The role of before and after project explanations in plasterer SEO | Lillian Purge

The role of before and after project explanations in plasterer SEO

Before and after photos are everywhere in the plastering world. Smooth walls tidy ceilings crisp edges. In my opinion photos alone are not the problem. The problem is what usually comes with them which is very little explanation. From experience that is a huge missed opportunity both for trust and for SEO.

Most plasterers post before and after images with a short caption like “another happy customer” or “full room skim completed”. That might look fine on social media but it does very little to help Google understand the work or help a homeowner decide whether you are the right plasterer for their job.

This article explains the role of before and after project explanations in plasterer SEO. I am not talking about showing off work. I am talking about explaining it properly in a way that builds authority improves rankings and attracts better enquiries. I will focus on how real customers interpret these explanations and how Google uses them to judge relevance quality and expertise.

Why before and after photos alone are no longer enough

Photos show outcome. They do not show understanding.

From experience homeowners do not just want to see a smooth wall. They want to know why it needed plastering what problems were involved and how those problems were handled.

A flat image does not explain:

Why the plaster failed originally
What preparation was required
Whether boarding or bonding was needed
How long the job took
What disruption was involved

Without that context the image is impressive but shallow.

Google also struggles to extract meaning from images without supporting text.

How Google understands project work

Google cannot see your work the way a human can. It relies on text to understand what happened and why it matters.

From experience when before and after images are accompanied by detailed explanations Google can clearly identify:

The type of plastering work
The condition before work started
The process used
The result achieved

This helps Google associate your site with specific services and scenarios.

Without explanation images are largely invisible to search engines.

Before and after explanations signal real experience

Anyone can upload a smooth wall photo. Not everyone can explain the journey from problem to solution.

From experience detailed project explanations are one of the strongest signals of real hands on experience.

Explaining issues like blown plaster artex ceilings uneven brickwork or old lath and plaster shows you have dealt with real world problems not just ideal jobs.

Google values this because it aligns with its goal of surfacing content based on experience not claims.

Why homeowners care about the “before” as much as the “after”

Many plasterers focus heavily on the after.

From experience homeowners spend more time relating to the before.

They recognise cracked walls uneven ceilings old textured finishes and water damage. They think “that looks like my house”.

When you explain the before properly you create connection.

That connection increases trust and keeps people reading.

Explaining the problem builds relevance

Before and after explanations should start with the problem not the solution.

From experience explaining what was wrong with the surface helps both users and search engines understand relevance.

For example explaining that a wall had blown plaster due to damp tells Google this page relates to plaster repair not just skimming.

Specific problems map closely to specific searches.

The process explanation is where SEO value really sits

The most valuable part of a before and after explanation is the process.

This is where you explain what you actually did.

Did you remove loose plaster
Did you apply bonding coat
Did you board over the surface
Did you skim in multiple coats

From experience this level of detail separates genuine tradespeople from generic content.

Google picks up on this specificity.

Why process explanations reduce fear

Homeowners fear mess disruption and unexpected complications.

From experience explaining the process reduces that fear.

When people understand what will happen they feel more comfortable enquiring.

This also leads to better quality enquiries because expectations are clearer.

Using plain English rather than trade jargon

Detailed does not mean technical.

From experience the best before and after explanations use plain English.

You can explain bonding plaster without turning it into a training manual.

Clear language builds trust and keeps people engaged.

Google rewards content that users actually read.

Showing judgement rather than just labour

Good plastering is not just physical work. It is judgement.

Choosing whether to skim board or re plaster
Deciding how much prep is needed
Managing drying times

From experience explaining why you chose a particular approach shows professionalism.

Google interprets this as expertise.

Before and after explanations help differentiate similar services

Many plasterers offer similar services.

From experience explanations are what differentiate you.

Two plasterers can skim a ceiling. Only one explains why it needed boarding first and how that affected finish and timeline.

That explanation creates uniqueness which Google values.

Supporting long tail search queries

Long tail searches drive a lot of trade enquiries.

