Specimen project
Specimen project: Lymington Joinery is a composite profile drawn from the self-builder archetype. It illustrates our methodology, not a live client engagement.
Self-builder
Lymington Joinery
Cabinetmakers for New Forest self-builds — Lymington, Hampshire.
A two-generation cabinetmaking workshop supplying in-frame kitchens to one-off coastal new-builds and New Forest countryside homes. High project values, low enquiry volume — and a website that hadn't been touched since 2017.
Years trading
14
Installed projects
92
Project pages
52
Timeline
8 weeks (contract → launch)
The challenge
Lymington's clientele self-builders, retired professionals and architect-led projects with £60k–£120k budgets. They don't respond to volume-play marketing; they want proof of craft, patience, and an understanding of architectural process. The existing site was a CV, not a showcase, and the studio had no structured way to be found by the architects specifying kitchens on their behalf.
Our response
What we’d build, in order.
Rebuild around long-form case studies, each documenting the architectural context and material spec in the vocabulary self-builders and architects actually use.
Publish a twelve-part editorial series on working with architects, timber aging, and kitchen specification for new-builds — slower-tempo content designed for months-long decision cycles.
Light-touch Google Ads focused on 'bespoke kitchen Lymington' and architect-adjacent terms; most budget routed into retargeting because the self-builder sales cycle is 9–18 months.
Build relationships with the three coastal-specification architects working in the New Forest area — partnership links rather than paid outreach.
Tech stack
- Webflow
- Google Ads (light)
- Meta retargeting
- GA4
- CallRail
- Ahrefs
Package
Flagship build + Dominance retainer
Projected outcome
Modest enquiry volume increase, but a step-change in average project value — from £65k to ~£85k within twelve months as the positioning pulls in more self-builders and fewer one-off renovators.
Projected, not guaranteed. Outcomes depend on your photography, your showroom, your sales team’s response time, and regional market conditions.
Related specimens
Renovator-homeowner
Coastal Bespoke Co.
An eight-year-old studio making hand-painted Shaker kitchens for Regency townhouses and Victorian terraces across Brighton and Hove. Exceptional craft, almost invisible online.
Read the project →Developer
Cotswold Joinery Co.
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.
Read the project →Interior designer
Chichester Kitchen Atelier
A small atelier-style studio with a specialism in supplying interior designers rather than end clients. Their challenge wasn't finding homeowners — it was being the obvious choice for the twenty-odd designers working across Sussex and west Hampshire.
Read the project →