Blackstone Cabinetry is a custom cabinetry design and contracting company serving high-end residential clients. This project focused on redesigning their website to attract new clientele, clearly communicate their design process, and convert high-intent visitors into qualified project inquiries.
Industry
Design & Construction
Team Setup
1 designer, 2 developers
Tools Used
Figma, WordPress
Completion
2024
Challenge
Blackstone Cabinetry’s existing website functioned as a minimal one-page presence, offering little beyond basic company information. While visually clean, it did not explain the company’s process, showcase completed work, or guide prospective clients toward a clear next step.
As a result, the site relied heavily on referrals and passive discovery, with limited support for converting interested homeowners into qualified inquiries. Important details such as FAQs, process explanations, and service connections were underdeveloped, creating friction for users evaluating the service.
Selected high-fidelity dekstop mockups of the Blackstone Cabinetry website.
Goal
The goal was to design a website that cultivates new, high-quality clientele by clearly communicating Blackstone Cabinetry’s value, design process, and craftsmanship, while guiding visitors toward a project intake form as the primary conversion.
Responsive page layout for completed projects.
Design Rationale
My design approach prioritized clarity, trust, and conversion. The experience was structured to guide prospective clients through Blackstone Cabinetry’s process, reducing uncertainty and helping users understand what working with the team looks like before initiating contact.
Trust was reinforced by prominently showcasing past projects through high-quality imagery and by integrating reviews and credibility signals throughout the site.
Layouts emphasized professional, clean visuals supported by clear content hierarchy to appeal to design-conscious homeowners. FAQs and process-focused sections addressed common questions upfront, while prominent calls-to-action and strong internal connections ensured users could easily begin a new project. The overall system was designed to feel premium yet approachable, supporting long-term growth and lead generation.
Custom Cabinetry Process
Process overview designed to set expectations and reduce friction before project intake.
Project Page
Showcasing completed projects to build trust and inspire prospective clients..
Residential Services
Clear service overviews supporting quick understanding of scope and capabilities..
Custom Kitchen Cabinetry
Dedicated service page combining inspiration and clarity for custom kitchen projects..
Outcome
A redesigned website was launched to support Blackstone Cabinetry’s goal of attracting new clientele through clearer messaging, improved process transparency, and a more intentional conversion path. The platform positions the brand as a professional, design-driven cabinetry partner while providing a scalable foundation for future growth and continued lead generation.