Every great video starts with a great script. The visuals, animation, and voiceover talent are all built on top of those words. A weak script will undermine even the most impressive production values. A strong one will make a modest budget punch well above its weight.
of viewers watch explainer videos to learn about a product or service — making clarity of message the single most important factor in any video production.
Most clients focus on the visuals — the animation style, the colour palette, the music. These matter, but the script is what determines whether the video actually works. It sets the pace, the tone, and the message. Get the script right and everything else falls into place. Get it wrong and no amount of production value will save it.
At Spiritus Design, scripting is included as standard in all our video projects. But understanding what makes a good script will help you give better feedback — and get better results.
You only have a few seconds to catch the viewer's attention. Your opening should name a problem the viewer recognises, make a counterintuitive statement, or ask a question they want answered. "Here's a quick introduction to our company" is not a hook. "Most businesses are wasting their marketing budget on content nobody watches" is.
Before you introduce your solution, make sure the viewer feels the problem. Describe the situation your audience is in, the frustration, the gap, the thing that isn't working. This is what makes the solution feel relevant rather than promotional.
Introduce what you do in plain language. Avoid jargon. Say what you do, who it's for, and what it achieves, in that order. One sentence is often enough.
Pick two or three things that prove the solution works. Not features, but the benefits. Not "our platform has AI-powered analytics" but "you'll know within minutes which content is actually working."
Tell the viewer exactly what to do next. One action, stated clearly, at the end. Two actions is one too many.
The standard pace for professional voiceover is 130–150 words per minute. Use this as your guide:
| Video Length | Approximate Word Count |
|---|---|
| 30 seconds | 65–75 words |
| 60 seconds | 130–150 words |
| 90 seconds | 195–225 words |
| 2 minutes | 260–300 words |
Always write slightly shorter than you think you need — scripts almost always run longer when recorded.
Video scripts are read aloud. Use short sentences, active verbs, and contractions where they feel natural. Read your script out loud before you send it. If you have trouble reading it, the voiceover artist will too.
"We are [Company Name]..." is one of the most common — and least effective — openings in corporate video. Start with the viewer's world, not yours.
A 60-second script has room for one idea, supported by two or three points. Not five ideas and eight features. Be ruthless.
Sentences that look fine on paper can sound clunky when spoken. Avoid long words when short ones will do, passive constructions, and anything that reads like a sales brochure.
Not sure where to start? Read our guide on how to write a video brief first, then come back to the script. Or get in touch — we'll handle both.
A 60-second video requires approximately 130–150 words of script. A 90-second video needs around 200–225 words. Always write slightly shorter than you think — scripts almost always run longer when recorded.
Most studios, including Spiritus Design, include professional scriptwriting as part of their service offerings. A script written for video by an experienced copywriter will almost always outperform one adapted from a website or brochure.
Every video script should include: a strong opening hook within the first 5 seconds, a clear problem or context, the solution, supporting points or proof, and a direct call to action.
The standard pace for professional voiceover is 130–150 words per minute for natural, easy-to-follow delivery. Faster works for energetic brand videos but risks losing viewers on complex topics.
For most business videos, a 60–90 second script is the sweet spot — long enough to communicate clearly, short enough to keep the viewer watching. Research from Wistia shows that videos lasting 90 seconds or less have a 50% viewer retention rate — making this the sweet spot for most business content.
Tell us what you need and we'll come back with honest advice, clear timelines, and fixed pricing.
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