Local search, website design and paid campaigns for DW Windows
DW Windows wanted more West Midlands enquiries for its most profitable products. Local SEO, a website rebuild and paid advertising focused on that requirement. Verified website contact forms increased 41% in 2019 compared with 2018.
verified website contact forms in 2019 compared with 2018
Published DW Windows strategy results, 2017–2020.
Local searches for the right products
DW Windows sells windows, doors, conservatories, orangeries and replacement roofs to homeowners and commercial customers across the West Midlands. In a competitive local market, appearing in more searches would only take the business so far. It needed visibility for the products and locations that could bring worthwhile enquiries.
Local search work prioritised DW's most profitable products and the areas it served. Visitors arriving from those searches were directed to information relevant to the product and project they had in mind.
A website built to turn interest into an enquiry
The website rebuild made it easier to explore the range and contact DW. A visitor arriving from a local product search needed to find the right information without starting again at the home page. We developed the search activity and website together with that experience in mind.
Product information, showroom details and enquiry routes were brought into the responsive design so that customers could research the business on the device they were using. Paid advertising was reviewed alongside this work to improve the efficiency of the wider strategy.
More enquiries and more efficient paid activity
Organic website traffic increased by 132% between 2017 and 2019. Verified completed website forms increased by 41% in 2019 compared with 2018.
The paid-social results added another view of the strategy: Facebook leads increased by 61% in January 2020, while Facebook cost per lead was 37% lower year on year that January. These measures show how the search, website and advertising work supported different parts of customer acquisition.
DW Windows: published results
Swipe or scroll across to see the reporting periods.
| Measure | Result | Period |
|---|---|---|
| Organic website traffic | +132% | 2017–2019 |
| Verified completed website contact forms | +41% | 2019 compared with 2018 |
| Facebook leads | +61% | January 2020, reported in the source |
| Facebook cost per lead | −37% | January 2020 compared year on year |
“Since appointing Purplex our online presence has rocketed and it’s all down to the digital marketing strategy that Purplex have implemented over the last couple of years.”
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