SINA Kitchen Fitters
A two-person kitchen fitting business in West Wickham. Xhulio Sina built his first website himself: a single GoDaddy page with stock photos. We replaced it with a 25-page site built around his own work, with a page for every area he covers and a call or WhatsApp message one tap away on every page.
25
pages, up from 1
13
area pages
1 tap
to call or WhatsApp
The Brief
What SINA Kitchen Fitters wanted from the site
More calls and enquiries from homeowners who need a kitchen fitted
Replace the one-page site he built himself with one that shows his real work
A page for each service and each area he covers, from Bromley to Dulwich
The Design
His own kitchens up front, and a way to get in touch on every page
The old site used stock photos, so visitors never saw Xhulio's work. We visited a job to film the video that now opens the homepage and replaced every stock image with photos of kitchens he has fitted. The layout is plain and bold so the work does the talking, and every page offers the same three choices: call, send a WhatsApp message that opens ready to send, or fill in a short form.
- 01
His own work, filmed on site
A site visit gave us the homepage video. The stock photography is gone: every image is a kitchen SINA fitted.
- 02
Easy to get in touch
Tap-to-call, a WhatsApp button with the message already written, a short enquiry form, and his Google reviews shown live.
- 03
A page for every area
Eleven areas from Bromley to Camberwell each have their own kitchen fitting page, written about the houses there, plus fitted wardrobe pages for Bromley and Orpington.
The Challenge
Why a one-page site was holding him back
Xhulio built his first site himself on GoDaddy. It was a single page that said who he was, with stock photos in place of his own kitchens. A homeowner in Beckenham or Dulwich looking for a kitchen fitter found nothing about their area, no examples of his work and no quick way to ask for a quote. What he wanted from a new site was clear: more phone calls and more enquiries from homeowners.
Our Approach
How We Built It
Before any design work we agreed one test for every decision: does it help a homeowner pick up the phone? We built 25 pages: kitchen fitting and wardrobe installation pages, a kitchen fitting cost guide, a guide to the brands he fits (Howdens, IKEA, Wren, Wickes and more), and a page for each of the 11 areas he works in. We filmed on a live job, used his own photos throughout, and brought his Google reviews onto the site live, so new reviews appear without anyone editing a page. The old site's addresses now point to the new pages.
Site Architecture
Programmatic Sitemap Structure
sinakitchenfitters.com
/ (Homepage)
├── Services
├── /kitchen-fitting
└── /wardrobe-installation
├── Areas
├── /kitchen-fitters-bromley
├── /kitchen-fitters-beckenham
├── /kitchen-fitters-west-wickham
├── /kitchen-fitters-dulwich
└── /kitchen-fitters-crystal-palace
└── ... ... 8 more area pages
└── Static Pages
├── /kitchen-fitting-cost
├── /kitchen-brands-we-fit
├── /gallery
├── /reviews
├── /about
└── /contact
Key Insights
What We Learned
- 1
A one-page site can introduce a business, but it cannot answer what each homeowner wants to know: do you work in my area, and is your work any good?
- 2
Video and photos from his own jobs earn more trust than any stock image, so the homepage opens with them
- 3
Each area page is written about that area's housing, so the Beckenham page reads differently from the Dulwich one
- 4
Live Google reviews keep the site current as new reviews come in, with no editing needed
“I’m really happy with the website they built for my business. From start to finish, Richard was very professional, helpful and easy to work with. He took the time to understand my needs and delivered a website that looks great and represents my business perfectly.”
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