1. What’s the quick origin story of your brand, and what makes your product or positioning genuinely different from other options in your niche?

Josh Qian: LINQ Kitchen, originally launched as Best Online Cabinets in 2012, was born out of a simple yet powerful vision: to make online cabinet shopping accessible and straightforward for homeowners, builders, and remodelers. We recognized early on that many customers faced challenges in finding high-quality cabinets at affordable prices, which inspired us to create a platform that prioritized ease of use and clarity. Over the years, our commitment to this mission has earned us a stellar reputation, with clients returning time and again to create their dream kitchens with cabinets that fit perfectly, all while staying within budget.

Listening to our customers has been instrumental in shaping our journey. After receiving consistent feedback about the need for greater control over the quality of the products we offered, we took the step of entering the manufacturing space in 2014 by opening our own custom cabinetry factory in China, followed by another in Vietnam in 2018. This unique positioning allows us to deliver exceptional custom cabinetry solutions that surpass “off-the-shelf” options in quality and affordability. With our rebranding to LINQ Kitchen, we are focusing on the mid to high-end market, delivering not just functional cabinets but also innovative designs and personalized solutions that reflect our clients’ tastes and needs.

2. Who is your best customer today, and what specific problem are they hiring your product to solve? How has that understanding changed since you launched?

Josh Qian: Our best customers today are those in the premium segment who prioritize quality and aesthetics over cost, as they’ve come to view cabinetry as an essential element of their home design rather than just a functional necessity. Understanding this shift since our launch has allowed us to tailor our offerings to meet the needs of discerning clients who are committed to creating beautiful spaces regardless of price fluctuations. They hire us to provide high-quality custom cabinetry and to ensure that their vision for a luxurious kitchen or closet can be seamlessly brought to life with exceptional craftsmanship and design.

3. Which 2–3 channels drive most of your revenue right now (for example SEO, paid social, email, marketplaces, influencers), and what have you learned about making those channels work in your category?

Josh Qian: Currently, our primary revenue channels are our website, social media platforms, and partnerships with interior designers and builders. From our experience, optimizing our website for user experience and SEO has proven essential, as customers appreciate a straightforward shopping journey that provides detailed product information and visual inspiration. Leveraging social media has showcased our cabinetry through engaging content that resonates well with our target audience and drives traffic and conversions. Collaborating with interior designers and builders has also been invaluable, as these partnerships extend our reach, lend credibility, and build trust among potential clients, leading to higher conversion rates in the premium market.

4. How are you thinking about search in 2025 — Google, AI assistants like ChatGPT, and other discovery platforms? What, if anything, have you changed in your content or site to stay visible as AI search grows?

Josh Qian: Our plan for Search in 2025 – 2026 is to adjust to the changing search environment, driven by Google and AI Assistants, and to adapt to the growing presence of AI in consumer search behavior. As AI continues to grow in its influence over how consumers find products and services, our ability to optimize for conversational search queries and to answer them clearly will be a major factor in success. We have been adjusting our content format to make it easier to use and better fit how users interact with information through voice search and AI interfaces by incorporating user-friendly formats such as FAQs and How-To Guides.
We continue to work on structuring our website to improve navigation and mobile functionality. We will assess the quality and relevance of our content to remain a visible and accessible resource in an ever-changing search environment. Our goal is to attract traditional SEO traffic and become the go-to source for Kitchen and cabinetry-related information across all discovery platforms, so we can reach potential customers wherever they search and on whatever technology they prefer.

5. What do you do to turn first‑time buyers into repeat customers and advocates? Are there specific experiences, content, or community touches that work especially well for you?

Josh Qian: To help first-time home buyers become returning customers and advocates of the business, we provide each customer with a customized Welcome Kit that includes information on maintaining their cabinetry and samples of finish options for future design work. These two factors offer strong positive reinforcement for the home buyer’s decision to invest in their cabinetry while also equipping them with the practical knowledge needed to maintain and enhance their product.

We coordinate a follow-up meeting with the customers’ Design Team within 1 month of their purchase date. In these meetings, customers can learn how to get the most out of their new cabinetry by asking questions about how best to use the space created by their cabinetry, how to keep the space organized, and design ideas that complement their current decor. The fact that we meet with customers on a one-on-one basis creates a relationship that extends well beyond the original sale.

Thirdly, we focus on making our customers’ post-purchase experience as easy and enjoyable as possible. We accomplish this by sending customers personalized thank-you e-mails that include tips on caring for their new cabinetry, links to relevant content, and recommendations for products that complement what they purchased. By taking the time to educate our customers on how to properly care for their cabinetry and providing them with valuable, helpful content that applies to them, we create a relationship between our customers and our company that continues long after the sale.

6. If you had to write a short playbook for an ecommerce founder one stage behind you, what would you double down on over the next 12 months — and what would you stop doing entirely?

Josh Qian: I would emphasize the importance of investing in a robust data analytics framework. This means really diving deep into customer data to understand behavior patterns, preferences, and trends. By leveraging analytics, founders can make informed decisions about inventory, marketing strategies, and customer engagement, ultimately driving more targeted and effective initiatives. Focusing on enhancing the user experience on the website is crucial, creating a seamless shopping journey that encourages conversions and repeat business.

On the flip side, I recommend stopping any reliance on low-quality, superficial content that fails to engage or provide value. It’s tempting to pad content just to fill the website or blog, but this often leads to diminished trust and engagement from customers. Instead, prioritize high-quality, informative, and relevant content that genuinely addresses customer needs and questions. Doing so will not only improve SEO performance but also establish the brand as an authority in its niche, fostering customer loyalty and long-term success.