Most video production studios do not publish their prices. The logic is understandable — every project is different, and a published rate feels like it leaves money on the table for complex work. But there is a strong argument for at least a starting-point price list: it filters out low-budget enquiries, signals professional confidence, and gives serious clients a realistic sense of your market position before they even make contact.
What to include in a video production price list
A production studio price list typically covers: day rates for core roles (director, camera operator, editor), standard package pricing for common project types (interview video, brand film, social content package), post-production rates, and revision policies. It should be specific enough to be useful but flexible enough to allow project-specific quoting. "From £3,500 for a one-day shoot with a two-minute edit" is useful; a rigid fixed price that ignores project variation is not.
Packaging for clarity
Bundle your most common project types into named packages with clear deliverables, timelines, and revision rounds included. A "Brand Story Package" (one shoot day, two-minute film, two revision rounds, £6,500) is more compelling than a list of day rates because it gives clients a complete picture of what they get for a specific investment. Packages are easier to buy and easier to compare than itemised rate sheets.
Tiering your pricing
Consider offering three tiers for your most common project type: entry, standard, and premium. The entry tier attracts smaller clients and builds volume; the standard tier is your bread and butter; the premium tier targets clients who prioritise production value. Tiered pricing anchors clients toward the middle option (the "goldilocks effect") and gives you a natural upgrade path for growing client relationships.
Pricing for profit, not for volume
Price lists built to win the most work are rarely profitable. Price lists built to win the right work — clients who value quality and have realistic budgets — are. Your price list should reflect your actual costs including overhead allocation, a healthy margin, and room to reinvest in equipment and talent. Use a detailed video pricing calculator to verify that your listed prices actually work at the margin level you need.
Presenting your price list on your website
If you publish a price list on your website, frame it clearly: "starting from" pricing with a call to action for a custom quote. Explain what drives price variation — shoot days, crew size, post-production complexity. And include a clear FAQ covering the most common client questions about your pricing. This transparency builds trust before the first conversation even happens.
“A published price list does not kill negotiation — it filters the conversations you have into ones worth having.”
Price list checklist
- Core day rates for all standard roles
- Package pricing for three to five common project types
- Revision policy clearly stated
- What is and is not included in each package
- "Starting from" framing with a clear custom quote CTA
- Verified against actual cost and margin targets
Frequently asked questions
Should I put prices on my website at all?
It depends on your market position and sales approach. Premium studios often prefer enquiry-led pricing. Volume-focused studios benefit from published starting prices that qualify leads automatically.
What if a potential client asks for a discount from the published price?
Evaluate based on the specific project. A scope reduction or longer booking term can justify a lower rate. A generic "can you do it cheaper" request does not warrant an automatic discount.
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