Growing a window-fitting firm isn’t just about fitting more frames; it’s about keeping a steady queue of homeowners who already trust you before you walk through the door. Below is a concise, five-minute roadmap—grounded in current UK data and trade reality—for filling that diary with qualified customers.
Win the “near-me” search before anyone else
Three-quarters of consumers use Google when they need information on a local business, including trades work (Semrush). Claiming (or reclaiming) your Google Business Profile and completing every field—services, hours, high-resolution photos—puts you in the map pack where most clicks happen. Back it up with a simple, mobile-friendly website whose copy mentions your key service areas (“sash-window repair in Sheffield”, “triple glazing York”). Keep your business name, address and phone identical on your site, social pages and any directories; those matching NAP (name, address, postcode) details are a ranking factor for local search.
A well-built profile also lets prospects message you directly from Google. Reply within the hour whenever possible; many owners report that quick answers alone secure the survey visit because larger nationals can’t keep up.
Let genuine reviews do the persuading
Online reviews influence about £23 billion of UK consumer spending each year and shape decisions for 89 % of buyers (Reuters). That means your next lead is probably scrolling star ratings right now. Formalise a routine: as you pack tools away, show the client their finished windows, ask if they’re happy, then text them your Google review link while the enthusiasm is fresh. A steady flow of recent, five-star feedback not only tips new enquirers your way—it also boosts your map ranking.
Google is tightening rules on fake feedback after a high-profile CMA probe, so honest reviews become an even stronger trust signal going forward (Reuters). Respond to every review (good or bad) with courtesy; prospective customers read those replies and judge how you handle issues.
Put wheels and job-sites to work as silent salespeople
Digital presence is vital, but don’t overlook the physical advertising you drive around all day. A professionally wrapped van can generate tens of thousands of local impressions daily and delivers dozens more eyeballs per pound than static billboards (blog.wrapmate.com). Parked outside a job, the vehicle acts as proof-of-work for the whole street.
Add a tidy, branded signboard outside each completed install for a week (with the homeowner’s blessing). Neighbours get to see the craftsmanship and your phone number at exactly the moment they’re admiring fresh windows next door. Follow up by dropping a postcard (use a service like moo.com for the premium touch) into the ten houses either side, pointing them to photos of the project on your website. The geography is tight, the social proof is visible, and the conversion rate dwarfs blanket leaflet drops.
Turn customers into a referral engine
Nothing beats a warm recommendation. Encourage referrals by framing it as a favour to friends: “If anyone in your circle needs new glazing, feel free to pass my number—I’ll look after them.” Sweeten the deal with a small thank-you (a £50 voucher or a window-maintenance kit) when their referral converts. Structured referral schemes can “significantly amplify credibility and reach” for installers because happy clients become advocates at zero advertising cost (Desygner).
Capture the goodwill quickly: include a single referral line on your invoice email and remind customers again when you send their FENSA certificate. Momentum matters—people talk about renovations while the dust sheets are still warm.
Build lead flow through partnerships
Local builders, conservatory companies and even estate agents encounter tired windows every week. Offer them a transparent finder’s fee or a reciprocal shout-out on your social channels. A ready-priced “landlord window pack” can tempt letting agents who need fast, reliable replacements between tenancies. These alliances feed you work that rarely hits Google at all—your name arrives pre-endorsed.
Respond faster—and more professionally—than the rest
Homeowners typically ring three trades and give the job to whoever replies first with a clear plan. Set up templated SMS and email replies so every new enquiry gets a same-day acknowledgement with two suggested survey slots. Even a basic job-management tool (FitterPal or an entry-level CRM) will log the lead, remind you to follow up and let you generate a branded quote on site. Removing friction at this early stage reassures clients that you run an organised outfit—an instant differentiator from competitors who “will get back to you next week”.
Keep the pipeline visible—and repeatable
Marketing isn’t a one-off push; it’s a loop. Track where each customer found you: Google map result, neighbour referral, van sighting, builder partnership. Review the numbers quarterly and double down on the channels delivering the best margin. Because your team is small, time and money spent on lead generation must be deliberate. When a tactic works—say, signboards in post-war semis—turn it into a checklist item on every qualifying job.
Final take-away
More customers come from three levers: visibility, trust and speed. Nail local search so you’re found first, stack authentic reviews so you’re trusted fastest, and respond with the professionalism of a company twice your size. Layer physical branding, referral incentives and trade partnerships on top, and you’ll create a self-sustaining funnel that keeps the fitting diary healthy all year round—no price-slashing or gimmicks required. Implement one new tactic this week, measure the result, and watch your customer count—and reputation—grow.
