Project
Finisher's Warehouse
Phoenix trade counter for wood finishing: paints, stains, lacquers, abrasives and spray equipment from Benjamin Moore, Mohawk, Renner and the rest. Catalog, will-call ordering and lab-grade color matching, running on d1git's own SyncERP, with d1git running their local SEO.
“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.”
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.
In Google's AI answers
Google's AI recommends them too.
Google now shows Finisher's Warehouse inside its AI answers, the AI Overviews and AI Mode at the top of search. Before the new site that happened about 14 times a day. This past week it was about 130 a day.
- Best day
- 177
- A day, now
- 14 → 130
- Since Sep 3
- 2,439
times shown in AI answers on Oct 19.
Before the new site, then the last 7 days. About 9× as often.
times shown in Google's AI answers.
From Finisher's Warehouse's own Google Search Console, the Generative AI features report (beta), Sep 3 to Oct 23, 2026. These count the times the site was shown in an AI answer, not visits.
On Google Maps
Number one on Google Maps for "finishing supplies" across most of Phoenix.
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.
More phrases, from the free map check: nine searches in a 3 by 3 grid around the store's zip code.
| Search | Best spot | Showed up |
|---|---|---|
| “wood stain” | #1 | 9 of 9 |
| “renner paint” | #1 | 9 of 9 |
| “renner paint near me” | #1 | 9 of 9 |
| “benjamin moore” | #1 | 7 of 9 |
| “paint store” | #1 | 8 of 9 |
| “wood finishing supplies phoenix” | #2 | 9 of 9 |
| “lacquer” | #4 | 9 of 9 |
How it came together
What shipped, and when.
-
Jun 27, 2026
Built in two languages
Every marketing page in English and Spanish, and the store marked up as a local business tied to its Google listing.
-
Sep 6, 2026
Trade accounts online
Sign-in by text or email code, account applications, and FedEx Ground quotes on product pages.
-
Sep 11, 2026
The old links carried over
108 redirects from the WordPress and Ecwid sites, product sitemaps and product structured data.
-
Sep 12, 2026
Live on finisherswarehouse.com
Brand and department pages, Phoenix in the titles, a faster home page.
-
Sep 13, 2026
Copy on every collection
Written copy on every brand and department page, an image sitemap and a directions button.
-
Sep 15, 2026
Color matching
A Color Matching page, and a prompt on Renner and Katilac products to match any color.
-
Oct 17, 2026
Reviews on the home page
Their Google reviews, live, with every five-star review in a carousel.
-
Oct 19, 2026
Only what is on the shelf
The public catalog shows only products the store has switched on and has in stock.
The work
- What they needed
-
Their counter already ran on SyncERP, the point of sale I built them, with thousands of products, live stock and account pricing. The old WordPress store showed 62 of them, so the website undersold the store, and Google barely sent anyone to it.
- What I built
-
- An online catalog of about 5,400 products read straight from SyncERP, with the SKU, price and stock on every one, so the website never drifts from the counter. Only products the store has switched on and has in stock are shown.
- Browsing by brand and by department: 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 account pricing, with sign-in by a text or email code and FedEx Ground quotes on the product page.
- A Color Matching page with the color wall up front and a request form under it, and a "Need this in a color?" prompt on Renner and Katilac products.
- A Spanish version of every marketing page, for the Spanish-speaking trade.
- Pages for their equipment repair and training classes, and an application form for new trade accounts.
- The local SEO
-
- Their Google Business Profile, linked to the new site and tracked, so I can see it is now the single best way in. The site tells Google it is the same business as that listing.
- Phoenix in the page titles, so the site matches what local buyers type, and a directions button on every page.
- A page for every brand they carry and every department, each with its own written copy, so Benjamin Moore, Renner, Mohawk and Mirka can each rank on their own.
- Product structured data, so Google shows price and stock right in the results. About half of all clicks now come from those listings.
- 108 redirects that carried the old site over: 26 pages, 4 posts, 62 products and about 30 categories from WordPress, plus the older Ecwid store, each landing in one hop.
- Sitemaps for products, images, brands and departments; search result pages kept out of Google; the Spanish pages paired with the English ones so each language gets its own results.
- A faster home page, and their Google reviews on it, live from Google.
- The result
-
Moved onto its own domain, finisherswarehouse.com, in September 2026, with the local SEO running from day one. The numbers are in the results above, and they come from the first few weeks: the SEO plan runs three months, October through December, with a three-week head start in September. Still climbing.
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