Blog / Guide
Corporate video for accountancy and advisory firms: how to build trust before the first meeting
How to plan a corporate video for an accountancy or advisory firm: who speaks, what to explain, how to film in the office and which mistakes to avoid.
Almost nobody chooses an accountancy firm from its website. They're chosen by recommendation, and before calling, people look at who is behind them. That's where a short video changes the decision: the client sees a real person and decides whether to trust them.
Here's how I plan a corporate video for an accountancy or advisory firm: what I decide before shooting, who appears on camera and what tends to go wrong.
Why an advisory firm needs video
The service is intangible and the client arrives afraid: of a penalty, of a VAT error, of not understanding a document. A text with lists of services doesn't answer that. A person speaking calmly does.
On top of that, the market is very similar. All advisory firms offer accounting, tax and payroll. What sets them apart is how they treat people, and that only comes across with a voice and a face.
My recommendation is not to make a generic company video. It works better to have one introductory piece of one to two minutes and several short answers to real client questions.
How to do it properly
Who appears on camera
The people the client will have on the other end of the phone: the partner and whoever handles the day-to-day. I prefer two or three voices to a single director. I prepare three questions per person and film them seated, with no script to read.
What you say
Who you help, what the first month of working together is like and what happens when a tax inspection arrives. That last question reassures more than any list of services. I avoid jargon: if a self-employed person wouldn't use it, it doesn't go in.
How to film in the office
One shooting day is usually enough. I set up two cameras, soft light next to a window and a lavalier microphone. I give notice in advance so the team knows when filming is happening, and I shoot the cutaways (hands with documents, screens, a meeting) without showing client data. I check every screen before pressing REC.
Common mistakes
- Filming someone reading a text about taxation in a brochure tone.
- Leaving documents or screens with client data visible in shot.
- Showing only the partner and hiding the team that actually deals with the client.
- Using generic stock music that doesn't suit a serious firm.
- Making one long piece instead of several short answers that can be reused on LinkedIn and the website.
Frequently asked questions
How long should an advisory firm's video be?
The introduction, between one and two minutes. The answers to frequent questions, between 30 and 60 seconds each. Any longer and almost nobody reaches the end.
Can I explain tax topics without the video becoming outdated?
Yes, if you talk about how you work and not about specific figures or deadlines. The rules change every year; your method doesn't. If something specific needs to be mentioned, I leave it out of the video and put it in text.
Does the whole team need to appear?
No. Two or three people are enough. What matters is that they're the ones the client will meet when they start working with you.
How long does it take to get it?
Between three and five weeks: preparation, one shooting day and editing with one or two review rounds. The short pieces for social media are delivered in the same batch.
If you run an accountancy or advisory firm and want a video that conveys how you work and not just which services you offer, get in touch via /en/contact. In a short call I'll tell you which format suits your firm.