When you want to create a deeper connection with your brand and engage your audience more effectively, few tactics are better than video. Whether you choose an animated or a live action video, adding an introductory video to your website content is proven to increase engagement, lengthen time on your site, and contribute to increased conversions.

The key to any successful introductory video is a solid script. This isn’t the time to try to wing it and try to speak off the cuff, or simply repeat the same information that anyone can discover by reading your “about us” page. No, a script is necessary to ensure that you stay on point, present a unified vision of your brand, and drive your desired actions.

Admittedly, writing the script is often the most challenging aspect of creating a video, thanks to business intro makers that take a lot of the technical guesswork out of video production. The time and effort you put into the script will pay off though, when your customers are left wanting more — and respond to your calls to action.

Creating the Foundation for Your Script

First things first: Your introductory video script doesn’t have to be a fancy, formal document. The actual format of the script isn’t as important as the content, so don’t waste time fiddling with spacing, etc. One of the easiest ways to arrange your script is to dive your page into two columns, with one column devoted to the actual text to be read, and the other noting the visuals that will accompany the text.

Before you begin writing, ask the following questions:

  • Who is the audience for this video?

  • What do we want people to do as a result of this video? What is the call to action?

  • What are the most important points that we need to address?

Answering these questions allows you to determine the focus of the script, and narrow down your points to those that are most relevant to a particular audience. Remember, the purpose of your video is simply to introduce your company or product, not bombard the audience with information. Studies show that people have a tendency to start tuning out around the 10 second mark, so it’s important that you pinpoint your message from the get-go to keep them engaged. Consider developing an “elevator pitch” for your company or product. Can you explain what you offer in the span of an elevator ride? That should be your goal.

Other things you need to consider as you develop your script are the tone and visual style of the video. Do you want the video to be humorous and whimsical, or take a more serious tone? Remain consistent with the rest of your site’s brand story; a funny animated introductory video might get a response, but if the rest of your site is more serious, it will confuse your audience.

Best Practices to Remember

Once you’ve developed the creative brief for your script, you can begin developing the content. As you do, keep these important best practices in mind.

1.Keep it short. Remember how people lose interest after a few seconds? That means you need to be brief and concise with your introductory video. The less you say, the more people will remember, so don’t attempt to cram everything into the script. In practical terms, this means you should shoot for a script that’s between 30 seconds and two minutes in length.

2.Focus on solutions. A simple formula for writing a script is to start by identifying the problem, followed by an explanation of your solution and why it is best, and then a call to action. What does your company bring to the table? What value do you provide customers? Describe your products and services in terms of benefits rather than features.

3.Use natural language. Nothing turns viewers off faster than stilted language, jargon, and convoluted explanations. Again, remember the elevator pitch. Distill your key points into a sentence or two, using words that people actually use in regular conversation.

4.Tell a story. Humans instinctively respond to stories, so your script shouldn’t read like a brochure. Tell the story of your company to make it more human, more emotional.

5.Text first, then visuals. It may seem counterintuitive, but the visuals in your video should be secondary to the actual voiceover text. Visuals that are too flashy or complex can detract from what’s being said, and confuse your viewers. Use visuals to emphasize points and illustrate what you’re saying, not just to show off that your intro maker has lots of cool features. Make every visual count toward your end goal.

Getting the script for your introductory video right can make the difference between an engaging video that drives conversions, and one that just takes up space on your site or even drives people away, so put in the time to polish and perfect it before you start production. Need more tips? Check out this blog post, and once your script is ready, get started with quality HTML5 animation.