Iconic Cabinetry, a home remodeling company serving the Greater Seattle area, hired me to develop a custom, SEO-driven, lead-generating WordPress website to support their kitchen and bath remodeling business. This was a full-scale web development project with a strong focus on scalability, local SEO, and user experience, all built using WordPress and Elementor Pro.In three weeks between July and August, 2025, I built Iconic Cabinetry a website that consisted of 40+ fully custom pages and included everything from content architecture and technical SEO to lead-generation systems and CRM integration.

Core deliverables and scope

• 47 total pages designed and developed
  • 1 homepage
  • 1 about page
  • 1 product parent page
    • 7 child product pages (e.g., cabinets, tile, flooring, countertops)
  • 1 remodeling service parent page
    • 3 remodeling service pages (Kitchen, Bathroom, Full Home)
  • 1 service area parent page
    • 20 local SEO city landing pages (Lynnwood, Bothell, Shoreline, etc.)
  • Blog index page with 5 published posts
  • 1 frequently asked questions page
  • Custom 404 page design
  • 1 legal page
  • 1 HTML sitemap
  • 1 contact page for client leads
  • 1 contact page for contractor signups
• Information architecture (IA) strategy
  • Used the approved homepage layout as the base for all other page structures
  • Built a scalable content system using Custom Post Types and ACF
  • Proposed and implemented parent pages for better SEO hierarchy and UX
  • Created and managed a full internal linking strategy
• On-page SEO & content optimization
  • Performed keyword research and wrote all meta titles and descriptions
  • Optimized headings, alt text, images, and content hierarchy across all pages
  • Implemented advanced internal linking across services, products, and locations
  • Added custom schema markup to every major page type
• Speed, performance & mobile optimization
  • Enabled lazy loading, caching, and image compression
  • Uploaded images in WEBP and AVIF formats where possible
  • Ensured full mobile responsiveness on all breakpoints
  • Configured daily backups and server-side performance tuning
  • Connected and configured Google Search Console
  • Submitted a clean, manually verified XML sitemap
• Lead generation system
  • Floating “Request a Quote” button added to all pages
  • Mobile CTA bar with “Call Now” and “Request Quote” functionality
  • Custom contact forms embedded site-wide
  • Contractor/designer signup form with CRM integration
  • Lead magnet-style quote checklist form with custom field logic
• Trust-building visual features
  • Google and Yelp review sliders
  • Previous jobs gallery with image optimization
  • Service area coverage map
  • “As Seen On” / Partner Logo Section
  • FAQ page with schema markup
• Blog setup
  • Custom-styled blog layout
  • 5 SEO blog posts published and internally linked
  • Article schema configured using RankMath

Tools & tech stack

This project required a carefully selected toolset that balanced performance, flexibility, SEO control, and client accessibility. Here’s a breakdown of the tools and methods used across development, SEO, and optimization workflows.

Development & CMS

• WordPress + Elementor Pro for flexible, client-editable page building
• Advanced Custom Fields (ACF) for building custom content templates and managing repeatable fields
• Code Snippets for injecting clean, modular functionality like schema markup and template logic without bloating the theme

SEO tools & implementation

• RankMath for on-page SEO fields and schema control
• Manual HTML schema injection for full customization
• Keysearch and manual SERP analysis for keyword research
• Google Search Console (GSC) setup and monitoring
• Screaming Frog for internal link auditing and structure validation
• Google’s Rich Results Test and Schema Markup Validator for structured data QA
• Google PageSpeed Insights for load time testing and performance tracking

 

Information architecture & internal linking

• All service area and product pages were planned and executed using a custom Google Sheets content map
• Manual internal linking strategy built using the content map to create SEO-rich relationships between services, cities, and product types

Performance optimization

• Hand-optimized images using Squoosh: converted to WEBP and AVIF formats for load speed
• Lazy loading, caching, and file size reduction configured via the theme and performance plugin

Security & backup

• Daily site backups configured for protection and recovery
• Security plugin installed and hardened (details confidential per client preference)

Analytics & tracking

• Google Search Console setup and verified
• XML sitemap manually generated and submitted for faster indexing and crawl efficiency

Workflow & communication

• Used Notion to track tasks, daily milestones, and page-by-page progress
• Communicated directly with the client and a marketing intern throughout the project via private channels