If you run a business selling windows, doors, or conservatories, chances are your website gets a fair amount of traffic – but how many of those visitors actually enquire?
For most home improvement companies, it’s shockingly low: often fewer than 1 in 10 visitors take action.
In this article, we’ll walk through five of the most common problems leading to your website is leaking leads – and how to fix each issue so you can turn more traffic into real enquiries.
Problem 1: Not enough proof you’ve delivered each exact type of home improvement solution before
When a visitor gets to your specific pages (e.g. bifold doors, uPVC windows, large conservatories), they’re not really reading – they’re initially scanning for proof of how good you are.
They are thinking: “can this company deliver exactly what I want? Have they done this before, for homes like mine?”
Too many service pages rely on broad claims like “we’ve been fitting quality windows for over 20 years.” but that alone doesn’t keep the interest of the website visitor.
What people want to see is volume, variety, and relevance in your past work.
Why it matters:
- Visitors want immediate visual reassurance.
- A few polished examples won’t cut it – customers want to see lots of real-life installations.
- If your gallery of examples is sparse, they may assume you haven’t done many jobs.
How to fix it:
- Every service page (e.g. uPVC windows, sash windows, bifold doors) should have a very brief introduction and then focus attention on a featured grid of 9 project excerpts with one image in each: 3 columns by 3 rows.
- Each excerpt should include a thumbnail image, the client’s geographical location (e.g. Tunbridge Wells), and a brief summary (e.g. “Replaced existing conservatory with modern energy-beneficial solution more in keeping with the 1930s property”).
- Each excerpt should link to a detailed case study on a separate page (this also helps with your online search visibility/SEO).
- Below the grid, include a bold call-to-action (CTA) like: “See 30+ more bifold doors installations we’ve completed.”
This gives immediate scale and builds trust. Visitors shouldn’t have to work hard to find proof – it needs to be right there, and specific to the home improvement product they’re interested in.
Problem 2: Lack of pricing transparency
Most homeowners begin the buying process by trying to understand how much things cost. If your website avoids this completely, people will likely assume it’s unaffordable – or that they’ll need to endure a hard sales pitch just to find out.
Why it matters:
- People don’t want to feel that their budget isn’t enough, and don’t want to waste time finding that out.
- A lack of pricing signals that you’re hiding something, catering only to high-end budgets, or changing your pricing in line with what you think is the maximum the prospect client can afford.
- Including pricing helps qualify leads and encourages trust.
Lack of pricing transparency on websites is one of the two biggest killers of enquiries being achieved.
How to fix it:
- Include “from” pricing on every product page: e.g. “UPVC casement windows from £XXX per unit (fitted)” or “Bifold doors from £X,000.”
- Where there’s a wide range of pricing, offer customer context: e.g. “4-bedroom home window replacements typically range from £X,000 to £XX,000, but 91% of our customers paid between £X,000 and £XX,000.” Showing a range within the larger range lets people see that most people pay within a certain range.
- Offer completed project examples with prices: e.g. “This full bay window replacement in Worthing cost £2,300 including installation.”
- Add downloadable price guides or create a short “How much do new windows cost?” blog post with links from every relevant page.
- This level of openness reassures people and encourages them to take the next step.
Problem 3: Missing or weak trust signals
A homeowner landing on your website needs to feel reassured – quickly. If they can’t find clear evidence that you’re reputable, qualified, and backed by professional organisations, they’ll hesitate.
Why it matters:
- Replacing windows or adding a conservatory is a major purchase.
- People want to avoid risk and choose a company that feels established and trustworthy.
How to fix it:
- Display (and link to, where you have a profile on their website) clear trust signals such as:
- FENSA Registered Installer badge
- CERTASS or TrustMark logos
- Review stars and badges from Checkatrade, Which? Trusted Traders, Google reviews and more
- Membership of any local authority or trade associations schemes
Use trust-building statements near these badges/reassurance signals:
- “10-year insurance-backed guarantee on all installations.”
- “Fully compliant with building regulations through our FENSA registration.”
- “Over 300 verified reviews with an average rating of 9.9/10.”
Try to include more information about how those trust-building elements actually protect the customer.
Create a dedicated “Why Choose Us” page:
- List your trust signals in a simple grid or checklist format
- Include strong CTA buttons throughout the site that link to it
- Add a graphic bar at the bottom of key pages that says this sort of thing: “See 6 reasons why people choose us instead of our competitors.”
- On the page itself, break your reasons into clear sections: guarantees, experience, customer service, workmanship, responsiveness, and aftercare
This not only builds trust but it also casts doubt on competitors who don’t offer the same clarity (without ever needing to criticise them directly).
Problem 4: Low quantity of imagery
While polished brochure-style photos can look good, a small handful of images can make your business look unproven. Most people want to see lots of installations – not just the ‘best’ ones.
Why it matters:
Quantity of imagery is often read as a proxy for quantity of jobs completed
If you only show 3-4 projects, visitors may assume that’s all you’ve done
It also limits their ability to see work similar to their own property
How to fix it:
- Add a gallery section to every product page with at least 9 featured images
- Include a CTA link beneath: e.g. “See 40+ more Conservatory installations” or “Browse 30+ Front Door projects”
- Organise photos by type (sash, casement, bifold), style (modern, traditional), or location
- Include short captions such as “Anthracite grey UPVC windows fitted in Eastbourne bungalow”
- Use real job photos – not stock images – and ensure they reflect a mix of property types
This helps people imagine your products in their own home and builds the impression that you’ve done hundreds of successful jobs.
Problem 5: Product page traffic but few enquiries
You might be getting 50 monthly visits to your Bifold Doors page and 100 to your Front Doors page – but only two people fill in your form. That’s a huge lost opportunity.
Why it matters:
- Product page visits show intent – these visitors are interested in something specific
- If they don’t enquire, it means something failed: trust, clarity, next steps, or reassurance
How to fix it:
Follow all the recommendations earlier on this page – they will be the key challenges to overcome. After those:
- Use prominent call-to-action (CTA) buttons like “Get a quote,” “Book a free survey,” or “Request a call back”
- Place these CTAs at the top, middle, and bottom of the page
- Add a visual CTA banner at a suitable place within the page: “See 6 reasons why people choose us instead of our competitors” linking to your Why Choose Us page
- Minimise contact form fields and provide contact alternatives: phone, WhatsApp, live chat, etc.
- Reassure visitors by adding text like “We’ll never pressure you – just helpful, friendly advice.”
Still not getting enquiries and think you’re missing out on something else? Try using visitor tracking software to:
- See which home addresses visited specific product pages offering windows, doors, or conservatories
- Send printed brochures with special offers to the households that definitely visited your website
This turns anonymous traffic into real marketing opportunities – without increasing your spend (beyond sending them a good quality brochure).
Conclusion: Plug the leaks, increase your leads
If your windows, doors, or conservatory website is attracting visitors but struggling to convert them, you’re certainly not alone. The good news is that these issues are fixable – and the rewards are measurable.
Here’s a quick recap:
1. Show extensive proof of past projects for every service type. If you’ve done hundreds for each service then showcase them. If you’ve not historically kept imagery related to projects then start now and profile each job done within the relevant service page of your website.
2. Offer real-world pricing and customer insights to build trust
3. Display trust signals clearly – and promote them, including creating a dedicated “Why Choose Us” page
The advice here is all about maximizing what you get from the levels of website visitors that you already have. By addressing these areas, you’ll dramatically increase the number of leads you generate – without spending more on visibility.
Ideally, your website would have addressed all the above, but you’d be in the minority if you had! While it’s always best if you convert more of your website traffic to enquiries, you may also like the option to identify and reach out to the identifiable houses that went to your website, so you can find out more about that on our page here.
