Marketing FAQ
Quick Definition
This marketing FAQ answers the most common questions from fabricators and homeowners.
Marketing for countertop fabrication shops is the combination of strategies and channels used to attract homeowners, contractors, builders, and designers who need countertop fabrication and installation services. Unlike consumer brands that market nationally, most fabrication shops serve a 30-50 mile radius and rely heavily on local marketing: Google Business Profile, contractor relationships, referral programs, and local SEO. The best-performing shops spend 3-7% of revenue on marketing and generate 50-70% of their leads from referrals and repeat business.
TL;DR
- Most shops should spend 3-7% of revenue on marketing ($1,500-$7,000/month for a mid-size shop)
- Google Business Profile is the single most important free marketing asset - optimize it immediately
- Contractor and builder referrals generate 40-60% of revenue for most shops
- Google reviews directly impact local search ranking and conversion - aim for 50+ reviews with 4.5+ stars
- Paid advertising (Google Ads) costs $15-$50 per lead in most markets for countertop keywords
- Referral programs ($50-$200 per referral) have the best ROI of any paid marketing channel
- A professional website with photos of your work is non-negotiable in 2025-2026
- Social media matters most on Instagram and Facebook - focus there, skip the rest
Google and Local Search
How important is Google Business Profile for a fabrication shop?
Critically important. Google Business Profile (GBP) is the single highest-ROI marketing tool available to local fabrication shops. When someone searches "countertop fabricators near me" or "granite countertops [city]," GBP listings dominate the results.
What a complete GBP profile should include:
- Accurate business name, address, and phone number
- Business hours (keep these updated)
- Service categories (countertop fabrication, countertop installation, stone fabrication)
- Service area (list the cities/counties you serve)
- 20+ high-quality photos of completed work, your shop, and your team
- Regular posts (1-2 per week) showing recent projects
- Responses to every review (positive and negative)
- Description that includes your key materials and services
How do Google reviews affect my fabrication business?
Google reviews affect two things: search ranking and conversion.
Search ranking: Google's local algorithm weighs review quantity, quality, and recency. Shops with more reviews (and higher average ratings) appear higher in local search results. The difference between 15 reviews and 75 reviews can mean the difference between page 1 and invisibility.
Conversion: When a homeowner sees three fabricators in search results, they click the one with the most and best reviews. Industry data suggests that businesses with 50+ reviews and 4.5+ stars get 3-5x more clicks than those with fewer than 15 reviews.
How to get more reviews:
- Ask every satisfied customer at the end of installation
- Send a follow-up text or email with a direct link to your Google review page
- Make it easy - one click to the review form
- Respond to every review (shows engagement)
- Never buy fake reviews - Google detects and penalizes this
What is local SEO, and do I need it?
Local SEO is the practice of optimizing your online presence to appear in local search results. For fabrication shops, this means:
| Local SEO Activity | Difficulty | Impact | Cost |
|---|---|---|---|
| Google Business Profile optimization | Easy | Very high | Free |
| Consistent NAP (name, address, phone) across all listings | Easy | High | Free |
| Website with location-specific content | Medium | High | $50-$200/month |
| Local business directory listings (Yelp, BBB, Houzz) | Easy | Medium | Free-$30/month each |
| Google reviews management | Ongoing | Very high | Free |
| Location-specific landing pages | Medium | Medium | Part of website cost |
| Blog content targeting local keywords | Medium | Medium | Time or $500-$2,000/month |
Most shops don't need to hire an SEO agency immediately. Start with GBP optimization, get reviews consistently, and make sure your website includes your location and services. That handles 80% of the local SEO opportunity.
Website
Does my fabrication shop need a website?
Yes. Even with a strong Google Business Profile, a website serves purposes GBP can't:
- Portfolio - Before-and-after photos of your work, organized by material and style
- Service details - What you fabricate, what materials you carry, your service area
- Quote requests - Online form that captures leads 24/7 (people browse evenings and weekends)
- Education - Material guides and FAQs that build trust and attract search traffic
- Credibility - A professional website signals legitimacy to homeowners and contractors
A basic fabrication shop website costs $1,500-$5,000 to build and $50-$200/month to maintain. Templates from platforms like Squarespace or WordPress make it possible to build a decent site for under $2,000 if you have reasonable photos.
What should be on my fabrication shop website?
Essential website pages for a countertop fabrication business:
| Page | Purpose | Priority |
|---|---|---|
| Home | Overview, hero images, call to action | Must have |
| Services | What you fabricate, materials, capabilities | Must have |
| Portfolio/Gallery | Photos of completed projects | Must have |
| About | Your story, team, experience, certifications | Must have |
| Contact / Get a Quote | Contact form, phone, email, address | Must have |
| Materials | Stone types you carry with descriptions | Recommended |
| Process | How templating, fabrication, and installation work | Recommended |
| Testimonials | Customer reviews (can pull from Google) | Recommended |
| FAQ | Common questions and answers | Recommended |
| Blog | Educational content, project spotlights | Nice to have |
Photos matter more than copy. Homeowners shopping for countertops want to see your actual work. Invest in quality photos of 10-20 completed projects before launching the website.
