I’ve seen it again and again. After my team at InfoStreamUSA.com has built almost 1000 websites over the past 15 years, I can spot it a mile away.
Fabricators love to lead with materials.
It makes sense on the surface—customers do want to see color options, brands, edge styles, and all the sparkly slabs. And it’s what fabricators know best. It’s the language of the shop, the showroom, the supplier.
But here’s the truth: Your customers don’t actually want countertops.
They want what the countertops give them. A kitchen for Christmas dinner. A bathroom that finally feels like this decade. An outdoor bar where friends gather and laugh late into the night. They want moments, memories, and connection.
Yet 99 out of 100 fabricator websites open like a catalog—cold, quiet photos of empty rooms and rows of stone samples.
You’re not selling granite. You’re selling the life and memories that happen around it.
So here’s the shift:
Lead with people. Lead with energy. Show the family crowded around the island. Show the wine being poured at the outdoor bar. Show the kiddos making cookies. Show the transformation—not just the materials, but the why behind them.
Put the products on your site, of course. Just don’t make them the star of the show.
Here’s a great example of getting it right: https://www.moderncountertops.com/
They lead with lifestyle, warmth, and story. The materials are still there—but they serve the story, not replace it.
So the next time you’re thinking about your website, ask yourself:
Are you showing off slabs?
Or are you showing off the life and memories your work makes possible?
Now, there’s an important exception worth mentioning:
If your primary customers are K&Bs, Interior Designers, or Builders, showcasing materials, surfaces, and your technical capabilities is essential. These professionals are driven by precision, quality, and your service capabilities. While lifestyle imagery still matters, ensure your focus aligns with highlighting your skill, precision, and the breadth of what your team can accomplish.
