=0 to the end of YouTube embed URLs to show only videos from your channelEmbed Vimeo videos when:You need polished, professional presentation for service pages or case studiesYou want full control over branding without ads or distractionsYou're creating promotional content or training materialsYou need granular control over download and sharing permissionsNote: Vimeo requires a paid subscription based on upload volumeCookie compliance matters: Remember that embedded videos trigger third-party cookies—ensure your privacy policy covers this for GDPR compliance.🎬 How Do I Structure Videos to Hook Viewers and Keep Them Engaged?Based on Jason Hellerman's framework from No Film School, here's the five-part structure for compelling YouTube content:Part 1: The Hook (15-20 seconds)Present the big goal or problem you're addressingAnswer the "what"—what will you explore, solve, or understand?Use pattern interrupts: bold statements, surprising stats, or quick visualsSpeak directly to your ideal client using "you" and "your"Build curiosity with strategic word choicesInclude social proof early if possible (e.g., "tested across X clients")Part 2: The Context (up to 1 minute)This is surprisingly the most important sectionShift from "what" to "why"—why does this matter to you and your audience?Explain the significance and relevance of your topicEstablish credibility and set expectationsPart 3: The Rising ActionDocument the journey truthfully—both successes and strugglesShow internal and external challengesMake it relatable by demonstrating you don't have all the answers immediatelyThis is where most people start thinking, but it should come thirdPart 4: The Climax/ResolutionDeliver what viewers have been waiting forShow the transformation—what changed, what you learned, what you achievedAnswer whether you succeeded in solving the problemPart 5: The ReflectionSummarise key learningsFor YouTube specifically: Share only ONE key takeaway or lessonAvoid the temptation to share multiple lessonsCreate a satisfying close (the "riding off into the sunset" moment)Additional tips:You don't have to write sections in order—start with the journey (Part 3), then extract the hook and contextIf you're not ready for video, use this structure for written articles first"If you can write it, you can film it"🛠️ What AI Tools Can Transform My Website Creation and Visual Content?Deep Site by HuggingFace (Jonny's pick):AI-powered website generator that creates complete sites from text promptsProduces homepage code, content, images, and design in secondsUses DeepSeek AI model (can be changed to other models)Best use cases:Rapid prototyping and idea generationStarting point for client discussionsExploring design concepts quicklyOvercoming blank page paralysisAccess at: huggingface.co/spaces/enzostvs/deepsiteGoogle Gemini Nano Banana Image Generator (Pascal's pick):Google's latest iteration of AI image generationSignificantly improved quality and blending capabilitiesKey features:Generate images from text descriptionsUpload your own product/service images as inspirationMerge multiple separate images into seamless compositionsCreate variations and new versions of existing photosAnimate generated images for teaser contentStrategic value:Upskill yourself as an image creatorEnhance product and service visual storytellingCreate custom images without expensive photoshootsCritical skill: Master briefing and prompt writing for image generationThe battleground is shifting from text-based AI to image and video generation⚡ What Website Changes Should I Make Right Now?Jonny's Call to Action: Optimize Core Web VitalsCheck your performance using two methods:Google PageSpeed Insights (test your homepage)Google Search Console (check Core Web Vitals tab after signing up)What Core Web Vitals measure:Site speed and loading performanceMobile responsivenessVisual stability (content doesn't shift as it loads)Why this matters: Google and other search engines will rank competitors higher if you're not passing Core Web VitalsFailing these benchmarks significantly reduces visibility regardless of content qualityAction: Identify problems, fix them, ensure your site is fast, responsive, and stablePascal's Call to Action: Audit Your Marketing Tools for Hidden AI FeaturesThe opportunity: Most software you already pay for has added AI assistants—but they don't announce them prominentlyWhat to do:List ALL your digital marketing apps and software (including free ones)Investigate each one for new AI features (look for new icons or menu items)Contact customer service for paid platforms and request an AI feature demoAsk for a full platform tour—you may be missing other valuable featuresTime savings: Could reclaim 15 minutes to several hours per monthMindset shift: Be curious about your existing tools rather than always seeking new ones, and of course, reinvest saved time into running your website more successfully!🔑 Key Takeaways — What You’ll Learn (with timestamps)00:49 – Introduction and approaching episode 50!02:13 – You Ask, We Answer: Should I upload videos directly or embed them?03:49 – When to upload videos natively to your website04:50 – The benefits of embedding YouTube videos for channel growth05:18 – Using Vimeo for polished, professional video presentation06:15 – Cookie compliance considerations for embedded videos07:38 – Managing YouTube's related video recommendations09:16 – Website Stories: How YouTube creators hook audiences immediately10:14 – Part 1: The Hook – presenting the problem in 15-20 seconds11:39 – Part 2: The Context – explaining the 'why' behind your story12:34 – Part 3: The Rising Action – documenting the journey truthfully12:59 – Part 4: The Climax – revealing the...