Quick answer
How do I take good before and after photos?
Same spot, same angle, same light, same crop, so the difference is easy to see. Label them Before and After clearly.
The jargon
The words you'll come across, in plain English.
- Before and after: two photos of the same spot, before and after your work, shown side by side.
- Caption: the short text under a photo.
- ASA: the Advertising Standards Authority, which polices adverts, including on your website and social media.
- Consent: the customer agreeing, ideally in writing, to you using photos of their home.
The before
What should the before photo show?
- Ask permission before you start
- Move paperwork and family photos out of shot
- Get the whole area and the important detail
- Don't make it look worse with a strange angle
- Note the date and job for your own records
The after
How do I take the after photo?
Do this
Both taken from the same doorway, at the same height, labelled Before and After.
Not this
The before is dark and close up; the after is bright and wide, so you can't compare them.
Finish, clean and test the job before you take the after.
Matching them up
How do I make them match?
Stand somewhere safe and note something that won't change, like a door frame or the height of a worktop. Take the before both ways, portrait and landscape. When you're done, open the before on your phone and match it.
- Same lens, no zoom
- The job the same size in both
- Normal room lighting in both, if you can
- Don't crop out unfinished edges in the after
- Keep the uncropped originals
Sometimes the job changes the light or the layout. It won't always match exactly, but it should still be fair.
The caption
What should the caption say?
A good caption says what the problem was, what you did, and anything useful about it. No personal details.
The rules: the ASA, which polices adverts (your website and social media count), treats before and after photos like customer testimonials. They mustn't exaggerate, and it says you should keep signed and dated proof that they're genuine and haven't been edited to mislead. Keep the untouched originals.
Do this
Before: damaged boxing round the pipes in a utility room. After: damp resistant boxing, built and painted by us, with an access panel kept for servicing.
Not this
Complete home transformation. Best renovation in Manchester. The photos show one painted cupboard.
If other trades worked on it, say so, or only caption your part.
Be accurate
What are the rules on before and after photos?
If another trade did part of it, don't suggest the whole job was yours. Say what you did, where it matters.
Publishing
Do I need permission to post them?
Note what the customer said you could show. Take out addresses, faces, number plates, alarms and anything else that identifies them.
Sources
Where this guide comes from.
Checked against these official pages on 27/10/2026. Next check due 27/01/2027. Things can change sooner, so check the official page before an important decision.
FAQs
Frequently asked questions.
Can I use photos a customer sent me?
Only if they took them and they're happy for you to use them.
Should people be in the photos?
Only if it helps and they agree. Usually you can show the work without anyone in it.
Can I add my logo to the photo?
Yes, as long as it doesn't cover the work.
What if the customer changes their mind later?
Check what they agreed, and take it down if you can. It's rarely worth the falling out.
Can I use an old photo that doesn't quite match?
Yes, if it's still honest. Just don't present it as an exact comparison.
Should I show how bad it was before?
Only if it's relevant and respectful. Never embarrass a customer to make the after look better.
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