What a kitchen and bathroom renovator’s website needs to win jobs

Most people planning a new kitchen or bathroom find a renovator in one of two ways. Someone recommends you, or they search. Either way, they end up on your website before they pick up the phone. The site does not have to win the job on its own. It has to answer three questions quickly: are you properly licensed, have you done work like theirs, and how do they take the next step?

This guide walks through the pages and details that answer those questions for a kitchen and bathroom renovation business in Australia. It covers licence details, project pages, service and service area pages, a page that explains how a job runs, and the enquiry path. If you want to see what these look like laid out, the sample designs show each one on a fictional business.

What do buyers check first on a renovator’s website?

Buyers check three things first: whether you are licensed, whether you have done a job like theirs, and how to get in touch. Everything else on the site supports those three. A buyer with a small ensuite wants to see small ensuites. A couple planning an island kitchen wants to see island kitchens, in a suburb that sounds like theirs.

Renovation is also a large market, so buyers have choices. The Australian Bureau of Statistics put the value of work done on residential alterations and additions at $3,976.2 million ⁹ in the March quarter of 2026 alone. With that much work going on, a buyer comparing renovators will usually look at several sites. The one that answers their questions without a phone call is the one they call first.

That shapes the whole site. The home page says what you do and where. The navigation points to your main services, your finished projects and how to enquire. Nothing important is buried in a Facebook post or a PDF.

Licence details belong on every page

Put your licensed name and licence number in the footer of every page, and list your licences in full on the about page. Buyers look for them, and in some states the rules on advertising reach your website too.

In NSW, kitchen, bathroom and laundry renovation work needs a contractor licence when it is valued at more than $5,000 ¹ in labour and materials, including GST. The NSW Government also says you need the licence to carry out, advertise or contract for ² that work, not only to do it. The kitchen, bathroom and laundry category covers installation, refurbishment and on-site repairs, with no load-bearing structural work ¹ , so if your jobs involve removing walls, your site should show the licence that covers that too.

In Queensland, a QBCC licence is needed for building work valued over $3,300 ³ . The QBCC also says licensees’ advertising must show their licensed name and licence number ⁴ , and it names websites and social media pages as advertising. Other states have their own rules, so check with your regulator and write the details exactly as they appear on your licence.

The practical fix is simple. A footer line such as your licensed business name, your licence number and the state it applies in costs nothing, appears on every page automatically and is one edit to update. It also answers the question careful buyers are asking before they ever contact you.

Project pages, not a photo album

Give each finished kitchen or bathroom its own page, with a short description of the job. A gallery of unlabelled photos shows that you do work. A project page shows what the work was, where it was and what it involved.

A useful project page for a renovator carries:

• A lead photo of the finished room, taken in good light from the doorway or a corner.
• Four to eight more photos, including one or two close-ups of the details you are proud of.
• The room type and layout, such as galley kitchen, U-shape kitchen, ensuite or main bathroom.
• The suburb or region, if the client is happy for you to name it.
• A few lines on the scope: what was removed, what moved, which materials were used.

The words matter for search as well as for buyers. Google says alt text ⁵ is the most important attribute for describing an image, and it recommends placing images near relevant text ⁵ on pages about the same subject. A project page does both naturally, where a bare gallery does neither. Our guide to building project galleries covers the photos to take and how to write the captions.

A page for each service, and one honest service area page

Each service you want more of deserves its own page: kitchens, bathrooms, laundries, joinery. Each page should explain what the job includes, how it runs, what the price usually depends on, and link to finished projects of that type.

Keep it to services you really sell. If you only do the odd laundry alongside a kitchen, a section on the kitchen page is better than a thin laundry page. A kitchen specialist and a bathroom specialist need quite different pages, which is why we wrote separate notes for kitchen renovators and bathroom renovators.

For locations, write one service area page that names the regions you travel to and how you handle jobs just outside them. Avoid copying the same page for every suburb. Google’s spam policies describe multiple pages targeted at specific regions or cities that funnel visitors to one page as doorway abuse ⁶ , and buyers can tell when a page has had only the suburb name swapped.

Why explain how a job runs?

Because disruption is the question most buyers are too polite to ask. A family with one bathroom wants to know how many days they will be without a shower. A couple renovating a kitchen wants to know how long they will be washing dishes in the laundry.

A “how a job runs” page walks through your real sequence: first visit and measure, design and quote, ordering and workshop time, strip-out, trades, installation, and handover. For each step, say what the owner needs to do and what they can expect. You don’t need to promise dates. Showing the order of work, and which stages leave the room out of use, is enough to answer the question before it becomes a worry.

This page also filters enquiries. People who read it and still enquire already understand what a renovation with you involves, which usually makes the first conversation shorter and more useful.

The path from first visit to design consult

The enquiry path should take a buyer from any page to a short form in one click, and the form should ask only what you need to decide whether a site visit is worth it. A phone number alone is not enough, because plenty of people read about renovations after hours and would rather not call a stranger with a first question.

A good form for a renovator asks for:

• Name, email and phone number.
• The room: kitchen, bathroom, ensuite, laundry or several.
• Suburb, so you can check it is inside your service area.
• Rough timing, such as within three months or later this year.
• Optional photos of the current room.

The site also has to load quickly on a phone. Google’s thresholds for good Core Web Vitals are 2.5 seconds, 200 milliseconds and 0.1 ⁷ , covering how fast the main content appears, how quickly the page responds to a tap and how much the layout jumps while loading, measured across real visits. Large uncompressed photos are the usual reason renovator sites miss these, so compress images before they go on the site.

If the form collects personal details, you need a privacy policy that says what you do with them. Many small businesses are exempt from the Privacy Act if their annual turnover is $3 million or less ⁸ , but some are covered regardless, and customers expect to see a policy either way.

What to do next

1. Check your current site’s footer. If your licensed name and number are missing, add them this week.
2. Pick your three best finished jobs and write five lines about each: room, suburb, scope, materials, what changed.
3. List the services you want more of, and the ones you would rather not be asked about.
4. Write down how a typical job runs, step by step, including how long the room is out of use.
5. Look at your enquiry form, if you have one, and remove any question you never use.

None of this needs a large site. It needs the right pages, written plainly, with your licence and your own work at the front. If you would rather have it built and looked after for you, our plan covers exactly these pages. See what’s included and the price and terms, or book a call to talk it through.