There’s no better way to tap into your clients’ imagination than the classic “before-and-after” technique. Side-by-side comparisons are visually engaging, and they also help build your credibility.
But you probably know all of this. What you may not know is how to present before-and-afters in the most effective way possible. No, you can’t just take a picture of the same room from the same angle!
Potential clients love seeing transformations—so make sure you give them something worth looking at.
Here are five ways that interior designers can create compelling showcases that will engage prospects and build trust.
1. Prioritize high-quality images
Commit to using professional photography, if possible. Find someone who specializes in interiors and make sure they know how to capture close-ups as well as wide angles.
If it’s just you and your smartphone, choose the highest-quality photography settings for your camera. Spend half an hour watching tutorials online about photography to learn about lighting and composition.
Try it yourself, by all means—but if you can’t manage to take a good photo on your own, please think seriously about budgeting for a photographer and consider it an investment.
Poor lighting, blurry shots, and cluttered spaces can undermine your work’s impact and discourage potential clients. A high-quality photo will be irresistible.
2. Organize by project type and room
Ideally, your prospects should be able to find what they’re looking for immediately. This applies to everything on your website, from the Contact page to your project showcases.
Don’t make someone scroll through an entire gallery to find what they want.
The trick here is to organize your projects by category. Think like a client, not like a designer, when you’re naming categories. Consider project type (“remodel” and “makeover”), room type (“kitchen” and “great room”), and style (“traditional” and “modern”).
Clear labels help a visitor find relevant examples quickly. The faster you can meet someone’s needs, the better their user experience—and the more likely it is that they’ll reach out to book you. So keep it simple and structure your showcases intuitively.
3. Tell the story behind each transformation
Humans are story-loving creatures. If you only include photos, you’re missing a key element.
Stories connect emotionally and showcase your expertise beyond just visuals. Seize the opportunity to illustrate your empathy for your clients and your attention to detail.
For example, consider the difference between “modern guest room makeover” and “Maria, a chef in San Diego, needed a guest room that could host her son and his new baby on the weekends.”
Think of this like a conversational-style case study. Be descriptive but not overly formal.
For each project, briefly explain:
- Client’s challenges
- Your design goals
- How you solved the problems
- Any unique materials or custom solutions
If they’re willing, ask your clients to provide a quote or a testimonial to include alongside the before-and-after showcase. You can say whatever you want about a project, but if the client says it in their own words, that’s far more attractive to prospective clients.
4. Design with your target audience in mind
Put your best foot forward. Your showcase should present the exact kinds of projects that will appeal to your target audience.
Tailor your showcase’s style, tone, and projects to the clients you want to attract.
You may need to cull through your existing portfolio. Once you’ve identified your ideal client, you’ll know which projects to spotlight and which keywords will resonate with them.
Once you know the projects you’ll show off, then you can consider layout. The style of your layout should match the style of your designs. For instance, luxury urban condos would look great on a sleek, minimalist layout. Family homes, on the other hand, could be warmer and cozier.
Remember that your clients may be accessing your site from a variety of devices. Make sure your images load quickly and look excellent on phones, tablets, and desktops. Load speed and mobile responsiveness are absolutely essential, and the website design you choose can either help or hurt you.
The rule of thumb: Balance aesthetics with usability for a seamless browsing experience.
5. Showcase your before-and-afters across channels
Don’t limit showcases to your website! Once they’re done, share them proudly.
Adapt your content to each platform and share on social media, in newsletters, and via presentations. For instance, short reels on Instagram can drive engagement. Sharing a side-by-side photo on Facebook with the story in the caption could reach your client’s own network.
If you can work with a marketing agency, get help with strategizing about the best way to share your content. Optimize the image alt text and descriptions for SEO to attract organic traffic.
While you should be adapting content for each platform, it’s important that your brand appears consistent. Be mindful about too much tweaking. Share content where it will be impactful.
Review and next steps
Before-and-after showcases are essential marketing assets for interior designers. If done correctly, these visual portfolios can attract and convert clients.
Your showcase gallery is already built and waiting, created by our team of experts.
We love giving advice and we love encouraging designers! Reach out if you need a digital expert in your corner as you grow your interior design business.