What to Include in a Before-And-After Story
The Before.
At your first meeting, keep in mind the importance of the Before and After Case Study for your SEO and local marketing programs.
Take lots of photos of the “before” kitchen. Everyone likes to see the awful “Befores” so be sure to capture the good, the bad and the ugly (especially the ugly).
The Challenge.
What did homeowners hope to accomplish with a new kitchen? Their priorities?
The Solution.
Share how you came up with the kitchen design. Let your talent and expertise show.
- Explain your thought process while developing the design solution
- how your clients liked your initial design
- how their input impacted the ultimate outcome
- how you got through the challenges.
The After / Wrap Up
How did the finished kitchen satisfiy the homeowners goals for a new kitchen? Describe how the kitchen not only looks good but also improved the clients’ family life and/or entertaining style or whatever their goals might have been.
“After” photos are your money shots. People must be able to see how you solved the problem outlined above and how beautiful the results are. Your “After” photos should be shot professionally. Limit styling props so the beauty of the floors, cabinets and countertops shines through. Have cabinets and drawers opened and built-in accessories pulled out so they can be seen.
Other Items to Include
Project Name & Project Location – Don’t use homeowners’ names but use a descriptive phrase, such as “Transitional Kitchen in Los Angeles”. By including the city and state, you will get found for homeowners searching for kitchen designers in your area.
Style of the Kitchen – Use a descriptive phrase. For example: Beach, Cottage, Contemporary, Farmhouse, Transitional, Traditional, Industrial, Mid-Century, Rustic, Southwestern
Rename all photos so the names relate to your project. Include keywords for style, product descriptions, manufacturers’ names to make them searchable. Try to think of every word or phrase someone might use to search for items in your project.
Give credit – Include the names and locations (City, State) of the professionals involved in the project. Architect, interior designer, photographer, plumber, electrician, etc.
Don’t forget your contact information – NAP, plus website address, social media sites.