Ask anyone who runs Facebook ads for trades which content performs best, and you’ll get the same answer: before-and-after photos. Not video, not offers, not clever copy. A tired old bathroom next to the finished version.
Why it works
It’s proof, not a promise. Anyone can claim to do good work. A before-and-after photo shows it, in a format people process almost instantly while scrolling. It also taps into something visual and satisfying — the transformation itself is the hook, before the viewer has even read a word of copy.
Which trades benefit most
Bathroom and kitchen fitters see the strongest results — full-room transformations are dramatic and easy to photograph well. Roofers, driveway and landscaping businesses, and plasterers all do well with the same format. Anywhere the “after” looks visibly, obviously better than the “before,” this content earns its place.
How to actually shoot it
You don’t need a professional camera. You need consistency:
- Shoot from the same angle and distance before and after — even a slightly different position breaks the comparison.
- Use good, even lighting. Natural daylight beats a dim room with the overhead light on.
- Clear the space of tools, rubbish, and clutter for the “after” shot — it’s the difference between looking like a finished job and a work-in-progress.
- A side-by-side split image or carousel tends to outperform two separate posts — the viewer sees both in one glance.
Build the habit before you need it
The biggest reason trades businesses don’t have good before/after content isn’t skill — it’s that nobody took the “before” photo. Make it a five-second habit at the start of every job, the same way you’d note down a job number. If you’re already paying someone to manage your website or socials, get into the habit of sending photos through as you go rather than trying to remember six months of jobs when a post is overdue.
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