Case Study
Chad Keeler builds custom furniture and finish carpentry for commercial and residential clients in Columbus. His work is exceptional. His online presence was invisible.
The Challenge
15 years of exceptional work lived only in a camera roll. There was no way for prospective clients to browse projects, understand Chad's range, or see the quality before making contact.
A gallery-forward site where every project is showcased by category — clients browse the full body of work before they ever pick up the phone.
A generic logo and no visual system. The brand communicated nothing about the level of work, leaving first impressions to chance — and usually landing short.
A complete identity — wordmark, icon, color, typography — as intentional and precise as the joinery itself.
Seasonal slowdowns, no organic reach, and zero ability to attract new clients outside the existing referral network. Business growth was capped by who Chad already knew.
Local SEO architecture targeting Columbus homeowners and commercial clients searching for custom carpentry, cabinetry, and finish work.
Without a brand story or visual presence that communicated caliber, inquiries skewed toward clients who led with price rather than value — a mismatch that wasted everyone's time.
A site designed to pre-qualify. The brand story and portfolio photography attract clients who already understand the level of craft and are ready to invest in it.
The Scope
Full visual identity built from scratch — wordmark, icon, color system, and typography as deliberate as the joinery itself. A brand that communicates craft before a single project loads.
Gallery-forward site structured around project categories — custom furniture, finish carpentry, commercial builds. Every project showcased so clients can browse before they call.
A job transformation photography series to document completed work — before and after, process shots, finished installs. The raw material for the portfolio, social, and ongoing SEO content.
Schema markup, Google Business Profile optimization, and location-targeted pages for Columbus carpentry, cabinetry, and trim searches — building organic reach that compounds over time.
A direct path for general contractors, developers, and commercial clients to reach Chad quickly. Separate from the residential flow — qualified from the first click.
An ongoing content program built around project documentation — turning every completed job into social proof that drives shares, builds trust, and feeds organic search.
The Result
Keeler Carpentry now has an online presence that reflects the quality of the actual work. Inquiries come from clients who've already seen the portfolio, understand the caliber, and are ready to talk.
Aspire translated what was in my head into something I could never have put into words myself. And it actually converts. Clients say the website is why they called.
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