A homeowner looking at contractor websites is trying to answer one question: are these real people who do good work? Stock photos answer it badly. Your own photos, even from a phone, answer it well.
The shot list
1. Your trucks
Clean, lettered, parked somewhere recognizable. A truck says you’re established and local better than any headline.
2. Your people
The owner, the crew, the office. Ask first, and use photos people are happy with. Homeowners want to know who’s coming to their house.
3. Before and after, from the same spot
Stand in the same place, at the same height, with the same framing. A matched pair is far more convincing than two unrelated photos.
4. The work up close
A tidy panel, a neat solder joint, a crisp cut line, flashing done right. Other contractors notice; homeowners sense it.
5. Finished jobs in good light
Exteriors in the morning or late afternoon, interiors with lights on and curtains open. Clear the clutter first.
How to shoot on a phone
- Wipe the lens. It’s the single biggest improvement.
- Hold the phone level, and shoot horizontal for websites.
- Use the regular lens; the ultra-wide distorts rooms.
- Take five and keep the best one.
What to keep out
- House numbers and street signs, unless the homeowner agrees.
- Faces of homeowners and children.
- Personal items, mail, family photos.
- Anything unsafe. A photo of a crew member not tied off on a roof is a photo you don’t want online.
When you’re just starting
If you don’t have job photos yet, a few honest pictures of you, your truck and your tools beat a page of stock. Start shooting every job now.
How many photos does a contractor website need?
Fewer than you think, as long as they’re the right ones. A strong small site might use a dozen or two: a few of your trucks and crew, one or two good before-and-after pairs per main service, and several finished jobs. Add more as you shoot them, and replace weak ones as better ones come in.
How do you organize job photos?
- Make a folder per job, named with the date, service and neighborhood.
- Keep the before and after together.
- Mark the best two or three from each job.
- Write one line about what you did while you remember it.
When it’s time to update the website, the best photos and their captions are already waiting.
Photo checklist before you post
- Permission from the homeowner.
- No house numbers, license plates or faces without consent.
- Crew wearing proper safety gear.
- Level, sharp and well lit.
- A short caption saying what the photo shows.
- Alt text that describes the image for screen readers and search engines.
Video counts too
A short phone video of a finished job, a walk-around of a truck, or thirty seconds explaining a common problem can do as much as a page of text. Keep it short, steady and honest.