CASE STUDY: CABINET REFACING
JMT Cabinets: From Invisible to #1 for Cabinet Refacing in Orlando
Great Work. Nobody Could Find Them Online.
JMT Cabinets had a solid reputation in Central Florida. Referrals kept the crew busy enough to survive, but not busy enough to grow. The problem was simple: when a homeowner in Orlando, Deltona, or The Villages searched for cabinet refacing, JMT didn't show up. Anywhere.
Their website had a Domain Rating of 1.0. Zero commercial keywords ranking. Competitors with weaker craftsmanship were getting the calls because they showed up first on Google. JMT was invisible in the place where 93% of homeowners start looking for a contractor: search.
SEO, Content, Ads, and a Demographic Discovery That Changed Everything.
Local SEO
Built location pages for every service area: Orlando, Deltona, The Villages, Titusville, Daytona Beach, Leesburg, and Altamonte Springs. Each page targeted city-specific cabinet refacing keywords. The homepage locked in on "cabinet refacing Orlando," the highest-value commercial term.
Content Marketing
Published expert content on topics homeowners actually search: pickled cabinets vs. refacing, DIY cabinet refacing tips, door styles, kitchen trends. One article about pickled cabinets alone drove 670 organic clicks and ranks for 12 keywords. Content compounds. Every post is a permanent lead source.
Google Ads
Launched Google Ads targeting high-intent keywords like "cabinet refacing near me" and "kitchen cabinet installation Orlando." Paid search drove 62 tracked leads, but the real value was filling the schedule while SEO built momentum.
Demographic Discovery
Analytics revealed that JMT's actual core buyer was completely different from who they thought they were serving. Watson & Co. identified the real decision-maker, refocused targeting to where demand actually lives (The Villages, Deltona, Titusville), and aligned messaging to resonate. Result: a 67% close rate, nearly double the industry average of 25-35%.
Link Building
Grew the backlink profile from 15 referring domains to 107. A focused link building campaign in mid-2024 spiked referring domains to 140, which normalized to a sustained 100+ level. Domain Rating went from 1.0 to 8.0.
Google Business Profile
Optimized the GBP with service-specific content, project photos, and regular posts. JMT's GBP now drives brand search clicks that grew 135% year-over-year. The /free-estimate/ page converts at 16.9%, meaning nearly 1 in 6 visitors becomes a lead.
From Invisible to Owning Page One.
| Metric | Before (Jun 2023) | After (Apr 2026) |
|---|---|---|
| Domain Rating | 1.0 | 8.0 (8x) |
| Referring Domains | 15 | 107 (7x) |
| #1 Rankings | 0 | 7 |
| Top 10 Keywords | 0 | 34 |
| Monthly Leads | 26 | 54 (+108%) |
| "Cabinet Refacing Orlando" | Not ranking | #1 |
Owning the Searches That Book Jobs
| Keyword | Start | Current | Monthly Volume |
|---|---|---|---|
| cabinet refacing orlando fl | Not ranking | #1 | 100 |
| cabinet refacing orlando | Not ranking | #1 | 80 |
| kitchen cabinet refacing orlando | Not ranking | #2 | 100 |
| local cabinet companies | Not ranking | #2 | 150 |
| cabinet refacing daytona beach | Not ranking | #10 | 40 |
96 total keywords ranking. 34 in the top 10. 16 in the top 3.
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Foundation (Jun - Dec 2023)
Built the SEO strategy, launched location pages, and started Google Ads. The first full month of tracking (November) logged 383 sessions and 26 leads. Domain Rating climbed from 1.0 to 1.7 as the site gained its first backlinks.
Growth (Jan 2024 - Dec 2024)
Content marketing took hold. The "pickled cabinets" blog post started pulling hundreds of organic visitors. A focused link building campaign pushed referring domains to 140 and DR to 5.0. Monthly key events peaked at 117 in November 2024. The demographic discovery pivoted targeting to the real buyer, and close rates jumped to 67%.
Dominance (Jan 2025 - Apr 2026)
JMT locked in the #1 position for "cabinet refacing Orlando." DR hit 8.0. GSC clicks grew 28% year-over-year while average position improved by 14 spots. Brand searches grew 135%. Total leads crossed 4,748 with 3,181 closed jobs and an estimated $9.5M+ in revenue.
One Blog Post. 670 Clicks. 12 Keywords Ranking.
Most marketing stops working the day you stop paying for it. Content marketing compounds. A single article about pickled cabinets vs. refacing has generated 670 organic clicks, 34,092 impressions, and ranks for 12 keywords. That post costs JMT nothing every month. It just keeps sending traffic.
Organic search generates 14x more leads than paid search for JMT. Paid fills the schedule while SEO builds. Once the rankings are there, those leads are free. Every month, the cost per lead drops.
| Content Piece | Clicks | Impressions |
|---|---|---|
| Pickled Cabinets vs Refacing | 670 | 34,092 |
| Problems with Refacing | 175 | 19,352 |
| DIY Cabinet Refacing Tips | 142 | 70,008 |
| Before/After Gallery | 61 | 4,747 |
"Top SEO rankings across Central Florida and Google Ads generating over 20 calls a month. Our schedule stays full because of Watson & Co."
Matt S., Owner, JMT Cabinets, Central Florida
What You're Probably Wondering
How did JMT Cabinets get to #1 for cabinet refacing in Orlando?
Three things working together over time. First, Watson & Co. built location-specific pages targeting cabinet refacing keywords for every city in JMT's service area. Second, a link building campaign grew their Domain Rating from 1.0 to 8.0 and referring domains from 15 to 107. Third, expert blog content established topical authority in the cabinet refacing space. SEO compounds. It took time, but now JMT owns those rankings.
What does a 67% close rate mean for a cabinet refacing company?
The home services industry averages a 25-35% close rate. JMT closes 67% of their leads. That's nearly double the norm. The difference is targeting the right buyer. Watson & Co. used analytics and CRM data to identify JMT's actual core demographic, then adjusted geo-targeting, messaging, and content to match. Better-qualified leads mean higher close rates and less wasted time on estimates that go nowhere.
How much revenue did the marketing partnership generate for JMT?
At a conservative average of $3,000 per job, 4,748 leads at a 67% close rate equals 3,181 closed jobs and an estimated $9.5M+ in revenue. At mid-range job values ($5,000-$8,000 for larger refacing and full remodel projects), the total could be $15M-$25M. Every dollar invested in SEO compounds month after month.
Why does organic search generate 14x more leads than paid ads for JMT?
Organic search represents 43% of JMT's traffic and 55% of all leads. Paid search accounts for only 5% of traffic and 4% of leads. The ratio is lopsided because SEO compounds: every blog post, location page, and backlink works permanently. Ads stop the day you stop paying. JMT's organic traffic has the highest engagement rate at 64.1%, meaning those visitors are actively looking and ready to act.
Can Watson & Co. get these results for my cabinet refacing company?
Your market, your competitors, and your starting point are different. The numbers won't be identical. But the system is the same: local SEO, content marketing, Google Ads, link building, and data-driven targeting. It works because it covers every way a homeowner finds and hires a cabinet refacing company. Check if your market is available. We only work with one cabinet company per territory.
Is Your Market Still Available?
We only work with one home services company per market. Check if your territory is still open before your competitor does.
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