SW Custom Cabinets | Field Rebuild 001

Good work.
Hard to find.

✕ Two separate websites, one license
✕ No clear positioning between them
✕ Real, strong work, undersold presentation
✕ A real asset (4,633 Instagram followers, organized by project) not connected to either site
✕ One domain plain and family-owned, one selling "luxury estates"

Great work.
Poor presentation.

The Before

Confusing for the customer

sw-cabinets.com

"Operating for over 20 years, SW is family-owned and services all of the Bay Area and Northern California."

Plain, family-owned tone

702kitchens.com

"Premium Bay Area Kitchens" · "luxury estates"

Same license, same address, sales-heavy voice

Which one is the real company?

Real side-by-side screenshots pending, both domains still live. Real quoted copy above, verified against each site directly.

The Rebuild

One brand. A clearer story. A website built to work.

Consolidated onto sw-cabinets.com, one voice instead of two, and real project photography carrying the premium feeling instead of adjective-heavy copy.

Crafted for how you live.

✓ Unified brand identity
✓ Modern, SEO-ready website
✓ Project gallery with real detail
✓ Clear process, real guides
✓ Local search consolidated to one domain
✓ Built for long-term transferability

View the live concept draft

You See A Website

I See Everything It Needs To Do

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

Get The Right Calls

Attract the projects SW actually wants, not just more calls.

Positioning

Let The Work Sell For You

Show prospects SW has already built work at their level.

Social Proof

Make It Easier To Say Yes

Use real reviews and project proof to reduce uncertainty before the call.

Conversion

Answer It Before They Ask

Handle the common questions before the sales conversation has to.

Content

Show Up Where You Want To Work

Build real geographic relevance around the areas SW actually wants more of.

Local SEO

Make The Next Step Obvious

Give an interested prospect one clear path forward, not five.

Conversion

The Results

Strategy / Current Build

Attract better-fit, higher-value projects
Reduce dependence on Steve for every sales conversation
Build a digital presence that matches the real book of business
Move toward a business that can function, and eventually sell, without the owner in every conversation

Verified Results

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

The Larger Story

Owner-dependent business
→ Company-owned brand
→ Documented sales process
→ Business that can function, and eventually sell, without the owner

Steve mentioned during the visit that he's looking to exit in roughly five years, and the business isn't ready yet, still deeply owner-dependent for sales. This reframes the long-term opportunity. It's a direction, not something built or proven. This case study updates once there's real progress to show, not before.

Quote not yet collected. This is a concept draft Steve hasn't necessarily seen or reacted to yet, nothing gets attributed to him until he actually has.

Real Reaction Pending