Closetez — custom closets in Atlanta with a free 3D design and a lead funnel

Context

Closetez is a custom closet studio based in Atlanta and Alpharetta, Georgia, USA. The product is a full cycle — “measure → 3D design → manufacturing → install in 3-7 days”. The client came to us with one requirement: a site that doesn’t just tell the story but actively drives the visitor toward a request — free 3D modelling as the headline offer, two clear pricing tiers, and a quote form that gathers enough context for a consultant’s call with no extra back-and-forth.

What we built

A custom WordPress theme from scratch

We built the closetwp theme entirely on vanilla JS + jQuery with slick for the sliders. No page builders, no third-party UI kits. A Lottie logo animation in the header so the brand reads before web fonts even finish loading.

A studio page with three promises

The “Custom Closet Experts” section closes the main objection — “why you specifically”. A large reference photo on the left, a description of coverage (Atlanta + Alpharetta) and three numbered guarantees — Free 3D Design, Custom Designs Fair Pricing, Quality Craftsmanship Fast Installation.

Transparent pricing with countdown timers

Instead of “from $X — call us” we set up two ready-made products with a fully spelled-out breakdown: Standard White $445/section and Premium Floor-Mounted Dark Wood $495/section. Each card shows a crossed-out old price tag, a -10% badge, a list of features and a countdown timer for the discount. The button leads to the form at /how-it-works/#form, which continues the conversion further down the page.

Portfolio as the main social proof

On the homepage — a slick slider, “Discover Real Spaces We’ve Transformed”, with 6+ real Atlanta-area projects. Below it — a Featured Transformations section with Before / After cards: two separate photos, the number of sections, a location with a pin icon, a 5-star rating, a detailed description and a feature list. For a longer browse there’s a dedicated /portfolio/ page with a selection across 4 material finishes (White, Dark Wood, White Oak, Textile) and a Completed Works gallery.

A 5-step workflow as its own page

/how-it-works/ is a dedicated landing page that walks the client through the full cycle from the first click to an installed closet. Five numbered steps: Submit Request → In-Home Consultation with an on-site 3D design → Approve & Sign with a 10% deposit → Production in 5-7 days → Installation in 1-2 days. Below that — a callout block, “What happens after you submit”, summing it up as “4 days end-to-end with no home visit required”. After that comes a Design Options section listing 16 custom options (drawer units, jewelry organizers, built-in lighting, a pull-out ironing board and so on) in 4 columns.

The quote form as the main conversion tool

The “Get Your Custom Closet Quote” form is duplicated on /how-it-works/, /portfolio/ and /contact/. It’s built so that from the very first contact a manager already has enough to work with: name / email / phone / address, a timeline dropdown (ASAP, 1 month, 3 months, just planning), a budget dropdown ($2k / $2-5k / $5-10k / 10k+), a details textarea, project-type checkboxes (Walk-in Closet, Pantry, Reach-in, Garage Storage, Laundry, Mudroom, Wardrobe), a two-step SMS consent split between customer-care and marketing, and links to the privacy policy and terms.

A brands marquee and FAQ as reassurance points

On the homepage and in the footer — a marquee with hardware brand logos (HÄFELE, Blum, EGGER, Kronospan), addressing the “what components do you build with” question. An FAQ accordion answers the 4 most common objections right away: “what colours”, “how fast”, “does the 3D design cost extra”, “what size is a section”.

Responsive without compromise

The mobile layout keeps the same typographic rhythm as desktop — the serif H1 breaks into 3 lines, the CTA button spans full width, and the hero background is never cropped awkwardly. Every long section (Featured Transformations, Pricing) collapses into a single column with the same features and photos.

Result

The site works as one cohesive conversion funnel: every page leads either to one of the pricing tiers or to the quote form. The WordPress CMS lets the client’s marketing team update the portfolio, add new projects to Featured Transformations and launch discount countdowns without a developer. The studio ended up with a solid foundation for further class-A expansion — multi-location landing pages for neighbouring cities, a before/after shorts gallery, a voice-of-customer video block.