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How to Build Your Authority Online (for Window & Door Companies)
I want to let you in on a little secret—sometimes people lie online. And a lot of times, they get away with it. Let me give you an example. Anyone who has ever used an online dating website knows the risk to meeting up with someone who’s only posted photos of their face. Alternatively, though more rare to find, there’s probably a little bit of a risk to meeting up with someone who only posts photos of him/her wearing an animal mask (unless you’re into that sort of thing, in which case you’ll probably fit in with our team or would at least enjoy following us on Instagram).
The point of this slightly inappropriate example is to drive home the point that what’s online and what’s reality are often two very different things. That’s why you’ll see a lot of small window and door companies outrank the big guys in search engine results—Google doesn’t know how authoritative you are offline; it can only use online signals.
With that being said, there are several ways to show both the search engines AND your potential customers that your company is THE window and door authority in your service area.
#1 Educate with Your Website’s Content
Today’s consumers want to be educated, not sold to. That’s why website content is so valuable for building authority as well as for getting found online.
In this article for Window and Door Magazine, we discuss the strategy behind building website content for Quality Window & Door—one of the magazine’s 2015 Dealers of the Year.
“Blue Corona helped build a new website design and pivoted QWD’s marketing strategy to focus on customers higher up in the buying cycle rather than on sales-type pages. In building the new site, they took into consideration that visitors were likely only in the research phase. Still, such visitors were valuable to QWD and could be turned into clients. “We had to solidify the company’s brand and position in the market with an educational approach to window and door shopping,” John says.
“The marketing firm began a build-out of helpful resources that include e-books on topics such as energy efficiency in windows, window warranties, brand features and window materials. It also features a buyer’s checklist that helps consumers learn what questions to ask and what to look for when seeking a contractor.”
One of the easiest ways to build authority through website content? Start a blog and answer the questions people frequently ask you prior to purchasing your window and door products/services.
#2 Build Trust with Highly Visible Testimonials
Testimonials serve as powerful social proof, eliminating some of the risk associated with trying a new product or service because someone else has already taken the risk.
Written testimonials are nice, but video testimonials are even better.
#3 Show Off Your Work with an Easy to Navigate Project Gallery
For most home service companies, their project gallery will be one of the top visited sections of their website. People especially love to see before and after photos.
Using a lightbox gallery plugin for WordPress is a painless way to make sure your projects are easy to view and navigate.
#4 Use Photos or Videos of Your Real Team, Office, and Trucks
Stock photos are hella convenient, but they don’t do much to build trust and credibility online—especially if you use the same stock photos as every other window and door contractor out there.
At the very least, use high resolution photos of your team, office/showroom, and trucks in your banner images on your homepage and “About Us” page. The next step up would be to create a “Meet the Team” page, and if you want to go all out, have marketing videos made that overview your services, competitor differentiators, and if you can get them, actual client testimonials.
#5 Build an Engaged Social Media Following
Get rid of all your pre-defined notions about social media and start accepting it for what it is: a new and evolving sustainer service channel. A whopping 51 percent of customers said that a response from a brand on social media gave them a more favorable view of that brand.
Of course, keep in mind that social media also gives disgruntled customers a megaphone to put your brand on blast. If you ever needed an extra reason to delight your customers, you’ve got one now!
#6 Join Industry-Specific and Local Associations
There are a lot of benefits to window and door-specific as well as local associations (referrals, networking, etc.). It’s also good for building online authority for two specific reasons.
First, because there are barriers to entry for many associations, having those logos featured on your window and door company’s website offers instant credibility.
Second, there’s an SEO perk to being a member of various associations. Many association websites feature member profiles with backlinks back to that member’s website. Relevant and authoritative backlinks are extremely helpful for SEO, as Google sees each of those links as a “vote” for your website.
Window and door companies might consider joining associations and platforms like the National Glass Association, the International Door Association, NARI, the Better Business Bureau, Angie’s List, Houzz, ENERGY STAR, etc.
Need Help Marketing Your Window & Door Business Online?
Blue Corona has extensive experience helping our window and door companies get more leads and sales from the web. But don’t take our word for it! Our client, Quality Window & Door, was recently named one of Window & Door Magazine’s 2015 Dealers of the Year.
Try us out with a free website analysis. You’ve got nothing to lose!
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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