Prices in Your Explainer Video: Show, Hint or Leave Out?

Your script is nearly done. The hook works, the problem rings true, and the last line says "Call today." Then someone asks the awkward question: should you put prices in your explainer video, or keep them for the phone?

The price line decides who calls you, who scrolls past, and how long the video stays accurate. Here is a plain decision guide by business type and by where the video plays, plus script lines you can copy for every option.

Show a price in your explainer video when the job is fixed and the price helps you win, like a call-out fee or a membership. Use a "from" price when jobs vary but you have an honest floor. Leave the price out when every job is quoted, and send viewers to a quote, call or pricing page instead.

Key takeaways

• Fixed, simple offers (memberships, call-out fees, packages) should show the exact price.
• Jobs that vary but have a real floor work best with a "from" price.
• Quoted, custom or regulated work should leave the number out and offer a clear next step.
• Ads and landing pages are the best places for a price. A homepage video can skip it.
• Put any price on screen as text, and say it too in ads, before the halfway mark and on its own end card so you can change it later.

When should you show prices in your explainer video?

Show prices in your explainer video when three things are true. The price is fixed, it is a reason to pick you, and it will still be right in a year. If any one of those is false, a "from" price or no price is usually the safer call.

The evidence on price in ads leans one way. Showing a price tends to bring fewer clicks but better ones. In Confect's study of over 1.3 billion catalog ad impressions (2023), adding the price cut click-through rate by 16% but raised the conversion rate by 10%. Return on ad spend rose 41% on average.

Those were online shop ads, not service videos, so treat them as a direction, not a promise. A 2025 literature review in the International Journal of Research and Innovation in Social Science found something similar. Ads with a price drew more instant engagement, while ads without one suited premium brands.

Buyers also keep asking for numbers. In the TrustRadius 2026 B2B Buying Disconnect report, clear pricing was the top thing 1,862 technology buyers wanted from vendors, for the fourth year running. Software buyers aren't plumbing customers, but most people like to know the cost before they call.

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.

Exact price, "from" price, or no price: which fits you?

There are three main ways to handle price in a short video, plus a weaker fourth. An exact price is one number for one clear thing. A "from" price is the lowest honest price for a job that can cost more. No price means the video sells the next step instead, like a free quote.

The dollar figures in the table are made-up examples, not market rates. Swap in your own.

A range is the option people forget. It works for big, scary jobs like remodels, where the viewer's real fear is "is this $5,000 or $50,000?" Answering that fear can matter more than any single number.

The catch, as Hardwood Floors Magazine points out, is that a published range anchors people. Winning a much bigger job later gets harder.

Which businesses should say the price out loud?

Businesses with a fixed menu should say the price. Businesses with varied jobs and an honest floor should use "from." Businesses that quote every job, or work in fields where fees depend on the case, should leave the number out.

Pro tip: if you are a lawyer, dentist or other licensed professional, check your licensing body's advertising rules before you put any fee in a video. A short call to them is cheaper than a complaint.

Say you run a two-van plumbing company with an $89 call-out fee. That number is fixed, it is lower than people fear, and it will not change every month. It belongs in the video.

Now say you run a roofing company. Your jobs run from small repairs to full replacements. One number in the video would be wrong for almost everyone who hears it, so sell the free inspection instead.

Does the answer change depending on where the video plays?

Yes. The same video can work with a price in an ad and without one on your homepage, because the viewer is at a different stage. Our guide to where to put your explainer video covers placement itself. Cold viewers need a reason to stop, and people closer to buying need the number to decide.

The homepage deserves its own note, because it is often your most-watched video. Wistia's 2026 State of Video data puts homepage videos at a 24% play rate, higher than product, contact or thank-you pages. That reach is exactly why one price there is risky.

Ads are the opposite. Every click costs you money, so a price that turns away the wrong people early saves you budget. If you are planning paid ads, our guide to running an explainer video ad campaign on a small budget covers the rest of the setup.

Sound matters here too. One widely shared figure, quoted by Sprout Social in its 2026 video statistics, says 74% of Facebook videos play without sound. If the price is only spoken, many viewers will miss it.

Where in the video should the price go?

Put the price on screen as text, after you have shown the value and before the halfway mark. Then repeat it on the final card. A price that appears only in the last few seconds will be missed by many viewers.

The reason is how people watch. Wistia's 2026 State of Video report found that viewers get about halfway through homepage and product-page videos. Vidyard's 2025 benchmark report found that engagement peaks in the first quarter of a video's runtime.

So in a 30-second ad, aim to show the number somewhere between second 10 and second 15. Here is a simple order that works:

1. Seconds 0 to 5: the problem, in the viewer's words.
2. Seconds 5 to 12: what you do about it, and why it is easy.
3. Seconds 10 to 15: the price, on screen and in the voiceover.
4. Seconds 15 to 25: one proof point, like years in business or reviews.
5. Seconds 25 to 30: the end card with the price, the offer and how to book.

On a homepage video with no price, keep the same shape. Swap step 3 for the reason to call, like "Free quotes within 24 hours."

Pro tip: hold the price on screen for at least three seconds, in large text. People need time to read a number, especially on a phone.

