1) Make Your Website Your #1 Salesperson
Your website is often the first impression potential customers will have of your company. So it's important to ensure that your site makes a good impression and provides visitors with the information they're looking for.
Here are some tips for improving your website:
Use High-Quality Images and Videos
Visuals lead the way with today's customers. In fact, 90% of customers say that product videos are helpful in the decision-making process. So be sure to use high-quality images and videos on your site.
These don't have to be stock photos, either! You can use images and videos of your products in action, photos of your team at work, and images of your satisfied clients standing next to said completed project. Be creative - and ALWAYS try and communicate value with a visual!
Make Your Site Easy to Navigate
Your website should be easy to navigate so that visitors can find what they're looking for quickly and easily. Use clear and concise menus, and consider using drop-down menus to help organize your content.
In addition, be sure to include calls-to-action (CTAs) on your website. These buttons or links encourage visitors to take a specific action, such as contacting you for a free consultation or requesting a quote.
Ensure Your Site is Mobile-Friendly
More and more people are using their smartphones and tablets to access the internet. In fact, over 50% of web traffic is now from mobile devices. So it's important to ensure that your site is optimized for mobile viewing.
This means that your site should be responsive, meaning it automatically adjusts to fit the screen size of the device it's being viewed on. If your site isn't responsive, you're likely losing out on many potential businesses. Most web hosting services automatically re-size your site for mobile viewing. You can even preview what certain pages will look like in mobile view. Does your host offer this feature? Take the time to check!
2) Get Active With Customer Review Sites
Customer review sites like Google Business Profile, Yelp, and Houzz are a great way to improve your online visibility and attract new leads.
Here are some tips for getting the most out of customer review sites:
Claim Your Listings
The first step is to claim your listings on customer review sites. This allows you to manage your company's information and respond to customer reviews. Google and Facebook should be the two at the top of your list!
Not claiming your listings is like leaving money on the table. These sites are some of the first places potential customers will look when they search for a window or door company in their area - so you want to make sure your company's information is accurate and up-to-date.
Which review sites should you bother registering for? Check out our article on the top 3 review sites for windows and doors.
Encourage Reviews
The more reviews you have, the better! Encourage your satisfied customers to leave reviews on your listing. You can send follow-up emails or text messages after completing a job, including links to review sites in your email signature, or even offering incentives for leaving a review.
Just be sure not to offer incentives for positive reviews, as this is considered unethical and could get your business banned from the site.
Collect and Respond to ALL Online Reviews
It's important to respond to all reviews - good and bad. This shows potential customers that you're paying attention and that you care about your online reputation. Silence speaks just as loud to potential customers!
A simple "thank you" is usually sufficient for your competitor for positive reviews. Don't stop there, though! Mention something specific from their experience with your company, such as "We're so glad you loved your new windows!"
Special Offer: How to Deal With Negative Reviews
Responding to negative reviews can be tricky. We offer a tutorial with an easy-to-remember formula for responding to bad reviews.
3) Outrank the Competition With Search Engine Optimization (SEO)
If you want to attract more leads from your website, you need to make sure your site appears as high as possible in search engine results pages (SERPs), like Google. This process is called Search Engine Optimization, or SEO for short.
Here are some tips for getting your company to the first page of search engine results:
Combine Keywords into Topic Clusters
A topic cluster is a collection of content pieces (blog posts, landing pages, etc.) that are all centered around one main keyword.
For example, if you sell windows and doors in Los Angeles, your topic cluster might be "Los Angeles Window Replacement." This would include blog posts about the different types of windows available for replacement in Los Angeles, a landing page for your window replacement services, and even an FAQ page about the process.
Creating topic clusters on your website makes you more likely to rank higher in search engine results because you cover all aspects of the main keyword.
Pay Attention to Both Sides of SEO Optimization
There are two types of SEO: on-page and off-page. On-page SEO refers to the optimizations you make to your websites itself, such as optimizing your title tags and meta descriptions. Off-page SEO refers to the optimizations you make outside of your website, such as building backlinks and creating social media profiles.
Both on-page and off-page SEO are important for ranking higher in search engine results pages. If you're unsure where to start, we recommend focusing on your on-page SEO first. Here are some quick tips:
- Optimize Your Title Tags and Meta Descriptions: Your title tag is the text that appears in the search engine results pages (SERPs) when people search for keywords related to your business. It should be clear, concise, and include your target keyword. Your meta description is the short paragraph of text that appears under your title tag. It should also be clear and concise and entice people to click through to your website.
- Use Keywords Strategically: Use keywords throughout your website - in your titles, headings, body text, and even your image alt tags. But beware - too many keywords will result in something called "keyword stuffing," which can actually hurt your ranking. Use keywords thoughtfully and sparingly, sticking to a more natural feel.
1) Start a Window & Door Blog
A blog is a great way to attract more leads to your website. By creating content that is relevant to your target audience, you can show potential customers that you're an expert in your industry.
Not sure what to write about? Here are some ideas:
- Window and door trends
- How to choose the right windows/doors for your home
- The benefits of windows/doors
- Window and door maintenance tips
Writing a blog takes time and effort, but it will be worth it when you start to see an increase in leads.
2) Get Social on Social Media
Social media is a great way to connect with potential customers and create relationships with them. You can build trust with your target audience by sharing informative and engaging content.
Now you may think, "I already have a Facebook page, and so does my competition!" You would be correct! But it's not about just being on a platform - you need to be social on social media!
What does social media optimization look like for window and door business? Here are a few ideas:
Use the 80/20 Rule
For every one piece of promotional content, you should share four pieces of valuable, non-promotional content with your audience. This could include blog posts, infographics, images, etc. The key to social media is to be helpful, not sales-y.
