Alex Arce — Website Growth Proposal for Arce Custom Cabinets

Prepared for: Alex Arce
Audit updated: 2026-07-20
Purpose: show exactly how Arce can turn its existing reputation, public-work experience, certifications, project photography, and bid relationships into a stronger qualification and lead-generation system.

Open the website Alex would receive  ·  Compare desktop + mobile  ·  Download PDF

Alex: Arce already has the hard part—real public, commercial, military, education, and community work. The opportunity is to present that proof faster and make it easier for a general contractor, architect, public buyer, or supplier-diversity team to qualify Arce and send the right invitation. This proposal is addressed to you as the owner and bid contact. It explains what you receive, what was measurably improved, and how you can test the result yourself.

This is a source-grounded concept, not an authorized production site. You retain final approval over business facts, certifications, project names, contacts, photography rights, and launch.

What this program gives Arce

This is more than a visual redesign. It is a business-development foundation: a faster qualification website, a complete project-proof library, clearer bid routing, local-search readiness, a responsible review system, and a repeatable way to turn completed work into future opportunities. Pricing is intentionally handled separately and is not published on this private proposal page.

Included deliverables

Launch boundary: this public sales concept remains visibly labeled and noindex. Owner approval, certification/contact/image-right confirmation, final production-domain QA, and removal of preview labeling are required before replacing the official website.

Outcomes Alex can test—not vague promises

What the proposed website changes

Public-source findings

Website

Verified from arcecabinets.com and its public pages:

• Family-run and woman-owned; founded by Armando and Liliana in 2009.
• Public works, federal, military, commercial, education, medical, office, and design-build positioning.
• Woodwork paired with solid surface, quartz, plastic laminate, and sheet metal fabrication.
• MBE, City of San Diego ELBE, and California DGS SB (Micro) certifications are claimed on the certifications page.
• Public bid contact: Alex Arce, alex@arcecabinets.com.
• Public prequalification contact: Lili Arce, lili@arcecabinets.com.
• Public business-facing number: (619) 781-8160.
• The public portfolio names libraries, schools, fire stations, military/federal sites, detention/public-safety facilities, and public-service facilities.

Important content issues:

• /portfolio is publicly titled “Old Portfolio”, while /new-portfolio is the active photo portfolio.
• Many individual project pages contain little indexable context beyond a title and images. Each important case study should add scope, location, market, completion year, materials, delivery role, and outcome, after owner/client approval.
• The homepage meta description is only “Arce Custom Cabinets, Inc. commercial & architectural carpentry.” It misses location, high-value services, markets, and bid intent.
• The homepage exposes only WebSite structured data. No LocalBusiness/contractor schema was found in the retrieved HTML.

Google Business Profile and reviews

The verified Maps listing surfaced:

• Arce Custom Cabinets Inc
• Category: Cabinet maker
• Address: 655 Front St, El Cajon, CA 92020
• Website: arcecabinets.com
• Phone: (619) 781-8160
• Actions shown: Claim this business, Add hours, and Write a review
• No public star rating, review count, or review text surfaced in the retrieved Maps view.

Conclusion: the largest immediate growth gap is likely the Google profile, not the website. The listing appears unclaimed or incompletely managed and currently provides no verified reviews that can safely be displayed. The preview therefore does not invent review quotes or stars.

Before launch:

1. Have the owner claim/verify the profile.
2. Confirm the exact legal/display name, suite, primary category, secondary categories, service area, hours, website, and phone.
3. Add 20–30 strong project/shop/team photos with descriptive filenames.
4. Publish services relevant to commercial millwork; avoid residential-language drift.
5. Request reviews consistently from real GC/project partners after closeout. Ask every eligible partner neutrally; do not review-gate or pay for positive sentiment.
6. Respond to every review with project-specific but non-confidential language.
7. Only then replace the preview’s review-ready card with sourced reviews and a live Google profile link/feed.

