A strong project gallery should not behave like a folder of finished images. It should explain enough context for a prospective client to understand the problem, the creative decision and the kind of service that produced the result.
Connect the work to the service
If someone is looking at a website project, the next action should naturally lead to website design or development—not a generic contact form. The same applies to branding, print, software and every other discipline.
Structured project content also creates stronger relationships between services, dictionary terms and future articles. That makes the website easier to explore and gives search engines clearer context about the work.