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2GirlsCabinets Lessons

It was fascinating. As I noted on LinkedIn lunch with my friend and great SEO Phil Buckley is always fun and joyful. Phil's wife Kristen's cabinet making business is growing, hiring, and a study in how small to medium sized business can use the web. Here are five outstanding marketing tips I learned from 2GirlsCabinets, Kristen, and Phil.

  • Don't Travel - 2GirlsCabinets used the web to eliminate an expensive in-person quote process.
  • Kabuki Theater - online businesses need to be careful about direct customer contact.
  • Always Be Hiring - add a "we're hiring" link because you should always be looking for great people.
  • Use Customer Feedback to Create Change - when customers didn't like sprayed doors and brushed structures 2GirlsCabinets added a full spray option.
  • Customers Sell Best Online - the 2GirlsCabinets see our work link uses customer kitchens to sell.

Don't Travel

Time is more valuable than money when you run a small business. In-home estimates robbed time with no guarantee of a job. COVID prompted 2GirlsCabinets to create a simple online quote app. In fact, 2GirlsCabinets online quote app page is one of the best ever. Here's what you should steal from the 2GirlsCabinets quote page.

  • Simplicity - type in the number of doors in your kitchen to get a "ballpark" quote.
  • Explain - what we as web designers think is cyrstal clear rarely is for our visitors, so copy Kristen's door count explanation.
  • Brand Legitimacy - website visitors the most skiddish animals in the forest that's why Kirsten's picture and "Meet Kristen" story more than double this page's conversions.
  • Authority - if your brand is new use brands such as the Better Business Bureau and Home Advisor to create trust.

I could teach a half day class on why the 2GirlsCabinets quote page is outstanding design, copy, and technology. And, the big lesson is find creative ways to use your website to empower customers, save time and money, and increase chances to transform visitors into customers.

Kabuki Theater

Customer contact can be tricky espeically for online businesses. Behavior in someone's home must be impeccable. When my cabinets were painted a strange crew arrived. This crew of four listened to a radio program insisting big foots exist, smoked, and cursed. Any one of those behavior would be okay, but the combination angered me. Angry customers will find problems with your work.

I should have hired 2GirlsCabinets because they understand the strange alchemy of working in someone's home. Be careful, do the work, go home. Kabuki is planned, stylized, and scripted Japanese theater. 2GirlsCabinets knows how to be careful, do their work, and go home.


Great people are hard to find. 2GirlsCabinets has a great team. They've worked together to make a dent in their market. It doesn't matter where your company is today because tomorrow isn't guaranteed. That's why 2GirlsCabinets is always looking. Looking before your personnel need is crucial protects your company's ability to be great today and tomorrow. Post-COVID people are the hardest, most valuable resource to find, retain, and develop.

Listen To Cusomter Feedback

Spary doesn't leave brush marks. So when customers complained about brushmarks on their kitchen cabinet bases, the structure holding their doors, 2GirlsCabinets didn't insist their customers were wrong. Instead, 2GirlsCabinets created a new offering - home spray. Spraying doors and base units eliminated brush strokes, listened to customer feedback, and made customers happy. I speculated at lunch with Phil that kitchens are like healthcare - a buying decision people are invested in and want good things when customers are highly supported, finding ways to listen to feedback and use customer ideas to create new products.

Customers Sell Best Online

Customers selling best online is a hard truth for fellow marketers. Marketing friends have expensive training in how to form, communicate, and share creative ideas about products, brands, and their companies. But there's a problem. Visitors to a website expect and discount much of what the site's creators say. Today's customers want to join, find something bigger than themselves and contribute. Don't misunderstand; there are ways your website can sell. Your about page should be a great inclusive story. As 2GirlsCabinets illustrated with their cost estimate app finding key contact points to share your story is a good idea. 2GirlsCabinents converts visitors to buyers by matching content to a page's mission by moving key pieces of their story to an important page.

Finding ways to deconstruct website expectations such as adding "about" story content to their cost app page demonstrates a favorite tactic - avoid content cliche. When every website has an about page find ways to share "about-like" content in other places. Customers avoid testimonial pages because testimonial pages look and act the same, so most testimonial pages are boring and so not worth attention. Find ways to move customer feedback into different places. That's why you'll find Phil Buckley's statement on top of my resume page. I linked Phil's statement to his generous, kind, and public LinkedIn note as a new way to share attribution. Attribution that includes a social contact point assures visitors about truth, trust, and your intentions.

Don't ignore web design cliche. Letting customers' cabinets sell the next order in the 2GirlsCabinets gallery uses an expected page to empower customers to sell to each other. Finding ways to let your customers sell to each other by using cliche pages or moving expected content to unexpected pages is an online marketing tip appropriate from 2GirlsCabinets.


How do you use expected content in unexpected ways?