SEO · Web design
D&M Windows: a windows and doors website rebuilt so the SEO campaign could actually work
A Ruddington double glazing and composite door company came to us for SEO. The old site could not carry a campaign, so we rebuilt it on WordPress, migrated the useful content and wrote about 80% of the copy ourselves.
- SEO
- Web design
- WordPress development
- Content migration
- WordPress
The brief
Why an SEO enquiry became a website project
Vimana Digital rebuilt the D&M Windows website on WordPress after the Ruddington double glazing company asked for SEO and we found the existing site too outdated to support it. We migrated the valuable content, wrote around 80% of the copy, added downloadable brochures per product, and now maintain the site as an ongoing service.
D&M Windows did not ask us for a website. They wanted an SEO agency in Nottingham to generate more inbound leads. When we examined their site, it was extremely outdated and unsuitable for SEO.
An SEO campaign on a weak site is slow going, because every improvement fights the structure underneath. So we suggested a new website first, to speed up results once the campaign was running.
How we did it
How we did it
01
Diagnosed before selling
The honest answer to "can you do our SEO?" was "not well, on this site". Saying so first let the client decide with the full picture.
02
Migrated what was worth keeping
We moved the pertinent content from the old site to the new framework, so nothing of value was lost. More on this in our website migration SEO service.
03
Rewrote the rest
With most of the original material outdated, we wrote the bulk of the copy from scratch.
04
Sorted the imagery by job
Old photos went into galleries; new supplier images and D&M's own installations carry the main pages.
05
Built on WordPress and kept maintaining it
We keep the site healthy and up to date, including timely updates to the events section.
What we built
What we built
Around 80% of the written content is ours; the rest was existing copy worth keeping. The site was designed to need few substantial changes in future.
- A new WordPress website with a simple, uncluttered layout
- Product categories for composite doors, bi-fold doors, uPVC and sliding sash windows, each easy to reach from the navigation
- Downloadable brochures for each product
- Fresh supplier imagery and photos of D&M's own work across the site, with images from the old site kept for the galleries
- A header that differs between desktop and mobile
- A colour palette that complements the D&M Windows logo
Responsive experience
Clear on every screen
A second site for the window range
Once the main site was live, D&M asked for something narrower. dmwindows.co.uk covers everything they sell and fit, from composite doors to glass rooms. Double Glazing Windows Nottingham is a second WordPress site that does one job: explain the window range properly to people searching for double glazing rather than for a particular installer.
We don't recommend a second website to most trade businesses. A new domain starts with no authority of its own, and two sites mean two sets of pages to keep up to date. It only earns its place when it carries content the first site doesn't have, and that was the test we applied here. The second site covers each window type in more depth than the main site can without burying the doors and glass rooms. It also hosts a planning guide that doesn't exist anywhere else in D&M's material.
What the window site includes:
- A section for each window type: uPVC, timber alternative, sliding sash, casement, flush casement and tilt and turn, with Standard and Evolution range options and a choice of finishes and colours.
- Composite, bi-fold, patio and French doors alongside, so a customer replacing windows can price the front door at the same time.
- Energy performance stated for each product (described with an A+ rating).
- Phone, email and an "Enquire" link with every product section, because someone who has just measured a draughty sash window wants a quote, not more reading.
- The areas D&M serve named on the page: Nottingham, Derby, Leicester and the wider East Midlands.
The conservation-area guide
The question installers hear most from older properties is "Am I allowed to put double glazing in?" The window site answers it on a dedicated page under About Us: double glazing in conservation areas, including planning guidance on what usually needs permission and what to check with the council first. It gives homeowners in Nottinghamshire's conservation areas a reason to contact D&M before they've ruled double glazing out, and it is the kind of specific, useful page a generic "quality windows at great prices" site doesn't have.
If you run a trade business and are weighing up a second site, the short answer is: only if you can fill it with content your first site doesn't have. Otherwise, add pages to the site you already own. Our guide to web design for tradesmen covers what those pages should be.
The outcome
Results
- A modern WordPress site with each product range easy to find and brochures to download
- Ongoing maintenance by Vimana Digital, including updates to the events section
- A second, window-focused site with a page for each window type and a conservation-area planning guide
Related services
Questionsabout thisproject
Not covered here? Call and ask. We reply within 24 hours.
We just want SEO. Why would you suggest a new website?
Only when the existing site cannot support a campaign, as with D&M Windows. An outdated site makes every SEO improvement slower and harder to achieve. If the structure is sound, the SEO can start straight away. If it is not, rebuilding first usually means the campaign has something solid to work with.
How much does a windows and doors website cost?
Small websites start from £750 plus VAT for up to 7 pages. A product-led site like D&M's, with a page per product range, downloadable brochures, galleries and copy written for you, typically costs £3,000 to £6,000, depending on how many product pages and brochures it needs. Hosting is from £120 a year with SSL included, and website management is £50 a month. All prices exclude VAT.
Will we lose our Google rankings if the site is rebuilt?
It depends on how the migration is handled, and no one can guarantee rankings. For D&M Windows we moved the valuable content from the old site into the new framework before rewriting the rest. Planning that move properly is the job of our website migration SEO service.
Should each product have its own page and brochure?
Usually, yes. D&M's site gives composite doors, bi-fold doors, uPVC and sliding sash windows their own place in the navigation, each with a downloadable brochure. Customers researching one product find exactly that, and Google can match each page to searches for that specific product.
What should a double glazing website include?
A page or section for each window and door type, the finishes and colours available, energy ratings, a guide to planning rules such as conservation areas, your own installation photos, the areas you cover, your accreditations, reviews, and a phone number and enquiry link on every product. Customers usually compare several installers before they ask for a quote, and the one that answers their questions in detail is the one they call.
Start your project
Not sure whether you need SEO or a new site?
Send us your web address and ask. We will look at it and explain which route makes sense for you.