Publish before and after photos only with written patient consent, keep them unedited and consistently shot, organize them by procedure and add a note that results vary. Honest, well organized galleries build trust and help procedure pages perform.
Consent is non negotiable. Use a written form that covers where photos may appear, including your website, social media and ads, and keep signed copies on file. Crop or blur identifying features when appropriate and remove photos promptly if a patient asks. Your state may have additional advertising rules, so check with your compliance advisor. Make consent part of the standard surgical paperwork so it is discussed early and never rushed. Patients feel more comfortable when they understand exactly how images will be used and who will see them.
Consistency builds credibility. Use the same lighting, background, angles and distance in before and after shots. Do not retouch in a way that changes the surgical result. Patients compare galleries closely, and anything that looks altered hurts trust in the whole practice. Show cases from different body types, ages and starting points where you have consent to do so. A realistic range helps patients picture their own result and sets healthy expectations. Picking only the most dramatic cases can make the whole gallery feel less believable.
Organization helps search. Place galleries on the matching procedure page instead of one long page of all photos. Label each case with the procedure and general details you have permission to share. Add a short line noting that individual results vary and that a consultation determines what is right for each patient. Use descriptive file names and alt text so search engines understand the images. Keep galleries current by adding new cases regularly, since an outdated gallery makes the practice look less active than it really is.
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