If you run a casework, trim packages or architectural millwork business, you’ve likely seen this happen: You deliver a flawless job. The client is thrilled. The craftsmanship is top-tier. But then… nothing. No calls. No leads. Crickets.
The problem isn’t your work. It’s visibility. If your shop isn’t showing up on Google when builders, architects, designers, or homeowners search for “custom millwork near me” or “architectural casework [your city],” you’re invisible to the people who are ready to hire, unless you’re actively working on your SEO, whether you do it yourself or hire a company that specializes in millwork SEO.
This post is your step-by-step guide to doing exactly that.
Why Google Matters for Millwork Shops
When someone needs a millwork contractor, they don’t open the yellow pages. They don’t go straight to Instagram. They open Google and search for someone nearby.
That includes:
- General contractors looking for a local subcontractor
- Architects sourcing custom casework or wood panelling
- Designers searching for specialty wood fabricators
- Homeowners upgrading kitchens or built-ins
If your business doesn’t appear in those results, they’ll never call you. Worse, they’ll call your competitor down the street who shows up, regardless of whether their work is better. Getting found on Google builds trust, drives leads, and gives your business 24/7 visibility.
Step 1: Set Up and Optimize Your Google Business Profile
This is your most important local SEO asset. It’s what shows up in Google Maps and in the “3-Pack” results—the map-based listings that appear before regular search results.
How to set it up:
- Go to google.com/business
- Sign in with a Google account
- Claim or create your business listing
- Fill out every field, including:
- Business name (exact match to your signage/branding)
- Address (or service area if you work remotely)
- Phone number
- Website URL
- Business category (e.g., “Cabinet Maker,” “Millwork Shop,” “Custom Furniture Maker”)
- Hours
- Business description (brief, keyword-rich overview)
- Opening date
- Services and products
Download our printable PDF
Public link – No sign-in or account required
Optimization tips:
- Use keywords in your business description (e.g., “custom millwork,” “architectural casework,” “built-in cabinetry,” “commercial woodwork”)
- Add high-quality photos of your work, your shop, your team, and in-progress builds
- Post updates weekly: project photos, announcements, or services
- Ask happy clients for reviews and respond to them professionally
- Keep your info updated—especially hours, services, and service areas
If you skip this step or leave it half-finished, Google has no reason to show your business in local search results.
Step 2: Build a Website That Works for Google and Clients
Your website doesn’t need to be fancy. It needs to be fast, mobile-friendly, and structured around the right keywords.
What your millwork website must include:
- Home Page
- Brief intro to who you are and what you do
- Your core services are listed clearly
- Visual examples of your work
- Service area or location
Services Pages: Each page should include photos, a short description, and location keywords. Separate pages for each key offering, for example:
- Custom cabinetry
- Commercial millwork
- Architectural wood panels
- Trim and moulding packages
About Page: Tell your story. Include your experience, values, team, and capabilities.
Portfolio or Gallery: Showcase your best work. Add image alt text and descriptions that mention location and project type.
Contact Page
- Phone, email, and address
- Embedded map
- Contact form
- Call to action like “Request a Quote”
Technical essentials:
- Mobile responsive (works on all devices)
- Fast loading speed (use compressed images, clean code)
- SSL secure (https://)
- Easy to navigate
- Connected to Google Search Console and Google Analytics
Step 3: Focus on Local SEO Keywords
SEO (Search Engine Optimization) is what helps your site show up in organic Google results. Local SEO is even more specific—it targets searchers in your geographic area.
How to find the right keywords: Think like your customer. What would they type into Google?
Examples:
- “custom millwork shop Toronto”
- “architectural casework company Vaughan”
- “commercial cabinetry contractors”
- “built-in cabinet maker near me”
Use variations of these phrases throughout your site:
- In page titles
- In headers
- In image alt tags
- In body text
- In meta descriptions
Avoid keyword stuffing. Use them naturally, the way a person would speak. Also, include neighbourhood or suburb names—not just the city. Google rewards hyper-local relevance.
