Websites for kitchen fitters that win the work.

Kitchen customers usually arrive with the design half-done. They have been to a showroom or a trade counter, or planned it online with a flat-pack retailer, and now need somebody to fit it - or they want a fitter who can supply and design as well. Either way they are about to lose the busiest room in the house for a week or more. They look for finished kitchens like their own, and especially for the tricky bits: worktop joints, end panels, fillers scribed to a wonky wall, the line of the plinths. They compare several fitters, and worry about coordination - who does the plumbing, the gas hob, the new sockets, the plastering, the splashback - as much as the joinery. Many are introduced by the retailer they bought from, so your website is often checked after the recommendation, as confirmation rather than discovery.

When demand peaks. Enquiries peak in January and after the late-summer sales, with a rush in early autumn from people who want a kitchen in before Christmas. Templating lead times mean autumn diaries fill early.

Kitchen fitters fill their sites with manufacturer brochure photos, which is the one thing a customer has already seen in the showroom. What proves a good fitter is detail: a tight worktop joint, a straight run of doors, a filler scribed to an old wall. Those shots are almost never on the site. The second failure is not saying whether you fit only or supply as well, or which ranges you are happy to install, so the customer with a flat-pack kitchen in the garage wonders whether you will turn it down. The third is silence on the trades that come with a kitchen - gas, electrics, plastering, tiling - which is the biggest source of anxiety in the whole project.