How to grow your window installation business

No matter what trade you specialise in, it goes without saying that increasing customer conversions on a weekly or monthly basis is essential for consistent business growth.

However, not all conversions and leads are created equally, which makes finding a way to increase the number of high-quality leads for your window-fitting business essential. Fortunately, with the right know-how, this is very easy to do.

Keep reading to learn more about window leads generation, including how to grow your business’s online presence, and why joining our Which? Trusted Traders scheme could be just the lead boost your business is looking for.

Why is it important to increase customer conversion rates?

Besides ensuring that your business is growing and has a continual lineup of future work in the pipeline, increasing your business’s window and double-glazing lead generation comes with two important benefits – it will promote your business to a wider audience and show potential customers that you are a qualified and respected company.

Essentially, and as you’ll see below, increasing customer conversion rates actually focuses primarily on improving aspects of your business’s marketing and presentation, all of which help you look more professional while also putting you in front of more customers and above your local competitors.

What not to do to increase lead generation

Before getting stuck into our tips for improving your window and double-glazing leads and conversions, we wanted to start by briefly covering what not to do when it comes to lead generation – specifically when it comes to buying leads.

As a general rule of thumb, we would not recommend buying leads, no matter the source. Not only will doing this cost you money, (money that you could be spending elsewhere in your business) but for the most part, these leads will likely be of poor quality that won’t result in a good return on your investment.

At the end of the day, increased lead generation cannot be guaranteed by any singular method. However, by improving the quality of your business services, your business presentation, and your business reputation, you can significantly increase the likelihood of generating higher levels of customer conversion in the future.

How to generate more window and double-glazing leads online

Take a look at our top tips below for where to get started:

1. Create a professional website

First things first, if you haven’t already, it’s absolutely essential that you put the time in to create a professional website for your window fitting business. Not only will this give you a presence online, but it also provides your customers with an obvious and clear destination to go to should they want to get in touch with you.

And a professional website doesn’t have to be complicated. All you need is a clear home page with an easily fillable form that customers can use to make inquiries, clear contact details, and various pages highlighting the different services you offer.

You also want to make sure that any website navigation you put in is simple and straightforward to avoid confusion – the fewer clicks your customers need to make for an inquiry, the better.

Naturally, if you’ve never had to make a website before, this can all sound a little intimidating. Fortunately, there are plenty of website-building tools out there designed for beginners to use, and you can always pay someone to make a bespoke website for your business if you want.

2. Optimise your landing pages locally

Once you have a website, the next step is to optimise your various website landing pages to target customer searches in your local area. Again, this is much easier to do than it sounds, and simply involves incorporating keywords and phrases into your landing page copy that potential customers in your local area are searching for.

For example, if you work in the Leeds area, using words and phrases such as ‘Leeds window fitting business’ or ‘double-glazing in Leeds’ in your copy will help you appear higher in the search results for customers not coming directly to your business.

Like website creation, this can appear a little intimidating at first, but there are many businesses out there that can do this keyword research and copy optimisation for you if you don’t have the time.

3. Sign up for the GMB listings

Moving on to a much simpler yet equally important tip, if you’re not already on the GMB listings (Google My Business), then you should absolutely set the time aside to get signed up.

Essentially, a GMB listing is the box that appears on the right-hand side of the results page when you make a search. So, by signing up and filling in the details (your business address, contact information, photos, etc.), your business will appear here when customers make local searches in your area.

Better yet, signing up for GMB is free to do and will also set your business up on Google Maps, allowing local customers to more easily find you if you have a physical location, while simultaneously proving to them that your business does in fact exist.

4. Take advantage of social media

Whether you like it or not, social media has become a key marketing and lead-generation tool in the modern day, especially for trade businesses. At the end of the day, potential customers like to see evidence of the work you’ve done, and reviews left by your previous customers, both of which social media allow you to display.

From Instagram to Facebook, setting up a social media page for your business and posting regular window fitting and glazing content and reviews on it will go a long way towards promoting yourself to local customers through word-of-mouth marketing, while also enhancing your business’s reputation further.

