How to Write an Explainer Video Script That Sells

James Crawford

Published September 17, 202610 min readUpdated September 17, 2026

You know your business well. But when you sit down to write an explainer video script, your mind goes blank. What do you say first? How long should it be? Do you sound like a salesperson or a robot?

Here's the good news: a great explainer video script follows a simple shape, and once you see it, you can write your own in an afternoon. An explainer video is a short video that explains what you do and why someone should care. This guide gives you the exact structure, real word counts, and a fill-in-the-blank script you can use today.

A good explainer video script has four parts: a hook, the problem, your solution, and a call to action. Aim for about 75 words for a 30-second video or 150 words for a 60-second video. Write it the way you'd talk to a neighbor, then read it out loud to check the timing.

Small business owner writing an explainer video script at a desk

How long should an explainer video script be?

A 30-second explainer video script should run about 75 words. A 60-second explainer video script should run about 140 to 160 words.

Here's why. When someone reads a script out loud at a normal pace, they say about 150 words per minute (Breadnbeyond). So if you want a 60-second video, you write about 150 words. If you want a 30-second video, you cut that in half.

Most explainer videos you see online run 60 to 90 seconds, which comes out to roughly 150 to 225 words of voiceover (Knowlify). Shorter isn't worse, though. Shorter explainers of 30 to 45 seconds work great for ads and awareness, the kind of video someone sees while scrolling. Longer explainers of 60 to 90 seconds work better on your website, where someone already wants to learn more (Yum Yum Videos).

Length	Word Count	Best For
30 seconds	~75 words	Ads, social media, quick pitches
45 seconds	~110 words	Landing pages, email links
60 seconds	~150 words	Website homepage, sales calls
90 seconds	~225 words	Detailed products, onboarding

If you're a plumber running a 30-second ad on Facebook, aim for 75 words. If you're a dentist explaining a new procedure on your website, 150 words gives you room to breathe.

Once you know your target length, the next question is what actually goes into those words.

Get your 30-second explainer video → We write the script, record the voiceover, and animate it, delivered in 7 days.

Need an explainer video? Get a 30-second explainer for $297 → We write the script, record the voiceover and animate it, delivered in 7 days.

What is the best structure for a video script that sells?

The best structure for a video script that sells has four parts: a hook, the problem, your solution, and a call to action (Biteable). You do not need anything fancier than that.

Think of it like a short conversation with a worried neighbor. First, you say something that grabs their attention. Then you name the problem they're dealing with. Then you show them your fix. Then you tell them what to do next.

A common way to split the time is Problem 30%, Solution 40%, Proof 20%, Action 10% (Content Beta). So in a 60-second script, you'd spend about 18 seconds on the problem, 24 seconds on your solution, 12 seconds proving it works, and 6 seconds telling people what to do.

You don't have to hit these numbers exactly. But if your problem section runs 40 seconds long and your call to action is one rushed sentence at the end, that's a sign your script needs a rewrite. With the four parts in mind, here's how to build your explainer video script line by line.

Step-by-step: how to write your script

Step 1: Write your hook (one sentence that names the problem)

Your hook is the first line of your script, and its only job is to make someone want to keep watching. Say the problem out loud, in plain words. "Tired of waiting three weeks for a plumber?" works better than "We provide reliable residential plumbing solutions."

Step 2: Describe the problem in the viewer's words

Spend one or two sentences on the pain your customer feels, using words they would actually use. A roofer might say, "A leaky roof doesn't wait for a good time to show up." One clear sentence beats three vague ones.

Step 3: Introduce your solution simply

Say what you do in plain terms, without buzzwords. "We fix your roof in one day, guaranteed" tells someone exactly what to expect. Avoid words like "innovative" or "comprehensive," they don't mean anything to a homeowner staring at a leak.

Step 4: Add one proof point (what you do, not made-up stats)

Give one real, honest detail that builds trust. This could be how many years you've been in business, what your process looks like, or what's included. Never invent a stat or a client story just to sound impressive, one true detail beats ten made-up ones.

Step 5: End with one clear call to action

Tell the viewer exactly what to do next, in one short sentence. "Call now for a free quote" or "Book your visit today" both work because they're direct. A vague line like "learn more about our services" doesn't tell anyone what to actually do.

Step 6: Read it out loud and time it

Read your script out loud at a normal talking pace and time yourself with your phone. If a 30-second script takes 45 seconds to say, it's too long, so cut it down. This step takes two minutes and catches almost every pacing problem before you record anything.

Now let's put all six steps together in one finished script.

Real example: a script for a small business

Here's a fill-in-the-blank 30-second explainer video script you can copy and adjust for your own business. It runs right around 75 words, matching the 30-second target.

"Is [problem, like 'a clogged drain'] ruining your day? You've tried everything, and it just keeps coming back. At [your business name], we [what you do, like 'clear any drain in under an hour']. We've been doing this for [number] years, right here in [your town]. No mess, no guesswork, just a fixed problem. Call [phone number] today, or visit [website] to book your appointment."

Swap in your own details and you have a working script. Here's the same template filled out for a chiropractor:

"Is back pain keeping you from your morning run? You've tried stretching, painkillers, even a new mattress, and nothing sticks. At Riverside Chiropractic, we find the real cause of your pain, not just the symptom. We've helped patients across town get back to normal life for over 12 years. No long waits, no guesswork. Call 555-0142 today, or visit our website to book your first visit."

