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W&D Weekly
October 8, 2014
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The Latest
Avoiding Energy Star Confusion

This summer, the Environmental Protection Agency issued label guidance for identifying window, door and skylight products that meet Energy Star Version 6.0 requirements. If the guidelines are followed, Energy Star labeling usually isn’t particularly complicated. However, the rollout of v6.0 has an unusual circumstance. Read more...

Dealers Focusing on Customer-Retention Tactics
Lead generation and customer retention topped discussions at the recent Window & Door Dealers Forum, hosted by the Window and Door Dealers Alliance in Las Vegas. Read more...


More News
Jeld-Wen, ABP Form Partnership
Pleotint Appoints Chad Simkins as Vice President
Steves & Sons Receives Home Depot Honor
The Talk

By Welton Hong, Ring Ring Marketing
In 2014, homeowners who are interested in window and door services do a lot of online research. And, they’re far more likely to select a dealer that clearly conveys credibility in a variety of ways. Some key ways to do so:

Create a Clear “About Us” Page
This isn’t the place to merely plop in a couple of brief biographical sentences. Instead, make sure this section clearly explains who you are and why you’re the best choice. Explain what you do, where you’re located, and the service area you cover. Give this section a strong personal touch, including pictures of you and your smiling employees. Remember, people don’t just contract with local businesses—they contract with people.

Use Badges
Badges convey objective proof of your trustworthiness at a glance, which is critical in this digital age. Review badges—an A+ rating from the Better Business Bureau, the Angie’s List Super Service Award, or honors from Yelp and GuildQuality—go a long way toward demonstrating your business can be trusted.

Include Personal Testimonials
Many websites include brief testimonials from happy customers, but when these appear too anonymous in nature, they don’t go very far in expressing trustworthiness. A couple of sentences followed by a generic identification such as “Rick G” doesn’t achieve much. Make sure potential customers know these are real people. Get permission to include a full name and location and, if at all possible, include a photo of the customer. Uploading an image of a written testimonial is another great tool.

Feature before-and-after photo galleries
Take high-resolution before-and-after photos of major projects. These let site visitors see for themselves how good you are. People love to look at photos and will get excited about what you can do for them.

Create a business profile video
People love to look at videos to see who you are—and what you do—with their own eyes. Just a one-minute video showing your employees, your showroom and work at an actual jobsite delivers instant credibility.

What do you find to be the most important piece of establishing credibility through your website? Tell us what you think by taking this week's poll, and leave a comment.

What do you think is the most important aspect of your website in terms of establishing credibility?
About Us Page
Personal Testimonials
Photo Galleries
Profile Videos
Does Your Company Marketing Plan Include Strategic, Seasonal Campaigns?
More than 30 percent of the respondents to last week's poll said they pick an occasion for their marketing every month. Interestingly, the same percent responded that they use exclusively word-of-mouth advertising. See the full survey results...


The Outside View
Efficient Windows Collaborative Becomes a Nonprofit Organization
From Glass Magazine
Home-Remodeling Site Houzz Raises $165M, Rolls Out E-Commerce Marketplace
From GeekWire


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