Engage With Your Audience
When someone comments on one of your posts, take the time to respond! This shows that you're active on social media and that you care about your audience.
Avoid the all-too-common automated responses, such as "Thanks for your comment!" or "We appreciate your feedback!" These types of responses are impersonal and can turn potential customers away.
Post Regularly
You should aim to post at least once per day on social media. If that's too much for you to commit to, start with once per week and work your way up. Consistency is key when it comes to social media marketing.
⬅️ (Image courtesy of SproutSocial)
3) Get Started With Paid Ads
PPC ads for window & door companies can be a great way to attract leads that are ready to buy. These ads can be targeted specifically to people who are searching for products or services like yours.
For example, if you sell windows in Toronto, you could target your ads to people who live in Toronto and are searching for "buy windows in Toronto."
PPC has a steep learning curve, so we DO NOT recommend this strategy for companies just getting into digital marketing. If you are ready to start, where should you begin?
Invest in Google First
Google is the most popular search engine, so it's a good place to start. Google Ads Manager allows companies to create text, image, and video ads that appear on Google.com and millions of other websites across the web.
While many paid ad platforms exist, Google will give you back the most for your investment.
Facebook Ads Should Be Next for Paid Strategies
Facebook Ads are another great way to target potential customers. With Facebook, you can target ads by interests, demographics, and even behaviors. For example, you could target people who live in Toronto, are interested in home renovation, and have recently moved into a new house.
Paid ads can be effective for window and door companies if they're done correctly. If you're unsure where to start, we recommend working with a digital marketing agency specializing in paid advertising.
1) Use Automations to Build a Lead Generating Machine
Automation refers to your company's processes to save time and effort. For example, you can set up an email drip campaign that sends a series of messages to a lead over a period of time. These messages could introduce your company, provide valuable information, and invite the lead to book a consultation.
You can also use automation on social media. For example, you can use Hootsuite to schedule your posts in advance or set up Google Alerts to monitor your industry.
Window and door companies that use automation can generate leads and close sales while spending less time on marketing tasks.
If you're not sure how to get started with automation, here are three places to start:
Email Marketing Automation
Set up an email drip campaign to introduce leads to your company and invite them to book a consultation.
When an individual downloads a piece of educational material or emails with a question, set up a 4-part series that delivers a new piece of educational content or customer testimonial once a week. It's easier than you think!
Place a Chatbot on the Website
If you want to be available to answer questions 24/7, consider placing a chatbot on your website. This tool can engage with leads and answer their questions even when you're not at the office. The basic rule of thumb should be to include the following actions for your chatbot to respond to:
- Basic company information
- common frequently asked questions
- Shortcuts to contact a human or schedule a consultation
2) Build Full Case Studies for Potential Customers
You'd collected testimonials to show off customer satisfaction. That's a great start! Now it's time to take it a step further and build out full case studies for potential customers.
A case study is a comprehensive write-up of how your company helped a past customer achieve their goals. It should include information about the customer, the problem they were facing, your solution, and the results they achieved.
Case studies are an excellent way to show potential customers the results you're capable of delivering. They're also a great opportunity to include SEO keywords and backlinks, which will help your website rank higher in Google.
If you're not sure how to write a case study, here's a template you can follow:
- [Customer Name] was facing [problem].
- [Solution you provided]
- The results were [outcome].
Case studies are better than testimonials when you have a potential customer who really needs to see the details of how you helped someone in a similar situation.
By having a few case studies on your website, you'll be able to increase sales and close more deals.
1) Conduct Message Testing
The key to reaching today's audiences is finding the proper message. You must test BEFORE you invest to do this effectively. We'll survey and assess potential client problems and your proposed responses with a targeted audience that has been investigated.
What's the outcome? We hear EXACTLY the words and reasons that will entice consumers to buy from you.
2) Polish Your Branding
Having no branding strategy is like fishing without a pole. Results are possible, but you’re wasting valuable time! Customers have too many options and don't have enough time or knowledge to evaluate them all.
Too many businesses simply regurgitate the same tired clichés. Our unique branding method may help you establish or refresh your company's image while also increasing leads!
3) Build Out Your Staff Support Foundations
Rizen helps you establish/optimize your call center, customer prospecting specialists, sales staff, lead qualifiers, appointment setters, and community management personnel to ensure everything works flawlessly. If you already have an in-house solution, we'll simplify it! Don't have a support staff? We'll assist you in recruiting, developing, and maintaining one for you. Do you want us to follow up with leads on your behalf? That's no issue!
4) Manage Every Digital Marketing Strategy Included Here
Rizen also manages every strategy we mentioned for you, so you can focus on what you're good at running your business!
Rizen - the Trusted Option for Window and Door Marketing
Window and door companies who want to dominate their local market come to us because they know we'll deliver results.
We have the case studies to prove it. See how we:
- Helped Alco Windows and Doors jump from 500k to 5 MILLION in revenue in under 36 months!
- Partnered with Garage Door Medics to create a 30% INCREASE in leads in just eight months!
- Generate an increase in MONTHLY LEADS by 60x with a smart, ongoing growth strategy for Biosweep Southeast.
Rizen has helped businesses like you grow faster, stronger, and smarter! We can help you:
- Discover the #1 Mistake people make with growing their business faster
- Understand if you are winning or losing with your marketing
- Use a growth formula that only the top 1% of internal marketing teams use
- Plug into the Proven, multi-award-winning, high-performance sales system
- Master how to grow your business faster
- Learn how to take two weeks off and have your company run smoothly
- Get your internal marketing team actually to cut it
If you're interested in learning more about how Rizen can help your window and door company grow, click here to schedule a free consultation.
We'll show you how we can help you get more leads and close more sales sooner!
