Stop paying for photos nobody believes
Look, I’ve seen it a thousand times. A local tradie or shop owner spends three grand on a professional photographer to take 'lifestyle' shots. You get back these polished, glossy photos of people who look like they’ve never done a day's work in their lives, smiling at a piece of toast or shaking hands in a way that no human actually does.
Then you put them on your website and wonder why the phone isn't ringing.
It’s because people aren't stupid. They know those aren't your real customers. In Brisbane, we’ve got a pretty high 'rubbish' detector. If your website looks like a stock photo library, people won't trust you with their money.
What actually works? Real photos from real people. Some call it 'User Generated Content' or UGC. I just call it 'proof that you aren't a cowboy.'
When a customer takes a grainy photo of the deck you just built or the meal you just served and puts it online, that’s worth ten times more than any professional shoot. But getting people to actually do it—and doing it right—is where most businesses fall over.
Here is how to stop wasting cash and start getting your customers to do the heavy lifting for you.
The big mistake: Asking for too much
I was talking to a bloke in New Farm running a boutique gym. He was frustrated because he asked his members to 'film a 60-second testimonial video' and got exactly zero responses.
Well, of course he didn't.
Most people hate the sound of their own voice and the look of their own face on camera. Asking a regular customer to be a film director is a massive ask. You’re basically giving them a part-time job they didn't sign up for.
If you want photos and videos that help you sell, you have to make it dead simple. Don't ask for a documentary. Ask for a snap.
Why your 'content' is currently invisible
Most business owners think that just because they have a Facebook page, people will naturally start tagging them. They won't.
People are busy. They’re thinking about their kids, their dinner, or why the Broncos lost again. They aren't thinking about your marketing strategy.
If you aren't actively prompting people at the exact moment they are happiest with your service, you’re invisible. This is why so many people end up wasting money on content that doesn't actually result in a single phone call.
You need a system, not a hope and a prayer.
Mistake #1: Incentivising the wrong thing
"Win a $100 voucher if you post a photo!"
Sounds good, right? Wrong.
When you offer a big prize, you get 'contest junkies.' You get people who don't care about your business posting low-quality rubbish just to get a entry. Then, once the contest is over, they never engage with you again.
Even worse, Google and some social platforms are getting really picky about 'paid' reviews or incentivised posts. If it looks fake, it’ll get buried.
Instead of a big prize, try a small 'thank you.' If you’re a cafe, maybe it’s a free coffee for a tag. If you’re a plumber, maybe it’s just the fact that you did a cracking job and asked nicely at the end. People like helping people they like.
Mistake #2: Not giving them a 'stage'
If you want people to take photos in your shop or at the job site, you have to make it look good.
I’m not saying you need a neon sign that says 'Live, Laugh, Love' (please, don't do that). But if you’re a landscaper, leave the site clean before you ask for the photo. If you’re a retail shop, have one corner with decent lighting.
Give them a reason to pull their phone out. Most of the time, the best content that gets jobs is just a clear 'before and after' shot. If you do the 'before' and ask the customer to post the 'after' once they’ve decorated, you’re halfway there.
Mistake #3: Ignoring the goldmine in your inbox
Every week, you probably get a text or an email saying, "Hey mate, thanks for fixing the leak, the wife is rapt."
That is marketing gold. And most of you let it sit in your inbox until you delete it to make space.
Stop doing that. Screenshot it (ask for permission first, obviously) and put it on your site. When people see real text messages from real locals, their trust goes through the roof. It’s better than any curated 'testimonial' section because it’s raw and real.
How to actually get the photos (The 'Nudge' Method)
If you want more enquiries, you need a process. Here’s what I tells our clients to do:
1. The Handover: When the job is done, don't just send the invoice and run. Say, "Hey, I’m trying to show more people the kind of work we do in [Suburb]. Would you mind if I took a quick photo of the finished job, or if you take one later, could you tag us?" 2. The Follow-up: Two days later, send a text. "Hope everything is still looking good! If you’ve got a second to leave a quick Google snap, it helps us out a ton." 3. The Physical Reminder: If you have a physical location, put a QR code on the counter. Not for a 'review'—everyone asks for those. Ask for a 'photo of your find.'
Turning questions into content
One of the easiest ways to get customers involved is to answer their questions publicly. If Mrs. Jones in Paddington asks why her hot water system is making a whistling sound, don't just tell her.
Record a 30-second clip of you explaining it, or post a photo of the part that usually breaks. Then, ask your followers if they’ve had the same issue. This is how you turn questions into calls. It shows you know your stuff and it encourages others to chime in with their own experiences.
The 'Ugly' Factor
Here’s a secret: Ugly content often sells better than pretty content.
A shaky video of a blocked drain being cleared is fascinating to someone who currently has a blocked drain. A high-res, slow-motion video of water droplets? Not so much.
Don’t worry about the quality of the photos your customers send you. If it’s a bit blurry or the lighting is crap, that actually makes it more believable. It looks like a real person took it. In the world of AI and fake news, 'real' is a superpower.
What to do with the photos once you have them
Don't just post them on Instagram and forget about them. That’s a waste of time.
- Put them on your Google Business Profile: This is the big one. When someone searches for 'Electrician Brisbane,' Google looks at how many recent photos have been uploaded. If your customers are uploading photos, Google thinks, "Right, these guys are active and people like them." - Put them on your quote pages: When you send a quote, include a link to a gallery of real customer photos. It proves you can actually do what you say you’re going to do. - Use them in your ads: Real photos of real people almost always outperform stock photos in Facebook ads. Every single time.
The bottom line on costs
How much does this cost? Practically nothing.
It costs you the time it takes to ask. It might cost you the price of a few coffees or a bit of a discount here and there.
But the ROI? It’s massive. Compared to spending $500 a month on 'social media management' where some kid in an office posts generic quotes about 'success' on your page, this is a goldmine.
My honest take
Look, you can keep trying to be a 'brand' and post perfect photos that no one cares about. Or you can start showing the real, messy, successful work you do for real people in your community.
Most agencies will try to sell you a 'content strategy' that involves twelve spreadsheets and a mood board. You don't need that. You need to do good work, take a photo of it, and get your customers to do the same.
It’s not rocket science. It’s just being a local business that people actually trust.
If you want to stop guessing and start getting the phone to ring, we can help you set up these systems so they run on autopilot. No fluff, just more jobs.
Ready to get more calls? Let’s have a yarn.