Look, if you’re a builder, a landscaper, an architect, or even a boutique accountant here in Brisbane, your "portfolio" is usually the most neglected part of your website.
Most people think a portfolio is just a gallery of photos. You finish a job, snap a few dodgy photos on your iPhone, upload them to a page called "Our Work," and hope for the best.
I’m telling you right now: that is a massive waste of space.
In 2024 and heading into 2025, people are more sceptical than ever. They don't just want to see that you can do the work; they want to see that you’ve done it for people exactly like them, in suburbs they recognise, and that the process didn't turn into a nightmare.
If your portfolio doesn't make someone feel confident enough to pick up the phone, it’s failing. Here is my honest take on where portfolio design is going and how you can stop losing leads to the bloke down the road who has a better gallery than you.
The Death of the "Pretty" Gallery
For years, web designers told you that portfolios needed to be "minimalist." They wanted big, sweeping images with no text. They thought it looked "clean."
Honestly? It’s rubbish.
Unless you’re a high-end fashion photographer, a gallery of photos without context is useless. If I’m looking for someone to renovate my kitchen in Paddington, I don’t just want to see a shiny stove. I want to know: - What did this look like before? - How long did it take? - What was the budget range? - Did the owner have a specific problem (like a tiny space) that you solved?
The trend we’re seeing now—and the one that actually makes our clients money—is the "Case Study" approach. Instead of 50 random photos, you show five detailed stories.
When you stop losing customers the second they land on your site, it's usually because you gave them enough information to trust you immediately. A good portfolio does the heavy lifting for your sales pitch before you even pick up the phone.
Why Most Portfolios Are Burning Cash
I see this all the time. A business owner spends five grand on a new website, but the portfolio page takes ten seconds to load because the images are massive files straight off a camera.
If your site is slow, people leave. It’s that simple. You’re literally paying for ads or SEO to send people to a page that they close out of frustration. You need to make sure you stop losing customers to a slow website by optimising those images.
But it’s not just speed. It’s about the "so what?"
If I see a photo of a deck you built, but I don’t see a testimonial from the homeowner next to it, I’m only getting half the story. The "pretty" factor gets them to look, but the social proof gets them to call.
Trends That Actually Matter (And Some That Don't)
Let’s cut through the fluff. You’ll hear designers talk about "parallax scrolling" or "micro-interactions." Forget all that. Here is what is actually moving the needle for local businesses right now.
1. The "Proof of Life" Trend
People want to see you and your team in the photos. Not just the finished product. Show the boys on-site. Show the van parked out front. It proves you’re a real local business and not some lead-generation site selling their data to five different contractors.2. Video Walkthroughs
This is huge. A 30-second video of you walking through a completed project on your phone is worth more than a thousand professional photos. It’s authentic. It shows the scale of the work. And surprisingly, it doesn't need to be high-production. In fact, the more "raw" it looks, the more people tend to trust it.3. Suburb-Specific Tagging
This is a massive win for SEO without needing to be a tech genius. If you did a job in Ashgrove, say it’s in Ashgrove. When people search for "Plumber Ashgrove," Google likes to see that you actually do work there. It’s about being relevant to the local area.The "Bottom of the Page" Trap
Most people get to the end of a portfolio page and... nothing. The page just ends.
This is a crime in marketing. If someone has scrolled through ten photos of your work, they are interested! That is the exact moment you need to ask for the sale.
You need to learn how your website’s bottom section can win more customers. Every single project in your portfolio should end with a clear, big button that says "Get a Quote Like This" or "Check Our Availability."
Don't make them hunt for your contact page. They won't do it. They'll just go back to Google and click the next guy.
Stop Wasting Money on Fancy Features
I’ve had blokes come to me wanting 360-degree virtual tours of their job sites.
My advice? Don't bother. Unless you're selling multi-million dollar real estate, it's a gimmick. It’s expensive to produce, it breaks on phones, and it doesn't actually help a mum and dad decide to hire you for their bathroom Reno.
Spend that money on better copywriting or a few professional drone shots instead. Focus on things that make the work look impressive and the business look professional.
How to Structure a Portfolio That Sells
If you’re going to redo your portfolio this month, here is the template I’d give my best mate if he asked:
1. The Hero Shot: One cracking photo of the finished result. 2. The Problem: Two sentences on what the client needed. "The old kitchen was dark and cramped..." 3. The Solution: What you did. "We knocked out a wall and installed custom cabinetry..." 4. The Result: A quote from the client. "We finally have room for the whole family." 5. The Call to Action: A direct link to your enquiry form.
This structure works because it follows a story. It’s not just a gallery; it’s a demonstration of your expertise.
Mobile is No Longer Optional
I shouldn't have to say this in 2024, but I will. Your portfolio must work perfectly on a phone.
Think about your customer. They’re probably sitting on the couch at 8:00 PM, scrolling through their phone while watching the footy. If they have to pinch and zoom to see your photos, you’ve lost them.
Your website needs to be fast, the images need to swipe easily, and the "Call Now" button needs to be thumb-friendly. If it’s not, you’re just handing business to your competitors.
My Honest Take on Timelines and Costs
Building a proper portfolio takes time. Not the technical side—I can set up a gallery in an hour—but the content side.
You need to get into the habit of taking photos. You need to ask your customers for reviews.
If you hire an agency to do this for you, expect to pay for their time in organising that content. If they just ask you to "send over some photos," they aren't doing their job. A good agency will help you pull the story out of the work.
Expect a solid portfolio overhaul to take a few weeks. You need to gather the assets, write the stories, and test it on all devices. But once it’s done, it’s a 24/7 salesman that never takes a sick day.
What Should You Do First?
Don't try to upload 50 projects today. You'll get overwhelmed and quit.
Pick your top three jobs from the last year. The ones you’re most proud of and that made you the most profit.
Write down three things about each job: What was the problem? What was the fix? Who was the happy customer?
Get those three live on your site with some decent photos. That alone will put you ahead of 90% of the small businesses in Brisbane who are still just dumping unlabelled photos into a grid.
Marketing isn't about being the flashiest. It’s about being the most trusted. A portfolio that tells the truth about your work is the fastest way to build that trust.
If you're not sure if your current site is actually helping you or just sitting there looking pretty, let's have a chat. We help local businesses stop guessing and start getting more enquiries.
Get in touch with us at Local Marketing Group: https://lmgroup.au/contact