In 2025, the home improvement industry continues to evolve, with increased online competition and changing homeowner expectations.
It sounds obvious but those who achieve this will take business away from their competitors:
- Be highly visible.
- Convert initial customer interest to enquiries.
For windows, doors, conservatories companies that want to stay ahead, effective lead generation is more than just placing ads or relying on word of mouth, so here are the most effective ways to generate leads this year – with a focus on combining traditional methods with new, smarter technology.
Your website is your showroom
Without doubt, your website is the best lead-generator you can have outside personal recommendations.
Your website should be treated like your most valuable salesperson. It’s often the first impression a homeowner gets of your company, and it needs to perform flawlessly.
Forget what you think, or other people saying your website is good … what matters is how many enquiries you actually get from your website visitors.
In 2025, potential customers expect:
- Easy-to-navigate layouts that guide them to the information they want
- Mobile-first design to ensure compatibility across all devices
- Trust signals such as:
- Customer reviews
- Lots and lots of examples of houses where you’ve installed windows, doors, and conservatories – the more, the better
- Guarantees on your products and installation
- Accreditations and industry certifications
- Clear calls to action (CTA) that make it obvious how to take the next step
- Fast loading speeds and secure browsing (HTTPS)
A weak website, no matter how much traffic you generate, will bleed potential leads. That can leave you wondering why other publicity didn’t get results, when it could be that people went to your website from that publicity, but it didn’t resonate with them.
Website visitors form opinions within seconds. They need to feel confident that your business is trustworthy and professional.
Get this right and you can get much bigger results from any other forms of marketing that you do, because many of those people will go to look at your website.
As a central hub for much of your marketing, your website is vitally important to ensure that it provides the perfect experience for your potential customers.
Identify the homes that visit your website
One of the biggest innovations of the past few years is the ability to identify which houses are looking for windows, doors, or conservatories.
The Who Visits My Website software tool (free to try and low cost afterwards) allows you to:
- See the home addresses of website visitors looking for your types of services
- Know which website pages they viewed (e.g. sash windows, patio doors, conservatories)
- Follow up with a personalised brochure or offer via direct mail (which to them will be a coincidence they received it a day or two after visiting your website).
This changes the game: instead of people going to your website and not making contact, you can identify the home addresses of many of them, which gives you the opportunity to put something in the post that will impress them and that they can share with other decision-makers. Learn more in our guide: How to see which homes are interested in windows, doors, or conservatories
Making Google Ads cost-effective
Google Ads can be expensive if not managed properly, but it’s still a powerful tool in 2025 when it’s used with precision. The trick here is to start by creating a campaign with keywords as exact match or phrase match, targeted to your specific geographical area.
Your keywords can be very precise and minimal. For example:
[replacement windows Brighton]
[Brighton windows companies]
[new windows companies Brighton]
You don’t need a ton of keyword phrases – just ones that people are likely to search for.
However, even with exact or phrase match in Google Ads, you still need to create a negative keyword list in Google Ads to avoid the Google system making your ads visible under other search terms.
That negative keyword list may include word such as these (to avoid your adverts being made visible when people use these words in their search phrases):
- DIY
- Cheap
- Free
- Jobs
- Vacancies
When you also ensure that you make your Google Ads visible within only the post code areas of most potential value to you, you’ll get less clicks but the quality will be a lot stronger.
Finally, use website visitors tracking software to track each Google Ads click, what people looked at page by page after the click, and how manyof those clicks led to enquiries for you.
Direct mail still works – when it’s smart
Traditional leaflet drops can work, but they need to be more measurable to prove your return on investment. To maximise your ROI:
- Include unique discount codes on each leaflet batch so that you can track conversions (when people quote those codes at the point of enquiry).
- Add QR codes that link to campaign-specific landing pages on your website. The leaflet should explain that if people scan the QR code and go on to buy from you, they will get a certain benefit (e.g. a discount that can only be gained via scanning that QR code).
- Include a QR code that invites people to click through to 100+ positive review testimonials that you have on your website, or to your Google reviews page.
- Explain the reasons why people choose you instead of alternative suppliers of windows, doors, and conservatories.
At any time that a leaflet campaign doesn’t appear to be getting results then it could be for one of these reasons:
- You are targeting the wrong geographical areas.
- Your leaflet wasn’t compelling enough for people to take the next action.
- Your landing point from your leaflet (e.g. your website) failed to impress people enough.
If your leaflet campaign data shows a poor response rate, it might be time to reallocate that budget to smarter campaigns that can be tracked and scaled.
Data should always guide your marketing spend.
Nurture website visitors with helpful content
Not every visitor to your website is ready to enquire immediately. Many are still researching and comparing. You can stay top of mind and build trust by offering free guides (on your pages and/or downloadable). Here are some examples of topics:
- Checklist: questions to ask any installer before you sign anything
- How to spread the cost of your new windows or conservatory
- Real-life before and after transformations (with photos)
- uPVC vs Aluminium vs Timber – which frame is best for you?
- Energy savings via replacing your inefficient windows
- Eco-friendly glazing: what are the most sustainable options?
Nuturing website content also gives you the opportunity to keep people on your website longer and you can also (with the right website visitor tracking software) see which pages they visited.
This allows follow-up based on the exact pages they viewed – especially if you have identified their home address. For example, someone looking at your bi-fold doors page plus your page about real-life before and after bi-fold doors transformations, could be sent a brochure specific to that product because you know they were very interested when they were on your website.
Create location-specific blog content to rank in search and AI results
Search engines, and increasingly AI search assistants, reward specific and locally relevant content. Instead of broad posts like “The benefits of double glazing,” try content that speaks directly to your audience, such as:
- “The top 5 double glazing options for homes in Brighton’s conservation areas”
- “Planning a conservatory in Chesterfield? Here’s what you need to know”
These posts not only improve your Google ranking for local searches, but also show up in AI-generated responses when users ask questions like “Who installs energy-efficient windows in Luton?”.
The more niche website content you can create, the more potential to be visible when people are searching for solutions within your specific geographic area.
More lead generation ideas for windows, doors, and conservatories businesses
There are numerous ways to generate leads for your business, and just as many service providers who will happily let you spend your budget. Especially the larger organisations who make big promises but fail to deliver.
Yell is a typical example of this. Big promises but weak results.
Our recommendation is to do the following, in this order …
- Make your website as brilliant as it possibly can be so that you convert the optimum number of visitors to enquiries.
- Identify low-cost/free to try methods of making your website and business visible. An example of a free-to-try method is our service that identifies the house addresses of your website visitors and shows which type of home improvement they were most interested in.
- Use the results from those lower cost/free methods to fund the next level of investment. For example, a tightly-controlled Google Ads campaign.
- When you have maximised potential return on investment from one form of marketing then consider investing in other methods. But always ensure that you have a rigid process that lets you measure return on investment.
