A business with genuinely strong work was posting finished photos to Facebook and nowhere else. Those photos disappear down a feed in a day. The same project, written up as a proof page, works for years.
Google asks for signs of real experience, expertise, and trust, what it calls E-E-A-T. For a local business, the most believable version of that is your own work, written up honestly. A finished-photo dump does not do it. A short, specific case study does. And it doubles as a sales asset you can send to a hesitant buyer.
The proof-page template
Take one real project and walk it through this structure. It works whether you build decks, install glass, run demolition, or manage someone's marketing.
One project, six parts:
- The situation. Who the customer was (type, town) and what they needed.
- The constraints. Budget, timeline, site conditions, the real-world limits you worked within.
- The decisions. What you chose to do and why. This is where expertise shows.
- The work. Photos of the actual job, in progress and finished.
- The result. What changed for the customer. Use real outcomes, never invented numbers.
- The takeaway. What a similar owner should learn from it.
The rule on numbers
Never fabricate a statistic. A made-up "47% increase" is worse than no number, because the day a real prospect asks about it, you have a credibility problem. If you have permission and real figures, use them. If you do not, describe the outcome honestly in words. Specific and true beats impressive and fake every time.
Get permission, protect the relationship
Ask the customer before you publish names, photos, or numbers. Most are happy to be featured if you ask well. When a client prefers to stay anonymous, write it up as "a service business in the Bemidji area" and keep the specifics that teach without identifying them.
Where these pages live
Collect them on your Case Studies page and link to relevant ones from your service pages. Over time this builds the kind of proof library that ranks, earns trust, and quietly closes sales while you are out on the job.