Creating an Effective Website for Your Woodworking Business
Your website works for you around the clock—showcasing your craft to potential customers while you’re in the shop making sawdust. A well-designed website establishes credibility, displays your portfolio, and makes it easy for customers to contact you. Here’s how to create one that actually generates business.
Essential Pages Every Woodworking Website Needs
Homepage: Your digital storefront. Feature your best work prominently, state clearly what you do, and guide visitors toward taking action. Keep it uncluttered—a stunning hero image of your finest piece, a brief value proposition, and clear navigation are all you need.
Portfolio/Gallery: The heart of your site. Organize work by category (furniture, cabinetry, small goods) or by room (kitchen, dining, bedroom). Each piece should have quality photos from multiple angles and brief descriptions noting materials, dimensions, and special features.
About Page: Tell your story. How did you come to woodworking? What drives your craft? What’s your philosophy on quality and design? Include a photo of yourself—people want to know who they’re working with. This page builds the personal connection that distinguishes custom makers from big-box stores.
Process/How It Works: Demystify custom ordering. Explain the steps from initial inquiry to delivery. How long do projects typically take? What’s your payment structure? Answering these questions upfront qualifies leads and sets expectations.
Contact Page: Make reaching you effortless. Include a contact form, email address, phone number if you accept calls, and your physical location or service area. Consider embedding a scheduling tool for consultations.
Website Platforms for Makers
You don’t need to code. Modern website builders make professional sites accessible to everyone:
Squarespace offers beautiful templates designed for visual portfolios. The drag-and-drop editor requires no technical skills, and e-commerce features let you sell directly if desired. Popular among makers for good reason.
WordPress provides maximum flexibility if you want control and don’t mind a learning curve. Thousands of themes exist for portfolio sites. Self-hosted WordPress costs more to set up but gives you full ownership.
Wix offers free and paid tiers with intuitive editing. A solid choice for getting started quickly without investment.
Shopify excels if selling finished goods is your primary focus. Its e-commerce features are robust, though it’s more than you need for commission-only businesses.
Choose based on your comfort level and needs. A simple site that exists beats a complex one you never launch.
Photography: Your Site’s Foundation
Beautiful woodwork photographed poorly won’t impress anyone. Invest in getting this right:
Shoot in natural light near large windows, avoiding harsh direct sunlight. Golden hour (early morning, late afternoon) provides warm, flattering illumination.
Use simple backgrounds that don’t compete with your work. White walls, clean concrete, or outdoor settings work well.
Include multiple angles: overall shots, detail close-ups of joinery and grain, and context photos showing pieces in use. Scale references help viewers understand size.
Consider hiring a professional photographer for key pieces. Even a single session photographing your best work elevates your entire presentation.
Writing That Sells
Your words matter. Write in a voice that sounds like you—professional but personable. Avoid jargon that confuses non-woodworkers but demonstrates expertise through thoughtful explanations.
For portfolio pieces, tell mini-stories. What was the client’s challenge? How did you solve it? What materials did you choose and why? “White oak dining table with hand-cut dovetail joinery, designed to seat ten while fitting through a narrow apartment doorway” engages more than specs alone.
Include clear calls to action throughout: “Ready to discuss your project? Get in touch.” “See something you love? Let’s create something similar for your space.” Guide visitors toward contacting you.
Search Engine Optimization Basics
SEO helps people find you when searching for woodworkers in your area. Basic optimization includes:
Local keywords: Include your city or region naturally in page titles and content. “Custom Furniture Maker in Portland” helps Google connect you with local searchers.
Page titles and descriptions: Each page should have a unique, descriptive title containing relevant keywords. Write meta descriptions that accurately summarize content.
Image optimization: Name image files descriptively (walnut-dining-table-custom.jpg, not IMG_4532.jpg). Add alt text describing what’s pictured.
Google Business Profile: This free listing appears in local search results and maps. Complete it fully with photos, hours, and services.
Mobile Responsiveness
More than half of web traffic comes from phones. Your site must look good and function well on small screens. Most modern templates are responsive by default, but always test on actual mobile devices before launching.
Check that images load quickly, text is readable without zooming, and contact forms work on touchscreens. A frustrating mobile experience loses customers.
Maintaining Your Site
Launch is the beginning, not the end. Keep your site fresh:
Add new portfolio pieces as you complete them. Remove older work that no longer represents your skill level.
Update the About page as your story evolves. New tools, techniques learned, or milestones reached are worth sharing.
Fix broken links and outdated information. A site promoting a 2021 sale in 2025 looks abandoned.
Consider a blog for ongoing content—project stories, wood species guides, or care instructions. Fresh content improves search rankings and gives visitors reasons to return.
Measuring Success
Install analytics (Google Analytics is free) to understand your traffic. Which pages do visitors view most? How do people find you? Where do they leave? This data helps you improve over time.
Track not just visits but conversions—how many visitors become inquiries? If traffic is high but inquiries are low, your site isn’t converting. Adjust messaging, calls to action, or contact accessibility.
Your website is a tool that should generate business. Treat it as an investment in your craft’s visibility, maintain it thoughtfully, and it will bring customers to your shop for years to come.
