Why your own photos matter
When someone is choosing a roofer, a kitchen fitter or a plasterer, they are trying to judge the quality of work they cannot yet see. Photos of jobs you have actually done are the closest thing to evidence. Stock photos of smiling models in clean overalls do the opposite: customers recognise them and wonder why you have nothing of your own to show.
The good news is that a modern phone is all you need. The difference between average and good trade photos is mostly habit: taking them at the right moments, from the right angles, and keeping them organised.
What to photograph
Before and after
Before and after pairs are the most persuasive photos a trade can show, because they prove the change you made. To make them work:
- Take the "before" shot as soon as you arrive, before anything is moved.
- Stand in the same spot and use the same angle for the "after" shot. Mark the spot mentally, or take a quick photo of where you stood.
- Match the framing: same zoom, same height.
- Take the "after" once the area is cleaned and tidied, in good light.
Work in progress
Shots during the job show how you work: protected floors, neat cable runs, proper preparation, dust sheets. These reassure customers about the things they worry about but rarely ask, such as mess and care for their home.
Details
Close-ups of finishes show skill: a tidy mitre joint, a straight grout line, a clean silicone bead, a well-pointed ridge. Take a wide shot and then one or two close-ups of the best detail.
You and your team
People want to know who will turn up. A friendly photo of you, and of anyone who works with you, builds trust quickly. Take it in daylight, in work clothes, looking at the camera. Use it on your about page and home page.
Vans, tools and premises
A clean, signwritten van in a photo shows you are established. A tidy workshop or well-organised tools can help too. Make sure number plates are something you are comfortable showing, or blur them.
Taking better photos on a phone
- Clean the lens. A thumbprint on the lens is the most common reason for hazy site photos.
- Use daylight. Open curtains and turn on room lights to avoid dark corners. Avoid shooting straight into a bright window.
- Hold it level. Turn on the grid in your camera settings and line up vertical edges such as door frames.
- Step back and shoot wide, then take a closer shot. You can crop later; you cannot add what you missed.
- Clear the clutter. Move buckets, bags and offcuts out of the frame for the "after" shot.
- Shoot landscape for wide room shots and portrait for tall features such as a staircase or chimney.
- Take several, then keep the best one or two.
Permissions and privacy
Photographing inside or outside someone's home involves their privacy, and a photo can reveal more than you think. This is a general overview; check the guidance from the Information Commissioner's Office at ico.org.uk or an adviser for your situation.
- Ask before you photograph and say you would like to use the photos on your website and social media. Most customers are happy to agree when asked.
- Keep a record of the permission, such as a text message or a line on your quote or job sheet.
- Leave people out of photos unless they have clearly agreed to appear. Take extra care with children.
- Check for identifying details: house numbers, street signs, family photos on walls, post on a table, car registrations, the view from a window that shows the street.
- Do not name the street or exact address. "A kitchen in north Leeds" is enough.
- Remove photos if a customer later asks you to.
Photos of your own staff are personal data too. Ask them, and take them down if they leave and ask you to.
Organising and using photos on your site
| Where | What to use |
|---|---|
| Home page | One strong recent job and a photo of you or your team |
| Service pages | Several photos of that specific service, including a before and after |
| About page | Team, van, workshop |
| Gallery or projects | Grouped by job, each with a short caption |
Write a short caption for each photo saying what the job was and roughly where: "Slate roof repair, Headingley". Add a description for each image in your website editor too, so the photo makes sense to screen reader users and search engines. Our guide to website accessibility explains why.
Create a folder or album on your phone for website photos and move the best ones there at the end of each job. Once a month, upload a few. That small habit keeps your site looking active; see updating your website yourself.
Keeping pages fast
Phone photos are often far larger than a web page needs. Uploading them unchanged can make pages slow, especially on mobile data. Many website builders resize images automatically; if yours does not, resize them before uploading. Large photo galleries are one of the common reasons covered in why your website is slow on mobile.
When you do not have photos yet
New businesses often have few job photos. Use honest alternatives: you at work, your tools, your van, or photos from previous employment only if you did the work and have permission. Avoid passing off other people's work as yours. Site Shifter includes photographs when it builds your site, so you have something suitable from day one and can replace them with your own as jobs come in. For product shots, the optional Studio creates AI product photos and short clips.
Frequently asked
Do I need a customer's permission to put photos of their home on my website?
It is good practice to ask first and keep a record, and to avoid anything that identifies the property or people. Check the ICO guidance or an adviser for your specific situation.
What makes a good before and after photo?
Take both from exactly the same spot, angle and zoom, and take the after shot once the area is clean and well lit.
Can I use stock photos on a trade website?
You can for backgrounds, but customers trust real photos of your work, your team and your van far more. Replace stock images as soon as you have your own.
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