A homeowner is standing in their hallway staring at a door that won’t latch, wondering if it’s the slab, the frame, or the humidity. They don’t want a “handyman maybe.” They want a carpenter who can fix it cleanly, match trim, and not turn the entryway into a week-long construction zone. So they search “door installation near me” or “carpenter for trim repair,” and later they ask an AI tool, “Who’s a licensed carpenter nearby that can build custom built-ins?” Getting found in those two moments requires two related (but different) playbooks: SEO and AEO.
Getting found on Google: the carpenter’s version of SEO
SEO (search engine optimization) is the work that helps your carpentry business show up when people use Google the traditional way—maps results and the regular website listings.
For a local carpenter, the searches usually look like:
- “crown molding install [city]”
- “deck repair before summer [neighborhood]”
- “squeaky floor repair carpenter”
- “custom built-in shelves [city]”
- “interior trim carpenter near me”
- “stair railing replacement cost”
A lot of carpenters get stuck because they describe themselves too broadly online (“we do everything”). Homeowners search by project and problem, not by trade title—especially for finish work.
The three places SEO shows up for carpenters
You’ll feel SEO in three main areas:
1) The map results (local pack).
This is driven primarily by your Google Business Profile and how strong your local signals are.
2) The regular Google listings (your website).
This is where dedicated pages like “Trim and Molding Installation” or “Deck Building in [City]” can win.
3) Trust signals that push people to call.
Photos, reviews with details, and clear proof you’re legitimate (licensed/insured, references available, detailed quotes) influence both rankings and conversions.
SEO is still the foundation—because it’s how you become visible when a homeowner is actively trying to hire someone.
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Before AI recommendations, make your basics “crawlable” and consistent
Carpentry is crowded with solo operators and small crews. That means small mistakes—wrong phone number on a directory, outdated hours, unclear service area—can cost you the job even if your work is better.
Make these boring items tight:
- Same business name, address, phone everywhere (website, Google profile, Facebook, directories)
- Accurate service area (don’t claim three counties if you won’t actually travel there)
- Correct categories/services (finish carpentry vs framing vs deck building matters)
- Photo evidence of real jobs (trim details, clean miters, door reveals, stair joinery)
When this is messy, both Google and AI tools struggle to understand what you actually do—and they’ll recommend someone else who’s clearer.
AEO: when you’re not “ranking,” you’re the answer
AEO (answer engine optimization) is about showing up when the homeowner doesn’t want to scroll a list. They ask an AI tool for a recommendation and get back one name—or a short list.
Examples of AEO-style questions in carpentry:
- “Who installs crown molding near me and does clean finish work?”
- “Best carpenter for custom built-ins in [city]?”
- “Who can fix rotted wood around an exterior door without replacing the whole unit?”
- “Deck builder near me that can handle permits?”
AI tools try to respond confidently. If they can’t clearly confirm what you do, where you work, and why you’re trustworthy, you won’t make the cut.
A simple way to think about it:
- SEO helps you show up in a set of options.
- AEO helps you become the recommended option.
How AI decides which carpenter to mention (in plain terms)
AI systems pull from multiple sources. You don’t get a single “ranking factor,” but in practice, carpenters get recommended when the web makes them easy to verify.
Common sources AI leans on:
- Google Business Profile info (services, photos, reviews, Q&A)
- Your website (service pages, project galleries, FAQs, location info)
- Third-party profiles (Angi, Houzz, Yelp, Nextdoor, Facebook, local directories)
- Mentions across the web (community lists, neighborhood groups, sponsorship pages)
- Consistency and activity (recent reviews, recent photos, signs you’re operating now)
If your online presence is vague—“quality work at fair prices”—AI has nothing concrete to repeat. If you’re specific—“door installation and alignment, trim and crown molding, custom built-ins, deck repairs”—you become easier to match to the question.
What’s different about marketing finish carpentry vs rough carpentry
Carpentry has built-in specialization, and homeowners can sense it. Finish carpentry requires a different skill set than rough carpentry, and your marketing should reflect that.
If you do finish work, your online presence should show finish details:
- crisp cope joints on crown
- tight reveals around doors
- clean scribe lines on built-ins
- consistent stain/paint match
- dust control and protection
If you primarily do rough carpentry (framing, structural repairs), show that:
- beams, joists, headers
- code/permit familiarity
- jobsite safety
- coordination with inspectors/engineers when needed
This isn’t just about conversions—clarity helps Google and AI categorize you correctly.
Pages and content that actually bring carpentry leads (not “blog fluff”)
Most carpentry websites have one “Services” page and a contact form. That’s rarely enough to win search visibility in a competitive local market.
Instead, build pages around the jobs people are ready to hire for—typically $500–$10,000 projects like:
- Trim and molding installation (baseboards, crown, window/door casing)
- Door installation and alignment (interior, exterior, prehung, slab replacements)
- Deck building and deck repairs (especially spring/summer demand)
- Custom built-ins (mudroom cubbies, bookcases, closets)
- Stair work (treads/risers, railings, newel posts, squeaks)
- Framing and structural carpentry (when relevant to your business)
Each page should answer what homeowners are already asking on the phone:
- What exactly is included?
