"Things they don't tell you about starting your own business"

How Content Creation, Popularity, and Online Visibility Became Part of the Job

When we started Cartright & Sons Cabinetry, we knew we were entering the construction industry with a passion for craftsmanship, custom cabinetry, and customer service. What we didn’t realize? That we’d also be signing up to become part-time marketers, videographers, and content creators.

We thought running a cabinetry business meant designing dream kitchens, installing beautiful closets, and doing solid work that speaks for itself. And it still does—but there’s a whole other side no one really warns you about: the business doesn’t just have to run well... it has to look good doing it.

The New Reality: Your Work Has to Be Seen to Be Valued

Back in the day, all it took was naming your business something like “AAA Cabinets” to show up first in the Yellow Pages. Now, running a small construction business—especially in cabinetry—means constantly showing up online.

People judge your work before they ever meet you, based on Instagram posts, reels, reviews, and whether your brand “looks” professional enough.

You could be the most talented woodworker in the region, but if you're not visible online, you’re invisible to potential clients.

It’s a Popularity Contest (And That’s Frustrating)

We get it. We didn’t start a cabinetry business because we wanted to win likes and followers—we started it because we’re good at what we do.

But in today’s digital world, growing a small business often feels like a popularity contest. Success depends as much on who knows you—or who knows of you—as it does on the quality of your actual work.

It’s no longer just about word-of-mouth. Now it’s about social proof, search rankings, community engagement, and brand recognition. Visibility is everything.

Small Business Owners Wear All the Hats

When you're running a family-owned cabinetry business, you're not just building kitchens—you’re building your brand every day. That means managing installs, quoting jobs, keeping up with leads, and somehow still finding time to shoot a quick video or write a caption.

And sure, we’d rather be knee-deep in sawdust than hashtags—but we’re learning to embrace this side of the business too. Because if we want to grow, we have to keep showing up.

We didn’t expect to be doing this part. But just like with every other challenge in the construction industry, we’re rising to meet it.

Curveball accepted.

Why We’re Sharing This

We’re not here just to sell cabinetry—we’re here to show what real, family-run business looks like. If you're a fellow small business owner feeling stretched thin between doing the work and promoting the work, you're not alone.

Let’s keep showing up. Let’s keep learning. And let’s keep building—not just homes, but legacies.

Cartright & Sons Cabinetry is a family-owned cabinetry business based in Southwest Florida. We specialize in custom kitchens, closets, outdoor cabinetry, countertops, and more—with over 100 five-star reviews and a reputation for quality and integrity.

👉 Want to work with us? Fill out our contact form or give us a call at 239-878-1246.