Stephen Alberts

Countertop Marketing 

Having a website is like having a business card, these days. If you’re a fabricator you probably already have a website and that’s great. But do you know if you are getting the most you can out of your website? 

Even if you are only getting 10 visits to your site a week from homeowners, you can turn that traffic into leads. And then those leads into countertop projects. I’m going to give you 5 tips on how you can improve your website so you are getting the most out of it. 


SAMPLE 1:  A FAST mobile-friendly website is a must.

SAMPLE 1:  A FAST mobile-friendly website is a must.

Tip 1: Mobile-Friendly and FAST!

I listed this one first because it’s extremely important. Homeowners are two things these days: they are impatient, and wherever they are, they are often on their phones.

Your site must be mobile-friendly or you are going to miss out on a massive opportunity in getting more retail countertop projects. People should be able to contact you with a click of a button for a quote, or a quick tap to call you (see sample 1). 

And once they land there, your site must be FAST! If a homeowner searches for “granite countertops” and they land on your site, it should load in about 3 seconds.

If it takes 8 seconds to load, what do you think they will do? They will hit that back button and go to your competitor. Use this free tool to see how fast your page loads 
Or, simply go to that link and paste in your website URL. 

Use this free tool to see how fast your page loads

Tip 2: Scrolling Navbar

Your navigation bar needs to scroll down with your website. Your navigation bar is the top portion of your site and has links to all of the pages on your website. The reason you want it to scroll down is that at any point, a homeowner might want to call or request a quote. And you want those CTA (call to action) buttons to be right in front of them, and easy to use. 

Tip 3: Project and Material Gallery

Homeowners want to look at two things when they land on your website. They want to see completed countertop project pictures, and they want to see samples of the materials you offer. You should have two unique galleries with this type of content. 

Break out your material into granite, quartz, and all other material you offer. In the example below, we also include the supplier of that type of material. 

For your project pictures, upload as many as you can to fill your gallery page. Include before and after pictures, if you can!

 It’s essential for a good countertop website to include a comprehensive materials section.  A search function is a necessity.

 It’s essential for a good countertop website to include a comprehensive materials section.  A search function is a necessity.

Tip 4: Include Numerous CTAs (Calls to Action)

You should have a few different CTA (call to action) buttons throughout your site. Most homeowners are going to want to call or request a quote. But they might also want to email you or talk to you on a chat widget. You want to include these items:


  • Phone number: Should be positioned in the top right corner of your page.

  • Request a quote: Put this right next to your phone number.

  • Email: Be sure to include your email contact at the bottom of your site (the footer) and also on your contact page.

  • Chat widget: A easy way to get a chat widget for your website is to use the free chat widget from Facebook. Add this to your website so people can quickly and easily contact you. 
Prominently displayed Call to Action buttons make it easy for customers to contact you.

Prominently displayed Call to Action buttons make it easy for customers to contact you. 

Tip 5: Solid Home and About Page

When you show on a Google search page, most of the time it will be your homepage. So you want to make sure it has everything someone needs. I would include:


  • CTA buttons throughout the page so someone can call or request a quote (see sam- ple 4).

  • An “About Us”section on your company (or a link to your about page).

  • A material section someone can click on to view your selection of stone.

  • A small project gallery and a button or thumbnails to click and access more project pictures. 

  • Reviews and testimonials from customers. 

  • Highlight services that make your shop special. For in- stance, maybe you install in 7-10 days, or you give free measurement estimates, or you offer virtual estimates. Anything that makes you stand out from the countertop company down the block is important to include! 

One last thing: make sure you have a solid “About Us” page. People want to work with people, not just work with a company. You are working in their home so they want to feel like they can trust you. Include pictures of yourself and your team on that page, include behind the scene pictures of your CNC machine and showroom. Tell them your story and connect with them. 

Following these five tips will help you get more out of each homeowner who visits your website and will result in more revenue. 

Stephen Alberts is the owner of the Countertop Marketing Co. They specialize in helping countertop companies grow the retail side of their business outside of word-of-mouth and referrals. 

To learn more, book a free strategy call at or email