What should one roofing project show?
Start with a wide before image that makes the original condition understandable. Follow with one or more after images from a similar angle. Add detail shots only when they explain part of the work, such as flashing, ventilation, membrane transitions, gutters, or a material change.
The caption should identify the project type and the visible change. A useful description might state that the project was an asphalt-shingle replacement on a two-story home with new ridge ventilation. Do not claim structural repairs, storm damage, code work, or warranty coverage unless those facts belong to the project.
Gallery page or individual project page?
Use a gallery for fast browsing. Use individual project pages when the job has enough information to tell a useful story. A replacement project can explain the starting condition, selected system, scope, project constraints, and finished result without exposing private customer information.
A project page becomes especially useful when it can link to a matching service and market. A commercial TPO project should support the commercial roofing path. A residential metal roof should support the metal roofing path if the contractor actively sells that service.
How should roofing images be labeled for search and accessibility?
Use descriptive filenames when practical, standard HTML image elements, and alt text that describes the image. Google recommends useful, information-rich alt text in context and warns against keyword stuffing (Google Search Central, 2026).
Alt text should describe what a person cannot see, not repeat the page keyword. Examples include Completed standing-seam metal roof on gray two-story home and Before photo of worn asphalt shingles around roof valley. Decorative textures and icons can use empty alt text.
How much location detail belongs in a project?
City or general service-area context can help a prospect find similar work. A full street address usually adds little sales value and can create privacy concerns. Follow the customer's permission, company policy, and any contract terms that govern project photography.
Location detail should be accurate. Do not attach a popular city name to a project completed elsewhere simply to create a local keyword reference.
What should a roofing gallery avoid?
Project proof works because the visitor can inspect a real result. The gallery loses that function when the images are anonymous, generic, or overstated.
- Avoid 30 nearly identical shingle close-ups with no project labels.
- Avoid stock photos presented as completed company work.
- Avoid before-and-after pairs taken from unrelated angles when the comparison becomes unclear.
- Avoid customer reviews that are fabricated, edited into a different meaning, or otherwise deceptive. The FTC's review rule prohibits several fake and misleading review practices.
- Avoid technical or performance claims that the project record cannot support.
five well-documented roofing projects can sell capability better than fifty unlabeled photos.
Sources used for factual checks
Primary sources are listed for claims about Google Search, Google Business Profile, and U.S. advertising rules. CWD's page-structure recommendations are editorial guidance.