In the competitive world of window and door sales, a great digital experience can significantly distinguish your business and drive lead generation.
Today’s consumers expect seamless, informative, and interactive online experiences, and companies that leverage the right digital tools can meet and exceed these expectations, ultimately leading to increased sales and customer loyalty.
By providing a great digital experience, you’ll help to improve your online conversion rate, ensuring that your marketing budget is being maximised and delivering the most potential. What’s more, providing this level of experience also leads to customers being increasingly likely to recommend your business, further supporting your business objectives.
To help you achieve this, we’ve taken a look at some of the important ingredients that make up the digital experience and how you can take practical steps to enhance them.
Key ingredients to creating a great digital experience
There are many elements that make up the digital experience of would-be customers. For example, the experience you provide could include your website, social media profiles, interactive tools, and more.
Ensure your website portrays ‘high-quality’
Before working on individual elements of your website, it’s important to have the core of your website portray your business in the way you want to portray it first. People will judge your business on the first screen impression, and therefore it’s vital it’s crafted to get across the right image.
Content throughout your website should be neatly laid out in an orderly and consistent fashion. The text should be easy to read, free of spelling mistakes, and provide enough detail that people feel educated and understand what’s on offer.
Leveraging high-quality images and engaging multimedia content can keep potential leads on your page longer, which increases the likelihood of them taking action. Tools such as virtual tours of different window and door installations or before-and-after galleries can greatly enhance user engagement.
You want to ensure that you’re showing the quality of the windows and doors you offer, as well as the installation itself, and high-quality images and video will help achieve this.
Call to actions are the key
Call-to-actions (CTAs) play a vital role in guiding potential customers through the journey from interest to inquiry.
The power of a well-crafted CTA should not be underestimated; it can be the difference between a visitor browsing your site and a prospect taking the first step towards a purchase.
The wording of CTAs is also crucial. Phrases like ‘Design Your Door’ or ‘Get An Online Quote’ can evoke a sense of excitement and personal touch, encouraging more clicks than a generic ‘Contact Us’. Furthermore, the placement of these CTAs on your website should be strategic; they should be visible on every page without overwhelming the content, and they should be placed at natural decision points in the customer’s browsing process (such as after each key section of content).
It’s also important to consider different devices. Whilst on a computer most CTAs will be clearly visible, on mobile some may become hidden. The use of ‘sticky CTAs’ can be helpful in this situation, so that a CTA is always visible no matter where the person is on the page.
Interactive quoting tools
Interactive tools can be an important asset in your lead generation arsenal.
Tools, like TruFrame’s QuoteBuilder, allow people to design and specify their windows and doors online. This helps encourage lead generation as people feel empowered to make decisions themselves and can see an idea of what the final result will look like (and adjust as necessary).
It’s also a great way of showcasing a lot of different options and variations without overloading people with large amounts of text or scrolling.
What’s more, tools like this can allow you to offer online quoting, which allows you to enhance your CTA wording. Rather than “Get a Quote” or “Contact Us”, you can say “Get an Online Quote” or “Design Your Door”, which helps increase click-throughs on you CTAs.
Simplifying forms
Interactive forms that are shorter and less tedious can also encourage visitors to share their information.
The key is to ask for essential information upfront, like name and contact details, and then provide an option for more detailed enquiries. This respects the visitor’s time and increases the likelihood of form completion.
Information that isn’t necessary for you to follow-up the enquiry shouldn’t be asked for, as it can make the form look longer and dissuade people from filling it in.
Additionally, if using a multi-page form, ensure that it doesn’t contain a large number of pages, and always communicate how many pages (or even better, fields) there are and which section they’re on. This can help set expectations and avoid people dropping off part-way through the form.
Your social media matters too
Whilst many of the elements discussed so far focus on your website, it’s important that your social media follows the same principles.
When sharing pictures of your work, ensure that they’re high-quality and show the best of what you can do, and that they are accompanied by descriptive text so that people know what products are shown. People often see an image and decide “I want that!” so by being descriptive, you’re helping them express what they’re looking for and increasing the chances of making contact.
Similar to the text on your website, social media content should be free of spelling mistakes and should be written semi-professionally though there can be some light-heartedness.
Everyone checks out the reviews, so make sure you look as good as you can
At the end of everything, people check out the reviews before making a decision whether to make contact.
That’s why it’s important to also ensure that your reviews are looking their best, and that you’re accessible on a variety of review platforms.
- First, you should aim to ensure a healthy mix of positive and negative reviews (though, hopefully, mainly positive).
- Second, when responding to reviews, ensure that you’re coming across as helpful and professional. Even if it’s a negative review, try to appear calm and collected, and offer to help if possible. At no point should you engage in combative or argumentative discord in reviews. A positive response to a negative review can sometimes flip a negative into a positive.
- Third, make sure you’re receiving reviews across a variety of platforms. The main ones are Google Maps and TrustPilot, but other platforms, including Facebook and Yell, can also be beneficial.
By maintaining a sense of control over your reviews, you’ll be helping support the rest of your digital experience. There’s no point investing all that time and money into your website and social media if your reviews will let it down at the end.
Partner with TruFrame to gain support on your journey to success
The right digital tools can greatly enhance lead generation for your window and door business. By incorporating compelling CTAs, concise interactive forms, and a user-friendly website design, you can deliver a superior digital experience that not only captures leads but also leaves a lasting impression on potential customers.
By partnering with TruFrame as your manufacturer of choice for uPVC windows and doors, you’ll receive ongoing support from our team. Our support offering is designed to cover all of the key areas of your business, including business, marketing, and sales. Find out more about partnering with TruFrame.
