Why Your Perfect "After" Photos Might Be Holding Your Interior Design Business Back
Do you ever feel like your beautifully styled "after" photos get plenty of likes but aren’t actually bringing in new clients?
You’re not alone!
This might sound a little unexpected, but those flawless room reveals could actually be working against you rather than in your favour.
The Hidden Problem with Perfect "After" Photos
We all love a beautiful transformation. Scrolling through Instagram and Pinterest, we’re flooded with stunning “after” shots—immaculate, magazine-worthy interiors that look effortless but, in reality, took weeks (or even months) to create.
The problem?
These finished photos often hide the most valuable part of your work—and that could be costing you clients.
Many designers believe that a portfolio of jaw-dropping “after” shots is the key to attracting clients. Surely, if people see our talent, they’ll want to hire us, right?
Not necessarily.
Because when all potential clients see is the end result, they miss everything that went into creating it. They don’t see the thought process, the decision-making, the meticulous planning, or the countless small (but important) challenges you solved along the way.
And that leads to three major problems:
Why Perfect Photos Could Be Undermining Your Business
- Clients assume interior design is just about having “good taste”—which makes it seem like something they could do themselves.
- They don’t understand why your services cost what they do. “Why am I paying thousands when it looks so simple?”
- They can’t tell the difference between you and every other designer posting pretty rooms online.
The Solution: Showcase Your Process, Not Just Your Results
So how do you fix this? The key is to start showing how you work, not just what you create. Here’s a simple three-step framework to help you do exactly that.
Step 1: Make the Invisible Work Visible
A beautifully curated “after” shot doesn’t tell the full story. What makes you invaluable as a designer isn’t just your ability to create a stunning space—it’s the expertise that goes into making it happen.
So, instead of just posting the final reveal, start documenting the details:
- How you carefully selected fabrics to balance aesthetics and practicality
- How you created a layout to maximise space and functionality
- How you handled unexpected challenges (because let’s be honest, every project has them!)
Think about a simple decision—choosing a blue sofa. A client might see it as a straightforward style choice. But as a designer, you know it’s anything but!
You’ve considered:
✔️ The client’s lifestyle (pets? children? durability?)
✔️ The undertones in the paint and flooring
✔️ The scale and proportions within the room
✔️ The balance of textures and materials
Instead of just posting a photo with the caption, "Loved designing this cosy living room!", try something like:
"Here’s how we found the perfect blue sofa for this space—balancing durability, colour harmony, and comfort to suit the client’s lifestyle. Swipe to see the fabric samples and layout plans that made this decision easy!"
This gives potential clients an insight into your expertise—the reason they should hire you rather than trying to do it themselves.
Step 2: Share the Transformation Story—Not Just the Before & After
Most designers share a before and after, but the real magic happens in the during.
Clients love seeing the journey—not just the final outcome.
Imagine a kitchen renovation. Instead of simply posting a polished final shot, take your audience through the process:
- Show the original layout and highlight the challenges
- Share the design concept and thought process behind key decisions
- Document how you solved unexpected problems (because let’s be honest, there’s always something!)
Start documenting your projects in real-time, sharing everything: the exciting wins; the challenges; even mistakes you make!
The result? You will get new client enquiries from people who appreciate honesty, and love to see how your projects are handled with grace, and expertise!
Step 3: Educate While You Showcase
One of the most powerful ways to position yourself as an expert is to teach while you share your work.
For example, don’t just post a room with perfect lighting. Explain your lighting strategy:
💡 Why you chose three different light sources at varying heights
💡 How you calculated the right lumen output for the space
💡 Why layering warm and cool lighting creates a balanced atmosphere
This kind of content builds trust with potential clients and helps them see the depth of expertise that goes into your work.
5 Simple Ways to Start Showcasing Your Process This Week
Feeling inspired to shift your approach? Here’s how to start:
1️⃣ Audit Your Current Content
Look at your portfolio, Instagram, and website. What percentage of your content is focused on process rather than just results? If it’s less than 30%, it’s time to change things up.
2️⃣ Start Capturing Behind-the-Scenes Content
Create a folder on your phone to store process shots—fabric swatches, sketches, site visits, problem-solving moments. You don’t need to post everything immediately, but having content ready will make it easier to share.
3️⃣ Choose One Project and Share Three Process Posts
Even if a project is already underway, pick a moment to share:
📌 A client challenge you solved
📌 A behind-the-scenes glimpse of your sourcing process
📌 A before-and-during moment that highlights your expertise
4️⃣ Create One "Expertise Explanation" Post
Take something you do instinctively and break it down. For example:
"Choosing paint for a north-facing room? Here’s how I ensure the colours look warm and inviting, rather than cold and dull."
5️⃣ Pay Attention to Engagement & Enquiries
Watch how your audience responds. Process-driven content often gets more engagement—and leads to higher-quality client enquiries.
What If You’re Camera Shy?
One concern I often hear is, “But I don’t want to show my face!”
Good news—you don’t have to!
Some of the most effective process content focuses on sketches, fabric samples, mood boards, or time-lapse videos of your work in progress. Your expertise shines through in what you share, not whether you’re on camera.
Your Next Step
What part of your design process do you think you could share? Pick one thing and let me know in the comments below.
And if you want more tips on how to turn your expertise into compelling content that attracts your dream clients, check out this blog post!
Hey!
