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TL;DR
This guide is a writing worksheet, not a specification for building furniture. For help reviewing your website, see SEO for carpenters and joiners.
Begin with the customer's decision
A gallery can show that you make attractive furniture without explaining whether you take on the reader's job. Someone considering fitted wardrobes may need to know whether you design and manufacture them, fit another supplier's units or offer both services. Another visitor may be looking for supply-only joinery for a building project.
State your role before describing the finished appearance. Explain the kinds of projects you accept and link to the relevant service page. A project page supports that service; it does not need to repeat your full service description or create another page targeting the same enquiry.
Worked example: a fitted wardrobe in an awkward room
The following example is fictional. It demonstrates a content structure and does not describe a Phil Carr client or a completed joinery commission.
The imagined brief is storage for a bedroom with a sloping ceiling. The business designs and manufactures the units, then fits them on site. A useful project account would explain those facts and the customer's priorities before showing a sequence of finished photographs.
| Part of the page | Useful content in this example | Information to confirm before publication |
|---|---|---|
| Brief | Storage that uses the sloping space while keeping the room usable | The actual problem and permission to describe it |
| Scope | Design, manufacture and fitting of the wardrobe | Who undertook each stage and what was excluded |
| Materials and finish | A plain description of the specified boards, doors and finish | The actual specification; no assumed material or brand |
| Dimensions | Enough context to understand the room and storage layout | Approved measurements, with approximate values labelled |
| Constraints | How the slope and access affected the agreed design | What the business can explain accurately without exposing private details |
| Result | The completed storage arrangement and approved photographs | Evidence of what was delivered, without invented customer praise |
An honest short account is more useful than filling every row with a guess. If the material specification is unavailable, get it checked or leave that detail out.
Separate manufacture from fitting
Readers should not need specialist knowledge to understand the job. Use plain wording such as “we made the cabinets in our workshop and fitted them on site” where that is accurate. If you fitted customer-supplied units, say so. Do not imply responsibility for design, electrical work, decoration or other trades unless that responsibility was part of the project.
For commercial work, explain whether you followed supplied drawings, manufactured to an agreed specification or installed items made by another business. These distinctions help the next buyer understand what they can ask you to quote for.
Avoid presenting a past project's timescale as the standard turnaround. If timing helps explain the example, describe what the dates covered and the dependencies. Discuss current availability when responding to the new enquiry.
Make each photograph answer a question
Choose a small set of images that explains the project, rather than several almost identical finished views. For this fictional wardrobe, a full view would show the fit within the room; an open-door view would explain the internal layout; a detail could show a relevant finish or feature.
Caption what matters: “Internal layout with hanging space on one side and shelves on the other” tells a reader more than “Wardrobe project, image 3”. Describe the visible image in its alt text where the image conveys useful information. Keep private possessions, addresses, documents and identifiable people out of published photographs unless their use has been approved.
Use only images you have permission to publish. A stock photograph or illustration must not appear as evidence of your completed work. Check the mobile crop so a key detail is not lost from a card or banner.
Ask for enough information to start a conversation
An enquiry should help you establish suitability without requiring a customer to produce a technical specification. Ask for the following where relevant to your actual process:
- The type of item or project they are considering.
- Their location or postcode to establish coverage.
- Whether they need manufacture, fitting or both.
- Approximate room or opening dimensions, if already known.
- Existing drawings or photographs, optionally, with private details removed.
- Their project stage and any timing constraints.
- A contact method for discussing the next step.
Make clear that approximate measurements support an initial discussion and do not replace whatever assessment your business requires. Do not require customers to move heavy items or access difficult spaces to complete a form. Avoid mandatory photo uploads if a short written description is enough to begin.
Use a simple editorial handover
Before publishing, give the project lead a short record to approve: brief, scope, material facts, captions, image permissions and enquiry route. Record who approved it and when. Keep a list of missing facts instead of allowing a writer to supply plausible details.
Test the page on a phone. Can a visitor see your role, understand the example and reach the relevant contact option? Does the linked service explain coverage? Does the form work without making every optional detail compulsory? The enquiry form checklist helps with that final review.
After publication, note recurring questions from prospective customers. If people still cannot tell whether you supply, fit or design, improve that explanation before adding more project pages. Discuss your joinery website if you need help organising the pages and enquiry journey.
