Morgul Marketing

    A remodeling site built for a night-shift phone and a two-state map

    A remodeling website in this metro has three jobs and they happen in order. Settle whether you work where the visitor lives, which here means saying something about the river. Load fast enough on a phone that they get to the second screen. Capture enough about the house that your estimator can decide whether the visit is worth an afternoon. Everything else, the philosophy statement, the badge row, the sliding testimonials, is decoration on top of those three. Most remodeler sites get the decoration right and the three jobs wrong.

    Talk to us

    Name both states in the header, then name the towns lower down

    The doubt a Southern Indiana visitor arrives with is not whether you are any good, it is whether you cross the Ohio River at all.

    Put the coverage line where it cannot be missed, in the header or the first line under the hero. Kitchen and bath remodeling in Louisville and Southern Indiana, if that is true. Kitchen and bath remodeling in Jefferson, Oldham and Bullitt County, if that is what is true instead.

    If you only work Kentucky, say so. A clear no keeps your phone free of inquiries you would decline anyway, and homeowners remember the company that told them straight rather than the one that let them fill out a form and waited three days to explain.

    Lower on the page, give the towns and counties room to breathe with a simple map and a short paragraph each. A wall of place names looks like keyword stuffing to a person, which is a worse problem than looking like it to a search engine.

    Any statement about what you are permitted to do in each state should be general. Say that requirements differ across the line, that you work under whichever applies, and point people to their local building department for specifics.

    A photo upload field does more work than three text boxes

    Homeowners cannot describe a 1912 bathroom, but they can photograph it in thirty seconds from where they are standing.

    Add an optional upload to the inquiry form and ask for three shots: the room, the ceiling or the wall you would be opening, and wherever the shutoffs or panel live. Most people will do it, because it is easier than typing.

    Photos change the first call. Your estimator opens the thread already knowing the room is plaster, the window is original, and the stack is on the wrong wall. The conversation starts two steps in.

    Keep the rest of the form short and useful. Town and state. Roughly when the house was built. What stage they are at, from thinking about it to ready to book. When they want the work done. A budget band is optional and generally works better as a range list than an open box.

    Do not require an account, a login or a phone verification step. Every gate costs you inquiries from the exact careful buyer you want.

    Autoplay hero video is the most expensive thing on your homepage

    A remodeling site is a photo library with a phone number attached, and the heaviest object on it is usually something chosen for looks.

    A video header can cost seconds on a phone before anything readable appears. Galleries built from full-size camera files cost more. The visitor standing in a driveway with two bars of signal does not wait.

    Fix it in this order. Replace the video hero with one well-chosen image that loads first. Serve responsive sizes and modern formats. Lazy load everything below the fold. Cap the number of images on any single gallery page and paginate the rest.

    Test on a mid-range Android phone on cellular data, not on the office desktop with fiber. Every site is fast in the office.

    Third-party scripts add up quietly. Chat widgets, review carousels, tag managers loading three more tags. Audit them once a quarter and remove the ones nobody looks at.

    Give the 4 a.m. visitor something to do besides call you

    Shift work is ordinary in this metro, so a site whose only action is a phone number loses the person browsing after a night at the airport.

    Offer more than one way in. A short form. A text option. If your process supports it, self-scheduling for a first consultation. Different people at different hours want different doors.

    Say when a human will respond, and pick a window you can keep. By the end of the next business day is a promise. Twenty-four hours a day, seven days a week, when it is really an answering service reading a script, is a promise you will break in front of a new customer.

    Make the auto-reply useful rather than polite. Confirm what they sent, say what happens next, and include one link worth reading while they wait, such as your process page or a project from their part of town.

    Relocating households working in logistics arrive with no local contractor and no one to ask. Anything on the site that explains sequence, timing and what tends to go wrong earns disproportionate trust with them.

    A January gut needs a page about heat, dust and the dog

    Winter work raises questions no gallery answers, and answering them in writing shortens the sale.

    Real winters change what a homeowner is nervous about. Open walls when it is below freezing. Water lines on an exterior wall. What happens to the LG&E bill while a section of the house is torn up. Whether the family can stay in the house at all.

    Write the page as a week by week walkthrough of what living through the job looks like. Dust control. Where the temporary kitchen goes. What happens with pets and with the crew coming and going through a narrow Old Louisville doorway.

    Avoid numbers you cannot stand behind. No promised timelines, no utility cost figures, no percentages. Describe the sequence and what you do about each stage, and say that any specific question about heating or insulation is worth confirming with your own contractor and utility.

    The same page sells the winter calendar. Interior work suits a cold month, and homeowners who understand that will book a January start instead of waiting for a spring queue.

    Build the site so your estimator can open it at the kitchen table

    The most valuable page on a remodeling website is often the one your own salesperson pulls up while sitting in somebody's house.

    Project pages should carry scope, materials, what was found once the walls were open, and how the sequence ran. Written like that, they answer the questions that come up at the table better than any brochure.

    Add a plain page explaining how change orders work and why they happen in a hundred-year-old house. Being able to say here it is in writing, before we start, does more for a signature than any guarantee badge.

    Make those pages easy to reach on a phone and easy to send afterward as a link. Half the decision happens after you leave, usually between two people looking at the same screen.

    Group projects by house type as well as by room. A Butchertown shotgun, a Crescent Hill four square and a Middletown ranch are three different reassurances, and visitors are looking for the one that matches their own house.

    Questions we get

    How many fields should the inquiry form have?
    Enough to decide whether the visit is worth an afternoon, and no more. Town and state, roughly when the house was built, the stage they are at, their timing, and an optional photo upload will do it for most remodelers. Every extra required field costs inquiries, so anything you merely find interesting should be asked on the call instead.
    Do we need a separate site or separate pages for the Indiana side?
    Separate pages, not a separate site. A second site splits your effort and your authority. Dedicated pages for the Southern Indiana towns you serve, with their own projects and their own phone number for tracking, accomplish the same thing without doubling the maintenance.
    How many project photos is too many?
    There is no single number, but every image is a load-time decision. Paginate long galleries, serve responsive sizes, lazy load anything below the fold, and check the result on a phone on cellular data. Showing the middle of a job matters more than showing thirty variations of the finished island.
    Should we publish prices on the site?
    Publishing a starting range for the work you do tends to filter out the inquiries you would decline anyway and reassures the ones you want. Ranges rather than fixed figures, with a clear note about what moves them in an older home, and keep them current. Never publish a figure you would not stand behind on a call.
    Do we need permission to publish photos of a customer's home?
    Get it in writing before the job starts, as part of the paperwork rather than a favor asked afterward. Keep exterior shots and anything identifying the address out of the gallery unless the homeowner has specifically agreed. Your own counsel is the right person to check the wording.

    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 .

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