What I did for a Phoenix paint store, and can do for yours.
Finisher's Warehouse sells paints, stains, lacquers and spray equipment to the trade in Phoenix. I moved their counter onto SyncERP, the point of sale I build for paint stores, at half what their old vendor charged each month. Then I put their whole catalog on their own website, not the vendor's, and took over their local SEO.
- POS bill
- Half
- Google clicks
- 6.3×
- “Paint store”
- #1
- Products online
- 5,400
of what the old vendor charged each month
what the old site was on pace for
on Google Maps at the store, up from 6th at best
up from 62 on the old site
In their own words
The POS came first. The website and SEO followed.
Next: social media, in November.
“Chris developed a very slick POS system for us that addressed all of the shortcomings of our previous vendor. He was able to take our wish list and turn it into efficient, reliable and easy to use software. Best part is the ongoing support - any new features, adjustments or issues that arise are addressed overnight. POS worked so well we had him reimagine our website and manage our SEO. Now our entire store is integrated online and in person. Very thankful we were able to partner with Chris to help boost our business!”
Unprompted
And then the texts keep coming.
Nobody asked for these. They are real texts from the VP of Finisher's Warehouse, sent to my phone on an ordinary workday.
Word for word. The words in brackets stand in for names I left out.
VP, Finisher's Warehouse
Text message
- Thu, Oct 1
-
…I think I can sort stuff easier with your export template, it's WAAAAAY better than [the old POS]
8:04 PM - Fri, Oct 16
-
Dude the holding invoices thing is quite possibly the best feature I've ever seen for managing customer charge accounts. Game changer saved our asses half a dozen times this week
9:59 AM -
Wow got an order from [an aerospace company] in WA, found us by Google. Something to the whole SEO thing ....
10:44 AM
Sound familiar?
Four problems most paint stores live with.
-
01
The POS bill keeps climbing.
You pay a big vendor every month for software that was built for every store but yours, and a change request goes into a queue.
-
02
The website shows a fraction of the shelf.
Finisher's old site listed 62 products. The counter carried thousands. Contractors could not see what was in stock or what it cost them.
-
03
Google sends the trade down the street.
A week before the new site, Finisher's never came up higher than 6th on Google Maps for “paint store”, even at their own front door.
-
04
The online store lives on the vendor's address.
The shop your POS vendor gives you sits on their domain, not yours. Customers click “Shop” and leave your website, and Google gives the credit to the vendor.
Before and after
Same store. Same products. A different business online.
| What changed | Before | Now |
|---|---|---|
| Monthly POS bill | The old vendor's rate | Half of it |
| A change to the system | A ticket with the vendor | Usually done overnight |
| Products on the website | 62 | About 5,400, live stock, on their own domain |
| Clicks from Google a day | 1.8 | 18 |
| “Paint store” on Google Maps, at the store | 6th at best | #1 |
Why it works
The register, the website and Google all read from one system.
When the counter receives a pallet or changes a price, the website shows it, and so does Google. Nobody keeps a second product list up to date by hand.
SyncERP
Sales, stock, purchase orders, trade accounts and their pricing.
The full catalog
Every product the store switches on, on the store's own domain, with SKU, price, stock and will-call ordering.
Search and Maps
Price and stock right in the results, tied to the store's Google listing.
Your address, not theirs
Your products belong on your website.
Plenty of POS vendors throw in an online store. Look at the address bar: it is almost always a subdomain of the vendor's website, not yours. Here is the difference.
The store a POS vendor gives you
- No: Customers click "Shop" and leave your website for the vendor's.
- No: Every product page builds up the vendor's domain in Google, not yours.
- No: Your website gets none of that traffic, so it never climbs.
- No: Switch vendors and the store, with everything Google learned about it, stays behind.
What Finisher's Warehouse has
- Yes: About 5,400 products, plus every brand and department page, on the store's own domain.
- Yes: Customers browse, order and come back without ever leaving it.
- Yes: Every visit and every product listing in Google builds up finisherswarehouse.com.
- Yes: The domain and its rankings belong to the store, whatever it runs on.
