Website design for kitchen fitters: fit-only, supply and fit, and everything between

A kitchen fitter’s website should split visitors into two clear journeys from the homepage: people who have already bought a kitchen and need it fitted, and people who want you to design and supply it too. Each journey then needs its own photos, process and next step, whether that is a fitting quote or a booked design visit. Unavoidable Marketing is a Leeds-based agency that designs and builds websites for UK kitchen fitters, on WordPress, owned by you, with founder Andrew Heppinstall on every strategy call.

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Last updated: 18 October 2026

Two customers who want very different things

The customer who has bought a kitchen from a big shed or online retailer, and now has thirty flat-packed boxes in the garage, is searching “kitchen fitter near me”. They want to know you will fit what they bought, how soon you can start, and roughly what it costs. They do not want a showroom tour.

The customer starting from scratch is searching “new kitchen [town]” or “kitchen design and installation”. They want ideas, reassurance and someone to take the whole job off their hands. They are often weeks or months from deciding.

Most kitchen fitting websites try to talk to both at once and end up vague. We put two big, plain choices near the top of the homepage:

Style galleries people can picture themselves in

Someone planning a new kitchen thinks in styles, not in cabinet codes. Galleries grouped by style help them find what they like and show your range at the same time. Typical groupings:

• Shaker and in-frame
• Handleless and modern gloss or matt
• Painted and traditional
• Kitchens with islands and breakfast bars
• Small kitchens and galley layouts, which many customers actually have

Every photo should be your own work. Brochure images from a supplier look polished but every other fitter uses the same ones, and customers notice. A photo of a real kitchen in a real semi, with the worktop joint and the end panels in shot, is more convincing than a staged showroom.

For the best jobs, a project page with a before photo, the layout change, the worktop material, the appliances and the number of fitting days gives a buyer the detail they want and gives Google and AI assistants a page they can understand.

Booking a design visit, not just “get in touch”

For supply-and-fit customers, the design visit is the real conversion. Make it a clear, bookable step rather than a contact form. A good design visit page explains:

• What happens on the visit: measuring up, talking through layout, budget and style
• How long it takes, and whether both householders should be there
• Whether there is a charge, and if it comes off the final price
• What they get afterwards: a drawing, a 3D plan or a written quote

We can add a booking calendar so customers pick a slot themselves, or a short request form if you prefer to ring them back first.

The process page: survey, design, fit days

Living without a kitchen is the thing customers dread. Laying out what happens and roughly when takes most of that fear away. A clear process page usually runs like this:

• Survey: measuring, checking walls, floors, plumbing and electrics
• Design and quote: layout options, materials and a fixed written quote
• Ordering and lead times: how long units, worktops and appliances usually take to arrive
• Strip out: removing the old kitchen and protecting the rest of the house
• Trades: any plumbing, electrics, plastering or tiling, and who does them
• Fit days: an honest range for a typical kitchen, and what to expect each day
• Worktop template and fit, if stone or quartz needs templating after the units go in
• Snagging and sign-off

Be clear about any trades you bring in. If gas hobs or ovens are being connected, say that this is done by a Gas Safe registered engineer, because that is a legal requirement, not an extra.

Spell out your customer-supplied kitchen policy

Fitting kitchens that customers bought themselves is a big part of the work for many fitters, and it is also where most disputes start. Missing parts, damaged doors, the wrong worktop length. Put your rules on the fit-only page, plainly, before the customer books:

• Which retailers and brands you are happy to fit, and any you will not
• That everything should be delivered and checked before the fit date
• What happens if parts are missing or damaged on the day
• Who is responsible for faults in the units themselves versus your workmanship
• Whether you take away packaging and the old kitchen

It might feel like putting people off. In practice it attracts the organised customers and saves you the awkward conversations.

Trust signals and reviews

A kitchen is one of the biggest spends in a home, so people check you carefully. Show what you genuinely hold, near the quote and booking buttons:

• TrustMark, if you are registered, and any trade association memberships you hold
• Public liability insurance, and any guarantee on your workmanship, explained simply
• Gas Safe registration details for whoever connects gas appliances
• Your full business name, address and phone number, matching your Google Business Profile

Put Google reviews on the site and place the best ones on the matching page: fit-only reviews on the fit-only page, design reviews on the supply-and-fit page. A review that says “they fitted our online kitchen in four days and sorted the missing plinth without fuss” sells fit-only work better than any headline.

How we do it

We have been building websites since 2012, across 390+ projects, and 92% of clients come back. We judge a kitchen fitting site on enquiries and booked jobs, not on clicks.