Troyer Transformations
A website that keeps a cabinet shop booked
Sam Troyer refaces kitchen cabinets and builds new ones for homeowners in the northwest suburbs of Columbus. His old website was incomplete and broke on phones, and very few customers found him through Google. I built him a new site in 2019. Within six months he was, in his words, “overwhelmed with inquiries.” By 2021 he was booked so far ahead that he stopped taking new estimates for most of a year. I still look after the site today.
The homepage. One line says what the business does, and one button shows how.
New custom cabinet and design pages, a door style chooser, and the countertop pages brought onto this site
- Client
- Troyer Transformations
- Where
- Plain City, Ohio, serving the northwest suburbs of Columbus
- Working together since
- 2018. The site launched in August 2019.
- What I did
- Website design and build, photography of finished kitchens, search work, the Google Business Profile, and the care of the site since launch
From the old site to today
The moments that mattered, and the results that followed.
Four days after the new site went live, the first quote request came in. By 2021 Sam was booked so far ahead that he stopped taking estimates for most of a year. After he reopened in 2022, requests rose every year to a record in 2025.
The cabinet shop
A new kitchen without the gut and remodel.
Sam Troyer runs Troyer Transformations from a shop in Plain City, Ohio, just west of Dublin. He refaces kitchen cabinets, builds new ones, designs custom cabinetry and built-ins, and replaces countertops. Most of his customers live in the northwest suburbs of Columbus, like Dublin, Hilliard, Upper Arlington, Worthington, Powell, and Westerville.
His niche is a high-end kitchen without the cost and disruption of a full remodel. On his questionnaire, he described what customers buy from him as "an easy way to get the results of a complete gut-and-remodel without the headache." He keeps only a few jobs going at once, so each one gets his full attention.
Before
AfterThe website project
A site that sells the work before the first meeting.
Sam knew my work before he hired me. I had built a countertop replacement website whose leads went to him, and in 2018 he wrote, "I'm impressed with how consistently the website brings direct leads in." He wanted the same thing for his own business.
His own site had three problems. The information was incomplete, "the website doesn't really deliver a clear and compelling message to the customer," and "the mobile site doesn't work properly." He wanted visitors to "become educated and excited about what we do," and he wanted the site to be "an aid in closing the deal" with homeowners he had already met. He also set a number, 50 percent more countertop leads.
He described the feel he wanted as "class and professionalism without seeming out-of-reach to the average Dublin or Hilliard resident," and he asked for a site that was "engaging, unique, informative, simple."
- 1a clear and compelling message
- 2an aid in closing the deal
- 350% more countertop leads
One sentence, one photo, and a menu
This is the homepage Sam had when he filled in my questionnaire, as the Internet Archive saved it that week.
The web design and SEO work
Real kitchens, one clear message, and a page for every service.
One message, carried on every page
The homepage says it in one line, "We Make Kitchen Transformation Easy." Every page carries that idea forward, from refacing to new cabinetry to countertops, so a homeowner who met Sam last week can see the same promise in the work he showed them. The design is quiet on purpose, with classic serif headings, muted colors, and plenty of room for the photos.
Real kitchens, photographed in customers' homes
A kitchen business sells with pictures, so I photographed Sam's finished kitchens in his customers' homes. Those photos, with his own before-and-afters, run full width across the site. Sam liked them enough to ask for copies to show his customers in person.
Built for phones, and set up for Google
The new site works on any phone, which the old one didn't. I also cleaned up Sam's Google Business Profile, which still showed an old phone number and address.
Want a site that shows your work before people call?
Tell me about your businessA page for every service, plus a location page
Each service has its own page, written for the searches people use to find it. The refacing page walks through the process step by step, so a homeowner knows what to expect before the first visit. A locations page covers the towns Sam serves. An endorsed providers page lists the tile, flooring, electrical, and appliance trades he works with, which answers the next question a homeowner asks.
Results
More requests than one shop could take.
Requests from week one
16 of 16Months with quote requests, launch to November 2020The first quote request came through the site four days after launch, and every month after that brought more. The requests came from Dublin, Hilliard, Upper Arlington, Powell, Worthington, and Westerville, the towns Sam named as his market.
Booked months ahead
10 monthsWith no new estimates taken, spring 2021 to early 2022Six months after launch, Sam wrote, "I'm overwhelmed with inquiries right now. I also get a lot of complements on it." Two months later, "In the past I rarely had customers find us through a google search but now I'm hearing it a lot."
By the fall of 2020, his estimates were booked out to the following April. In the spring of 2021 he stopped taking new estimates altogether, and I put a notice on the site with a sign-up for his waiting list, so the site kept collecting interested homeowners while he worked through the backlog. He opened the books again in early 2022.
Top three at every point
49 of 49Map points in the top 3 for "cabinet refacing"The site still does the job. In October 2026, Troyer Transformations was in the top three Google Maps results for "cabinet refacing" at all 49 points within five miles of the shop.
