A kitchen and bath remodeling company was struggling to stand out. Their website looked like every other contractor's site: stock photos of kitchens, generic "quality craftsmanship" claims, and a list of services. They were competing on the same terms as everyone else - and losing.
Their Google Ads were generating leads, but the close rate was low. Prospects would get multiple quotes and often went with cheaper competitors. The remodeler knew their work was better, but couldn't articulate why in a way that justified their premium pricing.
During a discovery call, I asked a simple question: "What do you do differently than other remodelers?" The owner started explaining their process - and buried in that explanation was gold.
"We have this system we call CRATE - it stands for Consult, Render, Approve, Transform, Enjoy. Every project follows it. We render the whole project in 3D before we start, so customers see exactly what they're getting. Nobody else around here does that."
This was their differentiator - and it was completely absent from their website. The 3D rendering capability alone was worth highlighting. The systematic approach addressed the biggest fear homeowners have about remodeling: the unknown.
We rebuilt their messaging around the CRATE system:
No additional ad spend. No new services. Just clearer communication of what they already did.
The same traffic started converting at dramatically higher rates:
The owner's quote: "I've been telling people about CRATE in sales meetings for years. I never thought to put it on the website."
Your biggest differentiator might be something you take for granted because you do it every day. The things that feel "obvious" to you are often invisible to customers. A discovery conversation that asks "what do you do differently?" often reveals positioning gold that's been hiding in plain sight.
Sometimes a simple conversation reveals positioning that transforms your business.
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