Things like:

repair blown plaster bedroom wall
plaster over artex ceiling
skim walls after rewiring

From experience before and after explanations naturally include this language.

This allows individual project pages to rank for very specific queries.

How project explanations support local SEO

Including local context in project explanations strengthens local relevance.

From experience mentioning property types common in your area or the town where the work was carried out builds trust.

It also helps Google associate your work with a specific service area.

Local relevance plus detailed explanation is a powerful combination.

Why generic captions waste SEO potential

Captions like “another job done” or “customer very happy” waste valuable space.

From experience replacing them with short but meaningful explanations makes a noticeable difference.

Even a few sentences describing the job add more SEO value than dozens of photos without context.

Using before and after explanations across your site

These explanations should not live only on social media.

From experience they work best on your website in:

Project galleries
Blog style case studies
Service pages as examples

This allows Google to crawl and index them properly.

Social media alone limits their SEO impact.

Why consistency in explanations matters

Consistency matters here too.

From experience if some projects are explained well and others are not the overall authority weakens.

A consistent approach to explaining work shows professionalism.

Google notices patterns.

How before and after explanations improve enquiry quality

Better explanations attract better enquiries.

From experience homeowners who read detailed project explanations arrive with realistic expectations.

They understand the scope the mess and the timeframe.

This leads to smoother jobs and fewer issues.

Addressing limitations and constraints honestly

Not every job is perfect.

From experience explaining constraints builds credibility.

Maybe a wall could not be made perfectly flat due to structure. Maybe drying time was extended.

Honesty here builds trust rather than damaging it.

Google values balanced content.

Avoiding exaggerated claims in project write ups

Avoid phrases like perfect finish or flawless result.

From experience these claims sound like marketing.

Explaining what was achieved and why it was an improvement feels more credible.

Authority comes from realism.

How images and explanations work together

Images catch attention. Explanations hold it.

From experience users scroll through photos then read text when something resonates.

Google needs both to fully understand the page.

Optimising images with proper alt text linked to explanations strengthens relevance.

Why before and after explanations age well

Trends change. Projects do not.

From experience project explanations remain useful long term because the problems homeowners face stay similar.

This makes them a strong long term SEO asset.

Turning projects into service authority

Over time a collection of explained projects builds service authority.

From experience a plasterer with dozens of explained skimming and repair jobs signals depth.

Google sees this as topical authority.

It becomes easier to rank for related services.

The impact on reviews and referrals

Customers who feel understood are more likely to leave detailed reviews.

From experience detailed project explanations encourage customers to mention specifics in reviews.

This reinforces relevance signals.

Avoiding the temptation to rush content

Many plasterers rush project posts.

From experience taking a few extra minutes to explain the job pays off long term.

SEO rewards patience.

How to structure a strong before and after explanation

A simple structure works well.

What the problem was
Why the work was needed
What was done
What the result was

This mirrors how homeowners think.

Why before and after explanations protect against competition

Competitors can copy service lists. They cannot copy your projects.

From experience explained projects are one of the hardest things to replicate.

This gives you a defensible SEO advantage.

Measuring the impact of better project explanations

Look for:

Longer time on page
More pages per visit
More specific enquiries
Better rankings for long tail terms

From experience these changes are noticeable over time.

Common mistakes to avoid

Some common issues I see:

Posting photos with no explanation
Using the same caption repeatedly
Focusing only on the after
Using stock images

Each reduces impact.

Why plasterers often undervalue this content

Many plasterers see content as secondary to work.

From experience content that explains work is part of winning work.

It bridges the gap between skill and visibility.

Final thoughts on before and after explanations in plasterer SEO

In my opinion before and after project explanations are one of the most underused SEO tools available to plasterers.

They show real experience. They answer real questions. They build trust naturally.

Photos show what you can do. Explanations show how and why you do it.

Google needs both. Homeowners trust both.

When you take the time to explain your projects properly you are not just showing off your work. You are making it easier for the right customers to find you and feel confident picking up the phone.