The Selling 7: 5 World-Class Product and Service Page Video Examples

We've all been there: You're ready to make a purchase online when you hit the dreaded product/service page and you're met with nothing but a grainy photo and two lines of description. Left with dozens of questions and zero answers, you're stuck guessing whether this product or service is actually what you need.

Did you feel confident making a purchase based on those two things?

Probably not.

When it comes to making a purchase—big or small—you want to ensure the product or service meets your needs. You want to see how something fits into your life before committing.

That’s where visuals come in—and not just any visuals, but engaging, dynamic content that helps you understand the product or service better.

What would’ve made you way more confident making that purchase than just a photo?

You guessed it—video.

Video has become an undeniable force in how we consume information and make decisions. Today, over 82% of all internet activity comes from video, with the average person spending 19 hours a week watching online videos. Whether browsing social media, researching on YouTube, or exploring product pages, buyers rely on video to inform their decisions. 

For businesses, this shift highlights an important truth: Video content isn’t just an optional marketing tool—it’s essential. It’s the most effective way to connect with your audience, showcase your expertise, and help potential customers decide if your product or service is the right fit.

Among the most effective video strategies is The Selling 7, a set of seven critical video types designed to address key questions and concerns throughout the buyer’s journey. One of the most impactful of these is the Product/Service Video. 

This video type allows businesses to educate buyers thoroughly, enabling them to make informed decisions in a dynamic and engaging way that text and photos simply can’t match.

🔎 Related: The Selling 7: sales and marketing videos guaranteed to get results [+VIDEO]

In a recent survey, 87% of people said they would purchase after watching a brand video. Clearly, these videos are powerful. But what makes a great product/service video? Let’s break it down.

What key elements define an effective product/service video?

A product/service video is a concise, 3–5-minute overview designed to help potential buyers quickly understand the essentials of what you offer. 

Its purpose is simple: To show people the ins and outs of what you have to offer, allowing buyers to see how it could work for them—or, more importantly, how it might not.

To achieve these, a great product/service video answers these three questions:

• What is the product or service?
• Who this product/service is and isn’t a good fit for?
• What’s the price range for this product/service?

Let’s take a closer look at each of these questions and what needs to be covered.

First, what is the product or service?

A great product or service video goes beyond listing features. It creates a memorable experience that informs, engages, and builds trust.  

For products, this means demonstrating how they work, highlighting features, and reviewing technical specifications in a straightforward, digestible way. For example, show the product being used in real-life scenarios that your audience can relate to.

For services, you can go a step further by showing footage of your team in action, whether that’s completing a task or interacting with clients. Focus on potential outcomes and deliverables while reinforcing these with visuals of satisfied customers.

This is your opportunity to spotlight your offering with stunning visuals and relatable storytelling—whether it’s a sleek shot of your latest gadget or a personable introduction to your key team members. By talking directly to potential buyers and showing your face and voice, you establish a personal connection.

Next, who this product/service is and isn’t a good fit for?

This is one of the most essential questions to answer in your video. Clearly define your ideal customer and just as importantly, explain who your product or service isn’t a good fit for.

By addressing this head-on, you can help viewers self-qualify, ensuring they move forward with confidence—or realize it’s not a fit, saving your sales team time and energy. Clearly explain the ideal circumstances where your offering excels, and be honest about situations where it might fall short.

For example, explaining that your service isn’t suited for those looking for the lowest price ensures your sales team spends less time with ill-fitting leads and more time with the right prospects. This transparency not only streamlines the buying process but also fosters trust, as viewers feel respected and informed rather than pressured.

Finally, what’s the price range for this product/service?

Your product or service video should include a clear and honest discussion of pricing. You don’t need to give the exact cost, but you should give your buyers a range in terms of what they can expect to spend. Addressing cost not only shows transparency, but it ensures your audience knows whether it aligns with their budget before reaching out.

Tip: Before ending the video, always include a clear call-to-action (CTA). Whether it’s booking a consultation, how to purchase the product, or exploring additional resources, guide viewers to the next step in their journey.