Social presence

Recommended cadence:

• LinkedIn: two quality posts per month. One completed-project case study and one process/certification/team post. Tag project partners only with permission.
• Instagram: one post or reel per week, batched monthly. Show shop fabrication, material details, install progress, finished spaces, and people. Never expose protected plans, badges, access controls, or client-confidential locations.
• Quarterly email: a compact capabilities/project update to opted-in GC, architect, and procurement contacts.

Phone: business line or personal cell?

The number (619) 781-8160 is unquestionably being used as a public business number: it appears on the company contact/jobs pages and Google Maps. Public sources do not establish whether the underlying device/account is a personal cell, company mobile, landline, or VoIP line. A failed public carrier lookup is not evidence either way.

Owner questions before changing anything:

1. Who owns and pays for the number?
2. Is it portable, SMS-capable, and recoverable if an employee leaves?
3. Who answers during work hours and after hours?
4. Are missed calls and voicemails tracked?
5. Is texting used for bid/customer communication?

Recommendation: preserve the public number for NAP continuity, but make it business-owned. If it currently lives on a personal plan, port it to a managed business service or a dedicated company eSIM and route it to the appropriate owner/staff. Add call queues, business voicemail, transcription, missed-call alerts, and after-hours rules. Use ad-specific tracking numbers only with dynamic number insertion; keep the canonical number consistent in Google, schema, directories, and the footer.

If SMS marketing or automated follow-up is added, obtain explicit consent, identify the business, provide STOP/HELP handling, publish messaging/privacy terms, and complete required carrier registration. Do not turn the existing public number into an unsolicited texting list.

90-day business-growth plan

Days 1–14: establish trust and ownership

• Approve the new positioning, project set, certifications, contact roles, address/suite, and image rights.
• Claim and fully complete Google Business Profile.
• Confirm that the business owns its domain, Google profile, social accounts, and phone number.
• Launch the conversion site with production analytics only after a privacy decision.
• Create one canonical NAP record and reconcile major directories.

Days 15–45: build proof

• Ask 8–12 recent, eligible GC/project partners for honest Google reviews using one neutral closeout template.
• Publish three detailed case studies: one fire station/public-safety project, one library/civic project, and one theater/community project.
• Add downloadable capabilities/certifications PDF after validating current certificate dates and identifiers.
• Start the LinkedIn and Instagram cadence.
• Create a simple lead log: date, company, contact, project, source, estimated scope, status, next action.

Days 46–90: generate qualified opportunities

• Build dedicated pages for “commercial architectural millwork San Diego,” “public works casework,” “federal/military millwork,” and “solid-surface fabrication,” without thin duplicate copy.
• Run a small search campaign only after Google profile, conversion tracking, call routing, and landing pages are ready.
• Send a quarterly project update to opted-in GC/architect/procurement contacts.
• Measure bid invites, prequal requests, qualified calls, source, proposal value, and win rate—not page views alone.

Review request template

Hi [Name] — thank you for working with Arce Custom Cabinets on [project]. If you are comfortable sharing an honest review of the quality, coordination, or field experience, our Google profile is here: [review link]. Feedback of any kind is appreciated and helps project teams evaluate us for future work.

Send this to actual project partners after a suitable milestone or closeout. Do not condition the request on satisfaction, offer a reward, or ask only for five stars.

Conversion and compliance posture

Implemented in the concept:

• Semantic headings and landmarks, keyboard-operable menu, visible focus treatment, image alternatives, responsive layouts, sufficient tested contrast, and reduced-motion support.
• Privacy-first static implementation: no form, analytics, cookies, pixels, embedded maps, or third-party review widget.
• Privacy notice and accessibility statement.
• No fabricated testimonials, star rating, review aggregate, certification IDs, hours, pricing, guarantees, or residential lead claims.
• noindex, nofollow and explicit “private concept preview” labels.

