Professional website for carpenters & joiners

Joinery and carpentry workshops traditionally live from referrals - satisfied homeowners tell their neighbours about the fitted kitchen, architects put a proven workshop back into the tender. That still works but is increasingly overlaid by a second reality: two thirds of all private prospects research online before first contact. "Schreiner in [city]", "fitted wardrobe bespoke [city]", "joinery walnut kitchen" are today the starting points for orders that used to walk in from the street. Those who are not visible there receive an ever smaller slice of the market - with exactly the price-pressure spiral that many workshops are already feeling.

At the same time the market is split. Furniture-store collections, Swedish fitted-wardrobe systems and specialised online providers for "furniture to measure" push into a mid-price segment, while demand for genuine craftsmanship is rising - solid wood, real veneers, handleless constructions with high-quality hardware, honest material instead of melamine mimicry. The workshops that grow sustainably position themselves clearly in one of the two segments - usually the upper one - and use their website as a visual quality promise. The website sorts enquiries before the workshop gets involved.

On top comes the B2B leverage. Architects, interior designers and general contractors check the website of their potential workshop before every award - for portfolio depth, execution competence, shop-drawing capability. Those presenting with a 2014 homepage, blurry phone snapshots and a PDF brochure will simply not be invited for office, practice or hospitality fit-outs, for shopfitting or premium interior work - even if their craftsmanship is well known locally. A strong website is therefore a prerequisite for profitable B2B orders, not just a new-customer tool.

The homepage sets the quality level in ten seconds. A large, calm photo of a real piece from your own workshop (no stock!) - a signature project such as a fitted kitchen with handleless fronts, a solid-wood staircase or a shopfit. A clear positioning sentence ("Joinery in [city] for fitted kitchens, bespoke furniture and interior finishing - master-run since 1987"), three CTAs (view portfolio, request project, call), and then - without carousel, pop-up or auto-play video - a direct selection of four to six references with large images. The visit should feel like stepping into a tidy workshop, not a landing page.

The service pages are the SEO backbone. One dedicated subpage per core area with 700-1,200 words: fitted kitchens (material build-up, fronts, hardware, appliance integration), fitted wardrobes and walk-ins (frames, drawers, sliding vs. hinged doors), bespoke furniture (dining tables, sideboards, beds), interior finishing (doors to DIN 18101, solid-wood flooring, staircases to DIN 18065, wall panelling), object and shopfitting (retail fit-out, hospitality interiors, office and practice fit-outs), solid-wood restoration and - where applicable - window and exterior-door manufacturing with CE marking under EN 14351-1. Each page follows the same structure: what we do, which materials (solid wood, veneer, MDF, HPL, mineral composite, glass), how survey and planning run, what budget range is realistic, which references are available.

The reference portfolio is the most important single page and deserves a dedicated, fast image pipeline. We use Astro\'s native image optimisation (WebP/AVIF, responsive srcset, automatic lazy loading) and build a detail page per project with 6-12 images, a short project description (client situation, material choice, highlights such as push-to-open, soft-close, handleless reveal, real wood veneer on multiplex), technical key data (material, surface finish, hardware manufacturer such as Blum, Hettich or Grass) and, where relevant, an architect credit. A filter bar by category and by material helps both audiences recognise their own project.

The workshop and team page builds trust: an honest photo of the workshop (CNC machining centre, edgebander, spray booth, assembly area), short portraits of the master craftspeople and journeymen, a paragraph on company history and generational handover. For B2B contacts a separate "For architects & planners" page helps with interface competence: DWG/DXF/IFC exchange, palette CAD or pCon.planner shop drawings, tendering experience under VOB/C, laser or 3D-scan surveys, insurance situation, membership in Tischler Schreiner Deutschland (TSD).

The enquiry form pre-qualifies requests. We build a lean form with the fields name, contact, project type (dropdown: fitted kitchen, bespoke furniture, interior finishing, shopfitting, restoration, other), budget range (mandatory dropdown with four steps), desired project start and description. The form forwards the entry via a secure SMTP connection directly to your business mailbox, with an automatic acknowledgement email to the sender - no storage on our systems, no file uploads. The subsequent coordination then runs directly by email between you and the client or planning office.

A blog or "workshop journal" builds technical authority and ranks on long-tail queries service pages never cover - material comparisons ("oak or walnut for the fitted kitchen"), hardware technologies (push-to-open vs. handleless reveal profile), care cycles (solid-wood oil after twelve months) or planning notes for under-sloped-ceiling wardrobes.