5. Capitalise on reviews

Speaking of reviews, in a similar vein to social media, collecting and displaying reviews from your customers is an excellent way of proving to other potential customers that you’re a reputable business who can deliver on their promises.

These reviews can be displayed as a banner on your website, on a separate page, or on your social media account – anywhere where customers looking at your business will be able to easily find them.

6. Try PPC advertising

While not an essential lead generation tool, especially if you’re a smaller window fitting business, if you want to increase your service area, then dabbling in PPC advertising could be of use to your business.

In simple terms, PPC adverts are those sponsored ads you see at the top of the Google search before the actual results appear, putting you directly in front of customers before they start scrolling and promoting your business above your competitors.

PPC can be a rather complex topic, so it’s always a good idea to speak to a local PPC expert in your area if you feel you don’t have the time to learn how to do this sort of marketing correctly.

7. Create useful online content

Last, but not least, an excellent way to promote your business online and generate more leads is to create useful online content, such as videos and blogs. For example, as a window fitting business, you could share tips on how to prevent drafts in the home or the difference behind certain glazing options.

Much like your landing pages, you can also optimise these with keywords to specifically target searches related to these blogs, both on a local and wider level, giving your business a greater reach and drawing in more customers.

How to generate more window and double glazing leads traditionally

Although no longer as impactful as using online marketing to boost customer conversion rates, you can still generate a sizable number of window and double-glazing leads through traditional marketing methods:

1. Invest in branding

As true now as it’s always been, investing in a professional-looking brand is crucial for improving how potential customers perceive your business. Simply put, the more experienced and qualified your business looks, the more likely a potential customer is to reach out to you.

And much like a professional website, professional branding doesn’t need to be complex to be effective. A high-quality logo, good online branding, and possibly a branded van and uniform are all you need to show your customers that you’re serious about your work.

2. Don’t neglect traditional media marketing

Despite being older methods of marketing, there is a reason why email and certain physical marketing methods have remained a consistent part of many business marketing strategies – it’s because they still work.

From newspaper ads and leaflets to target emails to local customer groups, a small investment into these areas will usually see some form of worthwhile return, allowing you to target those customers who aren’t necessarily looking online for a window fitting business.

3. Network with local businesses

As we’ve already mentioned, word-of-mouth marketing is still a potent force for lead generation, and one of the best ways to take advantage of this is by networking with other local and similar trade businesses that aren’t your direct competitors.

For example, if your window fitting business specialises in windows alone, then partnering with a local door fitting company can be a great way to promote lead generation for both businesses, allowing you or your partner to refer potential customers to each other directly.

4. Consider joining an online directory

While not for every business, there are plenty of benefits that come with joining an online directory. For example, if you join the Which? Trusted Trader community, not only will you get your very own business page to display your work and reviews, but we’ll even put you in touch with your very own account manager to help you set things up.

Better yet, Which? Trusted Traders can also make use of our dedicated Dispute Resolution Service should they have a disagreement with a customer, alongside our wellness and legal helpline for extra assistance in handling the non-work side of your business.

Simply put, customers like to work with businesses who have a clearly established reputation for reliability and excellent customer service – which is exactly what you’ll be displaying to them by becoming a Which? Trusted Trader.

Becoming a Which? Trusted Trader

Hopefully, you should now have a much better idea of how to improve customer conversion rates for your window-fitting business. 

As we’ve mentioned, one way to give more consumers confidence in your business is by becoming a Which? Trusted Trader.

At Which? we don’t just endorse anyone. All of our Trusted Traders go through a rigorous assessment process to make sure they meet our exacting standards before they can display our logo to customers. But this means that, if you pass our assessment, customers will know that you’re a business who can be trusted to deliver excellent work.

Get in touch with our team today to learn more about our Trusted Trader sign-up process, and don’t forget to visit our guides hub for more helpful business articles and insights like this one.

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