Websites for joiners and cabinetmakers that show what your hands can do
No customer buys a fitted wardrobe from a catalogue at your workshop. They buy because they've seen what you've already built. That's exactly what the website has to show.
Joineries almost always sell one-off pieces: the kitchen that fits exactly under this sloping ceiling, the staircase for this old building, the shop fit-out for this business. That's why an off-the-peg website works particularly badly here. A photo of a plane and the sentence ‘We make to your requirements’ says nothing about whether you're the right people for a particular project.
What customers really want to know: have you built something like this before? Do you work for private clients or only for businesses? Do you come out to measure up? And how long will I have to wait? If you answer these questions on the website, you get fewer enquiries that lead nowhere and more that fit.
Then there's the second reason for a good website, which in many businesses has become the more important one: applicants. A joiner thinking of moving looks first at what gets built in your workshop.
Your work is the best argument
For a joinery, no other argument carries as much weight as its own work. What works:
- Projects instead of a gallery: each piece with one or two sentences on what the task was and how you solved it
- Name the material: oiled oak, walnut, multiplex, solid surface, so customers see what you work with
- Show details: joints, edges and fittings where good work shows
- Sort by area: kitchens, furniture, stairs, doors, interior fit-out, shop fit-out
A dozen well-described projects convince more than a hundred pictures without text. And it helps on Google: anyone searching for ‘fitted wardrobe sloping ceiling’ finds a page that describes exactly that.
The enquiry that saves you time
Most enquiries to a joinery start with ‘How much does a wardrobe cost?’. There's no answer to that without measurements, material and a look at the situation. A good enquiry form therefore asks for the important things straight away:
- What is it about? Kitchen, wardrobe, stairs, door, furniture, interior fit-out
- Rough measurements, even estimated
- Photos of the room or the spot, uploaded straight from a phone
- Timeframe: when should it be finished?
- How to reach you? Phone or email, and at what times
That way the enquiry arrives with everything you need for a first assessment, and measuring up on site becomes the second step rather than the first.
Private client, architect or business
Many joineries work for very different clients: private individuals who want a kitchen, architects and planners who put interior fit-outs out to tender, and business clients with shop fit-outs or practice furnishings. Each group reads the website differently.
Private clients want pictures and a clear process. Architects want to see which projects you've delivered and whether you reliably keep to drawings and deadlines. Business clients ask about capacity and installation. A good website gives each group its own way in, instead of cramming everything into one paragraph. If you only work for one of these groups, say so clearly. That saves time on both sides.
Applicants want to see the workshop
Joiners and cabinetmakers rarely move because of a job advert. They move because they want to work in a business where good pieces get made and the machinery is right. Your website can show exactly that:
- Photos from the workshop and the bench room, not from a stock library
- What kind of work lands on your bench: series production or one-offs, workshop or installation
- Which machines you have, if that's a selling point
- A short form without a cover letter that also works from a phone
This matters for apprentices too. Anyone interested in an apprenticeship wants to see what they can learn with you.
Getting found where you work
Joineries usually work within a fixed radius, because measuring up and installation happen on site. Searches follow suit: trade plus place, often plus a specific piece. The places you work in therefore belong on the site, in real sentences and references rather than a list.
Then there's the Google Business Profile with genuine reviews and photos. How it all fits together is explained under SEO. The basics every trade website needs are under websites for tradespeople. If you also do roof structures and timber construction alongside joinery, there's more under websites for carpenters.
Frequently asked questions
Should we put prices on the website?
With one-off pieces that rarely makes sense, because no job is like another. More helpful is an honest sentence about the process: enquiry with measurements and photos, measuring up on site, quote, manufacture, installation.
We hardly have any good photos of our work. What can we do?
That's the most common case. Usually there are usable phone pictures spread across several phones. For upcoming projects it's enough to take two or three pictures in good light after installation. If you'd like, we'll come by for photos.
Can customers send photos and measurements through the website?
Yes. An enquiry form with image upload is one of the most useful things a joinery can have. The enquiry then arrives with everything you need for a first assessment.
Are separate pages for kitchens, stairs or doors worth it?
If you build these regularly, yes. People search for these pieces on their own, often people who wouldn't otherwise have found you. A detailed page with your own projects is enough.
Who maintains the projects later?
You, if you'd like. New projects, photos and job adverts can be added without technical knowledge. If you'd rather not, send us the pictures and we'll add them.
Which regions do you build websites for joineries in?
We're on the ground in Hagen and Bonn, and our base is in Breckerfeld. We build websites for businesses all over Germany. More on the regions under web design in Hagen and web design in Bonn.
Related pages
“I can recommend WEBinnovision without any reservation. From the first discussion to the finished website, working with Bastian and Yusuf was simply excellent. What impressed me most was the speed, how easy they were to reach and their technical expertise.”
“Everything was right, from the first meeting to the launch. The work moved quickly, questions were always answered fast, and even small change requests were never a problem. The result looks better than I had imagined, and technically it runs flawlessly.”
A website for your joinery?
Tell us briefly what it is about. We will take an honest look at your goals and get back to you within one working day.
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