Frequently, clients begin their remodeling journey with an online search long before a physical consultation occurs, which is why digital presence has shifted from a luxury to a business necessity. Eric Olsen of FT Media (formerly Fasturtle) will present "Unlock the Digital Playbook to Grow Your Closet Business," a session designed to help owner-operators navigate the rapidly evolving search landscape, at the 2026 Closets Conference & Expo, June 30 to July 2 at the Palm Beach Convention Center in West Palm Beach, Florida.

"Your digital presence is your best sales tool,” Olsen said. “The playbook walks professionals through building visibility, establishing trust, and converting attention into clients — using tools most small businesses already have access to but aren't using consistently."

With AI-powered tools like ChatGPT and Google’s AI Overviews now curating recommendations, being invisible in digital search results is a major risk for small businesses. 

This new trend in digital engagement is called Generative Engine Optimization (GEO). "Traditional SEO was about ranking in a list of blue links," Olsen explained. "GEO is about being the answer an AI gives when someone asks, 'Who does the best custom closet installations in Scottsdale?'"

Olsen added that professionals who start thinking about GEO now, "will have a significant head start as AI search continues to displace traditional results through 2026."

Immediate action for ROI

For attendees looking for an immediate strategy, Olsen’s advice is: Fully claim and optimize your Google Business Profile. He identified this as the highest-ROI action a local service business can take, yet one that remains underutilized by many professionals.

Additional takeaways:

• Weekly transformations: this industry sells transformation, so show it.
• Collect reviews: social proof is the digital version of word-of-mouth.
• Owned audiences: own your audience so you're not dependent on algorithms.
• Targeted ads: even $5–$10/day on Google or Meta can generate measurable leads when targeted locally.

The session is tailored for independent closet and garage professionals, small studio owners and owner-operators who rely on word-of-mouth but seek a consistent, predictable digital pipeline. 

To learn more, register now at closetscon.com.