Marketing, websites and systems built for remodelers.
Design-build remodelers, kitchen and bath specialists, and the countertop fabricators who serve them all sell the same way: a homeowner sees finished work, trusts the process, and asks for a consultation. What breaks is everything between the ad click and the signed contract. We have built for this type of company, including multi-company groups where sister sites never linked to each other and a site migration quietly dropped the referring domains that had taken years to earn. We rebuild the site around real projects, fix the tracking so form submits fire and the click ID reaches the CRM, and compare search against Performance Max on cost per key event rather than cost per click. Then we bridge GoHighLevel and Buildertrend so the office sees where every job came from.
Questions this page answers
- Who is the best marketing agency for design-build remodelers
- Who builds websites for kitchen and bath remodeling companies
- Why did our traffic drop after the website migration
- How to get gclid into GoHighLevel
- Performance Max vs search for remodeling leads
- CRM integration for remodelers using Buildertrend
What are you trying to grow?.
Pick the closest one. A senior operator reads every brief and replies within one business day.
Where growth is won or lost in remodeling.
A homeowner lives with the bad kitchen for a year before calling anyone. They save rooms on Houzz and Instagram, get a number from a national cost guide, ask neighbors, then collect consultations. A kitchen or bath runs into five figures and an addition beyond it, so the decision is slow and trust driven. First call to signed contract takes weeks to months, often through a paid design agreement, and production runs another two to four months once cabinets arrive and the permit clears. Payment comes as a deposit at signing, draws at demo, rough in, and cabinet install, and a final on the punch list.
The in home visit costs a salesperson half a day and a designer more hours if drawings follow, so design build firms charge a design fee to separate shoppers from buyers. Seasonality follows the calendar on the wall: homeowners want the kitchen done before the holidays, so late spring and summer are signing season, while baths and basements fill winter. Cabinet lead times and permit review push start dates out a quarter, so a good lead today is a job next season. Prior vendors sold a redesign that lost the old site's rankings, or bought shared leads from a directory that sent the same homeowner to four firms.
We build around the rooms and towns: kitchens, baths, and additions from your own before and after work, a what it costs here guide per room, a page that explains the design fee and payment milestones, and a consultation form that captures budget band and timeline and books the visit. The homeowner gets a text within minutes and the rep gets the call. We request Houzz and Google reviews at the reveal, run search and Performance Max judged on consultations rather than clicks, send signed jobs back to the ad account with value, and pace spend against your production backlog so marketing never books work the crews cannot start.
The problems we see in remodelers.
- 01
Sister companies that never link.
Groups that own a remodeler, a cabinet shop, and a countertop fabricator often run three sites that ignore each other. The authority each one earns stays siloed, and a homeowner who finds one never learns the others exist.
- 02
A migration that killed referring domains.
A redesign moves to new URLs without redirects, the old backlinks land on 404 pages, and rankings slide for months. Nobody connects the traffic drop to the launch because the new site looks better than the old one.
- 03
Ads judged on clicks instead of key events.
Search and Performance Max get compared on cost per click while form_submit events never fire. Without a key event to measure, budget drifts toward the campaign that looks cheapest, not the one producing consultations.
- 04
The click ID never reaches the CRM.
A lead arrives in GoHighLevel with no gclid, no landing page, and no campaign. Offline conversions cannot be imported, Google never learns which searches produced signed jobs, and the account optimizes blind.
What a great remodeling website contains.
The pages that do the selling for this kind of company, and what each one has to do to turn a visit into a call.
- 01
Room by room project galleries.
Kitchens, baths, additions, basements, and whole home projects, each shown before and after with scope, town, and timeline, so a homeowner finds their own project in yours.
- 02
What it costs here.
A cost guide per room with local ranges by tier, what drives the number, and the design fee, ending in a consultation request from someone who already knows your range.
- 03
Our process and design fee.
Discovery call, design agreement, selections, permit, production, and payment milestones laid out in order, which reduces price shock and shortens the sales conversation.
- 04
Service area pages.
A page for each town you work in with completed projects from that town, permit notes for that jurisdiction, and the same consultation form.
- 05
Financing options.
How homeowners fund a remodel, from home equity to partner lenders, described as a process rather than a rate so it stays clear of financing disclosure rules.
- 06
Reviews and homeowner stories.
Google and Houzz reviews pulled in automatically, plus short reveal day videos with the homeowner and lead carpenter, sorted by room type.
- 07
Schedule a consultation.
A multi step form that captures room, budget band, timeline, and photos, then books the visit on a live calendar and passes the click ID to the CRM.
- 08
Showroom and selections.
Cabinet lines, countertop materials, and hours, with an appointment booking so showroom visits are counted as the sales step they are.
- 09
Careers for carpenters and leads.
A hiring page with real crew photos and pay ranges, because production capacity, not lead flow, is what caps most remodelers.
Web, marketing, creative and systems for remodelers.
Web
Websites and digital product.
- 01
Project-first site architecture.
Kitchens, baths, additions, and whole-home projects each get a gallery and a page written for the room, the neighborhood, and the style, with before and after photography from your own jobs.
