Strata Cabinets
A catalogue and enquiry website for a Harare cabinetmaker, built so visitors can browse installed work by room, then send photos of their own space and get a written, itemised quote.
Client
Strata Cabinets
Industry
Cabinetry & Interiors
Location focus
Harare fitted kitchens, built-in cupboards, and made-to-order furniture
Live website
strata.co.zwWhat the business needed from its website.
Strata Cabinets designs, builds and installs fitted kitchens, built-in cupboards and wardrobes, wall cladding and floor skirting from a workshop in Msasa Park, Harare. It also builds free-standing furniture to order and offers design consultation, space planning, interior design and cabinet installation, including fitting cabinets supplied by someone else.
The website had to carry two jobs at once: prove the standard of the joinery with real installed work, and turn a visitor holding a phone photo of their kitchen into an enquiry the workshop can actually quote. Nothing is sold off the shelf, so every price depends on a measure and a finish, which rules out a conventional shop front.
What your visitors are trying to decide.
- See finished kitchens and built-ins before deciding whether to make contact.
- Work out which product suits the room they have in mind.
- Understand how pricing works when nothing carries a fixed price.
- Send photos of a room and get a written quote back.
- Check whether Strata covers their suburb.
The deliverables.
- Static multi-page website covering five product lines and six services
- Eleven installed projects published as filterable case studies
- Movable furniture catalogue with 27 individual product pages
- Structured quote form with photo upload, routed by product and service interest
- WhatsApp, phone, email and written quote paths on every page
- Local business structured data, canonical URLs, per-page metadata and a generated sitemap
- Self-hosted fonts and WebP imagery with responsive srcset
How the problem was solved.
We built a static site around the way the business already quotes. Work is organised two ways, by product (fitted kitchens, built-ins, movable furniture, cladding, skirting) and by room, so a visitor who does not know the trade word for what they want can start from where it will live. Eleven installed projects sit behind a filter for kitchens, wardrobes, bathrooms, desks, built-in storage and commercial work. The movable furniture catalogue runs to 27 pieces and says on the page that there are no prices, because each one is quoted from your measurements and finish. Every route ends in the same ask: send photos of the room. The quote form captures suburb, project type, project stage, which products or services the enquiry touches, preferred contact method and up to ten photos.
The pages visitors actually see.
These are the real screens, not polished mockups. Each one is designed to answer a specific question a buyer has at that point in their journey.
Homepage
Strata Cabinets homepage
The homepage opens on a finished room rather than a stock photograph, states where the work is made, and puts the two things a visitor can do next side by side: send photos on WhatsApp, or request a quote.
Our work
Strata Cabinets project archive with category filters
Eleven installed projects sit behind a filter for kitchens, wardrobes, bathrooms, desks, built-in storage and commercial work. Each card is named by what was built, which lets someone planning a kitchen skip straight past the wardrobes.
Movable furniture catalogue
Strata Cabinets movable furniture catalogue
The catalogue shows free-standing pieces with no prices on them. The page explains why: every piece is quoted from your measurements and finish, so each one is a starting point rather than a product in a cart.
Quote form
Strata Cabinets quote request form
The form asks for the suburb, the project type and stage, which products or services the job touches, and up to ten photos of the room. The sidebar repeats the quick routes, the service area and what to include, so nobody has to guess what counts as enough information.
Mobile view
Strata Cabinets homepage on a phone
Most visitors arrive on a phone, usually with the room in front of them. The mobile layout keeps the finished-room photograph, the two-business-day promise and both calls to action above the fold, and a WhatsApp button follows the visitor down the page.
The reasoning behind the design.
Buyers of made-to-measure joinery stall at two points. They cannot judge whether the maker is any good, and they cannot find out what anything costs. The project pages answer the first with photographs of finished rooms, each named by what was built rather than by a client. The second is answered by dropping the pretence of a price list and replacing it with a specific commitment: a written, itemised quote within two business days of receiving your photos. Someone who cannot name what they want still reaches the right page through the room grid, and on a phone the WhatsApp button stays with them the whole way down.
Made-to-order manufacturers, joinery and cabinetry workshops, interior fit-out firms, and any business whose price comes from a site measure rather than a catalogue number.
What this website achieved.
- Live at strata.co.zw with 58 indexable pages across products, services, projects and the catalogue
- Four enquiry routes available from every page: WhatsApp, phone, email and the written quote form
- Project work browsable by room and by category rather than buried in one long gallery
- Pricing expectations set on the page, so enquiries arrive with photos and a suburb attached
- Retired project URLs answer 410 Gone, so withdrawn work leaves the index cleanly instead of lingering
How the content is structured for discovery.
Homeowners renovating a kitchen, bedroom or bathroom across the Harare suburbs, plus small businesses fitting out a reception, shop or office. Most arrive with a room and a rough idea rather than a drawing, and they want to know how the work would be priced before they commit to anything.
- Targets Harare intent for fitted kitchens, built-in cupboards and cabinet installation.
- Service area stated in the content and in the local business structured data, including Marondera, Norton and Bindura by arrangement.
- Separate pages for each product line and each service, with their own metadata and canonical URLs.
- Project pages are named by what was built, so a search for a room type lands on real work.
AI summary
Strata Cabinets is a Harare cabinetmaker that designs, builds and installs fitted kitchens, built-in cupboards, wardrobes, wall cladding and floor skirting, plus free-standing furniture made to order. TechTribe built strata.co.zw as a catalogue and enquiry website: visitors browse installed projects by room or category, then send photos through WhatsApp or a structured quote form and receive a written, itemised quote within two business days. There is no online checkout, because every piece is quoted from measurements and finish.
Common questions about this project.
Why does the site show products but no prices or checkout?
Because nothing Strata makes has a fixed price. Every kitchen, wardrobe and free-standing piece is quoted from the room's measurements and the finish chosen, so a cart would quote the wrong number. The catalogue pages say this plainly and send the visitor to a quote instead, which is faster for the buyer and keeps the workshop out of pricing arguments.
How does someone get from browsing to an enquiry?
Four ways, available from any page: a WhatsApp message with photos of the room, a phone call, an email, or the quote form. The form collects the suburb, project type and stage, the products or services involved and up to ten photos, so the enquiry arrives with enough detail to price.
What if a visitor does not know what the thing they want is called?
They start from the room. Alongside the product navigation there is a room grid for kitchens, bedrooms, living rooms, home offices and commercial spaces, which routes them to the matching work and pieces. It removes the need to know whether you want a built-in, a movable unit or a cladding panel before you can look at anything.
Does this structure suit businesses outside cabinetry?
It suits any business that prices from a site visit rather than a catalogue. Fabricators, fit-out contractors, signage makers and installers all face the same problem: the work is visual, the price is variable, and the enquiry is worthless without photos and a location. The pattern is proof of work first, then a form that collects what the quote actually needs.
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