The goal of all window and door company marketing efforts is to generate traffic and attention that leads to leads and interest, which then converts to customers. There are many different channels and strategies that can prove to be successful, but none of them has as much potential as Google.
There isn’t another source of attention and traffic larger than Google. When a consumer is looking for something, whether it’s a particular product or a service like a window installation, they turn to Google.
They search on desktops and laptops at home, and they search on tablets and mobile devices while on the go. All of the information they seek can be found via a Google search, making it so important for the overall success and growth of your business to be found for the local searches related to your window and door company.
In order to be found in Google’s results – both Search and Maps – you need a Google My Business listing that is built-out and optimized to perfection. This is where the expertise and know-how of a top window and door company marketing agency can help you scale your business to new heights.
We feel it’s important for you to fully understand what aspects of your GMB listing contribute to your rankings and how we leverage the Google My Business profile to constantly drive new customers to your business. Let’s dive into five tips for attracting new customers to your window and door company using Google My Business.
1. Window and Door Company Google Reviews
One of our main focuses while managing your Google My Business profile is to constantly attract new window and door Google reviews from your previous customers. It’s important to secure that review after the job is completed, as the consumer is more likely to honor the request right after the service has been completed.
Having a consistent influx of new window and door Google reviews benefits the overall window and door company marketing two ways:
Positive Window and Door SEO Impact: Google’s algorithms take reviews into consideration, and a listing with a lot of new reviews being added is going to be favored in the search results over a business that hasn’t attracted a new review in some time.
Why?
Google’s main objective is to deliver the most useful and accurate search results to its users. A local business with more reviews – and recent ones – is likely to be a better option than one with fewer reviews or ones that are older.
Instills Consumer Trust: The average consumer trusts online reviews left by others – the same way they trust a recommendation or review from someone close to them, such as a relative or friend.
Every window and door Google review that we secure for your GMB listing is a vote of confidence. It’s another consumer saying “this is a great business,” which can contribute significantly to your conversion rate.
More potential customers are going to end up doing business with you if you have a lot of reviews on your listing. They give them the confidence needed to pull the trigger and pick up the phone or submit for a quote.
2. Create Attention-Grabbing Posts
One of the reasons it’s so important to work with an experienced window and door company marketing agency is to make sure your listing is taking advantage of the latest features made available as soon as they are rolled out.
Oftentimes the local businesses that are first to take action benefit significantly. An example of this is the “Posts” feature that Google My Business recently rolled out, which gives you the ability to publish updates and news directly on your listing.
This is a little window and door marketing hack that can help convert traffic once they are viewing your listing, as well as help, attract that initial attention. They are similar to a Facebook post – you create a heading and a message, which is capped at 300-words.
They show up on your listing and they can also be displayed in the search results next to your business. Creativity can help you draw eyes to your listing via your posts. Headlines can be written in a way to pull traffic and you can also use emojis to really command attention.
The best use of Posts is for announcing special offers. After being published they will disappear in seven days. You want to make sure there are always posts being published to ensure you always have new content to attract attention.
We see many businesses that will be consistent for a week or so and then their feed dries up because all of the content expired. This is something that requires constant strategy and implementation, which we take control of and handle as part of our window and door SEO campaigns.
3. Audit for Improved Window and Door SEO
The goal of the window and door SEO effort is to get your Google My Business listing to show up at the top of the Google Maps and Google Search results for all keywords and terms related to window and door services in your local market.
How do we push your listing towards the top while constantly strengthening our footing for further gains? It all comes down to enhancing your GMB listing by optimizing its description and implementing key features, all designed to get you more organic visibility.
The description needs to be written in a way that it helps Google understand what it is that you offer, and where, without keyword stuffing or other potentially dangerous tactics. It also needs to be written in a way that helps educate and push your potential customers to take action and contact your business.
After our initial audit and optimization, we will constantly make the necessary changes to make improvements in both positioning and traffic numbers. Over time this growth curve parallels increased customer acquisition.
4. Create a “Services” Tab on Your Google My Business Listing
One of the easiest ways to increase the number of Google My Business listing visitors that convert to customers is to give them as much information as possible to make an immediate purchase decision.
A comprehensive window and door local marketing effort that drives nonstop traffic is only as good as your ability to convert that traffic into customers. It’s important to provide as much information as possible, along with things like reviews and images, to make the consumer feel confident in your business.
Another simple thing you can do is to create a “Services” tab on your listing. This is a feature that Google My Business has, allowing you to list common services that your business offers. Now, while you won’t be able to price out custom jobs, which the majority of your business is, there are ways to leverage this to drive leads.
If you offer standard services, such as window cleaning or an estimate, you can list those here. This additional tab gives you another option for drawing attention, and when you get creative here you can really improve your lead flow.
A service like “Replacement Window Quote” or “Door Replacement Quote” with a price of $0 will attract a lot of attention. Something as subtle and simple as that can push visitors to pick up the phone and inquire about that free quote.
With only seconds to convince a potential customer to contact your business, it’s important to take every step possible to help increase the chances of securing that lead. This little window and door local marketing hack is just one of the optimizations we leverage to make your listing more appealing while converting at a higher rate.
5. Use UTM Tracking and Call Tracking to Collect Data
In order to constantly advance and improve the window and door search engine optimization campaign, we need to collect and analyze as much data and information as possible. One way to get our hands on more data is to use UTM tracking on your website address and a call tracking number on your Google My Business profile.
Let’s explain why each of these is important and how we are able to use the data collected to improve the window and door search engine optimization.
Adding UTM (Urchin Tracking Module) parameters to your website URL is simple, and it relays information to the Google Analytics account that allows us to identify the website traffic that originates from your Google My Business listing.
From there, we are able to determine what path each visitor took – the pages they clicked-through to and whether or not they submitted a contact or quote request form. By isolating all of the traffic that comes from GMB we can determine the traffic quality as well as the cost of customer acquisition from this window and door company marketing channel.
Using a call tracking number on your Google My Business profile allows us to account for every single call that comes in from your listing. We can then compare it to your overall phone call volume and determine what percentage of calls come from GMB.
The more data available, the better. These are just a couple of examples of how we are able to leverage it in order to make changes and adjustments, leading to an increased number of leads and customers for your window and door company.
Final Thoughts
There are several window and door company marketing strategies that you can use to attract new customers. Some have higher customer acquisition costs than others, and some have lower traffic potential.
There isn’t a better option than Google when it comes to window and door company marketing, and your Google My Business listing in the backbone of all search engine optimization efforts. When a local customer in your service area needs anything done related to windows or doors – from repairs to installation – you want to be sure that your business is the one that they encounter when they search on Google.
Consistently appearing at the top of the Search and Maps results for keywords and phrases related to all of the window and door services you provide is what leads to business growth and unlimited scalability.
We understand Google My Business optimization inside and out; it’s what has helped position our agency as the premier marketing partner for the top window and door companies across the country.
Interested in learning more about our window and door company marketing? Contact us today for a free consultation and online visibility audit. Our team of window and door company marketing experts can help take your business to the top of Google, resulting in more website traffic, phone calls and leads, as well as exponential business growth.
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