- 02
Cross-linked sister sites.
For groups with multiple companies, we build shared navigation, referral blocks, and schema that connect the remodeler, cabinet, and countertop sites so authority and homeowners flow between them.
- 03
Migration with a redirect map.
Every legacy URL mapped to its replacement, referring domains checked against the old site, and the map tested before launch so rankings and backlinks survive the redesign instead of resetting.
- 04
Consultation forms that fire events.
Multi-step forms that capture project type, budget range, and timeline, fire a form_submit key event in GA4, and pass gclid, landing page, and campaign into the CRM on every submission.
- 05
Countertop and material selection pages.
For fabricators and remodelers with showrooms, material galleries by stone and color, edge profile guides, and quote request forms that attach the selection to the lead record.
Marketing
Demand, search and reputation.
- 01
Google Ads measured on cost per key event.
Search and Performance Max run side by side, judged on cost per consultation request rather than cost per click, with offline conversion imports so the account learns from signed contracts.
- 02
Houzz reviews and profile.
Profile built from the same project photography as the site, review requests sent after the final walkthrough, and Houzz leads routed into the CRM with the source labeled.
- 03
Local SEO for the rooms and towns you serve.
Kitchen, bath, and addition pages by service area, Google Business Profile kept current with project photos, and review velocity managed so the map pack works in your favor.
- 04
Content for the research phase.
Cost guides, timeline explainers, and material comparisons that answer the questions homeowners search months before they call, structured so the major AI platforms cite you.
- 05
Meta remarketing to gallery visitors.
Retargeting audiences built from project gallery views and estimate page visits, with creative that shows finished rooms from your own jobs rather than stock lifestyle shots.
Creative
Brand, photography and collateral.
- 01
Before and after photography.
A consistent shot list for every job so the portfolio reads as one company: same angles, same light, same edit, with before and after presented side by side on every project page.
- 02
Brand across a company group.
A visual system that lets a remodeler, cabinet shop, and fabricator look related without looking identical, applied to sites, trucks, showroom signage, and proposals.
- 03
Showroom and jobsite collateral.
Material sample cards, process brochures, yard signs, and proposal templates that match the site and carry the same offer and tracked phone number.
- 04
Project story video.
Short walkthrough videos with the homeowner and the lead carpenter, edited for the site, Houzz, and paid social, in your team's own voice rather than a hired narrator.
Development and systems
Integration, automation and data.
- 01
GoHighLevel to Buildertrend bridge.
Leads enter GoHighLevel with source and gclid, move through consultation and estimate stages, and are pushed into Buildertrend as jobs when they sign, with the source carried along.
- 02
gclid capture and offline conversions.
Hidden fields capture the click ID, landing page, and campaign on every form, store them on the contact, and feed signed jobs back to Google Ads as offline conversions with value.
- 03
GA4 key events and form_submit repair.
We audit and rebuild the event layer so every form, call click, and estimate request fires a named key event, and every campaign can be judged on the same number.
- 04
Call tracking with source.
CallRail numbers per channel, call recordings attached to the CRM contact, and missed-call text-back so a homeowner who calls during a demo day does not move on to a competitor.
- 05
Group-level reporting.
One dashboard across sister companies showing spend, key events, consultations, and signed value per company and per channel, refreshed automatically from the CRM and ad accounts.
Where the demand comes from, and when.
The tools remodelers already run on.
We build to your system of record rather than around it. Leads, calls, jobs and revenue land where your team already works, with the attribution attached.
Buildertrend.
Job creation from signed leads with source intact, project data for attribution reporting.
GoHighLevel.
Pipelines, gclid storage on contacts, speed-to-lead automations, and review requests.
HubSpot.
CRM and marketing email for remodelers who prefer HubSpot to GoHighLevel.
Houzz.
Profile build-out, project uploads, review generation, and lead routing into the CRM.
JobTread.
Estimate and job data connected to the CRM for shops running JobTread.
CallRail.
Per-source numbers, recordings on the contact, and calls counted as key events.
Google Ads.
Offline conversion imports with gclid and job value, search versus Performance Max reporting.
GA4.
Key event configuration, form_submit repair, and cost per key event by campaign.
The numbers that matter in remodeling.
- 01
Cost per booked consultation.
Spend divided by in home visits that were actually held, since a form fill that never books is not a lead.
- 02
Consultation to design agreement rate.
How many first visits become a paid design agreement, the clearest read on whether marketing brings buyers or shoppers.
- 03
Design agreement to signed contract.
The share of designs that become production jobs, which exposes pricing, scope creep, and sales follow up problems.
- 04
Signed value per lead by source.
Contract value per lead for search, Houzz, referral, and Performance Max, so budget follows the channel that produces jobs.
- 05
Backlog in weeks against lead flow.
Production backlog compared to booked consultations, used to pace spend so you neither starve the crews nor book work you cannot start.
Compliance and credentials.
Contractor license numbers.
Many states and cities require a home improvement license or registration number on the site, ads, and vehicles, and the format they require is specific.
