James Yang

When one remodeling business tries to differentiate itself from another, owners often rely on the same tired language: “We have the best customer service”; “High-quality craftsmanship,” and so on.

Joaquin Erazo, senior vice president of marketing for Case Design Remodeling based in Washington, D.C., believes that has to change if remodelers are to reach the right clients. “Identify your target audience and find out what’s important to them, not what you think is important,” Erazo advises. “People are coming to [your] site to shop around and get ideas. You need to make sure your copy feeds into that.”

Copy Template

Erazo has these suggestions for creating a more customer-centric message on your website.

  • Write headlines and subheads first. Headlines should indicate a clear benefit. For example, “How to double your living space and love your home.”
  • Focus your copy on things that tap into the limbic system (the emotional part of the brain). Text should be written in a way that offers consumers a solution, creates aspiration, or suggests simplicity. Some examples:


  • Solution-oriented

Get rid of [problem] once and for all
Example: Get rid of wasted living space once and for all.

  • Aspirational

[Verb] plus world-class example
Example: Transform your kitchen into one Julia Child would have envied.

  • Simple

Here’s a quick way to [solve a problem]
Example: Here’s a quick way to increase your home’s value for less than $2,000.


Most of all, Erazo says, remodelers should think like consumers: “People want a new kitchen because they’re embarrassed to have everyone for Thanksgiving in their tired old kitchen, for example. A good salesperson will identify what is truly motivating clients and will help them solve issues using good design.”

—Stacey Freed, senior editor, REMODELING.