Disclaimer: SiteKiln gives you plain-English information, not legal or photography advice. If you're unsure about GDPR and using customer photos commercially, check with the ICO.
# 13.5 - Before and After Photos: Building a Portfolio That Wins Work
If you get your photos right, your work starts selling itself. People can see the difference you make without you saying a word.
Why before/after works
Before/after is powerful because it shows the change, not just the end result.
It gives people a reference point: "My place looks like the before - I want the after." It proves you can actually handle the kind of mess they've got, not just show glossed-over final shots.
Homeowners look for portfolios and past photos when choosing a trade, especially for bigger jobs. Think of your photos as your silent quote partner - they're doing the talking before you walk through the door.
Taking decent photos with your phone
You don't need a fancy camera. You just need half-decent habits.
Clean the lens
Dust and muck on your phone lens wreck sharpness. Give it a quick wipe before every set of photos. Takes two seconds.
Use the same angle for before and after
Stand in the same spot, same height, same angle for both shots. This makes the transformation obvious and hits harder than two random photos from different parts of the room.
Use gridlines and keep it straight
Turn on the camera grid in your phone settings. Use it to keep walls vertical and horizons straight. Wonky lines look amateur. Straight lines make everything feel more solid.
Think about light
Whenever you can, use natural light - open curtains, turn lights on, avoid standing with a window behind you blowing everything out. Early morning and late afternoon light is kinder than harsh midday sun for exterior work.
Take more than you need
Shoot a few angles and distances so you can pick the best ones later. You can always delete, but you can't go back in time.
Staging your shots
Before shots - show the real state
Don't tidy too much. It's fine to show tired, dated or rough areas. That's the whole point. The worse the before looks, the better the after hits.
After shots - clean and clear
Clear tools, dust sheets, bags and rubbish out of the frame so the work is the star. Wipe down surfaces. Close toilet lids. Straighten anything that's obviously crooked. Five minutes of tidying makes the photo twice as good.
Remember the "before" - you'll forget
Once you start ripping out, you'll be in work mode and the "before" is gone. Make it a habit:
First walk-round: Before you unload tools, take 3-4 quick "before" photos from sensible angles.
Tie it to something you always do. For example: "I can't start until I've taken before photos and written the job in my notes."
You only need to forget once on a big transformation job to kick yourself for it.
What to photograph
You're telling the whole story: mess to finished.
The problem
Rot, damp, broken render, cracked tiles, spaghetti wiring, old boiler cupboard, knackered patio. This is the "before" that makes the "after" impressive.
The process (a couple of shots only)
First-fix, stripped-back, prep work, insulation going in, groundwork, before the oversite. You don't need 50 photos of mid-job chaos - just enough to show you do the graft underneath, not just the surface finish.
The finish
- Wide shot of the whole area.
- Close-ups of details: neat mitres, clean silicone lines, tight tiling, tidy consumer unit, joints, finishes.
This shows you don't just "make it look nice" - you do the work underneath too.
GDPR, consent and photographing homes
You're working in private homes, so you need to be sensible about privacy.
Photos that identify a person are personal data
Faces, kids, staff - that's personal data under UK GDPR and you need a lawful basis to use or store it. Consent can be verbal, but for ongoing use on your website and socials, written or clearly documented consent is safer.
Inside the home
You can photograph your work inside a customer's home, but:
- Don't include people in the shot.
- Avoid obvious personal info - family photos on the wall, bank letters on the worktop, whiteboard with phone numbers.
A simple verbal ask is usually fine:
"Mind if I take some photos of the work for my portfolio and website? No faces or personal stuff in shot."
Recognisable exteriors
House numbers, street names, unique front doors can make a home identifiable. Best practice:
- Avoid showing full address details, or blur the house number and street sign before posting.
- Get explicit permission if the front is clearly recognisable and you want to use it publicly.
Documenting consent
You don't need a 10-page form. Either:
- A line in your quote or terms: "You're happy for us to photograph completed work for our portfolio (no names or addresses shown)."
- Or a quick follow-up message: "As agreed, we'll use photos of the finished job (no personal info) on our website and socials."
If a customer says "no photos", that's the end of it. Respect it and move on. There'll be another job tomorrow.
Where to use your photos
This is where your portfolio actually earns its keep.
Google Business Profile
Upload new job photos regularly - it's free and boosts trust and visibility. Use captions like "Kitchen refit in [town]" or "Patio replacement in [village]."
Website
Have a simple "Our Work" or "Gallery" page. Group photos into jobs or categories (bathrooms, extensions, driveways). Keep the newest and best at the top.
Instagram / Facebook
Use before/after as carousel posts or Stories. Create Instagram Highlights like "Kitchens", "Bathrooms", "Landscaping" so people can binge your work quickly without scrolling through months of posts.
Quotes and emails
Drop a couple of relevant photos into your quote email: "Here are similar jobs we've done locally." Homeowners do look - especially for bigger spend - and a tidy portfolio often tips the decision your way.
Video walkthroughs - worth the effort?
Short answer: nice to have, not essential.
Pros:
- A 30-60 second walkthrough shows scale and finish better than a single photo.
- Works well on social (Reels, TikTok) and can sit on your website or Google profile.
Cons:
- Takes a bit more confidence and time to do cleanly.
- You need to be more careful about what's in the background - family photos, kids' stuff, vehicle plates.
If you try it:
- Walk slowly and smoothly. Don't whip the phone around.
- Narrate simply if you're comfortable: "Rewired this 3-bed in [town], new board here, extra sockets, spots in the kitchen."
- Keep it under a minute.
For most trades, stills plus the odd simple walkthrough is plenty. Don't let video become the enemy of getting photos done at all.
Simple habits to build a strong portfolio
Here's a system you can actually keep up:
At the start of a job
- Take 3-5 "before" photos from sensible angles.
- Ask: "Is it OK if we use some photos of the work for our portfolio? We won't show your face or address."
During the job
- Grab 1-2 shots of interesting stages - old joists out, insulation in, rewired board before cover, base prep.
At the end
- Clear the area.
- Take 3-5 "after" photos from the same spots as the "before."
- Take 1-2 detail close-ups.
Once a week
- Upload the best ones to your Google Business Profile.
- Post one or two sets on your site, Instagram or Facebook.
Keep that going for six months and you'll have a portfolio that makes most of your local competition look half-asleep.
Quick rule of thumb
Clean the lens. Same angle for before and after. Ask permission. Take more than you need. Post regularly. That's it - you're not a photographer, you're a tradesperson with proof.
What to do next
- Take 3 "before" photos on your next job before you unload the van
- Set up an Instagram Highlight called "Our Work" or similar
- Upload your last 5 best jobs to your Google Business Profile
- Read 13.1 for turning good photos into referrals
- Read 13.2 for how to post on social media without losing your evenings
- Read 13.4 for setting up your Google Business Profile properly
Sources
- ICO, Guide to the UK GDPR, 2024
- UK GDPR / Data Protection Act 2018
- Google, Google Business Profile help documentation, 2025
- BrightLocal, Local Consumer Review Survey, 2024
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