Phase 1: Excel SEO Strategy

Keyword Strategy Part 1: Contractor Focused

During the audit of Excel’s website, I learned that the site wasn’t clearly assigning one primary keyword per page. Additionally, high-intent contractor and supplier keywords were not being directly targeted. I identified a significant B2B opportunity by targeting the contractor/builder segment, which accounts for 90% of the client’s revenue.

With this in mind, I conducted keyword research that focused on how contractors and builders search for cabinet and countertop suppliers in the Utah market. When I had completed my research and complied my final keyword list, I learned some interesting facts:

Key takeaways:

• Most keywords have very low competition (difficulty score ≈ 0)
• Search volume is modest (typically 20 searches/month or less)
• However, these are highly targeted, high-intent searches

Put simply, although not a lot of people search these terms, the ones who do are likely to become customers. This presented a strong opportunity for Excel Cabinets to quickly rank in Google and capture qualified leads with relatively little competition.

Since most of Excel’s customers are contractors, I recommended that Excel Cabinets prioritize my list of high-intent contractor keywords and target them throughout their website immediately. Some of the top contractor focused keywords are listed below:

• builder cabinet pricing
• contractor cabinet pricing
• contractor cabinet pricing utah
• builder cabinet supplier utah
• contractor cabinet supplier utah
• cabinet supplier for contractors utah
• kitchen cabinets for contractors utah
• wholesale kitchen cabinets for contractors
• contractor countertops utah
• builder countertops utah

The keyword strategy for Excel involved creating a lot of new pages for future content. Therefore, I created a keyword map to match specific search terms with the correct pages.

Keyword Strategy Part 2: Homeowner Focused

Although contractors are Excel Cabinets primary customers, a future goal of the company is to expand into the retail market. Therefore, I suggested gradually adding keywords and content that focused on homeowners. This phased approach would allow Excel to maintain strong performance in its core market while building a scalable foundation for future growth in the retail space. Below is a sampling of the keywords I recommended:

Homeowner focused keywords

• kitchen cabinets Utah
• cabinets near me
• bathroom vanities Utah
• bathroom cabinets near me
• shaker cabinets

Dedicated Service Pages

After my audit of the Excel Cabinets website, I realized that all services were listed on a single webpage. This limited the ability to rank for specific services. The solution was to create separate pages for kitchen cabinets, countertops and flooring. In addition to explaining the service in detail, I recommended including an FAQ that mentioned their location and had a clear call to action.

Service Landing Pages

In order to attract more targeted traffic, I recommended the creation of highly focused landing pages designed to target specific services and keywords. To help the client visualize my ideas, I designed a high quality mockup for a landing page that promoted Excel’s cabinetry service.

Google Business Profile Upgrade

To improve Excel Cabinets’ Google Business Profile, I optimized GBP signals to increase visibility in the Google Local 3-Pack for “cabinet maker” categories. Additionally, I recommended updating the name to “Excel Cabinets & Countertops” to highlight a key service without changing the brand.

The business description was rewritten to naturally include common search terms like kitchen cabinets, quartz countertops, and cabinet installation, making it easier for potential customers to find them. I also recommended fully listing out all services, adding more high-quality photos to build trust, and increasing the number of customer reviews. Together, these changes made the profile more accurate, more competitive, and more likely to attract both homeowners and contractors.

Excel Cabinets Content Strategy

For the content strategy, the main focus was on giving potential customers more of the information they’re already looking for before making a big purchase. Currently, the site is pretty light on details, so I recommended adding buyer-focused content around things like pricing, installation, financing, and real project examples.

I also recommended launching a blog as part of a broader content strategy to capture informational search intent—targeting top-of-funnel queries like cabinet pricing, quartz vs. granite, and design trends. This helps attract users in the research phase and build topical authority.

Additionally, several core service pages needed more comprehensive content to improve semantic relevance and give search engines clearer context. The goal wasn’t just conversions, but aligning with user intent by answering common planning stage questions.

To tie everything together, I proposed a centralized content hub with guides, FAQs, and project showcases—strengthening internal linking, improving crawlability, and positioning the site as a go-to resource in the cabinetry space.

Phase 2: UX Optimization Strategy

Overview

From a UX standpoint, the current Excel Cabinets website is fairly decent. However, an extensive audit found plenty of areas for improvement. Specifically, the catalog page and contact form both needed major upgrades.

Catalog Page Redesign

The purpose of Excel’s catalog page was to showcase the different options for each of their services. However, the options for each service were displayed on one very long webpage. Obviously, this was difficult to browse and not very user-friendly.

To fix this issue, I recommended creating a separate page for cabinets, countertops and flooring. This allowed for each page to have its own dedicated gallery. Secondly, I suggested the use of filters to help users quickly narrow down options. In order to help the client visualize my ideas, I created mockups for a sample service page and accompanying product page.

Contact Form Optimization

The existing contact form had several usability issues that could be reducing quality leads and conversions for Excel Cabinets. My UX audit identified the problems below:

• No clear value exchange
• Form is generic (does not segment users)
• Weak CTA button
• No lead qualification
• lack of trust signals
• poor visual hierarchy
• single step format is overwhelming

My proposed solution was to create a multi-step form that addressed all of the issues mentioned above. Once again, I created mockups to illustrate my ideas. The optimized form showcased the following improvements:

• Addition of a multi-step process
• Improved visual hierarchy via a background
• Stronger CTA button
• Addition of customer testimonial to improve trust signals
• stronger lead qualifying questions