Latest / The Local Marketing Podcast with Fexingo: Small Business, Google Maps, and Local SEO / How a Landscaper Uses Google Maps Before and After Photos
Transcript
- Lucas: You know, I've been watching a specific landscaping company in Portland for the last few months. Not because I need a lawn — I live in an apartment — but because their Google Maps profile is a masterclass in using photos to generate leads. Luna: Oh, I love this topic. What are they doing that's different from everyone else? Lucas: They're uploading before and after photos every single week. Not professional shots either — just their smartphone, golden hour lighting, showing a patchy lawn turning into a green carpet, or an overgrown hedge before and after a trim. Luna: And you're seeing that actually move the needle on leads? Lucas: Yeah, dramatically. They told me their contact form submissions went up about 40 percent after they committed to a consistent photo update schedule. And I think the key is not just the photos themselves, but the 'proof' element — potential customers see exactly what they might get. Lucas: Before we go deeper on that, I want to mention something. If these marketing conversations have sparked something you've actually used in your own business or job, the reason we can keep doing these ad-free is listener support. Luna: Yeah, it's a nice model. We don't run ads, and people who find value can chip in at buy me a coffee dot com slash fexingo. Lucas: Exactly. It keeps everything clean and focused on the actual tactics. Now, back to the landscaper — let's talk about what specific types of photos they're posting. Luna: Okay, so they're doing before and after, but are they also posting photos of equipment or happy customers? Lucas: They tried a few things. The equipment photos got almost no engagement. Team photos — like the crew smiling — did okay but nothing special. The before and after series though? Those consistently get hundreds of views each week. Luna: That makes sense. There's a psychological principle there — visual proof of transformation triggers a kind of 'I want that' response. Lucas: Right. And Google Maps actually rewards that. When someone searches for 'landscaper near me' or 'lawn care Portland,' the algorithm looks at photo freshness and engagement. A profile with zero new photos in months gets buried. Luna: So it's not just about having photos, but about having fresh photos that show progress. Lucas: Exactly. This landscaper told me they set a calendar reminder: every Monday morning, take five minutes to snap a before shot of a project they're starting, and Friday afternoon, take an after shot. They upload both as two separate photos with a short description — 'Front yard transformation, week 1' or 'Patio renovation complete.' Luna: And those descriptions — do they matter for SEO within Google Maps? Lucas: They do. The text gets indexed, so including keywords like 'lawn renovation' or 'Portland hardscaping' helps you show up for those terms. But you have to keep it natural — not keyword stuffing, just describing what's in the photo. Luna: What about the number of photos? Is there a threshold where you start seeing diminishing returns? Lucas: Not really. The research says businesses with more than 100 photos get about 500 percent more search views than those with fewer than 10. But the key is that those 100 photos need to be spread out — upload 5 a week for 20 weeks rather than dumping 100 in one day. Lucas: Quality matters too, but not in the way you'd think. Professional photos look great, but smartphone photos feel more authentic to customers. They trust them more. Luna: That's actually backed up by a study I saw — consumers trust user-generated photos more than professional studio shots. So the bar is just 'clear and well-lit.' Lucas: Exactly. That's the floor. And this landscaper is taking advantage of that. They're not perfect photos, but they're honest. One photo even shows a muddy patch mid-project, and they captioned it 'Work in progress — final reveal coming next week.' That kind of transparency builds trust. Luna: I think that's the deeper lesson here: Google Maps photos aren't just a checklist item for SEO. They're a storytelling tool. Lucas: Absolutely. And for local businesses, especially service-based ones, that story is often the deciding factor between getting a call or getting passed over. Luna: So what's one thing a new business owner could do today to start implementing this? Lucas: Take one before photo of your current workspace or a project you're working on. Upload it with a simple description. Then set a recurring reminder to do the same every week. Consistency is the single biggest lever. Luna: And if you're a landscaper or any visual trade, making that a habit could be the difference between showing up on page one or page three. Lucas: Right. And it's free. It just takes discipline. That's the whole episode — before and after photos, uploaded weekly, with honest descriptions. It works.