A capability video can be one of the most useful things a business owns, or a few minutes of stock-looking footage nobody watches. The difference usually comes down to a handful of things.

1. A clear story

The best capability videos answer three questions simply: who are you, what do you do, and why should someone trust you with their job? If a viewer can't answer those after a minute, the video isn't working.

2. Real people, in their own words

Your supervisors, engineers and long-serving staff are more convincing than any voiceover. We interview them and let them talk about the work the way they'd explain it to a mate. If someone's nervous, that's normal: we keep it relaxed and run through it once as a warm-up if it helps.

3. Honest footage of the work

Real sites, real equipment and real crews in the right PPE. Viewers can spot stock footage and staged scenes straight away. Honest footage is what makes the claims believable.

4. Good pictures and, even more, good sound

People will forgive a slightly imperfect shot. They won't sit through bad sound. On noisy industrial sites, that means planning where the interviews happen and using the right microphones.

Well-framed, steady shots
Clear, balanced sound
Pacing that keeps people watching

5. Your branding, used lightly

Your logo, colours and fonts, and music that suits the tone. Enough to make it yours, not so much it feels like an ad.

6. A clear next step

End with one simple thing for the viewer to do: get in touch, visit your website, or apply for a role.

7. The right versions

A main video of one to three minutes for your website and tenders, plus shorter versions for LinkedIn, presentations and trade shows.

See how to use a capability video across your channels, or talk to us about yours.