The team at Aluminium Trade Supply were asked to provide some marketing help for a replacement windows company. Our client was a long established retail window company with an existing website. They were already active in their local market but owing to increased competition from other window companies they wanted a fresh new website to improve their marketing.
The first stage in these types of projects is to undertake a thorough investigation of the client’s existing website. As is quite common it as quickly discovered that the website was written on an unnecessarily complex content management system. This meant any changes to the website content, or updates could only be done by the existing website provider. This lead to delays and expense.
Additionally, our analysis provides vital information about how Search Engines view the site and whether there are any technical issues with how they access the site.
In this particular case the client had no access to information about visitors to their website. This was a serious oversight on behalf of the existing marketing company which meant that they had no idea how many visitors the site was attracting, or what those visitors were looking for. There was no presence on social media and the content had not been updated for many months.
Building a New Website for a Window Company
The team recommended the creation of a new website, specifically to address the above issues. The client was initially concerned that they simply did not have the time or resources to dedicate to completely rewrite the website content across a large door and window product range.
Aluminium Trade Supply were therefore instructed to create a brand new website including several customer related features. As part of the brief we were also to write technical content about the client’s product range. Leaving them free to manage their business.
The website design was created around the wishes of the client to design a dark themed site with a high quality feel and one that would instantly show to visitors exactly what the company was about and the home improvement products it provided.
We created on behalf of the client in-depth content of a sales and technical nature about:
- PVCu windows
- Aluminium windows
- Timber Windows
- Composite Doors
- Aluminium bifolding doors
- Sash Windows
- Timber Doors
- Conservatories, Orangeries and Glazed extensions.
The client already possessed a comprehensive image library and this was used to create an image rich website. All images were professionally taken and were of actual installations the firm had done. Our content centred around this benefit.
Additionally we monitored the types of enquiries that were already coming into the existing website. Knowing that some customers are wary of double glazing firms and not wanting endless sales or follow up calls, we created a number of soft sell and passive website features.
A Website focused on conversion:
- A “call me back” facility enabling customers to specify when they would like to be contacted.
- The correct deployment of analytics software to facilitate comprehensive visitor reporting.
- A soft sell brochure download facility where by minimal details of who downloaded the brochure were built into the website enabling a passive follow up approach to the customer at a later date.
We also worked with the client to create informative articles to give their prospective customer confidence that they were dealing with a professional and expert window company.
We created articles about causes of condensation, articles comparing aluminium products to PVCu and timber and other content rich pages all demonstrating expertise in their chosen sector.
As a consequence of this work, we were able to provide our client with a professionally designed website, that forms a major part of their marketing efforts. We provide monthly analytics reporting and have helped our client achieve a significant increase in traffic and the quality of leads received.