1 October 2026 · 6 min read · Oscar Markham
Your real conversion is a showroom visit
A kitchen is bought standing in a showroom with a designer, after months of thinking. Everything the marketing does happens before that, and its only job is to produce the visit. Most kitchen companies measure enquiries, spend against enquiries and optimise for enquiries, which is measuring the wrong thing one step too early.
Count visits, not forms
An enquiry that never becomes a visit is worth nothing, and the ratio between the two varies enormously depending on how the enquiry was generated.
Once you track visits booked per channel, the picture usually changes completely and some of what looked like your best source turns out to be your worst.
Make booking a visit the main action
Not 'request a brochure', not 'get a quote'. Book a design appointment, with times, and a clear statement of what happens in it.
People hesitate because they do not know what they are agreeing to. Saying it takes an hour, there is no obligation and they should bring their measurements removes most of that.
Tell them what to bring
Rough measurements, photographs of the room, and any images they have saved. A visit where the customer arrives prepared is a dramatically better visit.
It also makes the appointment feel like a step in a process rather than a sales meeting, which is the thing people are avoiding.
Offer evenings and Saturdays, and say so
Most kitchen customers work. A showroom open only during office hours is asking people to take a half day to look at units.
If you open late or at weekends, that belongs at the top of the page, not in a footer.
Follow up on visits that did not buy
Somebody who travelled to a showroom and spent an hour with a designer is the warmest prospect the business has, and most companies never contact them again.
A call three weeks later asking whether anything has changed recovers a meaningful share, and it costs nothing.
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.