Local proof that actually proves something

Stock photos lack specific evidence

A polished stock image of a smiling technician tells a visitor nothing they could not have assumed. A slightly imperfect photo of your actual crew on an actual roof in a neighborhood they recognize tells them something they cannot get anywhere else.

Build the habit on the job

• Before photo, from a consistent angle.
• One or two shots during the work that show the part customers never see.
• After photo, from the same angle as the before.
• One wide shot that shows context — the house, the street, the site.

Turn a job into a case study

Pick one recent job. Describe the problem the customer had, what you found, what you did, and how it turned out. Show the photos. Ask permission before naming anyone.

'It was just a normal job' is exactly the point. Normal to you is unfamiliar and slightly worrying to the person searching at eleven at night.