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Windows and Doors Marketing for Business Growth

Boost your lead generation with proven windows and doors marketing strategies.

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Understanding the Windows and Doors Marketing

With the economic recession, it becomes harder for Canadian window and door companies to grow their business. The households are trying to cut expenses and the construction/acquisition of new homes is record low.

The decrease in construction and renovation market activity was caused by the rapid uncontrollable growth of an interest rate. So far, it is hard to predict when the rates will be back to normal and when the market activity will get back to its previous levels.

We suggest to the owners of window and door companies that they should not wait for the industry to stabilize and the market to grow again. Instead, you should focus on the acquisition of new customers and business expansion.

What your business needs is a comprehensible digital marketing strategy to promote your services. Luckily, you came to the right place.

dNOVO Group marketing experts have created this guide specifically for a window and door business owner. It contains all the necessary information on how to build digital marketing strategies for your company, acquire more leads and convert them to customers.

The proven digital marketing strategies for window and door companies include:

  1. Website
  2. SEO
  3. PPC advertising
  4. Email marketing
  5. SMM.

Marketing Materials for Contracting Businesses

This guide is part of a series of marketing guides created by the dNOVO Group experts for contractor businesses. Check other guides:

Website for Window and Door Companies

Website is the cornerstone of your online marketing. Your main efforts will be focused on driving as many leads as possible to your website via various marketing channels. The ultimate goal is to convert potential customers into the actual ones.

A good website for a window and door business has several main features:

  1. It contains SEO-optimized content and ranks high in search engines.
  2. It provides all the necessary information about your business.
  3. It seamlessly converts your target audience into clients.
window and door website example

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We will discuss SEO optimization in the next section of this guide. This section mainly focuses on ways to increase conversions and make your website informative to potential customers.

Essential Elements of Window and Door Website

One of the key goals of your website is to provide as much information about your company as possible. For our clients, we usually create several types of pages to achieve this goal.

Main Page

Having a main or home page is essential for any website. It should contain several elements:

  1. The first screen with a short explanation about the services you provide.
  2. Book an appointment widget.
  3. Positive reviews of satisfied customers
  4. Several sections listing your services
  5. Gallery of your works
  6. Links to the other key pages
  7. Your contact information
  8. A section listing your service area
  9. “Why us” section

You can see that in many cases, the main page is a short summary of your website.

Gallery

The gallery will help you build the trust of your potential customers. People like pictures as they can quickly grasp information from them.

gallery is a powerful asset for window and door companies

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Some companies also provide “before and after” photos to amplify the effect.

Service Pages

Create a service page for each type of service you provide, e.g., window installation, door replacement, door replacement etc. You can also create service pages for different types of windows and doors that you work with, e.g., garage doors, residential windows, etc.

Don’t forget to include the list of doors and windows manufacturers that you work with. Some clients are specifically looking for this type of information as they are set on using a specific brand.

Blog

Blogs serve to attract potential customers in the early stages of their buyer journey when they are only inquiring about different aspects of window and door services. Sometimes you can catch people before they realize they need your services.

blog is a great way to promote a door and window company

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In the screenshot above, you can see an article on window and door leak inspection. Many people with this problem will search for possible solutions on the Internet. Your article can help them detect the problem and offer them your repair or replacement services.

Summing up, your task is to create useful articles that answer the key questions and address the key concerns of your target audience. They should also offer your services as a solution to the problem and contain converting CTAs.

Service Area Pages

Most window and door companies are local businesses operating within a limited geography. If you work in GTA, customers from Ottawa are too far away for you to even bother.

The service area pages will help your customers understand if you are a good match for them or if they should look for another window and door company.

How to Increase Conversions

There are several things that can impact website conversions. These include high-quality content and neat design. In this section, we talk about elements of the website that will help you sway the opinion of your website visitors.

Trust Icons

Check out the screenshot below:

ranking websites icons can help you earn trust of potential customers

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You can see various rankings from different review sites and rating organizations. They give a clear message to website visitors: “This is a trustworthy window and door company that has consistently been delivering high-quality services.”

CTAs and Widgets

Call-to-action elements consist of a button, sometimes preceded by a short text. They prompt people to complete a certain action (click the button). Widgets are larger interactive elements of a website that enable visitors to complete more complex activities, e.g., booking an appointment.

Add these elements at convenient places on your pages to prompt visitors to contact you (make a call or order a consultation with your experts).

Facilitating the contact initiation for your visitors increases conversions. People don’t need to take any additional actions to find your contacts.

Positive Reviews

Similar to trust icons, positive reviews help you build trust with potential clients. Make sure to add them on your main page, services pages, and service area pages.

online reviews is critical for windows and doors marketing

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Search Engine Optimization

A great website isn’t enough to achieve your digital marketing goals. You need people to find your website online. You can attract people via various channels. Google search is one of them. The key advantage of Search Engine Optimization is that you can get more visitors who are actively looking for a window and door company. Thus there are higher chances to convert them.

SEO optimization includes 5 main types of activities:

  • Keyword research
  • On-Page SEO
  • Technical SEO
  • Off-Page SEO
  • Local SEO

Let’s take a closer look at each of them.

Keyword Research

To make sure you attract the right leads, you need to pick keywords for your website. People will find your window and door company using these words and phrases. When choosing keywords, you need to analyze them by 3 characteristics (volume, difficulty, and intent.)

SEO tools like SemRush, can show you these characteristics.

