Gyms, yoga studios, tutoring centres, hair salons, pet groomers, clinics, guesthouses: most customers look online before deciding to visit. One intro video answers more questions than ten photos. But a service business doesn't need a big-brand image film; it needs to get the essentials right.
The four things customers want to know
- The space: what it looks like inside, how clean, how big.
- The people: who will serve me, and what they're like.
- The process: what happens on a first visit, from the door to the end.
- Location and access: the frontage, the sign, nearby landmarks, parking.
Cover these four and the video is already more complete than most competitors'.
What to film
- The frontage and sign, once by day and once at night.
- One continuous walk in from the door, so viewers see what greets them.
- A wide shot and details of each main space.
- The owner or key staff introducing themselves to camera for 20 to 30 seconds, unscripted, saying what they'd normally say to a customer.
- Services in progress (with the customer's consent, or staff demonstrating).
- The questions customers ask most, answered on camera.
A phone is fine. For the supporting shots, see what B-roll is and what to shoot.
Length and versions
For the website and Google Business Profile, a 60-to-90-second horizontal version; for social media, 15-to-30-second vertical clips, one topic each, such as only the space or only the first-visit process. One shoot, many clips; see turning one video into ten shorts.
What not to do
- Don't use photos or stock footage that aren't your premises; customers notice when they arrive.
- Don't promise results in the video, such as "lose 10 kg in three months guaranteed" or "guaranteed to pass".
- Prices change and are hard to edit out later; point people to the website or a message instead.
Regulated industries
Advertising for medical (clinics, dentists, aesthetics), financial and health-supplement businesses is regulated, including claims about effects, comparisons and offers. Have the content checked by the owner or someone familiar with the rules before production. We make it look good; compliance of the content is your side's responsibility.
Frequently asked questions
The owner doesn't want to appear on camera. Is that OK?
Yes. Film hands at work and the space, and explain with subtitles or narration. A person on screen builds more trust, but it isn't essential.
No time to film. Can we use photos only?
Yes; see turning photos into a video that doesn't look like a slideshow. Scene shots can be supplemented with AI, but the premises should be real photos.
Where is the video most useful?
Google Business Profile, the website homepage, and pinned on social media. The same video can be exported in different ratios.
