We wanted to know why some cabinet makers consistently book high-end projects while others struggle to get inquiries, even when their work is just as good. So we did something simple: we audited 10 cabinet maker websites across the country.

Different markets, different sizes, different specialties. We looked at everything a potential customer would see: homepage messaging, portfolio presentation, contact forms, experience, trust signals and calls-to-action.

What we found was eye-opening. The gaps between the best and worst sites weren’t subtle. And the mistakes? Almost identical across the board. Here’s what we discovered and what it means for your cabinetry business.

The Homepage Test: Can a Visitor Understand What You Do in 5 Seconds?

We gave each homepage a 5-second test. Land on the page, absorb what you can, look away. What stuck? The results were brutal.

Only 3 out of 10 sites clearly communicated what they did, where they served, and who they served within those first 5 seconds. The rest? Vague headlines like “Quality Craftsmanship” or “Your Vision, Our Passion.” Nice words. Zero clarity.

One site (we’ll call them Cabinet Maker D) opened with a full-screen image of a kitchen and a single headline: “Custom Cabinetry for Orlando Homeowners Who Refuse to Settle.” Below that: a clear CTA to view their portfolio and another to schedule a consultation.

Five seconds. Done. You know exactly what they do, where, and for whom. Compare that to Cabinet Maker F, whose homepage featured a rotating slider (three different images, three different messages), a paragraph about their “family-owned legacy since 1987,” and no clear next step until you scrolled past three sections of filler content.

The takeaway: Your homepage has one job: tell visitors they’re in the right place. If your headline could apply to any contractor in any industry, it’s not doing its job.

Portfolio Presentation: Gorgeous Photos, Zero Context

Every single site had beautiful project photos. That’s table stakes for cabinetry. But here’s where it got interesting: only 2 out of 10 gave those photos meaningful context.

The other 8 sites? Lightbox galleries with captions like “Modern Kitchen” or “Master Bath Vanity.” Click, admire, click. No details about materials, scope, timeline, or investment range.

Cabinet Maker B stood out. Each portfolio project had its own dedicated page: 8-12 photos, a 200-word project description explaining the homeowner’s goals, material selections, special features (soft-close hinges, custom spice pull-outs, under-cabinet lighting) and a testimonial.

That single change transforms a portfolio from “pretty pictures” into a sales tool. Prospects can see themselves in those projects. They can gauge whether this company handles their style, scope, and budget.

The takeaway: Your portfolio should answer questions, not just showcase craftsmanship. Every project needs context that helps prospects self-qualify.

Contact Forms: Where Leads Go to Die

This one hurt to evaluate.

7 out of 10 sites used generic contact forms with four fields: name, email, phone, message. That’s it. No guidance on what to include. No indication of what happens next. No reason to believe this form goes anywhere other than a black hole.

Cabinet Maker A had the worst offender: a “Contact Us” page with a form, a physical address and a phone number. Nothing else. No explanation of their process, reassurance about response times or any indication that a real human would read the submission.

The best form we found came from Cabinet Maker J. Their “Start Your Project” page asked specific questions:

• What room(s) need cabinetry?

• Do you have a design in mind or need help?

• What’s your ideal timeline? Do you have a budget range in mind?

It ended with:

“After you submit, you’ll hear from our design team within one business day to schedule your free consultation.”

That form does three things the generic forms don’t: it guides the prospect, qualifies the lead and sets clear expectations. It’s the same amount of effort for the visitor, yet a much better experience.

The takeaway: Your contact form is a conversion tool, not an afterthought. Guide prospects through sharing useful information and tell them exactly what happens next. Be specific.

Mobile Experience: The Silent Lead Killer

Here’s a stat that should concern you: over 60% of website traffic now comes from mobile devices. Homeowners research cabinet makers on their phones during lunch breaks, in their kitchens imagining the remodel, or showing their spouse options during brunch.

We tested all 10 sites on both iPhone and Android. The results were not great. 4 out of 10 had significant mobile issues: slow-loading galleries, text too small to read, forms nearly impossible to complete on a small screen and phone numbers that weren’t tap-to-call.