Planning and configuration software belongs in the workshop, not on the website. palette CAD and pCon.planner are specialised CAD systems with cabinetmaker libraries; they run on the client\'s or your machine, not in the browser. We link to the provider\'s external customer portal via button when you offer that service - we deliberately do not build an in-house 3D configurator. The same applies to quotation, survey and trade software such as Streit.de, Taifun, VIS Handwerk, Sage Handwerk or Lexware Handwerk: we link to the provider\'s portal if you already use it and embed none of it on the website itself.

The joinery/carpentry trade is licence-requiring under Annex A No. 27 of the German Crafts Code. The legal notice must therefore contain more than for unregulated trades: owner or GmbH management, full address, phone and email, commercial-register or crafts-register entry with number, competent Chamber of Crafts (Handwerkskammer), statutory professional title ("Tischler", awarded by the Federal Republic of Germany), trade-law basis referencing HwO and Annex A No. 27, VAT identification number. For specialised businesses (e.g. window manufacture) additional information on CE marking is required. We structure the legal notice cleanly; your law firm checks content correctness.

Windows and external doors are regulated construction products. Anyone manufacturing or placing them on the market is subject to the harmonised standard EN 14351-1 with mandatory CE marking and declaration of performance (DoP) - type-tested (ITT) by a notified body such as IFN Rosenheim. This need not read as advertising copy on the website, but no claims on U-values, sound insulation or burglar resistance (RC classes under DIN EN 1627) that are not covered by your own declaration of performance. For timber protection DIN 68800 and DIN EN 1995 (Eurocode 5) apply; for furniture panels DIN 68871 and DIN EN 14322; for emissions DIN EN 13986 (formaldehyde class E1 is standard). These references belong in the service copy where they are actually applied.

GDPR applies primarily to the reference portfolio and to the enquiry form. Every interior photograph of a private home or commercial space is personal data - we need written consent under Art. 6 para. 1 lit. a GDPR with explicit mention of website publication. We also clarify copyright on the design (§ 2 UrhG): for architect and interior-designer projects the right to the overall design does not belong to you; display requires a licensing agreement and architect attribution. The enquiry form validates server-side, uses honeypot and rate limit, delivers via SMTP into your mailbox and stores no message content on our systems. Accident insurance runs via the BGHM (trade association for wood and metal), a discreet note in the legal notice is enough.

BFSG (Accessibility Strengthening Act, in force since 28 June 2025) applies to electronic services offered to consumers. Concretely: the enquiry form, portfolio navigation and price information must be accessible. We deliver WCAG 2.1 AA as a baseline: contrast above 4.5:1, full keyboard operability, meaningful alt texts for portfolio images (no "IMG_7843.jpg", but "walnut fitted kitchen with handleless fronts, private house [city]"), clear form labels instead of placeholder tricks, no silent aria-hidden=true containers.

Joinery and carpentry workshops operate in a 30-80 km radius - tighter for fitted kitchens, wider for shopfitting and object work. Local SEO is therefore a central lever. We optimise the site for the primary city name and two or three neighbouring towns ("Schreinerei [core city], Tischlerei for [neighbour 1] and [neighbour 2]"), maintain Schema.org markup (LocalBusiness with GeneralContractor / HomeAndConstructionBusiness as specialisation, hasOfferCatalog, image array for the portfolio) and keep NAP data consistent across website, Google Business Profile, crafts register and the main directories.

Google Business Profile is one of the strongest channels for artisanal B2C search. We set up the primary category "Joinery" or "Carpenter" and relevant secondary categories ("Kitchen furniture store", "Shopfitter", "Furniture maker"), maintain opening hours and holiday closures, upload 20-40 high-quality portfolio images (with consent) and activate the "services" feature with short descriptions. Reviews are central - we build a discreet review follow-up after project handover (short thank-you email with direct Google and ProvenExpert links) and embed the review widget from Houzz, ProvenExpert or Google Reviews as a snippet in the footer. The contract with the review provider runs directly between you and the service.

Houzz is the most valuable industry-specific platform in the upper segment - this is where architects and homeowners commissioning high-quality workshops search. We link your Houzz profile from the portfolio and keep the visual language of website and Houzz presence congruent. Instagram and Pinterest add reach; we embed feeds only if they are actively maintained, and then GDPR-compliantly with opt-in or via static image export. Tischler Schreiner Deutschland (TSD) remains the most important professional reference framework - we communicate membership discreetly with logo and link.