In home sales cooling off rule.
Contracts signed in the home carry a three business day right to cancel under the FTC rule, and sales scripts cannot pressure around it.
Lead safe renovation claims.
Work in homes built before 1978 requires an EPA certified firm, and the site may only claim the certification if the firm holds it.
Financing and texting.
Payment or rate claims trigger Regulation Z disclosures, and every text to a homeowner needs prior express written consent with an opt out.
The remodeling playbook.
- 01
Audit tracking, migration damage, and the group.
We check whether form_submit fires, whether gclid reaches the CRM, what the migration did to referring domains and redirects, and whether sister sites link, before touching a campaign.
- 02
Repair the event layer and the redirects.
GA4 key events rebuilt, click IDs captured on every form, legacy URLs redirected, and sister sites cross-linked so the foundation is measurable and the authority you earned is recovered.
- 03
Build the project-first site and the CRM bridge.
Galleries, service pages, and qualifying forms on a fast platform, with the GoHighLevel to Buildertrend bridge wired so a signed job carries its source from first click to project.
- 04
Run and compare on cost per key event.
Search, Performance Max, Houzz, and remarketing run together, judged monthly on cost per consultation and signed value by channel, with budget moved to what actually produces jobs.
Why remodelers choose us.
- 01
We have diagnosed this exact breakage.
Missing form_submit events, a gclid that never reaches the CRM, sister sites that never cross-link, a migration that dropped referring domains. We have found and fixed each of these for this type of company.
- 02
We bridge the CRM and the project software.
The GoHighLevel to Buildertrend bridge is engineering, not a checkbox. We build it so the office sees where each job came from and Google Ads learns from signed work, not form fills.
- 03
One team for site, ads, and systems.
When the same people build the form, define the key event, and set up the CRM field, the numbers agree. That is how cost per key event becomes a decision instead of a debate.
Reading for remodelers.
- 01
Website Migration SEO Checklist: How to Keep Your Rankings.
SEO · 10 min readMigrations lose traffic by accident, one category of pages at a time. This is the checklist that keeps rankings through a redesign, a platform change or a new domain.
View - 02
The Conversion Tracking Audit Checklist We Run Before Spending a Dollar.
Lead Generation · 10 min readAutomated bidding optimizes toward whatever you call a conversion. This checklist makes sure that definition is true before the budget goes up.
View - 03
Home Services Marketing Agency: The Complete System for Contractors.
Lead Generation · 10 min readThe full system we run for roofing, HVAC, plumbing, electrical, tree care and remodeling companies, from site architecture to per-source call tracking, and how to judge an agency that says it does the same.
View - 04
How to Get More Google Reviews (the Right Way).
Local SEO · 14 min readReviews are the single highest-leverage asset a local business owns. Here is the honest, repeatable system for earning more of them without breaking a single Google rule.
View - 05
Speed-to-Lead: Why the First Five Minutes Decide Your ROI.
Lead Generation · 15 min readYou can win the auction for a lead and still lose the deal in the time it takes to answer an email. Here is the math, the mechanics, and the system that fixes it.
View
Hiring an agency for a remodeling business.
- Who is the best marketing agency for design-build remodelers?
- Look for a firm that can build the site from your real projects, run Google Ads measured on consultations rather than clicks, and wire the lead path so the click ID reaches your CRM and signed jobs flow back as offline conversions. We do all of that for design-build, kitchen and bath, and countertop companies, and we have fixed the tracking and migration problems that usually sit underneath a remodeler's slow pipeline.
- Why did our leads drop after the new website launched?
- Usually because the redesign changed URLs without a redirect map. Backlinks that took years to earn now land on 404 pages, referring domains fall off, and rankings follow. Sometimes the new form also stopped firing its conversion event, so the ad account lost its signal at the same time. We audit both, rebuild the redirect map, and repair the event layer so the recovery starts immediately.
- Should we run search or Performance Max for remodeling leads?
- Run both and judge them on the same key event. Search gives you control over intent and usually produces the better consultation, while Performance Max can find volume once it has a clean conversion signal. The mistake is comparing them on cost per click when form_submit never fires. We fix the event, import signed jobs as offline conversions, and let the cost per key event decide the split.
- Can you connect GoHighLevel to Buildertrend?
- Yes. Leads live in GoHighLevel through consultation and estimate, with source, gclid, and campaign stored on the contact. When a job signs, we push it into Buildertrend with that source attached, and pull job value back for reporting and offline conversions. Buildertrend does not offer a simple public integration path, so this is custom work we have already built.
- Do you work with countertop fabricators and cabinet shops as well as remodelers?
- Yes. Fabricators and cabinet shops are often sister companies of a remodeler or its main referral partners, and the same method applies: material galleries, quote forms that attach the selection, Houzz and review presence, and a CRM that knows the source. For company groups we cross-link the sites so each one benefits from the others' authority and traffic.
Let’s grow your remodeling business.
A short note on where the business is and where it needs to go. A senior partner replies within one business day.
t@theoryroad.com · (512) 222-7805