Paid Advertising
Should I run Google Ads for my fabrication shop?
Google Ads can generate leads, but the cost-per-lead varies significantly by market:
| Market Size | Typical CPC (cost per click) | Cost per Lead | Monthly Budget Needed |
|---|---|---|---|
| Small metro (under 500K population) | $3-$8 | $15-$30 | $500-$1,500 |
| Mid-size metro (500K-2M) | $5-$15 | $25-$50 | $1,000-$3,000 |
| Large metro (2M+) | $10-$25 | $40-$80 | $2,000-$5,000+ |
Google Ads work best when:
- Your website is professional with a clear call to action
- You have strong Google reviews (ads + reviews = higher conversion)
- You're tracking which leads become actual jobs (measuring ROI, not just clicks)
- You're targeting specific, high-intent keywords ("granite countertops installation [city]," not just "countertops")
Google Ads may not be worth it when:
- Your website is outdated or has no portfolio
- You have few or poor Google reviews
- You're not tracking leads through to closed jobs
- You're in a very competitive market with large fabricators dominating ad spend
Is Facebook or Instagram advertising effective for fabricators?
Social media advertising works differently than Google Ads. Google catches people actively searching for countertops. Social media creates awareness and interest among people who aren't actively searching but might be in the market.
Facebook/Instagram ads are good for:
- Showing project photos to homeowners in your area (visual medium = strong for countertop aesthetics)
- Retargeting people who visited your website
- Promoting seasonal offers or remnant sales
- Building brand awareness in your service area
Typical performance:
- Cost per lead: $10-$40 (often cheaper than Google Ads)
- Lead quality: lower than Google (less purchase intent)
- Best ad format: carousel of project photos with a "Get a Free Quote" call to action
- Budget: $500-$2,000/month for testing
Referral Marketing
How do referral programs work for fabrication shops?
Referral programs reward people who send you new customers. They're the highest-ROI marketing channel for most fabrication shops because referred customers have higher trust and close rates.
Referral program structure:
| Referral Source | Reward per Referral | Close Rate | Typical Volume |
|---|---|---|---|
| Past homeowner customers | $50-$200 gift card or discount | 40-60% | 1-3/month |
| Contractors (informal) | Priority scheduling, occasional volume discount | Already built into relationship | Ongoing |
| Interior designers | 5-10% referral commission or co-marketing | 50-70% | 1-5/month |
| Real estate agents | $100-$200 per closed referral | 30-50% | 1-3/month |
| Other trades (plumbers, electricians) | Reciprocal referrals | 30-40% | 1-2/month |
How to run a homeowner referral program:
- Give every customer a referral card at installation
- Card offers the referrer a $100 gift card when their referral books a job
- Track referrals in your CRM or fabrication software
- Pay the reward promptly when the referred job installs
- Mention the program in your post-installation follow-up email
What does contractor relationship marketing look like?
Contractor marketing isn't about advertising - it's about relationship building and reliability:
- Regular in-person visits - Stop by contractor offices quarterly with updated price sheets
- Fast quoting - Contractors value quick turnaround on estimates. SlabWise's Quick Quote generates detailed quotes in about 3 minutes vs. 20 minutes manually, which makes you the easier shop to work with.
- Consistent delivery - Hit every install date. Reliability is the best marketing to contractors.
- Contractor portal access - Giving contractors self-service job status access shows professionalism and reduces friction. This is where SlabWise's customer portal directly supports contractor retention.
- Annual appreciation - Holiday gifts, contractor appreciation events, or volume bonuses maintain goodwill.
Social Media
Which social media platforms should a fabrication shop use?
Focus on the platforms where your customers actually browse:
| Platform | Priority for Fabricators | Content Type | Posting Frequency |
|---|---|---|---|
| High | Project photos, before/after, reels | 3-5 posts/week | |
| High | Project photos, reviews, events, remnant sales | 3-5 posts/week | |
| Google Business Profile posts | High | Recent projects, offers, updates | 1-2/week |
| Houzz | Medium | Project photos, profile, reviews | Monthly |
| Low-Medium | Kitchen/bathroom inspiration boards | Weekly | |
| TikTok | Low (unless targeting younger remodelers) | Process videos, shop content | Optional |
| Low (unless targeting commercial) | Company updates, industry news | Optional |
The most effective content for fabrication shops on social media:
- Before-and-after transformation photos
- Close-up shots of beautiful stone veining and patterns
- Installation time-lapses
- Material education (this stone vs. that stone)
- Customer testimonials (with their permission)
- Behind-the-scenes shop content
How much time should I spend on social media?
Keep it manageable. A realistic time commitment:
- Photo capture: 5 minutes per completed project (take photos at installation)
- Posting: 15-20 minutes, 3x per week
- Engagement: 10 minutes per day responding to comments and messages
- Total: 2-3 hours per week
If that's too much, hire a part-time social media assistant or use scheduling tools (Buffer, Later) to batch content creation.