Production requirements:

• Remove noindex only after owner approval and production-domain QA.
• Have counsel/qualified accessibility and privacy reviewers validate the final implementation and business practices. No website can be guaranteed “legally compliant” by design alone.
• If a form is added, collect the minimum data, secure transport/storage, disclose retention and recipients, add spam protection with an accessible fallback, and define a response SLA.
• Do not add copied Google reviews, review schema, or aggregate ratings without a current verifiable source and policy review.
• Recheck certification validity, licensing claims, addresses, photos, partner/client names, and contact ownership at launch.

What was specifically wrong on iPhone/Safari—and what is fixed

A real WebKit test was run using Playwright’s iPhone 13 device profile. WebKit is the browser engine behind Safari. The certification badge was also retested after scrolling and loaded successfully, so it is not being presented as a failure. The verified differences are:

Why latency matters: bid traffic often arrives from an email, text, or field conversation on a phone. The new page shows visible content 1.9 seconds sooner and reaches visual completion 6.4 seconds sooner in the matched lab test. That does not guarantee a specific sales increase, but it removes waiting and blocked interaction at the exact moment a buyer is deciding whether to keep evaluating Arce.

Measured Wix vs. proposed website comparison

Both public homepages were tested consecutively with the same Lighthouse mobile profile on 2026-07-20. These are directional lab results, not a traffic-based production SLA.

How much better is the SEO?

The honest answer is that search performance cannot be reduced to a percentage before launch. The current Wix homepage already scores 100 on Lighthouse’s basic technical SEO checklist. Lighthouse does not measure rankings, qualified impressions, local-pack visibility, project-page coverage, backlinks, Google-profile strength, or whether the content matches what general contractors search for.

The proposed site is stronger where it matters for future organic growth: clearer commercial-millwork positioning, crawlable service/market/project copy, descriptive titles and metadata, canonical URLs, semantic headings, image alternatives, contractor structured data, consistent NAP facts, service-area details, and links to verified official social profiles. It also gives the business a path to dedicated non-duplicative service and case-study pages rather than forcing every topic into one generic page.

Preview caveat: the concept’s public Lighthouse SEO score is 69 because the sales link intentionally sends noindex, nofollow. That prevents a speculative concept from competing with Arce’s real domain. At approved production launch, the preview labels and noindex directives are removed and the sitemap, canonical production URLs, Search Console, analytics/consent decision, and Google Business Profile are connected. The goal is not to claim “more than 100” on a checklist; it is to convert technically sound pages into more qualified discovery and bid invitations.

Additional verification

• Desktop viewport: 1440×1000, no horizontal overflow.
• Mobile viewport: 390×844, no horizontal overflow.
• Axe WCAG 2 A/AA checks: zero violations on both viewports.
• HTML validation: clean on homepage, privacy, and accessibility pages.
• All seven optimized project images loaded with non-empty alt text.
• Mobile menu opens, exposes five links, and closes correctly.
• Homepage, privacy, accessibility, and hero asset return HTTP 200 on the tailnet preview.

Recommendation to Alex

Alex, the opportunity is not to make Arce look like a different company—it is to make the strength of the company easier to verify. Your current website contains many of the right facts, but a general contractor has to assemble the story. This concept turns Arce’s real work into a fast qualification path: capabilities, relevant completed projects, supplier credentials, and exactly who receives a bid invitation or prequalification request. The website becomes the front door; Google ownership, genuine reviews, repeatable project content, and business-owned call handling become the system behind it.

Owner decision path

1. Open the full concept and inspect that same responsive site in the desktop + mobile presentation.
2. Mark any business fact, photo, project, certification, or contact that needs correction.
3. Confirm the production scope and commercial terms privately.
4. Approve final content, domain cutover, Google-profile actions, and the first 90-day priority list.

Sources

• Arce homepage
• About
• Services
• Certifications
• Photo portfolio
• Completed projects
• Contact
• Google Maps listing
• Instagram profile linked by Arce
• LinkedIn company profile

Source limitations: Google and Instagram expose different data to signed-out or automated environments. Findings above distinguish directly verified public facts from provisional third-party activity signals. Account owners should confirm profile state, counts, and ownership inside each platform before launch.