In 60 Seconds
- •Dopamine Hit: The brain loves transformation. We are wired to appreciate order created from chaos.
- •The Slider: Use an interactive 'Slider' tool (Swipe Left/Right). It is engaging and forces the user to interact with your work.
- •Context Matters: A picture of a pipe means nothing. A caption explaining 'We replaced this burst cast iron stack in 4 hours' creates value.
- •Real > Perfect: Smartphone photos are fine. They look authentic. 'Perfect' stock photos look fake and lower trust.
- •Organization: Group galleries by project type (Kitchens, Roofs, HVAC). Don't dump them all in one bucket.
If you claim to be the best, Show it.
Text is cheap. Anyone can type "High Quality Workmanship." Only a pro can show a 4k image of a perfectly leveled condenser unit with crisp copper brazing.
Before & After Galleries are not just decoration. They are evidence. For high-ticket items (Remodels, Roofs, Landscapes), the gallery is often the second most visited page after the Homepage.
The Anatomy of a Perfect Shot
The "Before" (The Pain)
- Angle: Wide enough to show the mess.
- Lighting: Honest. If it's dark and gloomy, that's fine. It emphasizes the problem.
- Focus: capture the damage (Rust, Mold, Cracks).
The "After" (The Glory)
- Angle: Exact same angle as the Before shot. This is critical. If the angle changes, the brain has to work harder to compare.
- Lighting: Bright, clean. Turn the lights on. Open the blinds.
- Cleanup: Remove your tools. Remove the trash. Don't leave a coffee cup in the frame.
The Technology: The Slider
Don't just put two images side-by-side. Use a Comparison Slider.
- Why: It is tactile. The user controls the reveal. It increases "Time on Page" (SEO signal).
- Mobile: It works perfectly on phones where screen space is limited.
The "Caption" Strategy
Never post a naked photo. Tell the story.
- Bad: "New Bathroom."
- Good: "Converted a 1990s Tub to a Walk-In Shower. Features safe-grab bars and non-slip tile for a senior client."
This adds SEO keywords ("Walk-In Shower", "Senior Safe") and context.
Verification Checklist
- Same Perspective: Are the Before/After taken from the same spot?
- No Faces: blurred homeowner faces unless you have permission.
- Watermark: Add your logo to the corner. Competitors will steal your photos.
Common Mistakes
[!TIP] Take the Photo BEFORE you Start 90% of techs forget the "Before" photo. They rip out the old unit, install the new one, and then realize "Crap, I forgot the before shot." Make it a mandatory step in your CRM (ServiceTitan allows mandatory form fields).
- Stock Photos: Never use stock photos in a portfolio. If a customer Googles the image and finds it on Shutterstock, your credibility is zero.
- Too Many Photos: Curate. 10 amazing example is better than 100 mediocre ones.
FAQ
Q: My work is behind walls (Plumbing/Electrical). How do I show it? A: Show the "Neatness." Perfectly parallel pipes, labeled wires, clean workspaces. It implies care.
Q: Should I put prices on the photos? A: Generally No. Every job is unique. You don't want to anchor a price low.
Sources and References
- Nielsen Norman Group: User Experience for Portfolios - Design research.
- Houzz: Pro Guide to Photography - Industry standards.
Changelog
- 2024-07-02: Initial publication.
Read Next in This Hub:
- Case Study Structure - The long form version.
- Trust Badges - More visual signals.
Related System:
- Website Conversions - The gallery design.