The 7 things a kitchen remodeler's website must do, and what most of them do instead
A filtered gallery, a stated price range, the designer's face, a clear process, speed on a phone, a form that texts you, and tracking. The checklist for a design-build site.
- 1. Show the work, filtered
- 2. State the price range
- 3. Put the designer's face and name on it
- 4. Explain the process
- 5. Load fast and work on a phone
- 6. A form that reaches a human fast
- 7. Track where the consultation came from
- What most remodeler sites do instead
- If you are deciding whether to rebuild
- Frequently asked
81.7% of kitchen remodelers have a website, one of the highest rates of any home-service trade. So the site is not what separates you. What separates you is whether a homeowner who just spent 20 minutes on Houzz lands on your site and books a consultation, or lands on a slideshow and a mission statement and goes back to Houzz.
Here are the seven things the site has to do. Check yours against each one tonight on your phone, not your desktop.
1. Show the work, filtered
The homeowner wants to see kitchens like the one she is imagining, at a budget like hers. A gallery of 80 unsorted photos does not do that. A gallery filtered by style (modern, transitional, traditional), by scope (full remodel, refacing, counters and backsplash) and by budget bracket does.
Each project gets its own page: six to ten photos, the town, the scope, the budget range, the timeline, one paragraph on the design problem and how it was solved, and the designer's name. Those project pages are also what Google and AI assistants quote when someone asks what a remodel costs in your area.
Photos must be compressed. A gallery built from 6 MB camera files takes eight seconds to load on a phone and most visitors leave at three. Export at 1600 pixels wide, under 250 KB each.
2. State the price range
Put it on the home page, the pricing page and every project page. "Most of our full kitchen remodels run $48,000 to $95,000. Refacing projects start around $14,000." Owners worry this scares people off. It scares off the people who were going to waste your designer's afternoon, and it reassures the people with the budget that you are not going to surprise them. The pricing guide covers how to present tiers.
A pricing page with three tiers (good, better, best, each with a range and what is included) is the most-visited page on a well-built remodeler site after the gallery.
3. Put the designer's face and name on it
People hire a person for a $60,000 project. A page with the designer's photo, a short paragraph in her voice about how she works, and two reviews that mention her by name does more than any amount of "award-winning team" copy. If you have a showroom, show it, with the address and hours. Only 34.3% of remodelers list Saturday hours anywhere; if you take Saturday appointments, say so on the site too.
4. Explain the process
The homeowner's biggest fear is not price. It is the unknown: how long, how messy, what happens when. A process page with four or five steps (free consultation, design and selections, cabinet order and lead time, build, walkthrough) with a timeline for each takes the fear out. "Cabinets typically take 6 to 10 weeks to arrive; we schedule demo for the week they land so your kitchen is not torn apart while waiting" is the sentence that books the consultation.
5. Load fast and work on a phone
Open your site on your phone on cellular, not wifi. Time it. Over three seconds and you are losing a third of your visitors before they see a kitchen. The usual causes: uncompressed photos, a video background, four tracking scripts, and a page builder with twelve plugins. Fix the photos first; that is most of it.
On the phone, there must be a tap-to-call button and a "Book a consultation" button visible at all times, usually a sticky bar at the bottom. The homeowner researching at 9 p.m. is on her phone, and if booking means pinching to find a form, she does not book.
6. A form that reaches a human fast
The consultation form should ask for name, phone, email, town, rough budget bracket and timeline. Six fields, no more. On submit, two things happen: the homeowner sees a confirmation with what happens next ("Dana will call you within one business day"), and the lead is texted to a phone someone carries, not emailed to an inbox checked on Monday.
A form that goes to an inbox is the single most common leak on remodeler sites. Put your numbers into the calculator to see what a slow reply costs at your average project value, then read the follow-up guide.
7. Track where the consultation came from
Google Analytics 4 with the form submission as a conversion, a call tracking number that swaps in based on the source, and a hidden field on the form that captures the page and the campaign. Without this, you will never know whether the $62,000 contract came from Houzz, the Google ad or the Instagram reel, and the loudest channel gets the budget.
What most remodeler sites do instead
A full-screen slideshow with no caption. A paragraph about passion and craftsmanship. "Contact us" with a form that asks for a message. No prices. No designer. A gallery that takes nine seconds to load. A footer phone number that is the only way to call. These sites were usually built for $8,000 to $20,000 three to six years ago and look fine on a desktop in the office.
If you are deciding whether to rebuild
Keep the site if it loads under three seconds on a phone, shows a price range, and has a form that texts someone. Fix the gallery and add the pricing and process pages. Rebuild if it fails two of those three. A rebuild done right in this trade costs $6,000 to $18,000 from a freelancer or agency, and the consultations the old site is leaking usually cover that in a quarter.
Frequently asked
Should the site have a blog? Only if the posts answer homeowner questions with local specifics: cost in your city, cabinet lead times, permits in your county. Ten of those beat a hundred "kitchen trends" posts, and they are what AI assistants quote. See the AI search guide.
Do we need a separate page for each suburb? For the five or six towns where most of your clients live, yes: a page with projects in that town, the price range, and the drive time to your showroom. Skip the 40-town template approach; Google treats those as thin.
Is a chat widget worth it? A simple one that texts the conversation to a human, yes. An AI chat that cannot answer "what does a kitchen cost with you" without a form fill, no.
If you want the site rebuilt around this checklist and live before you decide, website design is one of the services in the free 14-day trial.
Steven has spent the last several years running growth campaigns for local service businesses, kitchen remodeling companies among them, and builds the benchmark datasets on this site from public Google listings. About the editor