Volume

Volume is the number of keyword searches per month. For example, people look for window replacement 2,400 times a month in Canada as shown in the screenshot below:

window replacement keyword

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Keyword Difficulty

Difficulty indicates what should be done in order to get to the top of search engine results pages. In the case of the window replacement keyword mentioned above, you need 59 referring domains on top of well-written and optimized content.

However, for garage door installation in the screenshot below, you will just need a good content piece.

keyword research for window and door business

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Search Intent

This characteristic denotes the type of page people expect to find when they look for a certain keyword. There are four types of search intent:

  • informational (people want to learn more about a topic);
  • commercial (people want to find businesses selling product/service);
  • transactional (people are ready to make an action, e.g., set an appointment);
  • navigational (people want to get to a certain page).
windows and doors SEO

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You will want to find keywords with an optimal volume-to-difficulty ratio as well as commercial or transactional intent. Create services pages for these keywords.

Don’t overlook low-volume keywords with informational intent either. They can become good keywords for your blogs.

On-Page SEO

When you create a page dedicated to a certain keyword, make sure it’s optimized for it. To achieve it, you need to place keyword in the following places:

  • Meta title and meta description
  • The main header of your page (H1)
  • At least one second-level header (H2)
  • The first paragraph of your text
  • The alt text for images
  • One keyword per 100 words of the text.

This will help crawlers to understand that your page is dedicated to a certain keyword. Don’t forget to add latent semantic indexing keywords. You can get them using different SEO tools. For example, Surfer SEO can help you with it:

LSI keywords for window companies

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Technical SEO

When Google sees two web pages with similar content quality and backlinks, it analyzes other aspects to understand which page it should rank higher. One such criterion is website user experience.

The speed of page download, the availability of a mobile version, the website navigation and many other parameters can get your website to the top of SERP or to its bottom.

Make sure to work with your SEO specialist and webmaster to provide the best UX to your potential leads.

Off-Page SEO

Google assigns higher rankings to the pages that have higher “authority” on the Internet. To evaluate authority it analyzes the websites that refer to your pages.

Window and door companies and related organizations referring to your website along with news outlets and encyclopedias increase the authority of your website. Hire a link builder to gain more backlinks from high-authority websites.

Keep in mind that shady business linking to your website can harm it. Check the backlinks regularly to disavow the malicious ones.

Local SEO

Local SEO helps window and door companies appear in local searches and attract more leads from your area rather than outside your desired geography.

Local SEO

Build pages around keywords that contain the names of local towns. Create a Google Business Profile to get featured on Google Maps.

Proven PPC Advertising to Sell Windows & Doors

As mentioned above, there are several ways to get leads to your window and door website. PPC (pay-per-click advertising) is one of them. In a nutshell, PPC is a banner ad that is placed on various websites and some mobile applications. The owner only pays for actual clicks.

Advantages of pay-per-click ads:

  1. Timing

PPC is the quickest method for generating leads. All you need is to set it up and it will get you leads almost immediately.

  1. Traffic

PPC impacts SEO by providing traffic to your website and helping you strengthen your website position.

  1. Positions

If you are only beginning your digital marketing, it will take some time for SEO efforts to kick in and get your website to the top of the rankings. With PPC you will get there immediately.

  1. ROI

The ROI of PPC is estimated at 200%, the highest ROI for marketing efforts.

  1. Visibility

Even if potential leads don’t click on your ad, they still see it and notice the name of your brand, and your brand colours and associate it with your offer. Next time they see your company, they will recognize it.

  1. Segmentation

You can easily tweak your PPC campaign to target specific leads that match your demographics and other criteria.

an example of paid banner ad of a windows and doors company

Email Marketing Strategies for Window and Door Business

This digital marketing strategy is not generally used for generating leads. We suggest using it for upselling and retaining your existing clients.

When collecting contact data of your leads, either via your website or by talking to them in person or over the phone, make sure to ask for their email address. After forming a substantial contact list, you can begin your online marketing campaigns.

Things to share in your email marketing campaign:

  1. Links to your new blogs
  2. Special offers
  3. Announcement of new services
  4. Tips on window and door maintenance.

We suggest using tools for mass email send-outs to ease the task and make your emails more presentable.

Social Media Marketing in the Window and Door Industry

One of the powerful digital marketing tactics, SMM can help window and door contractors gain more leads and boost your SEO. First, you reach a much wider audience, harnessing the liking and sharing features of social media that get you in the feed of other people.

Second, you get backlinks, which is valuable for your domain authority. Third, you get traffic to your website from your social media pages. Fourth, you can interact with your clients directly, especially if there are negative reviews.

Finally, having an account on social media platforms adds more credibility to your website. People tend to trust a business that leaves the possibility for everyone to leave a review on their services online.

an example of window replacement video

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3 Ideas to Boost Window and Door Marketing

In our final section, we discuss 3 digital marketing ideas for window and door companies to boost the acquisition of new leads.

Use Traditional Marketing Strategies

Traditional marketing can be as efficient as digital marketing. Create paper handouts and door hangers. Try participating in local community events. Put flashy banners on your office and add your logo to your vehicles.

Create Profiles on Business Directories

This can help you not only increase leads but also boost your SEO. You will get backlinks from reputable websites and traffic. Finally, people trust directories as they believe that these websites choose their clients thouroughly.

business directories

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Hire Window and Door Marketing Agency

Digital marketing is a hard and tedious process that requires a lot of effort and organized work of multiple experts. That’s why many door and window companies choose to hire agencies to generate new leads.

dNOVO marketing experts can help your business organize SEO and PPC and boost lead gen. Are you ready to grow your business?

Book a free consultation with dNOVO.

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