Face-to-camera videos work because they act as a substitute for real, in-person communication. They build familiarity and trust at scale. For this to work, your delivery needs to feel human. A script should support that, not get in the way.
After producing hundreds of web videos, I’ve found that most people can write well on the page, but their writing doesn’t always translate well into spoken language. Written language is tighter and more formal. Spoken language is relaxed, lighter, and more connected. When you understand that difference, your videos become much easier to watch.
What Makes a Script Sound Natural
- Show interest in your topic. Viewers can sense whether you care. If you are engaged, they stay engaged.
- Write from your audience’s point of view. Think about what they want to learn and what problem they want solved.
- Check how it sounds out loud. A line that looks fine on the page can sound stiff when spoken.
- Use simple, conversational language. If you would not say it naturally, remove it.
- Focus on one key idea. Shorter videos perform better. Split big topics into a series.
My Simple Formula for Web Video Scripts
Step 1: Summarise the topic
Use one or two sentences to explain what the video is about and why it matters.
Step 2: Identify the main challenge
State the specific problem your audience faces. This helps them feel understood and keeps them watching.
Step 3: Establish credibility
Briefly explain who you are and why your advice is worth listening to.
Step 4: Deliver the steps
Share the practical actions, insights, or ideas that help your viewer solve the problem.
Step 5: Explain the result
Describe the outcome viewers can expect after applying your advice.
Step 6: Give a clear call to action
Tell viewers what to do next. Watch another video, download a resource, or contact you for help.
Web Video Scriptwriting – Frequently Asked Questions
How long should a web video script be?
Most face-to-camera scripts work best at one to two minutes. Focus on one idea and keep the language simple.
Should I memorise my script?
It helps to know your main points, but you do not need to memorise every line. Speak naturally and use prompts if needed.
Is it better to write word-for-word or use bullet points?
Both approaches work. A word-for-word script helps with precision. Bullet points help you sound more natural.
What is the biggest scriptwriting mistake?
Writing in a formal tone that does not translate well to spoken delivery. Always read your script out loud.
How do I avoid sounding stiff on camera?
Use conversational language, relax your pacing, and imagine you are speaking to one person rather than a crowd.
Can you help me write my script?
Yes. Dream Engine helps businesses plan, structure, and script their videos so they connect with viewers and deliver real value.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne-based video production company established in 2002. With more than two decades of experience, Ryan has helped leading Australian businesses, government departments, and non-profits communicate their message with clarity and impact through video. He’s known for his strategic approach, reliable process, and commitment to producing videos that deliver measurable results.