Count the words, it lands right around 75. That's the whole trick: write it, say it out loud, and trim until it fits your time. Words are half the job; the visuals bring the script to life.

Do I need to write the visuals too, or just the words?

You need both, but they're two separate jobs. Your voiceover script is the words someone hears, and your visual notes are short descriptions of what appears on screen at the same time.

The easiest way to do this is to write your script in two columns, or with visual notes in brackets right after each line. For example: "Is a clogged drain ruining your day? [Show frustrated homeowner looking at sink]." You don't need to describe every camera angle, just enough so an animator or filmmaker knows what's happening.

The style you pick also shapes your visuals. Whiteboard animation, where a hand appears to draw the story on a white background, works well for step-by-step teaching and professional services. 2D motion graphics is a flexible, all-round style that fits most businesses. Live action, meaning real people and real footage, works when you want to show your face, your shop, or your product in action (Pexo).

If picking a style and writing visual notes feels like a lot on top of the script itself, that's normal, most business owners hand this part off rather than learning it from scratch. Even with a solid structure and clear visuals, a few common mistakes can still sink a script.

What is the biggest mistake business owners make in a script?

The biggest mistake is writing a script that's too long, because most people stop watching once a video drags. If your script runs past 200 words for what's meant to be a 60-second video, you're asking your customer for more time than they're willing to give. Fix: cut anything that doesn't serve the four core parts.

A second common mistake is sounding too salesy too fast, jumping straight into "we're the best" before naming the problem the viewer actually has. Fix: always open with their problem, not your pitch.

A third mistake is a vague hook, something like "Are you looking for quality service?" that could apply to any business at all. Fix: name the specific problem your specific customer feels, right in the first sentence.

The fourth mistake is ending without a clear call to action, leaving the viewer unsure what to do next. Fix: give one instruction, one phone number, one website, one next step.

Once you've spotted these mistakes in your own draft, the next decision is whether to fix them yourself or hand the job to someone else.

Want something bigger? Book a free 30-minute video call → We plan your custom video with you and send a fixed quote within 24 hours.

Can I write my own script, or should I hire someone?

You can write your own explainer video script by following the hook-problem-solution-action structure, and many business owners do exactly that with good results. The tradeoff is time: writing, revising, and timing a script correctly usually takes a few hours if you're doing it for the first time.

Hiring it out trades your time for money, and it's often worth it if video matters to your marketing. In fact, 82% of video marketers report a positive return on video, according to Wyzowl's 2026 State of Video Marketing survey (Levitate Media). That's a strong sign video is worth the investment, whether you write it yourself or get help.

If you'd rather skip the writing entirely, our 30-second explainer video package includes a full script, a human voiceover, and complete animation, delivered in 7 days with 3 rounds of revisions and a money-back guarantee. A 60-second explainer video gets you the same full package, just longer. Either way, the script, voice, and animation come as one job, not three separate headaches.

How much does it cost to get a script and video made for me?

Getting a full script, voiceover, and animated video made for you starts with our 30-second explainer video package. Here's how the options break down.

Option	Price	What's Included
30-second explainer	$297 one-time (normally $497)	Script, human voiceover, animation, 7-day delivery, 3 revisions, money-back guarantee
60-second explainer	$497 one-time	Script, human voiceover, animation
Custom/premium video	From $1,299	Free 30-minute planning call, fixed quote within 24 hours

For comparison, a 60-second custom animated explainer from a North American studio typically costs $5,000 to $10,000, with premium 3D or character work running even higher (Vidico). Our flat, one-time pricing, with the script already handled, is a very different starting point for a small business on a real budget.

Frequently asked questions

What should I say first in my script?

Say the problem your customer feels, in plain words, in your very first sentence. Don't open with your business name or a general statement, open with something your customer would nod along to immediately.

How do I start a script without sounding like a salesperson?

Lead with the problem, not the pitch. Once you name something your viewer is actually dealing with, they'll want to hear your solution instead of feeling sold to.

How many revisions can I make to my script?

That depends on whether you're writing it yourself or having it done for you. Our 30-second and 60-second explainer video packages both include 3 rounds of revisions as part of the price.

Do I need a professional voiceover, or can I record it myself?

You can record your own voiceover if you're comfortable on mic and have decent recording gear. If you want a polished, ready-to-use result without the trial and error, both our 30-second and 60-second explainer packages include a human voiceover recorded for you.

How fast can I get my finished video?

A 30-second explainer video ordered through our promo package is delivered in 7 days, including script, voiceover, and animation. Custom or premium video projects are quoted within 24 hours of a free 30-minute planning call.

The short version

Writing an explainer video script doesn't need to be complicated. Keep it short (75 words for 30 seconds, 150 words for 60 seconds), follow the four-part structure of hook, problem, solution, and call to action, and read it out loud to check your timing. Use the fill-in-the-blank example above as your starting point, then adjust it to sound like your own business.

If writing and producing the video yourself feels like more time than you have this month, that's a completely reasonable thing to hand off. The goal is the same either way: a short, clear video that tells your customer what you do and what to do next.

Ready to get your own video made? Order your 30-second explainer video and have it in 7 days, or book a free call if you want a custom video plan.

Ready to get your own video made? Order a 30-second explainer for $297 and have it in 7 days, or book a free call if you want a custom video from $1,299.

Need an explainer video?

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