Cabinet refinishing marketing. The keyword map and the five pages that sell it.
Cabinet refinishing is the highest-margin line in most painting companies, and most of them market it as one bullet on the services page. It has its own buyer, its own questions, its own cost per estimate and its own season, which is winter. Five keyword clusters, five pages, the 2026 economics, and the two channels a kitchen photo carries.
Why market cabinets separately?
Typical residential cabinet refinishing ticket, 2026
Cost per booked cabinet estimate on Google search
Gross margin on a well-run cabinet job, higher than walls
Days in the kitchen. Repeatable, schedulable, indoor.
What do people search before hiring a cabinet painter?
| Cluster | Example searches | What wins it |
|---|---|---|
| Cost | cabinet painting cost, how much to paint kitchen cabinets, cabinet refinishing cost [city] | The biggest cluster. A cost page with a real range by kitchen size wins it. |
| Refinish vs replace vs reface | refinish or replace cabinets, cabinet refacing vs painting, is painting cabinets worth it | Decision content. The page that answers honestly gets cited by every AI engine. |
| Process and durability | how long does painted cabinets last, do painted cabinets chip, spray vs brush cabinets | Objection content. Answer it and the estimate call is shorter. |
| Colour | best white for kitchen cabinets, two tone kitchen cabinets, painted oak cabinets | Inspiration searches with your photos attached become leads six months later. |
| Local intent | cabinet painters near me, cabinet refinishing [city], kitchen cabinet painting [city] | The money terms. One page per city you serve, with photos from that city. |
Which five pages sell cabinet refinishing?
The cabinet cost page
"How much does cabinet painting cost in [city]?" A range by kitchen size, what moves it, spray vs brush, a timeline, four photos. Opens with the number.
The refinish vs replace page
An honest comparison with real dollar figures for both. Refinishing at a fifth of replacement cost, and when it is the wrong choice. This is the page AI engines cite.
The city landing page
One per city. Photos from that city, a price range, a start window, reviews from that zip code, a four-field form. Where the ads land.
The durability and process page
Prep, primer, product, cure time, warranty. Answers the "will it chip" objection before the walkthrough.
The gallery with captions
Twenty kitchens, before and after, each captioned with city, colour, product, and time. Feeds Meta, feeds the engines, closes jobs.
Questions painters ask about marketing cabinets
How do I market cabinet refinishing?
Five pages and two channels. A cost page, a refinish-versus-replace page, a city landing page per market, a durability page and a captioned gallery. Then Meta ads with before-and-afters to the neighbourhoods you painted, and Google search on the cost and local terms. Cabinets sell on the photo, so the gallery carries every channel.
Is cabinet refinishing profitable for a painting company?
More than walls. A $3,500 to $8,000 ticket, three to five indoor days, 40 to 50 percent gross margin, and it runs all winter. The catch is a higher cost per estimate, $150 to $400 on search, so the follow-up sequence matters more than on a repaint.
What keywords do people search for cabinet painting?
Five clusters: cost, refinish versus replace versus reface, process and durability, colour, and local intent. The cost and local clusters are the money. The decision and colour clusters are where AI engines pull citations and where leads start six months before they call.
Should cabinet refinishing have its own landing page?
Its own page per city, and its own campaign. A cabinet buyer arriving at a general painting page bounces. A page with twenty kitchens, a cost range and a start window converts at two to three times the rate. Send cabinet ads only to cabinet pages.
How much should I charge for cabinet refinishing?
Most US markets in 2026 run $3,500 to $8,000 for a full kitchen, by door count and finish. Publish the range. The homeowner who can afford it calls. The one who cannot does not waste your walkthrough. Hiding the price costs more estimates than it wins.
Do Facebook ads work for cabinet refinishing?
Better than for any other painting service, because the before-and-after does the selling. A single kitchen, oak to white, with the city and a start window, to the zip codes you painted last summer. $25 to $80 a lead in 2026, then the follow-up sequence to book it.
Sources
- Cabinet cost per booked estimate: TopMarketingAgencies painting contractor benchmarks, 2026.
- Cabinet ticket and margin ranges: Growth Recon AI client accounts, 2025 to 2026.
- Keyword clusters: Google Ads keyword suggestions via Keyword Tool, US, September 2026 (volumes not available on current tier).