Tripling Weekly Leads fora 30-Year Cabinet Shop
Apico Kitchens had been running on a sluggish WordPress site for years. It looked dated, loaded slowly, and wasn't generating the kind of leads a 30-year-old custom cabinet shop in Toronto deserves. We redesigned and rebuilt the entire site on Next.js, implemented a long-tail SEO strategy targeting homeowners early in the renovation process, and turned apico.com into their top source of qualified leads.
Apico Kitchens has been building custom cabinetry across the Greater Toronto Area since 1997. Over 1,000 completed projects. NKBA and BILD members. The reputation was there, but the website wasn't doing any of the heavy lifting.
Their WordPress site was slow, visually outdated, and invisible on Google for anything beyond branded searches. Homeowners searching for custom kitchens, vanities, or wall units in Toronto weren't finding Apico. The site took over six seconds to load, the portfolio was buried, and the contact form wasn't converting.
For a business built on word-of-mouth, the website was a missed opportunity, not a growth channel.
The Approach
Strategic Design.
We started with the foundation: a complete rebuild on Next.js to eliminate the performance problems WordPress was causing. Every page was redesigned from scratch to reflect the craftsmanship Apico puts into their work.
On the SEO side, we mapped out the full buyer journey for homeowners planning a kitchen renovation in Toronto. Instead of chasing high-competition head terms, we built a content and page strategy around longer-tail keywords that catch people earlier in the process, when they're researching materials, costs, timelines, and styles. That's where the lead quality lives.
We also restructured the portfolio into a filterable gallery organized by room type, built out dedicated service pages for kitchens, vanities, and wall units, and created a transparent six-step process page that answers every question before the first phone call.
Weekly lead volume tripled through organic search alone
Organic traffic increased five-fold after migration and SEO ramp-up
Page load times dropped from 6+ seconds on WordPress to under one second on Next.js
The Solution
Performance & Emotion.
The new apico.com is fast, clean, and built to convert. Page loads dropped from 6+ seconds to under one. The design puts the work front and center, with full-bleed project photography, warm earth tones that match the brand's identity, and clear calls to action on every page.
The SEO strategy paid off within months. Apico now ranks for dozens of long-tail queries related to custom kitchens, cabinetry costs, and renovation planning in Toronto. Organic traffic is up 5x. Weekly leads have tripled, all without a dollar of ad spend.
The site now works the way Apico's workshop does: every detail considered, nothing wasted.
The Results
Immediate and Measurable Impact
Weekly lead volume tripled through organic search alone
Organic traffic increased five-fold after migration and SEO ramp-up
Page load times dropped from 6+ seconds on WordPress to under one second on Next.js
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