Industry: Home Improvement (Windows and Doors)
The SEO Design Chicago team developed a comprehensive digital marketing strategy to help this window and door company increase their online visibility, attract more homeowners and contractors, and establish themselves as the premier provider of high-quality windows and doors in their region. Our approach focused on showcasing product quality, emphasizing energy efficiency, and leveraging home improvement trends.
487%
increase in organic search visibility for window and door related queries
356%
increase in qualified leads from digital channels
213%
increase in contractor partnership inquiries
Challenge:
A mid-sized window and door manufacturer and retailer serving both homeowners and contractors was facing several marketing challenges:
- Difficulty in differentiating their products from cheaper, lower-quality alternatives
- Seasonal fluctuations in demand for window and door replacements
- Complexity in marketing a wide range of products with various features and customization options
- Limited adoption of online quote requests and virtual consultation tools
- Difficulty in targeting both DIY homeowners and professional contractors effectively
Solution:
SEO and Content Marketing Strategy
We developed a robust local SEO and content strategy to improve organic visibility:
- Conducted extensive keyword research focusing on various window and door types, features, and common homeowner concerns
- Optimized Google Business Profile listing, ensuring accurate information and regular posts featuring product spotlights and installation showcases
- Created detailed product category pages (e.g., vinyl windows, French doors, energy-efficient options)
- Developed in-depth guides on topics such as “Choosing the Right Windows for Your Climate,” “The Impact of Quality Doors on Home Security,” and “Understanding Window Energy Ratings”
- Implemented schema markup for products, FAQs, and customer reviews
- Created a series of “Before and After” videos showcasing dramatic home transformations with new windows and doors
Website Redesign and User Experience Optimization
To improve the user experience and increase lead generation, we:
- Redesigned the website with a focus on showcasing product variety and customization options
- Implemented a user-friendly online quote request system
- Created an interactive product visualizer tool allowing users to see different window and door styles on various home types
- Developed a energy savings calculator to demonstrate the long-term financial benefits of energy-efficient products
- Implemented chatbot functionality to assist with product selection and answer common questions
Contractor Partnership Program Marketing Campaigns
To attract more contractors and encourage long-term partnerships, we:
- Created a dedicated contractor portal with special pricing, training resources, and marketing materials
- Developed case studies showcasing successful contractor projects and the benefits of partnership
- Implemented a loyalty program rewarding contractors for volume purchases and consistent business
- Created targeted email and advertising campaigns specifically for contractors and builders
Seasonal and Energy Efficiency Campaigns
To address seasonal fluctuations and highlight energy efficiency, we:
- Developed targeted campaigns for peak seasons (e.g., “Spring Home Makeover,” “Winter Energy Savings”)
- Created an “Energy Efficiency Month” campaign coinciding with national energy awareness initiatives
- Implemented dynamic pricing and promotion strategies based on seasonal demand
- Developed partnerships with local energy auditors for cross-promotion opportunities
Visual Content and Virtual Showcases
To better display products and their impact, we:
- Produced high-quality photo and video content showcasing products in various home styles
- Developed a virtual showroom allowing customers to explore product options remotely
- Created time-lapse videos of full home window and door replacements
- Implemented an augmented reality feature in the mobile app for visualizing products in customers’ own homes
Educational Content and DIY Resources
To attract and assist DIY homeowners, we:
- Created a comprehensive blog with articles on window and door maintenance, energy efficiency tips, and home improvement ideas
- Developed a YouTube channel featuring installation tutorials, maintenance guides, and product comparisons
- Hosted monthly webinars on topics like “Maximizing Natural Light in Your Home” and “Choosing the Right Front Door for Your Home’s Style”
- Created downloadable measurement guides and checklists for window and door replacement projects
Social Media and User-Generated Content Strategy
To increase engagement and showcase real-world applications, we:
- Developed a consistent posting schedule across Instagram, Facebook, and Pinterest, tailored to home improvement enthusiasts
- Created a “Home Transformation Tuesday” series featuring customer projects
- Launched a hashtag campaign encouraging customers to share photos of their new windows and doors
- Utilized user-generated content to create authentic before-and-after galleries
Local Partnership and Community Engagement
To enhance credibility and reach new customer segments, we:
- Developed partnerships with local real estate agents and home staging professionals
- Sponsored and participated in home and garden shows and community events
- Created co-marketing initiatives with complementary home improvement businesses
- Implemented a referral program for satisfied customers and industry professionals
Customer Retention and Referral Program
To encourage repeat business and referrals, we:
- Implemented a CRM system to track customer interactions, purchases, and preferences
- Developed post-installation follow-up sequences with maintenance tips and complementary product suggestions
- Created a referral program rewarding customers for successful referrals with discounts on future purchases
- Implemented a review generation system integrated with the installation follow-up process
Targeted Advertising and Remarketing
To reach potential customers at various stages of the buying process, we:
- Developed targeted PPC campaigns for different product categories and customer segments
- Implemented remarketing campaigns showcasing viewed products and abandoned quote requests
- Created geotargeted mobile ads to reach homeowners in areas with older housing stock
- Developed lookalike audience campaigns based on characteristics of previous high-value customers
Results:
-
- Search Visibility: The SEO and content marketing efforts led to a 487% increase in organic search visibility for window and door related queries, dominating local search results across various product categories.
- Lead Generation: The improved website experience and targeted marketing resulted in a 356% increase in qualified leads from digital channels, with a 62% higher conversion rate from lead to sale.
- Seasonal Stability: Targeted seasonal and energy efficiency campaigns helped reduce off-peak revenue fluctuations by 38%, creating more consistent demand throughout the year.
- Social Media Engagement: The revamped social media strategy resulted in a 289% increase in followers across all platforms, with the “Home Transformation Tuesday” series generating the highest engagement rates.
- Customer Retention and Referrals: The customer retention and referral programs led to a 53% increase in repeat business and a 147% increase in customer referrals.
Overall Revenue: The combination of increased lead generation, higher conversion rates, improved contractor partnerships, and expanded market reach resulted in a 73% year-over-year increase in overall revenue.
