Before-and-After photos offer a major benefit to any aesthetic consultation conversion—that cannot be exaggerated. Using Before-and-After galleries during a new client consultation is an industry standard, but using them effectively to boost your conversion rate without overselling can be a fine balance. Here are some tips to ensure you’re using Before-and-After galleries to their full potential while keeping a prospective client’s expectations in check.
When creating a Before-and-After gallery on your website or in a print binder format for in-office use, try to avoid using too many stock photos from manufacturers or images from other providers. Using your own Before-and-After pictures will help to illustrate your expertise and realistically manage a prospective client’s expectations.
Ensure your galleries include a range of treatments, and feature clients from different demographics. Select an array that best represents your skills but don’t pare down too far. In a survey of more than 1,000 consumers considering cosmetic surgery, 77% reported that they’d need to see around 11 sets of photos of previous clients to confidently opt for a treatment or doctor. In that same survey, 29% of respondents said they’d need closer to 30 sets to confidently decide.
In other words, the more photos you have on hand, the better.
Before photos are important to establish a baseline so that you and your client can assess progress and changes over time once they’ve committed to your treatment strategy. This is especially useful for longer treatment plans with gradual results. Patients can quickly become used to their enhanced appearance and forget how they looked before treatment. Having Before-and-After images on hand can be helpful in reminding them of the results and helping fend off a lawsuit if complaints go too far.
Case in point: Dr. Emmanuel Elard reported in Aesthetics Journal that following a dermal filler treatment to correct a client’s jawline, the client accused Dr. Elard of creating a deviation that existed prior to the treatment. Using a Before video, Dr. Elard was able to show the pre-existing deviation to the client and resolve any concerns before a lawsuit came into play. As we see in this case, having images or videos capturing different angles of the treatment and surrounding area is beneficial.
Considering the impact a substantial professional Before-and-After gallery can have on a client’s decision to opt for a treatment, a professional quality studio space may be the best area to invest some extra capital.
Truly standardized photos, which can be directly compared to one another without distortion from different lighting or angles, require a dedicated spot for photo-taking with high-quality cameras, controlled lighting, and tripods.
When creating your dedicated studio space, a simple white backdrop is best. Avoid vivid or pastel backdrop colors, as they can reflect on your client’s skin, affecting the appearance of the skin. Also avoid any areas near windows. Natural light can be inconsistent, being dependent on weather or the time of day. Instead, invest in studio lighting to ensure a quality photo every time. If you’re unable to avoid a window, install a blind that can be pulled down to control the amount of natural light coming in.
For digital galleries, consider organization by treatments if you have a vast library for an improved user experience. You may also consider more interactive features, such as a sliding bar that will allow users to manually shift the image to transform between the before and after shots. For this feature, it’s paramount to create a dedicated space for photography to ensure photos are aligned, and that angles and lighting remain consistent.
When creating a Before-and-After portfolio, be mindful of certain things that clients look out for. In one survey, clients said seeing someone who looks like themselves, seeing a range of outcomes, including some better than others, and knowing specifics about the case—such as age or treatment details—is important.
Prospective clients appreciate and respect honesty, so don’t exaggerate to try and impress them. Instead meet clients’ expectations by offering up a comprehensive Before-and-After gallery that includes a range of potential outcomes, including cases in which treatments may have been less successful than anticipated.
Take the time to explain to the client what happened, and how you were able to resolve these cases and improve results through further steps. This is your chance to thwart any concerns your prospective client may have regarding less-than-satisfactory results, so take full advantage of this opportunity.
To discover more tips on how to effectively boost conversions during the consultation process, download our invaluable eBook, “Mastering the Art of the Aesthetic Consult.”