Measuring Marketing ROI
How do I track which marketing channels work?
Track every lead from source to close:
| Channel | How to Track | Key Metric |
|---|---|---|
| Google Search (organic) | Google Analytics + call tracking | Leads and cost per lead |
| Google Ads | Google Ads dashboard | Cost per lead, cost per closed job |
| Google Business Profile | GBP Insights | Calls, direction requests, website clicks |
| Social media | UTM parameters, direct messages | Leads attributed per month |
| Referrals | Ask every lead "how did you hear about us?" | Referral volume and close rate |
| Contractors | Track by source in your CRM/software | Revenue per contractor account |
The single most important tracking habit: ask every lead how they found you and record the answer in your CRM or fabrication management software.
Frequently Asked Questions
How much should a fabrication shop spend on marketing?
Industry benchmark: 3-7% of annual revenue. A shop doing $1.2M/year should budget $36,000-$84,000 annually ($3,000-$7,000/month). Start lower (3%) if your contractor referral pipeline is strong. Spend closer to 7% if you're building direct homeowner business or entering a new market.
What is the best marketing channel for a new fabrication shop?
In-person contractor outreach. Visit every kitchen remodeler, GC, and K&B dealer in your area. This generates revenue faster than any online channel because contractors have immediate jobs to fill. Simultaneously, set up your Google Business Profile and start collecting reviews from your first jobs.
Do I need to hire a marketing agency?
Not initially. Most fabrication shops can handle their own marketing with GBP optimization, a basic website, review management, and contractor outreach. Consider hiring an agency when: you have budget ($2,000+/month for the agency), you've maxed out what you can do yourself, and you need help with SEO, paid ads, or content creation at scale.
How long does it take for SEO to work?
Local SEO results (appearing in Google Maps/local pack) can happen within 1-3 months with a well-optimized GBP and consistent review generation. Organic website SEO takes longer - typically 4-12 months to see meaningful traffic from blog content and keyword optimization. Paid ads provide immediate visibility while SEO builds over time.
Should I be on Houzz?
Yes, if you do residential work. Houzz is where homeowners browse for kitchen and bathroom ideas. A complete Houzz profile with project photos and positive reviews can generate 1-5 leads per month in active markets. The free profile is sufficient - Houzz's paid advertising options have mixed reviews from fabricators.
How do I get testimonials from customers?
Ask immediately after installation while the experience is fresh. Use a short email or text with two requests: (1) leave a Google review, and (2) would you be willing to share a short testimonial we can use on our website? Most happy customers will say yes. Make the process as easy as possible - provide a direct link, or offer to write a draft based on their feedback that they can approve.
What makes a good countertop portfolio photo?
Good lighting (natural light if possible), clean surfaces, styled but not over-staged, shot from eye level (not looking down), and showing the full scope of the project. Include close-ups of edges, seams, and material detail. Before-and-after pairs are more compelling than after-only shots. Use your phone if the camera is decent - professional photography is nice but not required for social media and website use.
Is email marketing worth it for fabricators?
Yes, particularly for staying in touch with past customers (who may refer friends or need additional work) and contractors. A simple monthly email with a project spotlight, a material tip, and a seasonal offer keeps your shop in mind. Use a basic email platform (Mailchimp, Constant Contact) and build your list from every customer and contractor contact. Even a 200-person list generates meaningful repeat and referral business.
Market Your Shop While You Run It
Marketing takes time - time that most shop owners don't have when they're running production, managing installations, and answering 8-15 status calls per day.
SlabWise's customer portal reduces daily status calls by 70%, Quick Quote generates estimates in 3 minutes instead of 20, and AI-powered workflow automation handles the repetitive tasks that eat your day. The result: more time for the marketing activities (contractor visits, social media, review follow-ups) that actually grow your business.
Start your 14-day free trial and reclaim the hours you need to invest in marketing your shop.
Sources
- National Kitchen and Bath Association - Marketing benchmarks for kitchen and bath businesses
- Google - Google Business Profile best practices and local search guidelines
- BrightLocal - Local Consumer Review Survey (2025)
- Houzz - Industry professional marketing and lead generation data
- Stone World Magazine - Fabrication business marketing strategies
- Small Business Administration - Marketing budget guidelines for service businesses
- Social media platform advertising cost benchmarks (2025-2026)
- Industry fabricator surveys - Marketing spend and channel performance data (2024-2026)
Internal Links
- Google Business Guide - Complete GBP setup for fabricators
- Google Reviews Guide - Getting and managing customer reviews
- SEO Guide - Local SEO strategy for fabrication shops
- Facebook Ads Guide - Running effective social campaigns
- Referral Program Guide - Building a referral engine
- Contractor Relationships FAQ - Marketing to contractor partners
- Starting Business FAQ - Marketing as part of your startup plan