Case Study
Keeler Carpentry
Brand & Site.
Chad Keeler has hand-built 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.
a craftsman with 25+ years of work.
The Challenge
The craft was there.
The presence wasn't.
A free page standing in for a website.
Google Sites is a free tool for team pages and school projects. It's not built for a premium carpentry business competing for $30K to $80K kitchen remodels, and it doesn't have the SEO tools a real business needs.
We built a custom site with a full SEO foundation, so Google knows exactly what Chad builds and where he serves.
No portfolio to see the work.
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 call, but there was nothing to show them.
We built a gallery-first site with every project sorted by room and style. Before-and-after shots, close-up photos, and finished kitchens in real homes give the work the visual proof it always deserved.
One email address. No phone. No form.
The only way to reach Chad was emailing Quotes@KeelerCarpentry.com. No phone number on the site, no quote form, no way to qualify a lead. Every bit of friction meant another lead walking away.
We built a real project intake form with scope, timeline, and budget fields, plus tap-to-call and text so no one has to hunt for how to start a conversation.
Competitors winning searches Keeler should own.
Steller Construction and Cabinet IQ aren't better craftsmen. They're just easier to find: professional sites, 80+ portfolio photos, a steady stream of reviews, and location pages targeting Delaware, OH. Homeowners searching "custom kitchen cabinets Delaware OH" never saw Keeler Carpentry in the results.
We built local SEO around Central Ohio service areas, Delaware, Upper Arlington, Westerville, New Albany, and Sunbury, with location-specific content and a tuned Google Business Profile.
The Scope
Everything we shipped.
Brand Identity
A full visual identity built from scratch: a wordmark, icon, color system, and typography, each one as deliberate as the joinery itself.
BrandPortfolio Website
A gallery-first site organized by project type: custom furniture, finish carpentry, and commercial builds. Clients can browse the work before they call.
Web DesignProject Photography
A photo series documenting completed jobs: before and after shots, process shots, and finished installs. This is the raw material for the portfolio, social media, and SEO.
ContentLocal SEO
A tuned Google Business Profile and location pages built for Columbus carpentry, cabinetry, and trim searches. This builds organic reach that grows over time.
Local SEOCommercial Inquiry Track
A direct path for general contractors, developers, and commercial clients to reach Chad fast. It's separate from the residential flow and qualifies leads from the first click.
Web DesignSocial Media Program
An ongoing content program built around project documentation. Every completed job becomes social proof that drives shares and feeds organic search.
ContentThe Result
A presence that matches
the work.
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 and are ready to talk.
What the work is built to do.
The math behind a portfolio that qualifies clients before the first call.
Based on 4 new residential projects at an average $45K each, organic search only. No referrals, commercial contracts, or repeat clients.
4 new residential projects from organic search: kitchen and cabinetry clients who found the portfolio, pre-qualified on quality, and called. Zero referrals or repeat work counted.
6 organic projects plus 1 to 2 referrals from clients who shared the portfolio. Reputation compounds as the gallery grows.
One commercial GC or developer relationship unlocked. A single ongoing contract can dwarf the entire residential book, and the commercial track is built to attract exactly that audience.
We plan to the conservative number and build toward moderate. If the commercial track opens up, we'll be there to scale with it.
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