Twice the requests of 2022
2.1xQuote requests a year, 2025 against 2022Requests through the form have gone up every year since Sam opened his books again. In 2025 there were about twice as many as in 2022.
Want more quote requests from your own website?
Tell me about your businessDone right, down to the parts nobody sees
Sam's homepage, with the drywall cut away.
and down
A good electrician turns every outlet screw so the slot points straight up and down. Most homeowners never notice. Another electrician does, and that one screw tells them how the rest of the job was done. Websites have clues like that behind every page. They tell you whether someone did the job right or took shortcuts. Here are the screws on Sam’s site, the ones Google reads when someone nearby searches for cabinet refacing.
<title> Troyer Transformations | Cabinet Refacing & New Cabinets - Columbus OHCabinet-Refacing-and-New-Cabinetry-Columbus-Ohio.jpgalt="Cabinet Refacing & New Cabinetry Columbus Ohio""@type":
"HomeAndConstructionBusiness",
"addressLocality":
"Plain City"Page title
The line Google shows in its results names both services and the city Sam's customers search from. It reads "Cabinet Refacing & New Cabinets - Columbus OH."
Photo file names
Project photos are named for the work and the city, like "Cabinet-Refacing-and-New-Cabinetry-Columbus-Ohio.jpg."
Image descriptions
Each photo has a short description, called alt text, that screen readers and search engines read.
Structured data
Code called schema tells Google the shop is a home and construction business in Plain City, with its address, phone number, and hours.
None of it shows on the page. It's part of why the shop is first on Google Maps at 42 of the 49 points for "cabinet refacing" around Plain City.
"There are days when I'm tempted to call you to see if we can take the website down temporarily to slow things down!!"
"Josh, I've been more intentional about asking people how they found us and I need to tell you how many inquires your website is generating.
I don't know if you can see the inquires that come directly from the website (there are many each week) but even the calls I'm getting are mostly from people who found us through google search and landed on the website.
I have started charging $50.00 per quote. There's simply no other way to keep up. There are days when I'm tempted to call you to see if we can take the website down temporarily to slow things down!! What a great problem to have, though."
The business today
The same build, still growing.
I've looked after the site since launch, and it has grown with the business. In 2022 I wrote and built new pages for custom cabinets and for Sam's design service, and I fitted a door style chooser into the site, built by a specialist, so homeowners can try door styles and colors on a kitchen before they call. In 2024 I brought Sam's countertop pages onto this site, with every old address sent to its new page.
The site runs on the 2019 build, with updates along the way. A site built right keeps working long after launch.
Photography
Finished kitchens, photographed in customers' homes.
Hosting
Hosting and updates since 2019.
Booking notices
A waiting list sign-up while Sam was booked solid.
Countertop pages
Moved onto this site in 2024, with redirects from the old addresses.
Looking back
Sam Troyer might be the nicest guy you could ever meet, and I noticed that about him right away. He's one of the most salt-of-the-earth, good human beings I know, and that's how he treats his clients, me, and everybody else. In an industry where trust is hard to earn, he's a breath of fresh air. He underpromises and overdelivers, in his service and in the work itself.
In person, people trust him almost instantly, so I kept asking myself how the website could build that same trust just as fast. The other key was before-and-after photos. Sam is basically a makeover artist for kitchens, and refacing gives people a whole new look without the cost of all-new cabinets, so homeowners needed to see the difference it could make in a house like theirs.
Since then, the results have been astounding. At one point, so many leads were coming in from the website that Sam had to stop taking new estimates for a while. That's what I'm trying to do for every client, and for Sam, it has worked out extremely well.
I really appreciate him, and I'm grateful to be part of his business and to watch it grow.
Questions about this project
Still have a question?
Ask me directlyHow did a new website bring in more quote requests?
Three ways. Each service has a page written for the searches people use, so more homeowners found the site. Real photos of finished kitchens showed them the work. And a clear next step on every page made it easy to ask for a quote. Sam's form requests came from the towns he named as his market.
What happens when I'm booked solid?
The site can slow down without going dark. When Sam stopped taking estimates, I put a notice on the site with a sign-up for his waiting list. The site kept its search rankings and kept collecting interested homeowners, and he opened the books again when he was ready.
Do you take the photos?
When the work calls for it, yes. For Troyer Transformations, I photographed finished kitchens in customers' homes. If you already have good photos, they go to work on the site.
Can you add a tool from another company to my site?
Yes. Sam's door style chooser was built by a specialist, and I fitted it into the site, tested it, and kept it working. The same goes for booking tools, design tools, and quote calculators.
Can you do this for a business like mine?
Yes, if you sell work people want to see before they call, like kitchens, remodels, flooring, landscaping, or any trade with a portfolio. The work starts with who your customers are, which towns they live in, and what they need to see before they reach out. We settle what yours needs on a short call.
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See the project
Show people the work before they call.
Send a few lines about your business, like what you build, which towns you serve, and what your website isn’t doing for you now. Your request comes straight to me, and I’ll reply to set up a short call. Start with the form.