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The Plain Truth on How to Sell Windows and Doors

Jeffrey Lambert
Sep 13, 2022 10:50:02 AM

Are you a window and door installer looking for help growing your business?

Window and door marketing can be tricky, but with the right approach, you can master how to grow your business faster. This comprehensive guide will discuss everything from advertising to lead generation. We'll also provide tips on improving your website and increasing your online presence.

So whether you're just starting out in the window and door industry or you're looking for ways to take your business to the next level, this guide is for you!


Problems Window and Door Companies Face in 2023

Home Services Burnout

The window and door industry is expected to grow significantly in the next few years. In fact, according to a report by Window & Door Magazine, the demand for windows and doors is projected to reach $98 billion by 2023. This growth is being driven by several factors, including an increase in home remodeling and new construction projects.

As the industry continues to grow, it's important for window and door companies to stay ahead of the competition. One way to do this is by investing in marketing and advertising. But with so many different marketing channels to choose from, it can be difficult to know where to start a growth journey.

So what roadblocks are keeping you from success? Common phrases we hear from our clients in this industry include:

  • At the moment, I can't get ahead.
  • There doesn't seem to be enough time in a day and not enough cooperation.
  • My internal marketing team is just not cutting it.
  • I am unsure if I am winning or losing with my marketing.
  • I get lots of leads, but most don’t turn into sales.
  • My sales team is in place, and lots of leads are coming in, but we're not responding to leads in less than 24 hours.
  • I need help growing my business.
  • I wish I could grow my business faster.
  • I want to leave a legacy in the form of a successful business for my family.

If any of these statements resonate with you, don't worry - you're not alone. In fact, these are some of the most common concerns we hear from window and door companies. But the good news is that there are solutions to all of these problems. We can help!

This guide will discuss some of window and door companies' most effective marketing strategies. We'll also provide tips on how to overcome common growth challenges. So let's get started!

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Where to Start: Increase Leads, Book More Appointments, and Grow Revenue

Losing a Roofing Sale

There are many different marketing strategies that window and door companies can use to grow their businesses. But not all strategies are created equal. Some methods may work well for one company but not so well for another.

Experimenting and tracking your results is the best way to find out what works. But to save you some time, we've compiled a list of the most effective marketing strategies that our clients have used to grow their businesses.


1) Make Your Website Your #1 Salesperson

Alco Windows and Doors Website

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:

1) 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!

2) 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.

3) 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. You're likely losing out on many potential businesses if your site isn't responsive. 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

Garage Door Medics


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:

1) 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.

2) 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 offer 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.

3) 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!"


3) Outrank the Competition With Search Engine Optimization (SEO)

Windows and Doors Texas Search Results

If you want to attract more leads from your website, you must ensure your site appears as high as possible on 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:

1) 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.

2) 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 website 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.

    window installation photos checklist

Next-Level Window and Door Growth Strategies

Window Installer Website

Now that we've gone over some basics let's move on to level two strategies. These slightly more advanced marketing techniques will help you attract more leads and close more sales.


1) Start a Window & Door Blog

Window and 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

Locktite Windows 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 businesses? Here are a few ideas:

1) Use the 80/20 Rule

For every 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.

2) 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.

3) Post New Content 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.


3) Get Started With Paid Ads

Window Installer 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?

1) 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 and millions of other websites across the web.

While many paid ad platforms exist, Google will give you back the most for your investment.

2) 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.

Follow Up Email Templates window leads

Master-Level Window and Door Selling Strategies 

Window and Door Selling Strategies

You're now ready for top-level selling strategies. These are the most advanced marketing techniques and will help you take your business to the next level.

Let's take a look at what level three marketing strategies for window and door companies looks like:

1) Use Automations to Build a Lead Generation Machine

Window and Door Sales Automation

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:


1) Harness 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!

2) 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

Case Study Window 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.


How Rizen Helps Window and Door Contractors

Rizen CTAs

You're doing great if your window and door company has completed all the digital marketing strategies mentioned above! You're now ready for ninja-level growth strategies. These are the most cutting-edge marketing techniques to help you rapidly grow your business.

Rizen can help your company:

1) Conduct Message Testing

The key to reaching today's audiences is finding the proper message. You must test BEFORE you invest in doing 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 is Your No-Nonsense Partner for Better 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.

Rizen Client Results

We have the case studies to prove it. See how we:

Rizen has helped businesses like yours grow faster, stronger, and smarter! We can help you:

  1. Discover the #1 Mistake people make with growing their business faster
  2. Understand if you are winning or losing with your marketing
  3. Use a growth formula that only the top 1% of internal marketing teams use
  4. Plug into the Proven, multi-award-winning, high-performance sales system
  5. Master how to grow your business faster
  6. Learn how to take two weeks off and have your company run smoothly
  7. 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!


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