Three options. Only one actually works for your business.
Four joinery niches, one workshop, and the IKEA assemblers undercut on every quote
Cabinet making looks like one trade but it's four businesses sharing a workshop: custom kitchen joinery (the bread and butter, $25k to $80k jobs, eight to twelve week lead time), built-in and walk-in wardrobes (the mid-tier work that fills the gaps, $4k to $18k), bathroom vanity and laundry joinery (the smaller add-on jobs), and commercial shopfitting or retail joinery (the volume contracts with longer payment terms but bigger build runs). Each one is a different customer, a different keyword, and a different price expectation. Meanwhile the flat-pack assemblers (the bloke with a ute and a Bunnings receipt who installs IKEA Method kitchens for $1,500) underbid you on every quote, the renovator who doesn't know the difference between two-pack polyurethane and vinyl-wrap chooses on price, and the KBDi designer who could send you four kitchens a year has never seen your portfolio.
Good cabinet maker marketing is the four niches kept separate, with the trust signals that separate you from a flat-pack assembler loud across every page. A custom-kitchen hub with one suburb page per area you actually deliver to, each with finished-kitchen photos, the materials you work in (two-pack polyurethane, American oak and Tasmanian Oak veneer, laminate, melamine), the hardware specced (Blum, Hettich, Hafele), and an honest 8 to 12 week lead time. A separate wardrobe hub for the mid-tier work. A designer-facing portfolio page aimed at the KBDi member or interior designer who needs a joinery partner. CABA membership called out on the home page. Get the four niches ranking separately, get three KBDi or interior-designer relationships warm, and the workshop books six months out.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around which of the four niches actually pays (custom kitchen, wardrobe, bathroom and laundry, commercial shopfit) rather than chasing every joinery keyword. Briefs the other agents so the suburb pages, the ads, the social grid and the designer outreach all push toward the niches you genuinely want more of, not the ones being undercut by flat-pack.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes spinning up a new suburb or niche page a five-minute job. Ships separate hub pages for each niche (custom kitchen, wardrobe, vanity and laundry, shopfit), with niche-specific schema, finished-joinery photos from real jobs, and a quote form that asks for the right photos and dimensions, to your live site in two taps.
Goes through your live site for the things that actually move cabinet-maker rankings: suburb keywords on every product hub, CABA membership and KBDi designer partnership called out as trust signals, the materials and hardware you actually work in (two-pack polyurethane, Blum, Hettich, stone benchtop install) named in copy, separate keyword targeting per niche so the wardrobe page doesn't cannibalise the kitchen one. Auto-applies the low-risk fixes.
Launches separate Google Ads campaigns per niche: custom-kitchen ads in the suburbs you actually deliver to, wardrobe ads with a lower price-anchored hook for the mid-renovator, shopfit ads aimed at retail and hospitality fitout managers. Drops the broad 'cabinet maker' bid that puts you against the flat-pack assemblers on price. Switches off Meta unless you specifically want wardrobe leads from homeowners.
Turns every finished joinery job into a post in your real accounts: a two-pack polyurethane island under raking light, a Blum Tandembox internal detail, a finished wardrobe interior, a shopfit hand-over photo. Builds the trust signal that wins the renovator who is comparing your $35k quote against a $9k flat-pack assembler. You upload one photo per install, the agent drafts the caption in your voice, you approve.
Drafts the long-form pieces customers Google before they pick a cabinet maker: 'custom kitchen vs flat-pack: what you actually get', 'two-pack polyurethane vs vinyl wrap explained', 'how much does a custom kitchen cost in Sydney'. Two drafts a month, in your voice, that pull in the renovator weeks before they walk into IKEA.
Your first 30 days.
- Site imported, hosting bill killed
- Annual plan around your two priority niches delivered by Sam
- Google Business Profile flipped to 'Cabinet Maker' with all four niches listed
- Three custom-kitchen suburb pages indexed and ranking on the long tail
- Wardrobe Google Ads live with mid-tier price anchor
- First fortnight of finished-joinery captions queued in your voice
- Custom-kitchen-vs-flat-pack explainer drafted for the custom-kitchen hub
- KBDi designer and interior-designer outreach sent to three local studios
A cabinet maker with a two-pack polyurethane island, Blum Tandembox internals, and a finished Mosman kitchen on the phone is already better than the IKEA assembler. The work is making sure the renovator three streets away sees that finished kitchen, understands what they're actually paying for, and finds your name when the KBDi designer recommends you. That's the suburb-page library, the niche-by-niche ad set, the social grid that posts every install, and the designer relationships that warm the highest-value briefs.
Agencies are too dear to run four separate niche campaigns plus designer outreach for $3.5k a month. Tools are cheap but the suburb pages stay theoretical and the designer emails never get sent. In-House is the third option: for $299 a month the agents ship the custom-kitchen pages, launch the wardrobe ads, post the install-day photos, and brief the KBDi designers you want a referral pipeline from. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing kitchens to the bloke with the IKEA Method receipt.