Should You Put Prices in Your Business Videos?

Give the number some meaning

When suitable people enquire but don’t book, my starting point is the price and value of the offer. What are they actually getting, and does it make sense to them?

That matters before we decide whether to put a figure in the video. A price without an explanation doesn’t tell someone what they’re comparing. Two businesses might charge differently because one includes planning, preparation or support that the other doesn’t.

I want the person watching to understand the offer. If a clear price helps them do that, it can belong in the content. If it gives them the wrong idea about the work shown, we need to change the explanation before making the price look more attractive.

This is a filming decision, not a recommendation to lower your prices or make every video about cost.

Which kind of offer are you explaining?

Look at the actual service rather than deciding that every business in your industry should publish prices in the same way.

What you’re promoting	An approach to consider	What the viewer needs to understand
A defined package with a fixed price	Show the current price beside its scope	What that exact package includes and any commitment needed
Work that changes with each brief	Explain the cost factors and invite a quote request	Why the job needs a conversation and what information to send
An offer with a genuine starting price	Explain the starting scope and what can change the cost	Whether the advertised starting offer fits their needs
The business’s wider story	Keep the focus on who you are and why	Where to find the relevant service and current offer afterwards

Those are planning options, not claims that one approach produces better leads for everyone. A specific service explanation might need a price; a film introducing the people behind the business may have a different job.

What if every project needs a quote?

You can still answer the pricing question usefully. Explain which parts of the job affect what you’ll charge, without pretending you can price an unknown project from a short comment.

For a hypothetical contractor, that might mean explaining how the agreed work, access and chosen materials affect the quote. Those are illustrative topics to check with the business, not a universal construction pricing formula or a DS Media client case study.

Tell people what you need to know next. If you need a location, a description of the work and a conversation before quoting, explain that. Don’t invite someone to get an instant price if your process can’t provide one.

I’d also look at what customers keep asking. If they’re unclear about what’s included, another video saying “contact us for pricing” may leave the same question unanswered. Our guide to showing the value behind a higher price covers explaining the real care and support around the work.

Keep the price attached to the offer you’re showing

If the footage shows a bigger package than the advertised price buys, the edit needs attention. A viewer shouldn’t have to guess which parts of the picture cost extra.

For non-broadcast marketing within its scope, ASA/CAP’s pricing guidance says price statements must match the featured product or offer, include applicable non-optional charges and make required commitments clear. It also warns against “from” claims that exaggerate availability.

The practical check is to compare the number, the pictures and the explanation together. Don’t use a starting figure as a convenient headline if the advertised starting service isn’t realistically available. Check the guidance relevant to your offer before approving a pricing claim.

If the price depends on a minimum term or particular conditions, those details need proper consideration in the promotion. Don’t assume a link to a web page makes an otherwise misleading video clear. This article helps plan the content; it isn’t a full pricing-compliance checklist.

Give changing offers their own video

My recommendation is a brand film about who you are and why, followed by separate videos for the services people are considering. That’s also a useful way to think about information that changes.

If the main film explains the purpose and people behind the business, it may stay relevant when a package price changes. A separate offer video can carry the details needed for that particular decision. Our guide to why one brand film shouldn’t explain every service explains that wider approach.

Before filming, agree where prices will appear: spoken answers, graphics, captions or accompanying post text. Ask what a later change would involve. Replacing a graphic and re-recording an answer are different pieces of work; don’t assume either is included indefinitely.

Keep a simple record of where each offer version is being used. When the price changes, review the videos, posts and linked pages before promoting them again. Updating one web page doesn’t alter an old video file that someone has already shared.

Check the whole journey before you post

Watch the version your customer will actually see. Can they understand the price and scope on a phone? Is the important text readable, and does the spoken explanation agree with it?

W3C’s audio and video guidance recommends considering text size and contrast and planning for important visual information to be available to people who cannot see it. Apply that to the offer details as well as the main message. A tiny condition flashing over a busy shot isn’t a useful explanation.

Then follow the link. The service page should describe the same offer, price and next step. Decide who in the business checks those details and keeps them current.

After publishing, listen to the questions people ask. Are suitable buyers clearer about the scope, or still expecting something different? Fewer messages alone don’t prove that showing a price helped. Look at the actual conversations and bookings before deciding what to change.

For North East owners explaining B2B services on LinkedIn, Founder on Camera provides an ongoing routine for planning and filming focused answers. You publish the videos and handle replies. We can discuss which questions belong in the content, including how to explain an offer clearly; it isn’t a pricing consultancy or a guarantee of enquiries.