“So what is it that you do?”
That’s the question most people ask when they land on your website or social media pages.
If you’re using industry jargon or vague language, chances are they’ll leave just as confused as when they arrived. People want to see what you do — clearly, visually, and without having to decode it.
As construction business coach Shawn Van Dyke once said: “A good contractor does what they say they’re gonna do and has the evidence to show you what they did.”
And that’s the power of photo documentation.
With the right photos, you can:
Show the work your company does.
Catalog your unique projects.
Build trust by making the impact of your work visible to potential customers.
Let’s break down six types of photos that help contractors communicate clearly and effectively with current and future clients.
1. Signs of Failure
Damaged brick walls. Rotted ceiling beams. Wood decay. If you specialize in repair, restoration, or remediation, this is where the story starts.
Take clear photos of the problems you’re hired to fix. These “before” photos not only show your expertise, they help customers understand the full scope of damage.
Whether you’re replacing a hail-damaged roof or gutting a moldy bathroom, documenting signs of failure builds credibility and gives clients visual proof of what you’re tackling.
2. The Process
From demo to final walkthrough, the process of the job matters.
As contractors, it’s easy to forget that most clients never get to see how something is built. Showing the process, step-by-step, helps people appreciate the skill, planning, and coordination behind every project.
Use photos (and even videos) to:
Show materials being installed correctly
Prove safety protocols are followed
Highlight progress at key milestones
This creates a clear record of the work and builds trust at every stage.
3. Your Crew at Work
Your crew is the heartbeat of your company. Show them off.
Photos of your team working, solving problems, and delivering great results make your company relatable and real. No stock photography. No actors. Just your people, doing great work.
These images:
Humanize your brand
Reinforce your professionalism
Build loyalty among customers and crew alike
Use these photos in your content marketing materials on your social media platforms, emails, and on your website!
And if you’re trying to attract new talent? Nothing speaks louder than seeing your team in action.
4. Craftsmanship
The small details matter, especially to your future customers.
Think: a seamless tile layout, a perfectly painted trim, or a restored wood beam. These are the touches that separate average work from true craftsmanship.
Take pride in showing:
Close-ups of quality finishes
Clean installs
Projects that reflect your team’s skill and care
Good work speaks for itself—if you take the time to document it.
5. The After
This one’s obvious, but still important.
After photos showcase the finished product, and they matter more when paired with everything that came before.
A few tips to make them count:
Clean the area before shooting (no tools, trash, or crushed Red Bull cans in the frame).
Match your “after” angle with your “before” photo for side-by-side comparisons.
Use Before & After Photos to create scroll-stopping transformations.
Share these with your sales or marketing team, they’ll be pumped to show them off.
6. LiDAR Photos
Want to take your documentation up a notch? Use LiDAR Mode in CompanyCam.
With the LiDAR camera, you can:
Capture site dimensions of your job site
Measure distances and dimensions
Create virtual walkthroughs that help you plan, quote, or verify
This mode is especially powerful for:
Estimating and layout planning
Remote inspections or client walk-throughs
Showing hard-to-photograph details with depth and clarity
It’s the most advanced way to add transparency and accuracy to your project documentation.
Photos aren’t just for marketing—they’re tools for trust.
Whether you’re building new or fixing old, taking time to document your work (from start to finish) shows that you care about quality, your clients, and your craft. And with CompanyCam, it’s easier than ever to capture, organize, and share the proof that backs up your promises.
So the next time someone asks, “What is it that you do?” Just show them.