- What problems does it solve (squeaks, sticking doors, rotted wood, uneven floors)?
- What affects price (material choice, paint grade vs stain grade, site conditions)?
- Do you provide detailed quotes? Are references available?
- Do you handle seasonal considerations (deck repairs before summer, humidity movement for woodwork)?
One carpentry-specific point that builds trust fast: wood expands and contracts with humidity. If your page explains how you account for seasonal movement (especially on doors, stair parts, and tight trim details), you sound like a pro—not a generalist.
Reviews that help you win the right projects (not just more reviews)
A five-star review that says “Great job!” feels nice, but it doesn’t tell Google—or AI—what you’re great at.
When you request a review, prompt for project details. For example:
“Would you mind mentioning what we built or fixed (like crown molding, door install, deck repair, built-ins)? That helps neighbors find us for the same kind of work.”
The best carpentry reviews tend to include:
- the specific service (“fixed my squeaky stairs,” “rebuilt rotted porch post,” “installed prehung exterior door”)
- a quality indicator (“tight miters,” “matched existing trim,” “clean jobsite”)
- a trust signal (“detailed quote,” “on time,” “walked me through options”)
Those details become keywords for search and supporting evidence for AI summaries.
Seasonal demand: use it to plan your SEO/AEO, not react to it
Carpentry isn’t flat year-round.
- Outdoor projects spike in spring/summer: decks, pergolas, exterior repairs, rotted fascia/trim.
- Interior trim and built-ins are year-round: especially before holidays and during winter.
- Deck repairs often surge right before summer: homeowners notice loose boards, rails, and rot when they start using the space again.
Use seasonality to decide what pages and photos to prioritize:
- In late winter/early spring, refresh deck pages and post new deck repair photos.
- In fall, highlight interior upgrades like crown molding (which increases perceived home value) and custom built-ins.
This makes your marketing feel timely—and helps AI and Google connect you to what people are searching right now.
A practical routine (built for a carpenter’s schedule)
You don’t need to “do marketing” all day. You need a repeatable system that fits between estimates, material runs, and jobsite work.
Weekly (60–90 minutes)
- Add 3–5 photos to your Google Business Profile: before/after trim, a door reveal close-up, built-in progress, finished deck stairs.
- Request reviews from 3 recent clients using a simple text message link.
- Answer one FAQ on your website (or add one to a service page): “Why does my door stick in summer?” or “Can you match existing baseboard profiles?”
Monthly (half day)
- Upgrade one money page (the service you want more of). Add a short gallery and a pricing factors section.
- Create one local project spotlight: “Custom mudroom built-in in [Neighborhood]” with 6–10 photos and a paragraph explaining constraints and solutions.
- Audit your top listings for consistency (hours, phone, service areas).
Quarterly (one bigger improvement)
- Build a simple portfolio structure on your website: categories for trim, doors, decks, built-ins, stairs.
- Create a review process: who asks, when they ask, and a follow-up plan.
- Tighten your positioning: decide whether you lead as finish carpenter, deck builder, or general carpentry—then reflect that everywhere.
If you want to monitor whether your business is being mentioned across AI platforms (not just Google), Pantora is built for tracking visibility in AI answers and turning it into a clear action list.
How to tell if AI is already influencing your leads
You might not hear “ChatGPT” every day, but AI can still be shaping who gets called.
Signs it’s happening:
- A homeowner says, “I asked Google and it summarized options,” or “an AI said you do built-ins.”
- You notice fewer website form fills, but calls stay steady (AI answers can reduce clicks).
- Callers arrive pre-educated: “Do you do paint-grade crown or stain-grade?” or “Can you account for seasonal wood movement?”
- You’re losing bids to companies with stronger online portfolios and clearer specialization—even if your pricing is competitive.
If lead flow is inconsistent and you can’t pinpoint why, this companion read helps diagnose common issues beyond rankings: 5 Reasons Homeowners Aren’t Calling (and How to Fix It).
If you’re not showing up, fix these common gaps first
When a carpenter isn’t appearing in search results or AI recommendations, it’s usually not mysterious. It’s typically one of these:
- Your services are blended together (“carpentry services”) instead of separated into clear project pages (doors, trim, decks, built-ins).
- Your portfolio is thin or hard to find. A few high-quality, well-labeled projects beat a generic homepage slider.
- Your reviews don’t mention the work you want. You might be a door specialist, but your reviews only say “great work.”
- No visible trust signals. If you’re a licensed contractor, say it clearly. If you provide detailed quotes and references, make that obvious.
- You look inactive. Old photos, outdated hours, no recent reviews—Google and AI interpret that as risk.
Pick one profitable service (for many carpenters it’s trim/crown, doors, or decks). Make it unmistakably clear on your website and Google profile, then collect a handful of reviews that mention that exact project type. That combination improves traditional SEO and strengthens AEO at the same time.
SEO gets you discovered; AEO gets you recommended. For carpenters, the winners will be the ones who pair a clear online portfolio with specific service pages, detailed reviews, and visible credibility—so both Google and AI can confidently point homeowners your way.