Why Your Photos Are Costing You Jobs (Or Winning Them)
I was chatting with a cabinet maker in Brendale last week. He’d just spent three grand on a fancy new website, but his phone wasn't ringing. When I looked at his site, I saw the problem immediately: it was covered in polished, perfect photos of kitchens that clearly weren't in Brisbane. They looked like they belonged in a luxury magazine from New York.
I told him straight: "Mate, nobody believes you built these. They look like fake stock photos because they are."
In 2024 and 2025, the biggest trend in visual content isn't about being 'slick' or 'professional.' It’s about being real. People in Brisbane are savvy. They can spot a fake photo from a mile away, and the moment they think you’re using 'borrowed' images, they lose trust. And if they don't trust you, they aren't going to invite you into their home or office.
If you want more phone calls and more bookings, you need to stop worrying about 'marketing' and start showing people what you actually do. Here is what is working right now for local businesses and what is a complete waste of your hard-earned money.
The Death of the 'Perfect' Professional Photo
For years, marketing 'experts' told small business owners they needed professional headshots and high-end commercial photography. Unless you’re a top-tier law firm in the CBD, that advice is mostly rubbish now.
Today, a photo taken on a modern iPhone of a finished job in Coorparoo will almost always outperform a generic professional shot. Why? Because it’s authentic. It shows a real person doing real work for a real local customer.
When you show a 'before and after' of a messy backyard turned into a clean patio, you aren't just showing off a product; you’re proving you can solve a problem. That’s what actually gets customers to pick up the phone. They see their own messy backyard in your 'before' photo and your business as the solution.
What to do instead:
Take 'In-Progress' shots: People love seeing the 'guts' of a project. It shows you know your craft. Show your face: If you’re a sparky or a plumber, show yourself in your uniform next to your van. It makes you a real human, not just a faceless company. Keep it local: If there's a Brisbane landmark or a recognisable street in the background, leave it in. It proves you’re actually local.Short Videos: Your New Best Salesperson
If the idea of 'video marketing' makes you want to hide under your desk, I get it. You’re a business owner, not a film director. But here’s the reality: a 30-second clip of you explaining why a certain type of hot water system is failing in older homes in Ascot is worth more than ten blog posts.
Video allows a potential customer to 'meet' you before they call. They hear your voice, see your expertise, and decide if they like you.
I’ve seen a local landscaper get five new leads in a week just by filming a quick walk-through of a job he just finished, explaining
why he chose certain plants for the Queensland sun. He didn't use a camera crew; he just held his phone up and talked.This is how you make one post get jobs without spending hours on your computer. One good video can be used on your website, your Facebook page, and your Google business profile.
Stop Wasting Money on These Visuals
I hate seeing small business owners throw money down the drain. If a marketing agency tries to sell you any of the following, tell them no:
1. High-end animated 'explainer' videos: You know the ones—the little cartoon characters explaining a service. They cost thousands, they look generic, and they don't build trust. People want to see
you, not a cartoon. 2. Generic Stock Video: If I see one more 'local' dental website with a video of a woman laughing while eating a salad, I’ll scream. It adds zero value and makes your site load slowly. 3. Over-produced 'Brand' Films: You don't need a cinematic masterpiece with slow-motion shots of you drinking coffee. You need to show that you turn up on time and do a good job.The "Ugly" Content Trend
There is a trend right now that I call "The Power of the Unfiltered."
We worked with a mechanic in Salisbury who was struggling to get people to trust his quotes. We started a simple visual habit: every time they found a part that was genuinely thrashed or dangerous, they took a quick, unedited photo of it next to the new part and sent it to the customer.
Then, they started posting those 'ugly' photos on their Google profile. The result? Enquiries went up. Why? Because it was honest. It wasn't a polished marketing graphic; it was a greasy, broken car part. It proved they weren't making things up.
If you can use visuals to prove you aren't ripping people off, you will win every time. This is a key part of how you get customers to market for you—by giving them something real to share and talk about.
Predictions for 2025: What’s Coming?
1. Verification will be huge. With AI being able to create fake images now, people are becoming even more skeptical. In the next year, the businesses that win will be those who can
prove their photos are real. Expect to see more 'behind the scenes' content where the business owner is actually in the shot.2. Speed over Quality. A grainy photo posted 10 minutes after a job is finished is now more valuable than a perfect photo posted three weeks later. People want to see what you are doing
now.3. Interactive Visuals. Simple things like a 'calculator' on your site where the results change based on what the user clicks. While not a 'photo,' it's a visual way to keep people engaged. But be careful—if it's too complex, it's just another way your website costs you time instead of making money.
How Much Will This Cost You?
Here’s the best part: this trend toward 'real' content is actually cheaper than the old way.
Equipment: $0. You already have a smartphone. That’s all you need. Software: $0 to $20/month. Use free apps like CapCut if you want to trim your videos, but honestly, raw video often works better. Time: This is your biggest cost. It takes about 5 minutes to snap a few photos at the end of a job. If you can’t spare 5 minutes to secure your next $5,000 job, you’ve got bigger problems.Your Action Plan for Next Week
Don't try to change everything at once. Do these three things starting Monday:
1. The 'Before and After' Rule: Every single job you do next week, take one photo before you start and one when you finish. Stand in the exact same spot for both. 2. The Friday Wrap-up Video: On Friday afternoon, spend 60 seconds talking to your phone camera. Say: "Hey, it's [Your Name] from [Your Business]. This week we've been in [Suburb] fixing a [Problem]. Here's one thing we noticed that you should look out for..." 3. Update Google: Post those photos and that video directly to your Google Business Profile (the map listing). Don't worry about captions or hashtags. Just get them up there.
You’ll likely see more engagement and phone calls within a few weeks. It’s not magic; it’s just showing people that you’re a real, local professional who actually does the work you say you do.
Need help turning your photos and videos into a steady stream of customers? At Local Marketing Group, we help Brisbane businesses stop wasting money on 'pretty' marketing and start using what actually works. Contact us today to see how we can help you grow.