01 · Paint store POS
Half the monthly bill, built for a paint counter.
SyncERP is the point of sale I build and run for paint stores and trade counters, and over $1.1 million in transactions has run through it. Finisher's Warehouse pays half what their old vendor charged each month, and when they need something changed, they ask the person who wrote it.
- Run through it
- $1.1M+
- Monthly bill
- Half
in transactions on the register
of what the old vendor charged
- A register for sales, returns, quotes and will-calls, with split payments and charge-to-account.
- Live stock, with purchase orders, receiving and transfers between locations.
- Trade accounts with statements, aging and their own pricing.
- PIN staff login with a timeclock and payroll reports.
- A flat monthly rate. It never takes a cut of your sales.
- New features and fixes, usually overnight.
02 · Paint store website
From 62 products online to about 5,400.
The new finisherswarehouse.com reads its catalog straight from the register and shows it on the store's own domain. The website sells the whole store instead of a sample of it, and every visit builds up their name, not a vendor's.
Visit the live site- About 5,400 products on finisherswarehouse.com itself, not a POS vendor's subdomain.
- SKU, price and stock on every one, and only what is on the shelf.
- 25 brand pages and 14 departments, from Benjamin Moore and Renner to abrasives and spray equipment.
- Online ordering and will-call pickup for approved trade accounts, each at its own pricing.
- A color matching page with a request form, and a “Need this in a color?” prompt on Renner and Katilac products.
- Every marketing page in Spanish too, for the Spanish-speaking trade.
03 · Local SEO for paint stores
Found by the contractors already searching.
I run their local SEO every month: the Google listing, the pages, and the details Google reads to decide which store to show.
- Their Google Business Profile linked to the new site and tracked.
- Phoenix in the page titles, and a directions button on every page.
- Price and stock shown right in Google results. About half of all clicks now come from those listings.
- 108 redirects that carried the old site's pages, products and categories over, each in one hop.
- Their Google reviews on the home page, live from Google.
Website + local SEO results
6.3× the Google clicks the old site was on pace for.
The new site went live on September 12, 2026, with the local SEO running from the same day. In the 42 days since, finisherswarehouse.com got 470 clicks from Google search. At the old site's pace it would have had about 75.
- Clicks a day
- 1.8 → 18
- Clicks since launch
- 470
- Times shown in Google
- 20,631
The week before launch, then the last 7 days. Still climbing.
About 75 at the old pace. 395 more visits from Google.
About 4,293 at the old pace. 4.8× as many.
From Finisher's Warehouse's own Google Search Console, Sep 3 to Oct 23, 2026. The old site's pace is its daily average for the 9 days before launch, held flat. It was slipping in those days, so this is the generous comparison.
Day by day
Every day since Sep 3.
Grey bars are the old site, green bars the new one. Times shown in Google tripled on Oct 13 and have held there.
See every day as a table
| Day | Times shown | Clicks |
|---|---|---|
| Thu, Sep 3, old site | 112 | 2 |
| Fri, Sep 4, old site | 114 | 3 |
| Sat, Sep 5, old site | 97 | 3 |
| Sun, Sep 6, old site | 102 | 0 |
| Mon, Sep 7, old site | 80 | 0 |
| Tue, Sep 8, old site | 105 | 1 |
| Wed, Sep 9, old site | 112 | 2 |
| Thu, Sep 10, old site | 95 | 3 |
| Fri, Sep 11, old site | 103 | 2 |
| Sat, Sep 12 | 90 | 2 |
| Sun, Sep 13 | 145 | 7 |
| Mon, Sep 14 | 250 | 6 |
| Tue, Sep 15 | 316 | 7 |
| Wed, Sep 16 | 312 | 9 |
| Thu, Sep 17 | 370 | 6 |
| Fri, Sep 18 | 357 | 3 |
| Sat, Sep 19 | 333 | 2 |
| Sun, Sep 20 | 220 | 9 |
