Specimen project
Specimen project: Cotswold Joinery Co. is a composite profile drawn from the developer archetype. It illustrates our methodology, not a live client engagement.
Developer
Cotswold Joinery Co.
Kitchens for boutique Cotswold developers — Cirencester, Gloucestershire.
A decade-old cabinetmaking workshop supplying kitchens to boutique developers building 2–8 unit schemes across the Cotswolds, Thames Valley and Bath. High volume per client, rolling repeat work, and a marketing footprint that reflected none of it.
Years trading
11
Installed projects
180
Project pages
42
Timeline
6 weeks (contract → launch)
The challenge
Cotswold Joinery’s entire revenue came from three developer relationships it had held for years. Each was worth £200,000–£500,000 annually, but the concentration was a real risk and growth meant finding new developer accounts. Their existing website was consumer-facing — photographs of individual kitchens in family homes, no spec sheets, no batch-install case studies, no trade language anywhere. Developer prospects who landed on the site bounced within ten seconds, and the studio had no systematic way to surface in ‘kitchen trade supplier’ and ‘developer kitchen contractor’ searches across the Cotswolds and Thames Valley.
Our response
What we’d build, in order.
Rebuild the website as a dual-audience architecture — a consumer path for the existing portfolio, and a clearly-labelled ‘For developers’ path with spec sheets, batch-pricing guides, installation efficiency data, and project-by-project scheme case studies.
Publish scheme-level case studies instead of single-kitchen case studies. Each page documents a full 4- to 8-unit development — cabinetry specified, colour schemes across units, install sequence, delivered on time, feedback from the developer.
Target Google Ads and SEO at trade-intent terms — ‘kitchen trade supplier Cotswolds’, ‘developer kitchen contractor Bath’, ‘batch kitchen install Thames Valley’ — with a negative list that excludes every end-consumer term.
Build a direct outreach programme targeting boutique developers doing 2–8 unit schemes within a 90-minute radius. Case-study PDFs become the primary cold-email asset.
Complete a Houzz Pro trade profile so developer searchers on Houzz see the studio’s trade credentials upfront.
Tech stack
- Webflow
- Google Ads (trade-targeted)
- LinkedIn outreach
- HubSpot (trade CRM)
- Houzz Pro
- CallRail
Package
Signature build + Growth retainer
Projected outcome
Two new developer relationships within 9 months. Annual revenue uplift of £350,000–£500,000 from those accounts, materially reducing concentration risk on the existing three. Rolling repeat work from new accounts compounds through months 12–24.
Projected, not guaranteed. Outcomes depend on your photography, your showroom, your sales team’s response time, and regional market conditions.
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