Website Launch Checklist for Countertop Fabrication Shops
What Does a Fabricator Website Need?
A countertop fabrication shop website serves one primary purpose: converting visitors into quote requests. Unlike e-commerce sites or blogs, your website needs to quickly answer three questions: What materials do you work with? What does the process look like? How do I get a quote? Shops with well-built websites generate 30-50% of their new customer inquiries online, while shops with poor or no websites rely entirely on referrals and word-of-mouth.
TL;DR: Website Launch Must-Haves
- 67% of homeowners research fabricators online before making any contact
- Your website needs to load in under 3 seconds -- 53% of visitors leave if it is slower
- Project photos are the #1 factor homeowners use to evaluate fabricators online
- A quote request form is essential -- it should be accessible from every page
- Mobile-responsive design is non-negotiable -- 60%+ of traffic comes from phones
- Budget $2,000-$8,000 for initial build using a professional or $500-$1,500 DIY
- Google indexes new sites in 1-4 weeks -- SEO results take 3-6 months
Complete Website Launch Checklist
Section 1: Essential Pages
- Home page: Clear headline, hero image, services overview, call-to-action
- Services page: Materials offered, process overview, service area
- Portfolio/Gallery: Minimum 20 project photos organized by material or room type
- About page: Shop history, team, certifications, values
- Contact page: Phone, email, address, hours, embedded Google Map
- Quote request page: Form with project details (material, room type, approximate size)
- Material pages: Individual pages for granite, quartz, quartzite, marble (good for SEO)
- FAQ page: 10-15 common questions with answers
- Reviews/Testimonials page: Customer quotes with project photos
- Blog (optional but recommended for SEO): Industry articles, project spotlights
Section 2: Technical Requirements
- Domain purchased and connected (yourshopname.com)
- SSL certificate installed (https:// -- required for Google ranking)
- Mobile-responsive design tested on phones and tablets
- Page load speed under 3 seconds (test at PageSpeed Insights)
- Google Analytics installed and tracking
- Google Search Console verified
- XML sitemap generated and submitted to Google
- Robots.txt file configured properly
- 404 error page customized with navigation back to main site
- Contact form tested (submissions arrive in your inbox)
- Phone number is click-to-call on mobile
- Website hosting is reliable (99.9% uptime)
Section 3: SEO Foundation
- Title tags written for every page (include city + service)
- Meta descriptions written for every page (compelling, under 160 characters)
- H1 headings on every page (one per page, descriptive)
- Image alt text added to all photos (describe the material and project)
- Internal links between related pages
- Service area pages created for major cities you serve
- Schema markup added (LocalBusiness, FAQPage where applicable)
- NAP (Name, Address, Phone) consistent with Google Business Profile
- Google Business Profile linked to website
- Page URLs are clean and descriptive (not /page1234)
Section 4: Content and Imagery
- Professional project photos (minimum 20, ideally 50+)
- Photos optimized for web (compressed, max 200KB each, proper dimensions)
- Each material page has 3-5 project photos
- Before/after photos included where available
- Team or shop photos for the About page
- Written content is original (not copied from suppliers or competitors)
- Content includes natural mentions of service area cities
- No stock photos of countertops (customers can tell)
- Video content if available (project walkthrough, shop tour)
Section 5: Conversion Elements
- Quote request form visible on every page (header, sidebar, or footer)
- Phone number prominent in header (visible without scrolling)
- Call-to-action buttons on every page ("Get a Free Quote," "Call Now")
- Live chat or messaging option (optional but effective)
- Social proof visible: review count, star rating, "trusted by X homeowners"
- Financing information mentioned (if offered)
- Free estimate offer clearly stated
- Portfolio organized to showcase best work first
- Customer testimonials with names and project descriptions
Section 6: Pre-Launch Testing
- All links tested (no broken links)
- All forms tested (submissions received correctly)
- Site tested on Chrome, Safari, Firefox, and Edge
- Site tested on iPhone and Android phones
- Spelling and grammar checked on every page
- Phone number verified correct on all pages
- Address and service area verified correct
- Privacy policy page added (required if collecting form data)
- Terms of service page added
- Accessibility basics checked (alt text, readable fonts, sufficient contrast)
Website Cost Breakdown
| Approach | Cost Range | Timeline | Best For |
|---|---|---|---|
| DIY (Squarespace, Wix) | $500-$1,500 | 2-4 weeks | Budget-conscious, basic needs |
| Template + freelancer | $2,000-$5,000 | 3-6 weeks | Good balance of cost and quality |
| Custom professional build | $5,000-$15,000 | 6-12 weeks | Shops wanting top-tier presence |
| Ongoing maintenance | $100-$500/month | Continuous | All shops |
Most fabrication shops get the best return from the template + freelancer approach. A custom-designed website rarely generates enough additional leads over a well-built template site to justify the 3-5x price difference.
FAQ
How much should a fabrication shop website cost? Plan for $2,000-$5,000 for initial setup using a template-based approach with a freelance developer. DIY options run $500-$1,500 but require more of your time. Add $100-$500/month for hosting and maintenance.
Do I really need a website if I have a Google Business Profile? Yes. Your Google Business Profile drives people to your website. Without a website, potential customers see a listing with no portfolio, no process information, and no way to request a quote online. You lose 30-50% of potential inquiries.
What platform should I build my website on? WordPress is the most flexible and SEO-friendly option. Squarespace and Wix are easier to maintain yourself. Avoid platforms that lock you into proprietary systems where you cannot export your content.
How many project photos do I need? Minimum 20 to launch, with a goal of 50+ within the first year. Add 2-4 new project photos per month. Quality matters more than quantity -- well-lit, properly framed photos of completed installations.
How long does it take for a new website to rank on Google? Initial indexing takes 1-4 weeks. Meaningful organic rankings for competitive terms take 3-6 months of consistent SEO work. Local search terms (city + countertop fabricator) tend to rank faster.
Should I include prices on my website? Include price ranges, not exact prices. Example: "Granite countertops typically range from $45-$100 per square foot installed." This filters out tire-kickers while giving serious buyers enough information to move forward.
Do I need a blog? A blog is not essential for launch but becomes valuable for SEO over time. Monthly posts about completed projects, material guides, or process explanations drive organic traffic. Start with 1-2 posts per month.
How do I get more quote requests from my website? Make the quote request form impossible to miss: put it in the header, after the hero section, and at the bottom of every page. Reduce form fields to the minimum (name, phone, email, project type, zip code). Every additional field reduces submissions.
Convert Website Visitors into Booked Jobs
SlabWise's Quick Quote can be embedded on your website, letting homeowners get instant ballpark estimates. When they see a number they like, they submit their details -- and you follow up with a precise quote in 3 minutes. Start your 14-day free trial at slabwise.com.
Sources
- Google -- Web Vitals and page speed documentation
- Search Engine Journal -- Local SEO best practices 2025
- BrightLocal -- Local consumer behavior research
- Houzz -- Contractor website study
- National Kitchen & Bath Association -- Digital marketing guide for remodelers
- Stone World Magazine -- Fabricator marketing survey results