Morgul Marketing

    A remodeling website that works for the bath buyer, not just the kitchen photos

    Most remodeling sites get built as a portfolio for the owner and a brochure for the designer. The visitor is doing something else entirely. They are deciding in a few seconds whether you work where they live, whether you do the exact job they have, and whether they are about to be embarrassed by the price. In Denver that decision has local content. A bath buyer in a Lakewood ranch. A lower level bath sitting on ground that moves. A phone with one bar on the road toward the foothills. The argument here is that the site should be designed around those moments, and the inquiry form should collect what your estimator actually needs.

    Talk to us

    The bath buyer leaves when every photo on the homepage is a kitchen island

    Kitchen and bath is one company and two audiences, and most sites are built for only one of them.

    Picture the standard remodeler homepage. Wide island, quartz waterfall, three pendants. A homeowner in a split level in Thornton who wants the hall bath redone reads that as too big, too expensive, not my job, and closes the tab.

    Give both paths equal weight in the first screen. Two doors, plainly labeled, each landing on a page written for that buyer with photography at that scale of work.

    The bath path should include the modest projects, not only the primary suite. A hall bath, a powder room tucked under the stairs in a Wash Park bungalow, a lower level bath in Centennial. People need to see their own job before they believe you want it.

    If you do not take small bath work, say so and route those visitors somewhere useful. A clear no costs far less than a wasted site visit and an awkward conversation in someone's hallway.

    Ask which level the bathroom is on, because in Denver the answer changes the job

    The inquiry form either teaches you something useful or collects another name and phone number.

    Three questions do most of the work for a bath. Which floor of the house it sits on, whether the fixtures stay where they are, and roughly when they want it started. A lower level bath on a slab is a different scope than a second floor bath over a joisted floor, and knowing which before you drive out is worth more than five extra fields.

    For kitchens, ask whether the range is gas or electric, whether a hood vents outside today, and whether the sink or a wall is moving. Every one of those shifts the price band and the crew you send.

    Take the address early and leave the budget alone. An address tells you the county, the likely era of the house and the drive. A budget question on a first form gets a shrug, a round number or a fiction.

    Then keep the form short enough to finish on a phone. Anything you can ask on the confirmation screen or the first call has no business blocking the submit button.

    List the building departments you actually pull permits in

    Denver is a consolidated city and county, its neighbors are separate jurisdictions, and a visitor is working out whether you are the kind of operator who disappears at inspection.

    Write the jurisdictions in plain text where a person can read them and a search engine can index them. Denver, Jefferson, Arapahoe, Adams, Douglas, plus the specific municipalities you work in. Not a map graphic. Not a list of ZIP codes nobody recognizes.

    Describe what you do about permits and inspections in your own words. Practice varies between jurisdictions and details are worth confirming with the local building department, but a homeowner mainly wants to know that you handle it and have filed there before.

    Put your license and insurance status somewhere a person can verify, and keep the wording accurate rather than impressive. Overstating anything here is the one mistake that follows you around.

    Badges do less than a sentence. A row of logos looks identical to every other site in the category, while a line naming three building departments you filed with this year does not.

    The hero video costs more visitors than it wins, especially west of Golden

    Speed on a remodeling site is mostly a decision about what you refuse to load first.

    Sites in this category are heavy for an understandable reason, since the work is visual. The mistake is loading all of it at once, at full resolution, behind an autoplaying video that communicates nothing a single good photograph could not.

    Set a weight budget for the first screen and hold to it. One well compressed image, real text, the phone number, the service area. Everything below the fold can load as the visitor scrolls.

    Test on the connection your customers actually have. A phone in a canyon on the way toward Golden, a tablet on hotel wifi, an older Android in a driveway in Castle Rock. Checking the site on a fast laptop over office fiber tells you nothing about any of that.

    Audit the third party scripts while you are in there. Chat, review carousels, tag managers, tracking pixels. Every widget was somebody's good idea once, and almost nobody ever removes one.

    Answer the cabinet door question on the site, because dry air gets blamed for everything

    Objection handling belongs on the page, not in the third phone call.

    Denver homeowners who have been through a heating season have watched wood move. A gap opening at a miter, a floor board shrinking, a door that fits differently in July than in January. They will ask whether your work does that.

    Write the answer once and write it well, then link it from the kitchen page. What you specify and why, how you acclimate material before install, what you say about running a humidifier through the winter, and what counts as normal seasonal movement rather than a defect.

    Give the other recurring worries the same treatment. A floor out of level in an older house, a lower level bath and what you would want a licensed engineer to look at, and how many weeks the kitchen is unusable.

    Pages like that get used twice. They convince the visitor, and they give your estimator something worth sending the day after a walk through.

    Questions we get

    Do we need a new site or can we fix the one we have?
    Fix it if the platform lets you publish pages quickly, the forms can be changed, and the first screen loads fast on a phone. Rebuild when any of those are blocked, since you will otherwise pay twice. A plain honest site that loads quickly beats a beautiful one that takes eight seconds and cannot be edited without a developer.
    How many projects should the gallery hold?
    Enough to show your range of scale and enough to show houses people recognize, which usually means fewer projects with more said about each. A dozen written up properly, covering a bungalow, a ranch, a tract primary bath and a loft, does more than eighty images captioned kitchen remodel. Every extra image is also a page weight decision.
    Should we publish prices?
    Publish a posture, at minimum. A starting range for a typical bath and a typical kitchen, stated as a range with the variables named, filters out the visitors who were never going to hire you and reassures the ones who were. Only you know your real numbers, so publish yours rather than something borrowed from a national average.
    Is a chat widget worth adding?
    Only if a human answers it during the hours it appears. An unanswered chat is worse than no chat, because it teaches a motivated visitor that nobody is home. If your office is one person who is sometimes on a job site, a clear phone number, a short form and a promise you can actually keep will outperform it.
    Our photos come from the client's phone. Does that matter?
    Yes, more than most owners expect, because photography is the product in this category. One professional shoot of two or three finished projects will carry the site further than a year of phone snapshots. Get written permission before publishing anyone's home, and keep identifying details out of the caption.

    Rules that affect your marketing

    Work that disturbs paint in housing built before 1978 brings federal lead-safe certification and disclosure obligations, which affects a meaningful share of older coastal stock. Permitting and inspection sequencing is municipal, and in condominium buildings an association's own approval process frequently governs timing more than the building department does.

    Kitchen & Bath Remodeling Website Development & Design elsewhere

    Written by KC Thompson, Morgul Marketing. Updated .

    Talk to us about web design for kitchen and bath remodelers in Denver

    Tell us about your business and where your marketing stands. We'll tell you what we'd do first, and what we'd leave alone.

    We won't add you to a mailing list. A person will reply.