Script lines you can copy for each option

These lines are examples. The businesses and prices are made up, so swap in your own. Each one names the price plainly and ties it to what the viewer gets.

Exact price lines

• Plumber: "One flat $89 call-out fee. No surprises when we knock on the door."
• Gym: "Unlimited classes for $39 a month. Cancel anytime."
• Accountant: "Your personal tax return, done for $250. You just send the papers."
• Software: "Plans start at $29 a month for your whole team."

"From" price lines

• Med spa: "Facials from $95. We'll tell you the exact price before we start."
• Electrician: "Panel checks from $120, with a written quote for any repair."
• Coach: "Starter coaching packages from $400 a month."

Range line

• Builder: "Most bathroom remodels we do land between $12,000 and $20,000. Your quote is free."

No-price lines

• Roofer: "Every roof is different. Book a free inspection and get a written quote in 48 hours."
• Lawyer: "Your first consultation is free. We'll tell you your options and our fees before you decide."
• Dentist: "New patients get a full checkup. Call us and we'll check your insurance first."

Price on the next page line

• Any business: "See every price on our website. The link is right below this video."

That last line shows you are open about money, and you update prices on a web page instead of in an edit.

If you want help with the rest of the words, our step-by-step guide to writing an explainer video script that sells shows where each line goes.

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.

How do you stop a price in a video from going stale?

Keep the price on its own end card, not woven through the whole video. Then a price change means swapping one card instead of remaking the video. Also keep a version with no price at all for places where the video will live for years.

Ask for this when you brief your video maker. A good setup is one main video with no number in the voiceover. Add two or three end cards: one with the exact price, one with "from," and one with no price. Then you can use the right version in each place from the table above.

The voiceover is the hard part. A spoken price is baked into the audio, so changing it means recording again. If your prices move often, keep the number on screen only, and have the voiceover say "for one flat price" or "see the price below."

Be careful with two kinds of price wording, because both come with rules.

• "From" prices. In the UK, the Advertising Standards Authority's rule of thumb is that 10% of the products or services advertised should be available at the "from" price. If almost no job ever costs your "from" number, it is not a fair floor.
• "Was" or "normally" prices. In the US, the FTC Guides Against Deceptive Pricing (16 CFR 233.1) cover former price comparisons. They are only fair if you openly offered that price, in good faith, for a fair stretch of time. A "normally" price you never charged is a problem.

We follow the same split ourselves. Our 30-second explainer package is a fixed product, so we show the price: $297, normally $497. Custom videos change a lot from job to job, so they start from $1,299 and the exact number comes from a free planning call, not a video.

How do you test price vs no price on your own ads?

The safest answer to "will a price help or hurt me?" is to test it on your own ads. Run the same video with two different end cards and count booked jobs, not clicks.

Step 1: Make two end cards from one video

Use the same video with two endings: one shows the price, one shows the free quote or call. Everything before the end card stays identical, so the price is the only difference.

Step 2: Change nothing else, and run both for two weeks

Use the same audience, budget, headline and dates, and run both versions for at least two weeks. If you change two things at once, or stop after a few days, luck can decide the result.

Step 3: Track calls and bookings, not clicks

Expect the price version to get fewer clicks. That matches the Confect data above, and it is not a failure. What matters is how many of those clicks became calls, bookings or paid jobs.

Step 4: Keep the winner and check again in six months

Switch all your spend to the version that booked more paying work. Then test again after any price change or new season, because the answer can move.

Frequently asked questions

Will showing my price scare customers away?

Showing your price usually scares away the people who could never afford you, which is the point. You may get fewer clicks and enquiries, but the ones you get are more likely to buy. If your price is higher than the local average, show the value first, then the number.

Should the voiceover say the price, or only the text on screen?

For ads, put the price in both, because many viewers watch with the sound off. For a homepage or long-life video, put the price on screen only. A spoken price is hard to change later, while text on an end card takes minutes to swap.

Can I put a sale price or discount in my explainer video?

You can, but only if the discount is real and has an end date you will honor. Put the offer on a separate end card so the main video keeps working after the sale ends. Any "was" or "normally" price must be one you actually charged.

What if my competitors see my prices?

Competitors can already find your prices by calling you as a customer, so hiding them rarely protects you. A clear price shown with a clear reason to pick you is harder to undercut than a price nobody can see. If you bid on large contracts, leave numbers out of public videos.

Should I show prices for every service or just one?

Show a price for one service per video, usually your simplest or most popular one. A list of prices in a 30-second video is too much to read and remember. Put the full price list on your website and point the video there.

The short version

Should you put prices in your explainer video? Show the exact price when the offer is fixed and the number helps you win. Use "from" when jobs vary but you have an honest floor. Leave it out when every job is quoted, and sell the free quote or call instead.

Match the choice to where the video plays. Ads and landing pages are the best places for a price. Homepages and long-life videos do better with "from" or no number.

Put any price on screen, before the halfway mark, on an end card you can swap. Then test price against no price on your own ads and count bookings, not clicks.

If you want a short explainer to put this into practice, our 30-second package includes the script, human voiceover and animation. You get three revision rounds, delivery in 7 days and a money-back guarantee.

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.

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