Common mistakes to avoid when creating a product/service video

When creating this type of video, it’s easy to fall into some common traps that can dilute your message or overwhelm your audience. Let’s dive into these pitfalls, starting with a real-life example:

One of our clients—a passionate CEO and subject matter expert—took the lead on their product video. They knew their product inside and out and wanted to share every detail. The result? The first cut was over nine minutes long! While the information was comprehensive, it was far too much for a potential customer to absorb in one sitting.

The feedback we gave was simple, “Think about the point where someone starts to lose focus or disengage while you’re explaining something—that’s where you stop.” 

Viewers only have the capacity to absorb so much information at once. A product or service video isn’t about sharing every detail; it’s about showing the tip of the iceberg to help the viewer make an informed decision. Remember, to guide your audience throughout your website to help them find the answers to all of their questions. 

Here are a few other mistakes we see companies make:

• Being too vague about who’s not a fit. This might seem counterintuitive, but it saves both you and potential customers time. Think about those customers who end up being a poor fit and cause frustration for your team—clearly communicating who shouldn’t buy helps filter out those situations up front.
  
• Hesitation around discussing cost remains a common issue. Including a price range isn’t just helpful—it’s expected by today’s buyers. Without this information, your audience may feel you’re hiding something, which can erode trust.
  
• Not making the video your own. While we provide a framework for creating effective videos, your company's personality should shine through. Tailor your videos to your unique brand, style, and voice. This personal touch not only sets your company apart but makes the video more memorable and relatable to your audience.

Now, let’s take a look at some companies that have outstanding videos.

5 great product and service page video examples

1. AV Architects + Builders

AV Architects + Builders is a custom home design and build firm based in Northern Virginia. They specialize in crafting luxurious, modern homes that blend indoor and outdoor living seamlessly. Their focus is on creating unique spaces for upscale buyers who seek premium, customized homes, often exceeding $1 million in value.

This video is a masterclass in tailoring a message to its target audience. AV Architects + Builders has a distinct, sophisticated style that aligns perfectly with the tastes and expectations of luxury homebuyers in the Northern Virginia and Washington, D.C., markets. The video’s polished and professional approach reflects the elegance of their brand, resonating deeply with their high-end clientele.

The messaging is clear and purposeful, helping viewers quickly determine whether AV Architects + Builders is the right fit for them. It defines good-fit and bad-fit clients, ensuring prospective buyers can see themselves—or not—in the experience the firm offers. The cinematography is stunning, with professional lighting, framing, and beautiful shots of their custom homes, effectively showcasing their expertise and craftsmanship.

While the format may not be groundbreaking, its execution is exceptional.

A cohesive point of view and high production value make the video stand out. Every detail, from the visuals to the tone, is designed to appeal to a discerning audience. The sophistication and refinement of the video mirror the aspirations and values of their target clients, offering a seamless representation of what it’s like to work with AV Architects + Builders.

The result is a video that doesn’t just communicate what AV Architects + Builders does—it speaks directly to the aspirations and values of their ideal customers.

2. Shasta Pools

Shasta Pools is a custom pool builder based in Phoenix, Arizona. They specialize in designing, building, and servicing custom swimming pools and outdoor living spaces, helping Arizona homeowners create their dream backyard oasis.

Although it’s too early to measure the results of Shasta Pools’ video, as it was posted only a few weeks ago, it already stands out in several ways. 

The video excels at clearly defining who is a good fit for their services and who isn’t, helping to set accurate expectations for potential customers and saving time for everyone involved. 

Additionally, the video’s fast-paced nature keeps viewers engaged without feeling rushed. This quick tempo allows Shasta Pools to deliver a substantial amount of information in a short amount of time while maintaining clarity and preventing the audience from feeling overwhelmed.

This video also highlights the importance of persistence in the video creation process. You might not know it, but this was their featured SME’s second video! 

Initially nervous and hesitant about being on camera, she gained confidence after seeing how the first video turned out. This newfound comfort and willingness to participate add authenticity and relatability to the content, making it more impactful. Reluctance to be on camera is a common challenge many face, but her shift in perspective demonstrates how seeing a polished, well-executed final product can boost confidence and enthusiasm.

While her presence on camera is still evolving, her improvement and growing comfort are evident. The video captures a genuine and approachable energy, which resonates well with the audience.

