AF Woodworker | Field Rebuild 002

Good shop.
Buried online.

✕ 116 Instagram followers after roughly two years of real, organized, craft-forward posting
✕ No clear one-line positioning anywhere on the homepage
✕ Services page reads like generic contractor boilerplate, not their real voice
✕ Real reviews exist, just sitting on one platform, disconnected from everywhere else
✕ A real CNC and 2D/3D-modeling differentiator, never stated as the reason to choose them

A distribution problem.
Not a craft problem.

The Audit

Real proof, scattered across five platforms

4.7

Thumbtack, 15 reviews

Background-checked, license-verified, 35 real hires. Not linked from the site, Instagram, or Google.

BuildZoom score

Top 27% of California's licensed contractors. Zero reviews on that platform to back it up.

Reviews on Google or BBB

BBB shows A+, zero complaints in 3 years. The ask that produced 15 reviews on Thumbtack has never gone out anywhere else.

Real proof. Just never pointed home.

Pulled directly from BBB, Thumbtack, and BuildZoom during this engagement, not estimated. Full platform-by-platform breakdown in the separate "Beyond the Site" audit.

The Rebuild

One clear line. Real proof, connected. A gallery you actually open.

A single positioning line up front, the real differentiators named directly, and a scroll-triggered drawer gallery standing in for the project gallery the old site never had.

afwoodworker

Precision, made modern.

✓ One clear positioning line
✓ Real differentiators named directly (CNC, 2D/3D modeling, founder-built)
✓ Scroll-triggered drawer gallery, real projects
✓ Real testimonials, not stock quotes
✓ A Guides section built for search, not just a portfolio
✓ A path connecting Thumbtack, GBP, and Nextdoor back to one place

View the live concept draft

You See A Website

I See Every Piece of Proof Finally Connected

Every part of the rebuild has a job. Here's what each one is actually for.

Say It In One Line

Replace descriptive copy ("crafting custom cabinets") with a real positioning statement a visitor remembers.

Positioning

Name The Real Differentiator

CNC and 2D/3D modeling before production, stated directly instead of buried in a services bullet.

Differentiation

Make The Work Explorable

A real gallery in place of no dedicated portfolio at all, built around the same real project photography.

Proof

Point Every Platform Home

Thumbtack's 15 reviews, BuildZoom's standing, and a corrected Nextdoor listing, all connected back to one site instead of five disconnected profiles.

Local SEO

Answer It Before They Ask

A Guides section built around the questions a homeowner actually has before hiring a custom shop.

Content

Make The Next Step Obvious

One clear path forward for an interested homeowner, not five competing calls to action.

Conversion

The Results

Strategy / Current Build

Turn 116 real, organized followers into a reach advantage instead of a hidden asset
Connect real, verified proof (Thumbtack, BuildZoom, BBB) back to one place instead of five silos
Give Ahmed and Fernando's founder-led, 2D/3D-first process a clear, ownable position
Move from a five-page site frozen since May 2025 to one that visibly grows

Verified Results

Nothing has launched yet. This stays empty until there's a real number to put here, not a guess.