Quick answer
Which photos should go on my website?
A good set shows the people, the work, the finish, the van or the premises: whatever a customer needs to see to trust you.
The jargon
The words you'll come across, in plain English.
- Stock photo: a photo you pay to use from a photo library. It isn't of your work.
- Licence: permission to use a photo, with conditions.
- Copyright: the legal right to a photo. It usually belongs to whoever took it.
- Creative Commons: free licences for some online photos. Some don't allow business use.
- Alt text: a short written description of a photo, for people who can't see it and for Google.
What to include
What kinds of photos should I include?
- A clear photo of you or your team
- Typical finished jobs
- Before and afters
- Close ups of the finish
- Your van or kit
- Your premises, if customers visit
- A few working shots, if they reassure people
Which page
Which photo goes on which page?
The home page photo should show what kind of business you are, straight away. Each service page needs photos of that service. The About page needs real people. The Contact page might show your van or premises.
- Do they really do this?: A real finished job, with a caption
- Who's turning up?: A recent, friendly photo of you or the team
- How good is the work?: Sharp close ups, and a fair before and after
- Do they do homes like mine?: A range of jobs, with no customer details
Quality
How many photos do I need?
Do this
Eight sharp, recent photos of your actual services and team.
Not this
Forty near identical phone photos that slow the page and bury the good ones.
Permission
Can I use photos I find online?
Just because a photo's online doesn't mean you can use it. Use your own, ones you've paid for with the right to use them, or properly licensed stock. Some free Creative Commons photos don't allow business use, so check the licence.
On the page
How should photos look on the page?
Keep the important bit visible on a phone, make the file small enough to load fast, and add a short description where the photo shows something important.
Twice a year
How often should I update my photos?
Services, workwear, vans and staff change. An old gallery can give the wrong idea, even if every photo was right once.
- Replace photos with an old logo or old services
- Remove duplicates and weaker ones
- Check staff in photos are still with you
- Check captions are still accurate
- Keep a note of permission for everything still up
- Add photos for your main services if any are missing
Keep the originals when you take them off the website.
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 stock photos?
Yes, with the right licence, but your own photos are far better proof.
How many photos per page?
Enough to back up the page, without repeating or slowing it down.
Should my van's number plate show?
Only if there's a reason. Leaving it out is safer.
Can I use manufacturers' photos?
Only if their terms allow it, and never as if it's your own job.
Best looking job, or most typical, on the home page?
A strong photo of work you want more of. A one off showpiece can bring the wrong enquiries.
Do captions matter?
Yes. A short one tells customers what they're looking at.
Got a question?
Send us a message and we'll point you in the right direction.
We're happy to help, even if it's not about a website.
