Home improvement and kitchen design · 2026Victoria Kitchens
Building a marketing engine from zero
I joined Victoria Kitchens as their first and only marketing hire. There was no tracking, no paid campaigns, no SEO strategy, no consistent brand presence, and no system for managing leads. The website was a two-to-three page WordPress brochure site with no way to capture a lead beyond a phone number. Everything below was built from nothing, in order, over the course of the engagement.
The business relied entirely on word of mouth and showroom walk-ins. There was no way to measure what was working, no consistent lead pipeline, and no infrastructure to support growth beyond what the founders could handle personally. The website itself was working against them: a dated 4–5 page brochure site with no imagery from any recent installation, giving a homeowner nothing to actually judge the work by. Ads, the website, and social all looked like they belonged to different companies, because there was no shared brand system tying them together. Organic search visibility had been in a nine-month decline with nobody tracking why.
What the engagement set out to do.
Build tracking and reporting from zero, so every pound of spend is measurable
Replace a dated 4–5 page brochure website, with no recent project imagery, with a fully redesigned, modern multi-page site built to convert and to rank
Turn organic search from a nine-month decline into a compounding channel
Give the business a paid media engine across Google and Meta structured around lead quality, not click volume
Establish one consistent brand presence across the website, paid ads, and social
Build a CRM that matches how the sales team actually works, not a generic pipeline
7 phases, built in order.
Foundation: tracking
Set up Google Tag Manager, GA4, and Google Ads and Meta Pixel tracking from scratch. Fixed a broken phone conversion tracking setup that had been silently under-reporting leads for months.
Brand identity
The business had a name and a logo, but no consistent visual system: ads, the website, and social all looked like separate companies. I defined a proper identity: a consistent colour and type system, templates for paid and organic creative, and a photography direction for how finished kitchens should be shot and presented, then applied it everywhere.
Website rebuild
The existing site was a dated 4–5 page WordPress brochure: a home page, an about page, a couple of static service pages, and a contact form, with no imagery from any project completed in years. I rebuilt it as a fully redesigned, modern multi-page site: an automated local service page system in WordPress using Advanced Custom Fields and Elementor, so new service areas don't require manual template work, a filterable project gallery built on the new photography, and a brochure request system that feeds straight into the CRM.
Paid media
Rebuilt a Google Search campaign after diagnosing that broad match keywords were the root cause of poor lead quality. Restructured around tightly targeted phrase match, full ad copy, negative keyword lists, and proper UTM tracking. Ran a parallel Meta Ads programme, a proven conversion campaign alongside a lead-form test, both built on the new brand templates, generating leads directly rather than acting as a secondary, awareness-only channel.
Organic SEO
Built the automated location page system referenced above and ran competitive analysis against established local competitors to prioritise where to focus. The location pages built during this phase are now ranking organically for their target service and area searches, in place of the zero organic visibility the business had for most of its service areas before.
Social media & photography
Instagram and Facebook had no consistent posting strategy and no professional photography to draw from. I commissioned professional photography of finished installations, then built an organic content calendar around it: completed projects, process content, and the same visual identity used across the website and paid ads.
CRM & tooling
Built a standalone lead CRM application (Electron and React) once it was clear no off-the-shelf tool matched how the sales process actually worked, feeding in leads from paid, organic, and the new website's brochure request system.
From a brochure to a growth engine.
The old site was a dated four-to-five page WordPress brochure: a home page, an about page, a couple of static service pages, and a contact form. There was no project or gallery page, no real information on services, appliances, or manufacturers, and the few photos on it were stock imagery, nothing from a kitchen Victoria Kitchens had actually built. Everything below replaced it.
Both sides scroll the whole page on their own - drag the handle, or use the arrow keys, to compare old and new at any point.
A filterable project gallery
Every finished installation is tagged by kitchen style and searchable, replacing a site that had no gallery or project pages at all.
Full, detailed case studies
Real projects now get a proper write-up - the brief, the process, the finish - where before there was no project detail of any kind.
Real photography, not stock
Every kitchen, appliance, and finish shown on the site is one Victoria Kitchens has actually designed and installed.
Built to rank for the terms that matter
Deliberate SEO targeting the searches homeowners actually type: modern kitchens, shaker kitchens, Rotpunkt kitchens, bespoke kitchen designer, and dozens more.
Landing pages built for the ad, not the brand
Every paid campaign now sends traffic to a page built around its exact offer and creative, instead of a generic homepage.
Local service area pages, already ranking
A dedicated page for every area Victoria Kitchens serves, several of which are already generating organic visibility that didn't exist before.
Built for AI search, not just Google's blue links
Content and page structure designed to be surfaced in Google's AI Overviews and tools like ChatGPT, not just ranked in a traditional results list.
What actually changed.
- No analytics or conversion tracking of any kind
- A dated 4–5 page WordPress brochure site with no imagery from any recent project
- Broad-match Google Ads campaigns burning spend on unqualified clicks
- No consistent brand presence across ads, website, and social
- Leads tracked, if at all, in a spreadsheet
- Organic search impressions in a nine-month decline
- Full GA4, GTM, and Meta Pixel tracking, with accurate phone conversion tracking
- A fully redesigned, modern multi-page site with automated local service pages, a filterable project gallery of recent installations, and a brochure request system
- Search campaigns rebuilt on phrase and exact match, full negative keyword lists, and UTM tracking on every click
- A Meta Ads programme generating leads directly, not just running as brand-awareness spend
- One consistent visual identity applied across the website, paid creative, and organic social
- A custom-built CRM (Electron and React) that mirrors the real sales process
- Organic impressions trending upward within three months of the new SEO system going live
£1,188 combined across Google and Meta
Monthly ad spend audited
25+
Leads generated in that period
Reversed a 9-month decline in Search Console impressions within 3 months of the new SEO system going live
Organic search trend
Grew from a brochure site to a full multi-page site with automated location pages
Website scope
The point wasn't a single big win, it was building infrastructure that didn't exist before: tracking that's actually accurate, a paid media structure across Google Search and Meta Ads that can be optimised because it's finally measurable and generating leads on both channels, a brand that looks like one business everywhere it shows up, a website that finally reflects the quality of the work, and content and web systems that scale without needing a developer every time a new project needs a page.
Photography from the finished work.
“Cristian has done great work for us. Our growth has come organically rather than just from paid campaigns, and the photography and imagery we are using now are far more polished than anything we had before.”
— Stefan, Owner, Victoria Kitchens
Want a system like this one for your business?
Book thirty minutes below. Tell me what's not working, and I'll tell you honestly whether I'm the right person to fix it.