Step 4: Get Listed in the Right Online Directories
Citations (online mentions of your business name, address, and phone number) help Google confirm you’re a legitimate, established business.
Key directories or websites to list your millwork shop:
- Yelp
- Houzz
- Angi
- Better Business Bureau
- HomeAdvisor
- Yellow Pages
- Chamber of Commerce
- Industry-specific directories
- Local business associations or builder networks
- Partners’ or clients’ websites
Make sure your info is 100% consistent across all listings:
- Same business name spelling
- Same address format
- Same phone number
- Same website URL
This consistency builds trust with Google’s algorithm.
Step 5: Use Content Marketing to Drive Organic Traffic
Google rewards businesses that create helpful, relevant content. That means publishing articles, FAQs, or case studies that your ideal client might search for.
Content ideas for millwork shops:
- “What’s the Difference Between Millwork and Casework?”
- “How to Choose the Right Custom Cabinetry for a Commercial Office”
- “5 Common Millwork Mistakes Architects Can Avoid”
- “Behind the Build: A Custom Reception Desk for [Business Name]”
- “How Long Does Custom Trim Take to Produce and Install?”
Each piece of content:
- Targets a specific question or keyword
- Includes internal links to your service pages
- Builds trust and positions you as an expert
- Increases time spent on your site (good for SEO)
- Can be shared via email or social media
You don’t need to blog weekly. Start with one high-quality post a month and build from there.
Step 6: Ask for Google Reviews (And Keep Them Coming)
Reviews are one of the top-ranking factors in local search. Google favours businesses with:
- A high number of recent reviews
- Detailed review text
- Keywords in the review (e.g., “custom reception desk”)
- Responses from the owner
How to ask:
- Send a short message when a project wraps up
- Include your Google review link (from your Business Profile dashboard)
- Make it easy—text or email, not just a verbal ask
Sample message:
“Thanks again for trusting us with your custom trim package. If you have a minute, we’d really appreciate a quick review here: [link]. It helps more local clients find us.”
Bonus tip: Respond to every review, even short ones. Thank the client, mention the project type, and stay professional.
Step 7: Use Google Ads to Supplement (Optional but Powerful)
Organic SEO takes time. If you want to get found faster, Google Ads can help.
Set up a basic search ad campaign targeting local, high-intent keywords:
- “custom cabinetry contractor [city]”
- “architectural millwork near me”
- “office reception desk builder [area]”
Control your budget, target only your service areas, and track calls or form submissions. You can also run Google Local Services Ads if you qualify—they appear at the very top of search results with a “Google Guaranteed” badge.
Start small, test your results, and scale what works.
Step 8: Keep Your Photos and Projects Updated
Google values activity. If your website or Google Business Profile sits untouched for six months, your visibility will start to fade.
Make it part of your process:
- Add a few project photos every month
- Post short updates (even just a caption and image)
- Keep your services and team info current
- Replace outdated or low-quality images
Recent, relevant activity tells Google your business is alive and working and that matters.
Step 9: Monitor and Adjust
- You don’t need to guess what’s working. Use these free tools:
- Google Analytics: See how many people visit your site, how they found you, and what pages they view.
- Google Search Console: Find out which search terms people used to reach you.
- Google Business Insights: Tracks how many people called, clicked, or viewed your listing.
Check your data monthly. Look for:
- Which services are getting the most attention
- Which areas is your traffic coming from
- What questions are clients searching
Use this info to shape your services, content, and marketing priorities.
Final Thoughts: Being Found is Half the Battle
You already have the tools, materials, and skills to deliver beautiful custom millwork. But that only matters if the right people know you exist. Getting found on Google isn’t a luxury. It’s a requirement if you want to grow, raise your rates, or get better-quality jobs.
Start with your Google Business Profile. Build a site that reflects your craftsmanship. Use the words your clients are searching for. Keep it consistent, keep it visual, and keep it updated. This isn’t about chasing trends or going viral. It’s about showing up when it counts—when someone’s searching for exactly what you build.
If you’re ready to get found by the right clients, ENoptimize specialize in digital marketing for millwork businesses.