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CASE STUDY | S&C Windows Ltd
S&C Windows Ltd

S&C Windows Ltd is a family-run business, established in 1983 by Ted Cox. The company has since been passed down to David Cox who, along with his wife Jennifer and their children Kirsteen, Darryl, and Ryan, maintains the principles upon which the company was founded.

S&C Windows Ltd believe in providing value for money while taking great pride in their work, ensuring that customers are happy with the products and services supplied.

Based in Surrey, S&C Windows Ltd is a family-run business, established in 1983 by Ted Cox. The company has since been passed down to David Cox who, along with his wife Jennifer and their children Kirsteen, Darryl, and Ryan, maintains the principles upon which the company was founded. They believe in providing value for money whilst taking great pride in their work. They ensure that customers are happy with the products and services they supply, guaranteeing the customer comes first. Offering more than just windows, the company now has a wide product and service range including conservatories, doors, facias and soffits and they also employ an in-house building division.

The challenge ahead

Proudly serving Surrey and Hampshire for over 30 years, S&C Windows had a local presence but wanted to project into the online world, to capture even more of the market share. They knew the first step was to find a digital partner who could build them a professional, brochure website. The next step after this would be to promote the new website, and ensure that it was appearing on the major search engines, for all of the relevant search terms.

Goals

  • pen

    To create an online presence via a professional website that the client can update themselves.

  • google-bing

    Be present on the major search engines including Google and Bing (Google has 83% market share).

  • ppc

    Promote the website and generate relevant clicks and phone calls from people actively looking for windows and home improvement.

  • monitor

    Track results, prove value for money and continually drive exceptional ROI.

Solution

Our highly experienced Marketing Consultants began by working with the team at S&C Windows to understand the products and services they wished to promote, who their ideal customers are and why those customers should choose them rather than other providers. This information helped us create targeted design ideas and marketing concepts that positioned the business as the right solution for their ideal customer. Utilising well-perfected design guidelines and years of experience, our Design Team identified what would work best for S&C Windows. Using ideas around layout, colour pallets, imagery, and font styles, we created a website that ensured potential customers instantly saw the most important information they require to make an enquiry.

Functionality included:

  • Access to a Content Management System that allows the customer to edit their website when needed.
  • The inclusion of Search Engine Optimisation to ensure the website is found in search engines such as Google and Bing.
  • Full access to our website performance reporting tools, giving the customer detailed analytics that demonstrate how their website is performing.
  • Clear call-to-action buttons and a contact form to drive calls and enquiries.

Website Results

30 Day Period (Oct-Nov 2018)

  • 978 total visitors

  • 1,770 page views

  • 870 unique visitors

  • 58 phone calls

  • 2.17 average visit length

6 Months (May-Oct 2018)

  • 7,845 total visitors

  • 13,236 page views

  • 6,445 unique visitors

  • 437 phone calls

  • 2:16 average visit length

s&c-windows-tablet

Pay Per Click solution

When the S&C Windows website was live, and approved by the customer, the project was handed over to our dedicated Paid Search Specialists. With a thorough knowledge of innovation and best practice, a finger on the pulse of emerging trends, and expertise in the use of industry-leading technology - we consistently achieve outstanding results, and S&C Windows was no different. Every member of our PPC Team has a wealth of experience across multiple competitive verticals, and are all qualified Google AdWords Professionals, and Bing Ads Accredited.

Our strategy included:

  • pen

    Selecting the correct (intent based) keywords, and thus minimising waste in clicks.

  • edit

    Including the addition of location-based keywords and geo-modifiers.

  • social-media

    Filtering out ‘tyre kickers’ with a heavy focus on negative keyword selection.

  • cog

    Incremental optimisation of campaign performance using our bid management tools.

Their best performing keywords included search terms such as ‘double glazing’, ‘window fitting’ and ‘replacement double glazing’ and even though the window industry is so competitive, we achieved great visibility over the major competitors with an impressive impression share.

Pay Per Click Results

30 Day Period (Oct-Nov 2018)

  • 18 leads / phone calls

  • 66 clicks

  • 2,534 impressions

  • 2.6% click through rate

  • 2.27 average search position

6 Months (May-Oct 2018)

  • 130 leads / phone calls

  • 729 clicks

  • 24,182 impressions

  • 3.01% click through rate

  • 2.39 average search position

sc-windows-ppc

Looking into the future

The new S&C Windows website has been ‘live’ for nearly 12 months, and the business is looking forward to more significant growth. The ROI (Return in Investment) from their PPC Campaigns, has enabled them to put more marketing budget behind their online strategy. This means they can continue investing a monthly budget into PPC, and reap the rewards of further exposure, and the increase in customers this will bring.

Customer Testimonial

“Web.com are a great agency at the forefront of search marketing. Fantastic account management from Clare, coupled with real experts working on your campaigns = a winning combination. Their Paid Search Specialists hold a wealth of experience across multiple competitive verticals. Once they clearly defined our paid search objectives, their core focus was to build a strategy that delivered campaign targets and achieved good performance for our paid search budget.”

MICHAEL SHEPHERD
Marketing Manager

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