Scroll through 10 cabinet maker websites and you’ll read the same phrases repeated like a broken record: “Quality craftsmanship.” “Family-owned since 1987.” “Your vision, our passion.” “We take pride in our work.”

These phrases mean nothing. They differentiate no one. And they’re costing you projects every single day. The cabinet makers booking premium clients aren’t necessarily better craftsmen. They’re better communicators. Their websites speak directly to what homeowners actually care about. And they do it in language that feels specific, confident, and human.

Here are 5 messaging transformations that turn generic cabinet phrases into words that sell.

1. The Homepage Headline

Your headline is the first thing visitors read. It sets the tone for everything that follows. Unfortunately, most cabinet makers waste it on vague pleasantries.

Before:

“Quality Custom Cabinetry for Your Home”

This could be any cabinet company anywhere. It says nothing about who you serve, what makes you different or why someone should keep scrolling.

After:

“Finally…Kitchen Cabinets That Fit Your Space, Your Style and Your Life (Not the Other Way Around)”

Now we’re talking to someone. This headline acknowledges a frustration (cabinets that don’t quite fit), promises a solution (custom to their needs) and creates a feeling (relief, excitement). It has personality.

Another strong option:

“Custom Cabinets for Dallas Homeowners Who’ve Waited Long Enough for Their Dream Kitchen”

The principle: Your headline should make your ideal customer think “finally, someone who gets it”, not “I’ve read this exact sentence on 5 other websites.”

2. The About Page Opening

Your About Page is where you should talk about yourself, right? Actually, that’s a big mistake.

Before:

“Founded in 1994, Johnson Cabinetry has been serving the greater Phoenix area for nearly three decades. Our team of skilled craftsmen takes pride in delivering exceptional quality and customer service. We are a family-owned business committed to excellence in everything we do.”

After:

“You’ve got Pinterest boards full of inspiration. You know what you want or at least you’ll know it when you see it. What you don’t have is someone who’ll listen, translate your vision into reality and deliver cabinets that make you smile.” That’s where we come in. For 30 years, we’ve helped Phoenix homeowners turn ‘someday’ kitchens into ‘I can’t believe this is my house’ kitchens. Not with cookie-cutter designs, but with attention to detail and craftsmanship you can feel every time you close a drawer.”

Same information (30 years, Phoenix, quality work). Completely different energy. This version starts with the customer, acknowledges their journey and positions your company as the guide.

The principle: Your About page isn’t about you. It’s about your customer and how you fit into their story.

3. Service Descriptions

Most cabinet makers describe their services like a spec sheet. Features, materials, options. All true, all boring.

Before:

“We offer custom kitchen cabinets in a variety of styles including shaker, raised panel, and flat panel. Our cabinets are built with premium hardwoods and feature soft-close hinges and full-extension drawers. We offer a wide range of finishes to match your design preferences.”

This is information. It’s not persuasion.

After:

“Imagine opening your cabinets years from now. The drawers still glide like butter. The hinges still close with that satisfying soft click. The finish still looks like the day we installed them—no peeling, no fading, no regrets. That’s what happens when cabinets are built to outlast trends, toddlers andthousands of dinner parties.”

Same features, but now they mean something. The reader can see themselves in the future, experiencing the benefit.

The principle: Features tell. Benefits sell. Always connect what you offer to how it improves their daily life.

4. Calls-to-Action

CTAs are where cabinet makers get painfully generic. “Contact Us.” “Get in Touch.” “Learn More.” These are the messaging equivalent of a shrug.

Before:

“Contact Us Today”

Contact you for what? What happens when they do? Why should they do it today versus next week?

After:

“Book Your Free Dream Cabinet Consultation”

This CTA is specific (design consultation), removes risk (free) and adds personality (dream.) It tells them exactly what they’re getting and makes the experience feel approachable.

The principle: Every CTA should answer three questions: What will happen? What will I get? Why now?

5. Testimonials

You probably have some great testimonials. But you’re probably displaying them wrong.

Before:

“Johnson Cabinetry did a wonderful job on our kitchen. Very professional and the quality is excellent. Would highly recommend!” Sarah M.

Forgettable. Could apply to literally any contractor.

After:

“We interviewed four cabinet makers before choosing Johnson. Two never followed up. One tried to upsell us on everything. Johnson? They listened for an hour, sketched ideas on the spot and told us honestly when our Pinterest dreams didn’t match our budget. 6 months later, I still walk into my kitchen and just stand there smiling.” Sarah M., Phoenix (Kitchen Remodel, 2024)

Same happy customer. But now we have story, specificity and proof. We know what made Johnson different. We can picture Sarah standing in her kitchen.

The principle: Push for testimonials that include the before (their problem or search process), the experience (what made you different), and the after (specific results or feelings).

Words Are Strategic. Choose Wisely.

Most cabinet makers treat their messaging as a last step. Something to fill the space between photos. However, the words on your website are either building trust or killing it. Creating connection or confusion. Moving visitors toward the phone or toward the back button.

The good news? You don’t need to become a professional copywriter. You just need to stop defaulting to industry cliches and start writing like you talk to clients:

• Human

• Relatable

• Benefit-driven

• Specific, not general

Every section of your website is an opportunity to show prospects you understand them.

Need Fresh Eyes on Your Messaging?

Reading these examples, you probably spotted some of your own website’s weak points. Most cabinet makers do. The challenge is finding time to rewrite everything while you’re busy running a business.

That’s exactly what Slamdot helps with. For over 20 years, we’ve helped service businesses transform generic websites into lead-generating machines. We know how to write for high-ticket home services where trust matters and every word either builds confidence or erodes it.

Want to see how your current copy stacks up? We’ll take a look at your website and show you where your messaging is falling flat.

Just contact us today and our expert team will dive in!

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