Marketing for kitchen
and cabinet companies

What Boreal Kitchens taught me

Marketing for kitchen and cabinet companies is the industry I know best in North America. For Boreal Kitchens & Cabinetry in Edmonton, I built the website, ran ads, set up bots and a CRM and did SEO; the company now has 200 keywords on page one of Google in Canada. The full case study shows what was done. I have no US clients yet, so I will not promise the same numbers in your city, but the logic of a long, considered, high-ticket purchase is the same on both sides of the border.

How homeowners shop for a kitchen

A kitchen remodel is one of the biggest purchases in a home, and people research for months. They save photos on Pinterest and Houzz, search "custom kitchen cabinets" plus a city, "kitchen remodel cost", "shaker cabinets", "kitchen showroom near me", visit two or three showrooms and compare quotes. The company that shows real projects, explains price ranges and makes it easy to book a design consultation gets on the shortlist.

That is why the website is a portfolio first: each project with photos, style, materials, location and a short story. Those pages rank for style and city searches, and they give a homeowner the confidence to book. A business website with an edit panel lets you add each finished kitchen in minutes.

Search, Maps and ads

Local SEO is the channel that compounds: once project pages and the Google profile rank, they bring inquiries every month without paying per click. Search ads speed things up for high-intent searches like "custom cabinets near me" or "kitchen remodel contractor". Meta ads with real project photos work for awareness and retargeting, especially in areas with lots of new homeowners. Pinterest can help for design-led brands; I quote it individually.

Following up for months

Between the first consultation and a signed contract there are drawings, revisions, material choices and often financing. Many leads go cold not because they chose someone else, but because nobody followed up. A CRM that tracks every stage and reminds your designers to check in keeps projects moving. For Boreal, the CRM and bots were as much a part of the result as the ads.

Claims and honesty

Kitchen companies often describe materials as "solid wood" or products as "Made in USA". Both must be accurate: the FTC's rules on Made in USA claims require that all or virtually all of the product is made in the US. Reviews must be genuine, and before-and-after photos should be your own projects.

Seasonality

Spring and early fall are peak times for kitchen projects. Many homeowners want a new kitchen before Thanksgiving or the December holidays, so consultations for that deadline start in summer. January brings planning for spring. Builder and designer partnerships smooth the curve.

I work remotely with kitchen and cabinet companies across the US, for example in Seattle or Atlanta, with calls on Zoom in your morning.