Case Study
Chad Keeler has been hand-building custom kitchens, cabinetry, and finish work across Central Ohio since 2000 — from raw lumber to yacht-grade joinery. His craft is exceptional. His digital presence was a free Google Sites page with zero portfolio.
The Challenge
Google Sites is a free DIY builder designed for team pages and school projects — not a premium carpentry business competing for $30K–$80K kitchen remodels. The SEO tools a real business needs simply aren't available. Google treated the site as a second-class citizen in search.
A purpose-built site with full SEO foundation — set up so Google understands exactly what Chad builds and where he serves.
25+ years of hand-built kitchens, custom cabinetry, and yacht-grade finish work lived only in a camera roll. Homeowners making $30K+ renovation decisions need to see the craft before they ever call — there was nothing to show them.
A gallery-first site with every project categorized by room and style. Before-and-after shots, detail photography, and finished kitchens in real homes — the visual proof the work had always deserved.
The only way to reach Chad was emailing [email protected]. No phone number on the site, no quote request form, no qualification step. Every friction point between a homeowner and a conversation was a lead walking away.
A proper project intake form with scope, timeline, and budget fields — plus tap-to-call and SMS integration so no one has to hunt for how to start a conversation.
Steller Construction and Cabinet IQ aren't better craftsmen — they're better at being found. Professional sites, 80+ portfolio photos, active review generation, and location pages targeting Delaware, OH. Homeowners searching "custom kitchen cabinets Delaware OH" never saw Keeler Carpentry in the results.
Local SEO architecture built around Central Ohio service areas — Delaware, Upper Arlington, Westerville, New Albany, Sunbury — with location-specific content and Google Business Profile optimization.
The Scope
Full visual identity built from scratch — wordmark, icon, color system, and typography as deliberate as the joinery itself. A brand that communicates craft before a single project loads.
BrandGallery-forward site structured around project categories — custom furniture, finish carpentry, commercial builds. Every project showcased so clients can browse before they call.
Web DesignA job transformation photography series documenting completed work — before and after, process shots, finished installs. The raw material for the portfolio, social, and ongoing SEO content.
ContentGoogle Business Profile optimization and location-targeted pages for Columbus carpentry, cabinetry, and trim searches — building organic reach that compounds over time.
Local SEOA direct path for general contractors, developers, and commercial clients to reach Chad quickly. Separate from the residential flow — qualified from the first click.
Web DesignAn ongoing content program built around project documentation — turning every completed job into social proof that drives shares, builds trust, and feeds organic search.
ContentThe Result
Keeler Carpentry now has an online presence that reflects the quality of the actual work. Inquiries come from clients who've already seen the portfolio, understand the caliber, and are ready to talk.
The math behind a portfolio that qualifies clients before the first call.
Based on industry averages for residential custom carpentry with a gallery-first site, local SEO, and a qualified inquiry flow — calculated at Central Ohio kitchen and cabinetry project rates for 4–6 new organic inquiries per year.
What a gallery-first site with local SEO is built to drive. Homeowners making $30K+ renovation decisions who see the portfolio, understand the quality, and inquire — already pre-qualified by what they saw.
Market rate for custom kitchen cabinetry and finish work in the Columbus area. The site positions Chad alongside contractors charging this — not below them. Clients who've seen the portfolio understand the pricing context before they call.
A dedicated path for general contractors and developers — separate from the residential flow. One commercial relationship can compound into years of repeat project revenue that dwarfs any residential job.
The portfolio isn't just marketing — it's a filter. Clients who've seen 20+ completed projects arrive ready to commit, not comparing Chad to the cheapest bid from someone they found on Thumbtack.
"One additional kitchen project from the website pays for the investment. Everything else — the repeat clients, the commercial referrals, the reputation that compounds — is growth."
Aspire translated what was in my head into something I could never have put into words myself. And it actually converts. Clients say the website is why they called.
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