If you’re like most cabinetry service companies, you’ve accumulated a boatload of before-and-after pictures sitting in folders on your computer or buried in your phone:

• Stunning bathroom vanities

• Gorgeous kitchen transformations

• Custom built-ins that completely changed a room.

Each one represents weeks of craftsmanship and a satisfied client. But what are you doing with them? Most likely, you’re posting them to social media. Maybe throwing a few on your website gallery. That’s it.

Meanwhile, cabinet companies with similar portfolios are generating $200,000+ in annual revenue directly from their before-and-after content. Because they understand that these photos aren’t just social media content. They’re a multi-platform marketing asset that can drive discovery, build trust and generate qualified leads.

If you’re treating your project photos like Instagram eye candy instead of strategic business tools, you’re leaving serious money on the table. Here’s how to fix it.

Your Website Gallery is Optimized for Humans, Not Google

Your website has a gallery page. It’s beautiful. Each project photo loads in a lightbox viewer. Homeowners can click through and admire your work. Perfect, right?

Wrong. Because Google can’t see any of it. When someone searches “custom kitchen cabinets Detroit” or “white shaker cabinets near me,” your gorgeous gallery does nothing to help you rank. Why? Because the images don’t have descriptive file names, alt text or any context Google can read.

Most cabinet makers upload photos with names like “IMG_4782.jpg” and move on. That tells Google exactly nothing. Meanwhile, competitors who understand SEO are naming files “white-shaker-kitchen-cabinets-renovation-phoenix.jpg” and writing detailed alt text like “Custom white shaker style kitchen cabinets with quartz countertops and farmhouse sink in Phoenix renovation project.”

Google reads that. Google understands it. Google shows it to people searching for exactly that type of work in your area. But it goes beyond just file names and alt text. The cabinet companies dominating search results create individual project pages, not just gallery images.

Each project gets its own page with before/after photos, detailed descriptions, materials used, challenges solved and client testimonials. That’s content Google can rank. That’s content that drives organic traffic directly to proof of your capabilities.

How to Fix It:

• Rename all project photos with keyword-rich file names

• Write detailed alt text for every image (style, materials, room, etc.)

• Create individual project pages for major jobs (not just gallery images)

• Include 300-500 words of context per project: scope, timeline, materials, challenges, results

The bottom line: Optimize every image for search engines. Make Google understand what homeowners see.

Pinterest is Where Your Ideal Clients Are Looking

Instagram gets all the attention, but here’s what most cabinet makers miss: Pinterest drives more qualified traffic to home service websites than Instagram ever will. Why? Because people use Pinterest differently.

They’re not scrolling mindlessly: they’re actively planning projects. When someone searches “modern kitchen cabinet ideas” or “two-tone kitchen cabinets” on Pinterest, they’re researching with intent. They’re homeowners in the consideration phase, looking for inspiration and providers.

And when they click on a well-optimized pin from your cabinet company, they land directly on your website project page. That’s a qualified lead who’s already interested in your style. Compare that to Instagram where someone might like your photo but there’s zero pathway to become a paid client.

The cabinet companies getting consistent leads from Pinterest aren’t just posting pretty pictures. They’re creating vertical pins optimized for search, linking to specific project pages and building boards organized by style (modern kitchens, traditional bathrooms, custom built-ins). They’re treating Pinterest like a search engine, not social media.

This is especially powerful for cabinetry because the buying cycle is long. Homeowners start researching cabinet styles 3-12 months before they’re ready to hire. When they discover your work on Pinterest and save it to their “Kitchen Remodel” board, you’re staying top-of-mind throughout their entire planning process.

Your Game Plan:

• Create a Pinterest business account and claim your website

• Design vertical pins (1000x1500px) featuring your best pictures

• Write keyword-rich descriptions for every pin and board (be specific)

• Link pins directly to project pages on your website, not your homepage

• Create boards organized by style, room type, and material (Modern Kitchens, White Cabinets, etc.)

Key takeaway: Use Pinterest as a search engine, not just another social platform. Capture homeowners during their research phase.

Google Business Profile is Your Most Underused Asset

When someone Googles “cabinet maker near me,” your Google Business Profile appears before your website. That little map listing with your star rating, hours, and photos? That’s often the first impression prospects get.

And most cabinet companies completely waste it. Three photos uploaded when they created the profile two years ago. Maybe a blurry exterior shot of their shop. Nothing that showcases their actual work.

Instead, top cabinet makers are treating their Google Business Profile like a mini portfolio. They’re uploading 2-3 new project photos weekly, categorizing them properly (interior, exterior, at work, by owner) and making sure their best pictures appear prominently.

This matters more than you think. When prospects browse Google Maps comparing cabinet companies, the ones with robust photo galleries get more clicks, profile views and calls. It’s visual proof of quality that builds trust before someone even visits your website.

Plus, Google prioritizes businesses that keep their profiles updated with fresh content. Regular photo uploads signal that you’re active and engaged, which can improve your local search rankings.

What to Do:

• Upload 2-3 project photos to Google Business Profile every week

• Use proper categories (interior, by owner, at work) for each photo

• Include captions describing each project (materials, style, location)

• Encourage clients to post their own photos in reviews (reward them if needed!)

The move: Treat Google Business Profile as an active portfolio. Fresh photos improve visibility and trust.

Social Media Needs Strategy, Not Just Posting

Let’s address Instagram and Facebook since you’re probably already posting there. The question is: are you doing it strategically or just throwing up photos hoping something happens?

Most cabinet companies post a finished project photo with a caption like “Another beautiful kitchen complete!” and call it a day. No context, storytelling or call-to-action. Just a pretty picture that gets 23 likes from friends and family.

Cabinet companies generating leads from social media do it differently. They show the journey: the dated before photo that makes people cringe, the demo process, the install progression, and the stunning after. They tell the story: what the homeowner wanted, what challenges came up, what solutions they provided.

They use carousel posts to show multiple angles. They add captions with project details that answer common questions: “White shaker style, soft-close hinges, custom pull-out spice racks, project completed in 6 weeks.” They include clear CTAs: “Planning a kitchen remodel? Link in bio to see our full portfolio and schedule a free consultation.”

They also post reels and short videos showing the transformation in time-lapse or featuring client reactions. Video content gets way more reach on Instagram and Facebook than static images. Even a simple 15-second before/after reveal can outperform your most beautifully shot photo.

Here’s How:

• Post before/after transformations as carousel posts

• Create short time-lapse videos showing install process

• Write captions that provide compelling project details

• Include clear CTAs in every post (website, consultation, etc.)

• Use location tags and ashtags to improve local discoverability

Simple truth: Post strategically on social media. Tell stories, show process, and include clear next steps. Watch how much more reach, engagement and conversions you get.

From Random Posts to Revenue-Generating Assets

Your before-and-after photos represent thousands of dollars in completed projects and years of craftsmanship. They deserve a strategy that turns them into consistent lead generation, not just occasional social media content.

Most cabinet companies understand their photos should be working harder for them. The challenge is knowing how to optimize for search, which platforms to prioritize and how to create systems that don’t require hours of daily effort.

Don’t worry, that’s why we’re here. For over 20 years, Slamdot has built digital marketing strategies that turn project portfolios into predictable lead sources. We’ve worked with cabinetry companies, contractors and thousands of home service businesses to create systems that leverage content strategically.

Want to see how? Contact our team today and we’ll show you!

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