| Mon, Sep 21 | 263 | 9 |
| Tue, Sep 22 | 345 | 9 |
| Wed, Sep 23 | 337 | 14 |
| Thu, Sep 24 | 505 | 12 |
| Fri, Sep 25 | 411 | 15 |
| Sat, Sep 26 | 289 | 4 |
| Sun, Sep 27 | 230 | 5 |
| Mon, Sep 28 | 446 | 8 |
| Tue, Sep 29 | 461 | 9 |
| Wed, Sep 30 | 357 | 18 |
| Thu, Oct 1 | 326 | 8 |
| Fri, Oct 2 | 328 | 16 |
| Sat, Oct 3 | 205 | 2 |
| Sun, Oct 4 | 234 | 2 |
| Mon, Oct 5 | 316 | 8 |
| Tue, Oct 6 | 298 | 7 |
| Wed, Oct 7 | 331 | 8 |
| Thu, Oct 8 | 330 | 3 |
| Fri, Oct 9 | 228 | 7 |
| Sat, Oct 10 | 194 | 8 |
| Sun, Oct 11 | 227 | 3 |
| Mon, Oct 12 | 350 | 5 |
| Tue, Oct 13 | 730 | 24 |
| Wed, Oct 14 | 1,016 | 24 |
| Thu, Oct 15 | 942 | 29 |
| Fri, Oct 16 | 1,382 | 36 |
| Sat, Oct 17 | 745 | 11 |
| Sun, Oct 18 | 951 | 9 |
| Mon, Oct 19 | 1,087 | 16 |
| Tue, Oct 20 | 1,231 | 19 |
| Wed, Oct 21 | 1,120 | 28 |
| Thu, Oct 22 | 1,032 | 22 |
| Fri, Oct 23 | 991 | 21 |
On Google Maps
The searches paint stores live on, before and after.
Each circle is a real Google Maps search run from that spot, and the number is where Finisher's Warehouse came up. The ringed circle is the store. A small grey dot means it was not in the results there.
“paint store”
“paint supply store”
For your store, step by step
-
01
I look at your store
Where you show up on Google Maps from across your city, what your website shows, and what you pay for your POS today.
-
02
You get a free quote
One fixed quote for the pieces you want: the POS, the website, the SEO, or all three. Within one business day.
-
03
I build it and stay on it
Your products, customers and pricing set up, your staff trained, and the same person on the other end of the phone after launch.
Questions
What paint store owners ask.
Do I have to switch my POS to get the website and SEO?
No. Each piece stands on its own, and I build websites and run local SEO for stores on any system. The catalog that reads stock and pricing straight from the register is the part that needs SyncERP.
My POS vendor already gives me an online store. Why is that not enough?
Most of those stores live on the vendor's address, a subdomain of their domain instead of yours. Shoppers leave your website to buy, every product page builds up the vendor's name in Google instead of yours, and if you ever switch vendors the store stays behind. At Finisher's Warehouse every product is on finisherswarehouse.com itself.
How did Finisher's Warehouse cut its POS bill in half?
They moved from their old vendor onto SyncERP, the point of sale I build for paint stores and trade counters. Their monthly bill is now half what the old vendor charged, and the changes they ask for usually land overnight.
Does SyncERP take a cut of my sales?
No. SyncERP is a flat monthly rate and never takes a cut of your sales. Card processing through Stripe is separate, at the standard rate.
Can my trade accounts order online at their own pricing?
Yes. At Finisher's Warehouse approved trade accounts sign in with a text or email code, see their own account pricing and order for will-call pickup.
How soon does local SEO show up?
At Finisher's Warehouse, Google clicks started climbing the first week after the new site went live and kept climbing. Every store and every market is different, so I check where yours stands on Google Maps before I quote.
Do you only work with stores in Phoenix?
I am in Phoenix and can come by the counter anywhere in the Valley. The POS, the website and the SEO all run remotely, so stores outside Arizona work too.
What does it cost?
Every store is different, so it starts with a free quote. Tell me what you run on today and I reply within one business day. No credit card required.
Next step
Want this for your store?
Tell me what you run on today. I will look at where your store shows up on Google and send a free quote within one business day. No credit card required.
Chris · d1git · Phoenix, since 2009