Short answer: Photos and videos mostly help indirectly. Google has not said photos are a direct ranking factor, but profiles and websites with real, recent images get more clicks, calls, and engagement, and those signals and the trust they build help you win the job and stay visible.
A homeowner comparing three contractors will almost always click the one with real photos of finished work. That click, and the call that follows, is the whole point.
How photos help on your Google Business Profile
- They make your listing more attractive than ones with no photos or only a logo.
- They show the type and quality of work you do.
- They keep your profile looking active.
- People spend more time on profiles with photos, and engagement tends to go with visibility.
How photos and videos help on your website
Project photos turn a generic service page into proof. A gallery of real kitchen remodels in nearby towns convinces far better than a paragraph claiming quality work.
Short videos, like a 30-second walkthrough of a finished job, keep people on the page longer and answer questions before they call.
What to shoot
- Before and after from the same angle.
- The finished job in good daylight.
- Your team and trucks on site, which shows you are a real local company.
- Details that show quality, like clean seams, flashing, or wiring.
- Short videos explaining what you did and why.
Phone photos are fine. Wipe the lens, shoot in landscape, and avoid dark or cluttered backgrounds.
Name and describe your images
On your website, use descriptive file names and alt text, like “roof-replacement-holden-ma.jpg” with alt text “New asphalt roof on a colonial in Holden, MA.” It helps search engines understand the image and makes your site more accessible.
Keep files fast
Huge image files slow your website down, and slow sites lose visitors. Resize photos before uploading, or use a tool that compresses them automatically. Modern formats like WebP keep quality high at a fraction of the size.
Where to use each photo
One good set of job photos can do a lot of work if you reuse it:
- Google Business Profile: upload the best two or three and add a short post about the job.
- Website: add them to the matching service page and your project gallery.
- Social media: post the before and after as a pair, with the town and the type of work.
- Quotes and follow-ups: include similar past projects when you send an estimate, so homeowners can picture the result.
Customers trust what they can see. The more places your real work shows up, the easier it is for them to choose you.
Make it a habit
Take before and after photos on every job. Once a week, post the best ones to your Google Business Profile and website. Our guide on how often to post on your profile has a simple routine.
Related reading
- How Often Should I Post on My Google Business Profile?
- How to Optimize Your Google Business Profile for More Calls
- What Should Be on My Contractor Website Homepage?
Have great photos but no time to use them? Send them our way. We will turn your job photos into posts, project pages, and profile updates that help you get found.
Written by
Mardochee Carries
Managing Director | Brandcastl
Mardochee leads Brandcastl, a Worcester, MA marketing agency that helps local businesses get found on Google and turn searches into booked jobs.
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