What Should a Framing Company Website Include?
A framing company website should give potential customers the information they need to understand your services, evaluate your experience, and take the next step. A well-structured website can also support search visibility, build credibility, and turn more visitors into qualified leads.
A Clear Homepage
The homepage is often the first page a potential customer sees, so it should quickly explain who you are, what you do, and where you work. Visitors should be able to understand your primary services without having to search through the website.
A strong homepage should include:
A clear headline explaining your framing services
A short description of your company
Your primary service areas
High-quality photos of completed projects
A prominent call-to-action
A brief overview of your services
Customer reviews or testimonials
Trust-building information
Links to important service pages
A clear contact option
Your homepage should also guide visitors toward the pages that are most relevant to their project. For additional homepage strategy, see How to Create a High-Converting Framing Company Homepage.
Dedicated Framing Service Pages
Each major framing service should have its own page. This makes it easier for visitors to find exactly what they need and gives search engines a clearer understanding of the services your company provides.
Instead of placing every service on one general page, create focused pages that explain each service in detail.
A service page can include:
Service description
Types of projects handled
Areas served
Project photos
Benefits of the service
Frequently asked questions
Your process
Relevant experience
A contact or estimate form
Detailed service pages can also strengthen your search strategy. How to Optimize Framing Service Pages for SEO provides additional guidance on creating service pages that are useful for both customers and search engines.
About Your Framing Company
Potential customers want to know who they are considering for their project. An About page gives you an opportunity to explain your experience, approach, values, and background.
The page does not need to be overly long. It should simply answer the questions a potential customer may have about your company and why they should feel comfortable working with you.
Consider including:
Company history
Years of experience
Types of projects completed
Areas served
Team information
Company values
Relevant qualifications
Photos of your team or work
A link to contact your company
Authentic information can help distinguish your company from competitors using generic website content.
Project Portfolio
Framing is a visual trade, which makes project photography particularly valuable. A portfolio allows potential customers to see examples of your work instead of relying entirely on written descriptions.
Use high-quality photos that show different types of projects, stages of construction, and the quality of the finished framing work.
Project pages can include:
Project type
Scope of work
Project photos
Location
Construction details
Challenges addressed
Final results
A well-organized portfolio can also help visitors determine whether your company has experience with projects similar to theirs.
Service Areas
If your framing company serves multiple cities or communities, make those service areas easy to find. Customers should be able to quickly determine whether you work in their location.
Your website can identify the communities and regions you serve while providing useful information about your local coverage.
A strong local strategy should focus on helpful information rather than simply repeating city names. How to Optimize a Framing Company Website for Local Search covers additional ways to build a website around local search visibility.
Contact Information
Your contact information should be easy to find throughout the website. A potential customer should never have to dig through several pages to find a phone number, email address, or contact form.
Make your primary contact options visible in the header, footer, and other appropriate locations.
Important contact information can include:
Phone number
Email address
Contact form
Business location, if applicable
Service area
Business hours
Estimate or consultation request
On mobile devices, phone numbers should be easy to tap so visitors can contact your company without copying or manually entering the number.
Estimate or Quote Request Form
A framing company website should make it easy for interested visitors to request more information. A simple estimate or consultation form can turn website traffic into potential opportunities.
Keep the form focused on information that is genuinely useful for an initial conversation.
You might request:
Name
Phone number
Email address
Project location
Project type
Brief project description
Desired timeframe
If appropriate, you can also allow potential customers to upload plans, drawings, or project photos.
Customer Reviews and Testimonials
Reviews can provide valuable social proof for visitors who are comparing framing companies. Include testimonials in strategic locations throughout the website rather than hiding them on a single page.
Reviews can be particularly effective near calls-to-action because they reinforce confidence immediately before someone decides whether to contact you.
Consider showcasing:
Customer testimonials
Project-specific feedback
Reviews from relevant platforms
Client names or project details when appropriate
Photos associated with completed projects
Keep testimonials authentic and avoid making claims that cannot be supported.
Frequently Asked Questions
Potential customers often have questions before they are ready to request an estimate. An FAQ section can address common concerns while making the website more useful.
Questions may cover topics such as:
What framing services do you provide?
What areas do you serve?
What types of projects do you handle?
How does the estimate process work?
When should a framing contractor be contacted?
How long does framing typically take?
What information is needed for an estimate?
Do you work with builders and general contractors?
A well-planned FAQ strategy can also support organic search visibility. How to Create a Framing Company FAQ Strategy for SEO explains how frequently asked questions can become part of a broader content strategy.
A Strong Call-to-Action
Every important page should give visitors a logical next step. Without clear calls-to-action, potential customers may read about your company and then leave without contacting you.
Calls-to-action can include:
Request an Estimate
Contact Our Team
Schedule a Consultation
Get a Project Quote
Discuss Your Project
Call Today
Use specific language that tells visitors exactly what will happen when they click.
For more guidance, see How to Create Better Calls-to-Action for a Framing Company Website.
Mobile-Friendly Design
A large portion of website visitors may access your site from smartphones and tablets. A website that works well on desktop but is difficult to use on mobile can lose potential leads.
Mobile design should make navigation, reading, calling, and submitting forms straightforward.
Your website should:
Use readable text
Have appropriately sized buttons
Keep navigation simple
Display images correctly
Make phone numbers easy to tap
Keep forms short and easy to complete
Avoid intrusive pop-ups
Load efficiently
A mobile-friendly website creates a better experience regardless of how someone discovers your company.
Fast Page Speed
Website speed affects both user experience and the overall quality of your website. Large images, unnecessary plugins, excessive scripts, and poorly optimized pages can all slow down a site.
Project photography is especially important for framing companies, but images should be properly sized and compressed before being uploaded.
For more information, see How to Improve Framing Company Website Speed.
Useful Educational Content
A framing company website does not have to consist entirely of service and sales pages. Helpful educational content can answer questions from people who are still researching their projects.
Blog articles can cover topics such as framing materials, construction preparation, project timelines, common framing problems, contractor selection, and other questions customers regularly ask.
Educational content can also create additional opportunities to appear in search results and direct visitors toward relevant service pages.
Clear Website Navigation
A website can contain excellent information and still be difficult to use if the navigation is confusing. Keep the main menu organized around the pages potential customers are most likely to need.
A straightforward navigation structure might include:
Home
Services
Projects
About
Service Areas
Blog
Contact
If you offer many services, organize them into logical categories rather than placing every page directly in the main navigation.
A Strong Local SEO Foundation
Your website should be designed with local search in mind if your framing company primarily serves specific geographic areas. Consistent business information, useful service-area content, relevant service pages, and strong local signals can all contribute to a stronger online presence.
Your website should clearly communicate where you operate without sacrificing the quality of the content.
For a broader overview, Complete SEO Guide for Framing Companies covers the major components of an SEO strategy for framing companies.
Analytics and Lead Tracking
Finally, your website should be set up so you can understand whether it is actually generating business opportunities. Traffic numbers alone do not tell you whether the website is performing well.
Track actions that matter to your company, including:
Contact form submissions
Phone calls
Estimate requests
Consultation requests
Quote requests
Traffic to service pages
Organic search traffic
Conversion rates
Lead sources
This information can help you determine which pages and marketing channels are producing the best results.
Final Thoughts
A successful framing company website should combine clear information, strong visuals, local relevance, simple navigation, and easy opportunities to get in touch. It should answer common customer questions while demonstrating the experience and quality needed to earn a potential customer's confidence.
The goal is not to include every possible feature. The goal is to create a website that helps the right visitors understand your services, trust your company, and take the next step.
Additional References
For more information on building and marketing a framing company website, explore these related resources: