Apart from the national players, local conservatory companies are in competition with many others – and the winners are those that have websites that convert plenty of their visitors into enquiries.
The good news is that homeowners often spend days to weeks browsing through websites and considering options before they will make contact.
The ideal outcome is that your website impressed them more than others, but what if it didn’t?
Here’s how to make sure you don’t lose those warm prospects – via using clever follow-up, plus ensuring that more of your website visitors make contact with you.
Build a conservatories website that reflects what homeowners are looking for
Obviously, the perfect outcome for you is that your website visitors make contact with you. They may still look at your conservatory competitors websites but if your website impressed them the most then they should make contact with you.
Most conservatory buyers are thinking long-term. They want their investment to be stylish, energy-efficient, and built by a company they can trust. Your website should reflect those priorities and demonstrate your expertise through every page. Here are some insights into what you need to include:
- Photo galleries of conservatory builds with varied styles and finishes. Each project should be photographed and added to your website. Yes, even the older ones. The more photo galleries that people can see, the more impressed they will be with your pedigree as a supplier of conservatories.
- Clear pricing guidance or tiered packages to set realistic expectations. People won’t make contact if you don’t give them any indications of your pricing. You don’t have to be precise, but you do have to give a very clear picture of what people should expect to pay and what they get for their investment.
- Trust signals like accreditations, guarantees, and numerous testimonials should be prominently displayed. Most websites have a handful of testimonials, which conflicts with what your potential buyers want to see: hundreds of testimonials from clients.
- A page explaining why people should buy from you and not your competitors. This isn’t there to say negative things about your competitors but instead is there to give people more reasons to contact you (while doubting whether others provide the same). For example, one of your unique selling points (USPs) could be that you provide a longer guarantee on your conservatories workmanship and materials (which of course would be dependent on the customers following your guidance on conservatory care).
- Demonstrate how long you’ve been in business. If your competitors have started up, shut down, and started under new names, then focus attention on how you have consistently been the same company name over the years, and so are reliable and trustworthy.
- Your website needs to run fast, be mobile-optimised, and easy to navigate. These aren’t optional extras – they’re essential to keep visitors engaged and also keep the search engines happy.
If you’re not sure whether your site is performing at its best, just contact us with your details and we’ll have a Zoom call (no charge) to give you some free pointers.
See which homes are browsing your conservatory pages
If you have a website that perfectly converts visitors to conservatory enquiries, then that’s great.
It’s also extremely rare!
Most people will be researching the websites of you and your competitors but haven’t yet made a buying decision.
You could influence that buying decision if you posted a high-quality brochure through their door.
But how would you know which people in houses had visited your website?
Thanks to innovative visitor tracking technology, you can now identify the home addresses of those people visiting your conservatory pages – even if they don’t make an enquiry.
With tools like Who Visits My Website, conservatory businesses can:
- See the exact addresses of people who visited your website
- See exactly what they looked at page by page
- Follow up with a timely professional brochure sent/posted to their address.
The person receives your brochure addressed to ‘The Householder’ and thinks it’s a coincidence that they were researching conservatory companies recently. They can also share that brochure with other decision-makers and even if they didn’t spend long when they visited your website, your brochure provides a second opportunity to impress them.
Taking this one step further, the covering letter with the brochure could give them an exclusive offer (e.g. a discount) if they quote a unique reference when they contact you. All you have to do is keep track of how many enquiries came from that unique reference, which allows you to prove that this method of follow-up was highly profitable for you.
This approach gives you a competitive edge, allowing you to reach out while the prospect is still considering their options. Instead of waiting for them to return to your website – or they go to a competitor instead – you’re proactively building a connection.
To see how home addresses identification and smart follow-up work together, read our full guide on identifying which homes are interested in windows, doors, or conservatories.
Invest in niche content that matches local searches
While it’s beneficial to know the addresses of houses that visited your website, you still need to be highly visible when people are searching for conservatories.
If you want to rank in Google and show up in AI-generated responses, you need website content that is specific, helpful, and local. Instead of writing generic advice, focus on topics that can be combined with you geographic target area.
Here are some examples:
- Do I Need Planning Permission for a Conservatory in [Town/City]
- Conservatory Building Regulations in [Council Name] Explained Simply
- The Most Popular Conservatory Features in [Location] This Year
- How Much Does a Conservatory Cost in [Area]?
- Which Conservatory Foundations Work Best for [Local Soil Type or Sloped Areas]?
- Trusted Local Builders and Suppliers We Work With in [Town/City]
These posts improve visibility, help establish authority, and give prospects a sense that you know the local area well. Combine this strategy with website visitor tracking and you’ll have insight into which local content performs best.
Most sales are lost – not won – on your website
Conservatory buyers may visit 3–5 competitor websites in a single day.
They will like some websites more than others, but their decision is not yet made.
If your website isn’t converting visitors to enquiries then you need to take action to make it as strong as it can be. That has to be your ultimate goal.
However, if you know the addresses of your website visitors then you do at least get a second opportunity to recapture their attention by sending them a timely brochure that may provide more than they found within your website and incentivise them to make contact with you.
Succeed via that enough times and you’ll have the additional extra revenues that allows you to bring in additional expertise that will help you gain more from your website visitors.