Cabinet Maker E had a desktop site that looked fantastic. On mobile? The navigation menu broke, half the portfolio images didn’t load properly, and the contact form required horizontal scrolling to complete. A homeowner trying to reach them from a phone would give up.

Cabinet Maker C, on the other hand, clearly prioritized mobile. Fast-loading images, thumb-friendly navigation, a sticky “Call Now” button that followed you down the page and a simplified contact form optimized for mobile input.

The takeaway: Test your site on phones. Not a desktop browser resized to look like a phone—real devices. If the experience frustrates you, imagine how prospects feel.

Trust Signals: The Difference Between “Maybe” and “Yes”

High-ticket purchases require high trust. Homeowners about to spend $10K-$60K on custom cabinetry need proof that you’re legitimate, skilled and reliable before they’ll pick up the phone.

We looked for: client testimonials, Google review integration, industry certifications, team photos, years in business, warranties and process explanations. The range was dramatic.

Cabinet Maker H had zero trust signals. No testimonials. Minimal reviews beyond generic stars. Just photos and a contact form. You’d have no idea if this was a legitimate business or a guy with a website.

Cabinet Maker B (the same one with great portfolio pages) stacked trust signals throughout the site: Google reviews embedded on the homepage, video testimonials on the about page, detailed bios for each team member, a comprehensive “Our Process” page explaining every step and a dedicated page outlining their satisfaction guarantee. Which company would you call if you were spending $30K on kitchen cabinets?

The takeaway: Trust signals shouldn’t live on one page. They should be woven throughout your entire site. Make it impossible for prospects to browse without encountering proof of your credibility.

Calls-to-Action: Telling People What to Do Next

You’d think this would be obvious. If you want people to contact you, tell them to contact you. Clearly. Repeatedly. Apparently, it’s not obvious.

6 out of 10 sites had weak or buried calls-to-action. Some had a single “Contact” link in the navigation and nothing else. Others had CTAs so generic (“Learn More,” “Get in Touch”) that they created no urgency whatsoever. The sites that got this right used specific, benefit-driven CTAs placed strategically throughout the site:

“See Recent Kitchen Transformations” (on homepage) “Download Our Cabinet Style Guide” (on portfolio pages) “Get a Custom Quote for Your Project” (on services pages)

Cabinet Maker J went further: different CTAs for different stages. Browsers could download a guide. Researchers could view case studies. Ready-to-buy visitors could book consultations directly. Multiple paths to conversion based on where the prospect was in their journey.

The takeaway: Clear, specific CTAs on every page. Not “Contact Us”: tell them exactly what they’ll get and what happens when they click.

The Gap Between Winners and Everyone Else

After auditing all 10 sites, a clear pattern emerged. The cabinet makers with strong digital presence weren’t doing anything revolutionary. They were just doing the basics exceptionally well—and consistently.

They had:

• Homepage messaging that communicated value

• Portfolio projects with context, not just photos

• Intake forms that easily guided and qualified leads

• Mobile experiences that actually worked across devices

• Trust signals hroughout the site (not only the homepage)

• Specific CTAs that told visitors exactly what to do next

The struggling sites weren’t necessarily bad. Their craftsmanship was often excellent. But their websites failed to communicate that quality, build trust, and guide prospects toward action.

Where Does Your Site Stack Up?

Reading this, you probably recognized some patterns from your own website. Maybe all of them. Most cabinet makers know their site could be better. They just don’t have time to audit it, diagnose the problems and implement fixes while running their business.

That’s exactly what we do at Slamdot. We’ve spent over 20 years building websites and digital marketing strategies specifically for service businesses like custom cabinetry. Our approach covers everything we evaluated here: messaging, portfolio strategy, conversion optimization, mobile experience, trust signals and CTAs.

Curious how your site compares to the best we found? We’ll run a free website audit showing exactly where you’re losing potential leads.

If you want to see how you’re performing, contact Slamdot today!

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