3. Strouse

 Strouse, a Maryland-based adhesive tape converter, specializes in creating custom adhesive solutions for industries ranging from healthcare and automotive to electronics and aerospace. Known for their innovative approach, Strouse develops versatile adhesive products that solve complex joining, mounting, and bonding challenges across diverse applications.

What makes this video stand out? It effectively demonstrates the multiple applications of their solution, highlighting not only the versatility of their adhesive products but also how they meet specific industry needs. 

The video combines high-quality visual B-roll elements with clear, concise narration, maintaining a well-paced flow that keeps viewers engaged. By showcasing real-world use cases and practical applications, it transforms an otherwise technical subject into an approachable and actionable resource.

Additionally, the video effectively communicates Strouse’s expertise and commitment to solving customer challenges. By integrating examples of their adhesive solutions in action and emphasizing their adaptability, the content builds trust and authority.

This video serves as a benchmark for creating content about solutions with multiple use cases. It shows how to present complex information in a visually appealing, well-structured, and customer-focused format, ensuring clarity and engagement.

4. CSI Accounting & Payroll

 CSI Accounting & Payroll, with offices in Minnesota and Maryland, serves small businesses nationwide by providing expert accounting, payroll, and tax solutions that simplify operations and drive growth.

They take a refreshingly creative approach to their videos, infusing their content with a unique style inspired by old detective films. Their videographer, Jordan, draws on his love for these classic detective movies, and it shows in every aspect of their video production. 

The subject matter experts are typically filmed behind desks, with lighting and framing reminiscent of a detective’s office. Music and sound effects further enhance this theme, creating a distinctive tone that sets their videos apart.

This imaginative take transforms what could be a dry, technical subject into something intriguing and memorable. It’s not just about accounting anymore—it’s about uncovering mysteries and solving problems, much like a detective. This theme resonates with viewers, as accounting often involves the same investigative spirit: tracking down issues, auditing, and solving financial puzzles.

By putting a creative spin on an otherwise routine topic, CSI Accounting & Payroll has successfully established a distinct brand voice. Their videos not only engage their audience but also reflect their expertise and personality, proving that even industries considered "boring" can be brought to life with a little creativity.

5. EW Motion Therapy

EW Motion Therapy, based in Alabama, is a trusted leader in physical therapy and wellness, dedicated to helping individuals improve their movement and overall health. With a focus on customized care, they offer a range of services, including physical therapy, sports recovery, and fitness programs, all designed to empower clients to achieve their health goals.

Their personal training video stands out for its bold transparency about cost—an issue many fitness services shy away from addressing directly. By openly discussing pricing, EW Motion Therapy not only demonstrates confidence in their value but also builds trust with potential clients by addressing one of the most common concerns upfront. This openness sets the tone for a client-focused approach that prioritizes clarity and respect.

The video’s visual storytelling further amplifies its impact. Using thoughtfully selected B-roll, it highlights a diverse clientele, showcasing individuals from various age groups, fitness levels, and backgrounds. This inclusive representation allows viewers to see themselves in the program, making it feel more approachable and relatable.

Starting a fitness journey can be intimidating, but EW Motion Therapy’s video breaks down these barriers. With its welcoming tone, relatable visuals, and practical focus, it invites viewers to take the first step toward a healthier lifestyle with confidence and ease.

Remember to educate your buyers

 If there’s one takeaway I hope you leave with, it’s this: educational videos are no longer optional. They’re an essential tool for businesses aiming to streamline their sales process, foster transparency, and build lasting trust with their buyers.

Authenticity is what makes these videos work. Speak from the heart, as though you’re talking to a friend, and don’t hesitate to clarify who your product or service isn’t a good fit for. Buyers respect honesty and value businesses that put their needs ahead of making a quick sale.

If you’re hesitant to get started, now is the time to act. Waiting only costs you more time and effort engaging with unqualified leads. Video is more than just a tool—it’s a powerful way to educate your audience, reduce friction in the sales process, and establish your business as a trusted authority. Begin today, and you’ll soon see the rewards of a more informed, confident, and loyal customer base.