1 October 2026 · 5 min read · Oscar Markham
You are selling to two people who want different things
Fitted kitchens are almost always bought by a couple, and in most of them one person is leading on how it will look and the other is leading on what it will cost and how long the house will be upside down. Marketing that addresses only the first leaves the second unconvinced, and the second is frequently the one who says not yet.
One is picturing it, the other is pricing it
The photographs, the finishes and the layout do the first job and most companies do that part well.
The second job — what it costs, how long it takes, how much mess, whether they can cook during it — is barely addressed anywhere, and it is where the hesitation lives.
Answer the disruption question properly
How many days without a kitchen, what happens about meals, whether the old one is taken away, how much dust, whether anyone needs to be home.
This is the most common unasked question in the trade and the most reassuring thing you can answer unprompted.
Be clear about the process and the dates
Design, survey, order, lead time, fitting, snagging. With rough durations.
People are not frightened of a project; they are frightened of an open-ended one. A timeline turns it into something manageable.
Give them something to discuss
After a showroom visit, the two of them go home and talk. A document with the design, what is included and the practical answers is what that conversation is actually based on.
Most companies send a price. The one that sends something that answers both people's questions is the one that stays in the discussion.
Write both into the website
A gallery for the one imagining it and a clear process-and-practicalities page for the one worrying about it.
Two pages, two people, one order. Most kitchen sites have the first and nothing like the second.
Written by Oscar Markham, founder of Dublin Growth Digital. We run lead generation for Irish estate agents and trades, reported every Friday in enquiries and booked work.