A great corporate video starts not with a camera but with a script. The words on the page and the shot plan decide whether a viewer watches to the end or closes the tab in the first five seconds. In this article we walk through, step by step, how to write a script that delivers a clear message and works for your business.

Define the goal and the audience first

Before you write a single paragraph, answer two questions: what should the viewer do after watching, and who exactly is that viewer. A video for a prospective client, an existing partner or a new hire will look entirely different. Riga-based B2B companies often suit a short, factual tone, while consumer brands benefit from a more emotional story.

  • Goal: sales, brand awareness, recruitment or internal communication.
  • Audience: industry, decision-maker role, language (LV, RU or EN).
  • Platform: website, LinkedIn, YouTube or an in-person presentation.

Build a clear story structure

Even a dry corporate topic becomes engaging when it has a narrative arc. The classic structure works reliably: problem, solution, result. Open with a real challenge the client recognises, show how the company solves it, and close with a concrete, measurable benefit.

The first five seconds

Online, the opening decides everything. Skip the long logo animation and musical intro - start with a question, a surprising fact or a strong visual. Only then is the viewer ready to hear about your company.

Write for the spoken word, not for reading

A script is not a brochure. Read every sentence out loud: if you run out of breath or your tongue trips, rewrite it shorter. A few practical principles:

  • One idea per sentence, without complex compound clauses.
  • Specific numbers and examples instead of empty labels like "innovative" and "high quality".
  • Active voice: "we cut costs", not "costs are reduced".

Add a visual plan, or storyboard

The text is only half the job. Next to it, note what the viewer will see in each scene: an interview shot, a product close-up, a drone pass over the office or an on-screen animation. This two-column script (audio on the left, image on the right) saves hours on the shoot day and helps you estimate the budget accurately. Professional corporate video production always begins with exactly this kind of agreed plan.

Check the timing and the call to action

The average speaking pace is around 130-150 words per minute. That means a 90-second video fits roughly 200 words - fewer than it seems. Do not overload the script with information; it is better to leave one clear message. And never end a video without a call to action: visit the website, book a consultation or send an email.

If you want your corporate video written, filmed and edited in one place, get in touch with us - we will help from idea to finished result in Riga and across Latvia.