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W&D Weekly

August 19, 2015
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The Latest
Last Call for Dealer of the Year Nominations

The nomination deadline for Window & Door’s 2015 Dealer of the Year Awards is this Friday, August 21. Sponsored by the Window & Door Dealers Alliance, the program recognizes dealers and/or distributors of windows and doors for excellence in the areas of marketing, customer service, showrooms and community service. In addition to being profiled in the October/November issue of Window & Door magazine, each company that is recognized as a Dealer of the Year will be awarded a complimentary membership to the WDDA for the 2016 calendar year. Nominate a Dealer

 
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Product Spotlight
Tria Doors from Jeld-Wen

Jeld-Wen’s new Tria composite doors are available in three design lines, C-, L- and R-Series, that include nearly 250 style options. The C-Series’ 120 designs offer custom carvings, feature dramatic curves and intricate details, and can incorporate mirrors, chalkboard or dry-erase surfaces. The clean lines and flat-panel design of the L-Series come in more than 25 design options that include doors with louvers, mirrors or glass inserts, and chalkboard and dry-erase panels. The R-Series offers contours, raised moldings and precision detailing in more than 100 designs. It is the most substantial construction of the Tria lines. Each of the lines can incorporate radius and arch top designs into the door for a customized touch.

 
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The Talk

By Welton Hong, Ring Ring Marketing

Getting plenty of visitors to your site, but not many conversions? Here are three simple steps that will turn your website into a conversion machine.

#1: Include Prominent Calls to Action
A good website presents solutions for visitors and provides a way to take action on those solutions. This is called a “call to action.”

Display a prominent CTA at the top right hand corner of each page. Each should be actionable—that is, give visitors something to do. A popular example is “Call Today For Free In-Home Consultation at 1-888-777-5555.”

#2: Have a Unique Selling Proposition
What makes you different than the competition? In an online world full of window and door providers, why should potential customers choose your company? The answer to that question is your “Unique Selling Proposition” or USP.

You want to condense what is different about your company and present it in such a way that every visitor immediately understands why you are better than your competition. For example, “Over 50,000 Quality Installations,” “Over 25 Years,” “Lifetime Warranty On Labor,” or some other quick explanation on how your company is unique.

#3: Answer and Raise Questions
Too many window and door companies use all of their valuable website space describing only offerings and features. A good site also answers and raises questions for its visitors. Google search works by answering questions.

Do you have a page on your site that, for instance, details all of the reasons why a homeowner might want to replace a door or window? Or a page explaining the warning signs that should lead someone to replace a door or window? Many searches start with questions such as how can I or when should I.

Try something such as, “Five Warning Signs that it’s Time to Replace Your Windows.” If you do a good job of answering or raising questions for your potential customers, it can benefit you in search rankings and lead your visitors to replace their windows and doors.

At the end of the day, it is not about number of clicks to your website, it is number of leads that are generated. Implementing these three simple suggestions can increase your window and door leads without spending any more money on advertising.

How well does your website convert visits into leads? Is your site optimized for more than simple homeowner research on pricing and/or styles? Weigh in on this week’s poll, post a comment and/or email your comments.

Editor’s Note: Hear Welton Hong speak at Window & Door Dealer Days on Wednesday, Sept. 16, where he’ll deliver an Express Learning Session on more ways to convert website visitors to leads. Click here for information and to register.

Does your website traffic translate to actual leads?
We make an appointment with more than 50 percent of our website visitors.
We make an appointment with between 20 and 50 percent of our website visitors.
We make an appointment with 10 to 20 percent of website visitors.
We make an appointment with around 5 percent of our website visitors.
We do not track our website traffic and don't know how many visitors become customers.
 

See You at Window & Door Dealer Days
The majority of the respondents to last week’s poll are likely to attend the inaugural Window & Door Dealer Days event, held September 16-18 in Atlanta at GlassBuild America. To join them, register here.

 
 
The Outside View
Home Improvement Holds Its Own in July
From Hardware & Building Supply Dealer
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