If you run a business selling windows, doors, or conservatories, you’re probably investing in a mix of advertising tactics – leaflet drops, social media ads, online directories, even SEO or Google Ads.
But despite all these channels, you may be finding that actual enquiries are lower than you’d expect.
That’s because most advertising is either speculative or anonymous. You spend time and money getting people to notice you – but once they land on your website, you have no idea who they are unless they enquire.
This article explains how you can dramatically increase the return on your advertising spend – not by spending more, but by following up with the right people: the ones who already visited your site.
We’ll explain the pros and cons of traditional advertising, the intent behind online search visibility, and how identifying the home addresses of website visitors unlocks a powerful follow-up opportunity.
The difference between speculative and intent-driven advertising
Let’s first look at how window and door companies typically try to reach homeowners:
Speculative methods (leaflets, magazine ads, door drops)
These approaches involve putting your brand in front of homeowners in a geographical area, whether or not they’re looking for your services right now. You’re hoping to spark attention at the right moment – or be remembered later when they’re ready.
✅ Pros:
- Easy to scale locally
- Familiar and relatively low-tech
❌ Cons:
- Low response rates (often <1%)
- No way to know who saw it or was interested
- Printing and distribution costs can be high over time
Intent-based visibility (Google Ads, SEO, social media, directories)
This is where someone actively looks for a service like yours. For example, they type something into Google or see you appear on social media (via both paid and organic methods).
✅ Pros:
- Reaches homeowners with buying intent
- Visitors are self-qualifying – they’re already in the market
❌ Cons:
- Most visitors leave your site without enquiring
- You still don’t know who they are unless they make contact
- Paid traffic can be expensive (PPC, paid social)
Why your return on ad spend may be lower than you think
Even if you’re getting clicks and website visits, it’s very likely that 90% or more of your visitors don’t make an enquiry.
For example:
- Your sash window page got 50 views last month
- Your uPVC windows page got 150 views
- Your front doors page got 100 views
But you only received 10 total enquiries from those 300 people
Where did those other 290 people go?
You paid to reach them, either directly (via paid search or social ads) or indirectly (via SEO work, content creation, or printed media that led them to your site). But if you have no way to follow up with those visitors, most of your investment disappears.
Remarketing ads – one way to increase your ROI
If you have people going to your website, you can set up remarketing adverts.
These are adverts (typically set up via Google Ads) that follow people with your adverts after they went to your website.
That reminds them of your brand and they could come back to your website in the future.
✅ Pros:
- Apart from setup time, visibility of your ads costs nothing – only when people click
- Useful for long-term decision-making processes (people keep seeing your ads)
❌ Cons:
- People may have gone to a competitor long before they even see your ads appear online while browsing.
Remarketing should certainly be considered, but it’s just not fast and effective enough to keep the interest of people ready to buy from you or competitors in the very near future.
How identifying website visitors transforms your ROI
What if you could:
- See which households visited your website
- Know which pages they viewed (e.g. UPVC windows, front doors, bifold doors)
- Follow up with professionally printed materials – sent directly to their home
That’s exactly what our website visitor identification software enables, as you can see in the example below showing the exact home address and what the person viewed page by page:
You can find out more about how this works for windows, doors, and conservatories businesses here >> .
With our solution (free to try for 30 days) installed on your site, you can:
- Match anonymous website visits to physical home addresses
- Focus your follow-up only on the households who showed actual interest
- Send tailored brochures, before-and-after case studies, or limited-time offers
This approach takes the power of online search and gives it the follow-through of direct mail – without needing visitors to fill out a form.
Direct mail to warm leads vs speculative marketing
Let’s compare two scenarios:
Scenario A – Traditional leaflet drop
- You print 5,000 leaflets
- Pay a local distributor £350 to deliver them
- You receive 2 enquiries
- Cost per enquiry: £175
- Conversion rate: 0.04%
Scenario B – Direct mail to identifiable website visitors
- Your website receives 100 visits to your bifold doors page in a month
- You identify 20 households who viewed that page
- You send a premium bifold doors brochure to those 20 homes, with an offer to quote a code for when they contact you.
- That costs you £3 per brochure, including postage – total £60.
- You get 6 enquiries from those 20 brochures (a high rate because those people are already in the market for what you offer and they liked your brochure and offer).
- Cost per enquiry: £10 (based on printing/postage)
- Conversion rate: 30%
The difference is not just in cost – it’s in relevance.
In Scenario B, your printed materials are going to people who already showed intent because they’d already been to your website.
How to implement this strategy
To start identifying and following up with your visitors:
- Find out more about how this benefits you and how to sign up for a free 30 day trial >>.
- Install a visitor tracking script on your website (easy to do, no tech skills needed)
- Monitor which addresses visit which service pages (e.g. front doors, sash windows)
- Choose a follow-up strategy:
- Send a premium printed brochure
- Mail a case studies or testimonial booklet
- Deliver a limited-time offer postcard
- Include a unique code for people to quote to get a special offer – this helps prove to you that the home addresses identification/brochure provided return on investment.
Why this is especially powerful for windows, doors, and conservatory companies
Homeowners browsing windows, doors, and conservatory options often:
- Take their time (researching over days and weeks)
- Compare several companies
- Avoid filling out forms until they’re ready to commit
With visitor tracking, you don’t need to wait. You can re-engage warm leads while they’re still in research mode – before they contact a competitor.
Your impressive brochure, with a good incentive for people to quote, can be shared with other decision makers, stay visible (unlike a website visit), and be the only one they will receive (assuming your competitors don’t use this same technology).
Bonus tips to improve your response rates further
When sending printed follow-ups to identified homes:
- Start with X reasons people choose you over competitors (e.g. time in the industry, long guarantees, keeping the same company name (trustworthy), more testimonials than any others). The objective is to impress people while raising doubts in their heads about competitors they may be considering.
- Include photos of real projects – two pages crammed with multiple different installations is more impactful than a few carefully chosen pictures.
- Dedicate space (as many pages as you can) to testimonials from previous customers over a long period of time. Your potential buyers want reassurance that you have impressed numerous other customers over the years.
- Include details of all your accreditations, making it easy for people to look them up.
- If you have finance options, make it clear that people can pay for their windows, doors, or conservatory over a longer period of time.
- Overall, don’t scrimp on brochure size – it may cost you more for printing and postage but the more you include, the more impressed people will be.
Summary: Maximise results from how you’re already advertising
You’re already investing time and money into generating visibility of your business website, hoping to get the attention of people looking for windows, doors, or conservatories in your target area.
Don’t let that investment go to waste.
By identifying which homes are visiting your website and sending them tailored follow-up materials, you’ll:
- Recover lost leads
- Increase conversion rates
- Make your marketing spend work significantly harder
It’s the only way to truly close the loop between your advertising efforts and measurable, high-converting results.
Want to try it risk-free?
Start with a 30-day free trial of our visitor tracking software and see exactly who’s viewing your services – then turn that insight into real enquiries.
