Secondary Glazing Derby: A Product-Led Website for a Derbyshire Installer

What did a Derbyshire secondary glazing installer need from a website?

Secondary glazing is a second, independent window fitted inside an existing one. It is the usual answer for listed buildings and conservation areas where replacement double glazing is not permitted, and for homes near busy roads or railways where noise is the problem. Derbyshire, with its mill towns, Georgian terraces and the Peak District villages, has a lot of both.

The installer already had a Leicestershire site, which we built and wrote earlier in 2023 (read that case study). The Derby site needed to do the same job for a different county: act as a digital brochure, be concise but complete on the product range, and target Derbyshire searches rather than Leicester ones. Like the Leicester project, it was built on WordPress with the copy written by us.

The important discipline was not to copy the Leicester site and swap the county name. Each site needed its own pages, its own wording and its own local angle, both for the reader and for Google.

What is on the Secondary Glazing Derby website?

• A page for each unit type: horizontal sliders; vertical sliders with slide-pass and tilt-in options; hinged units in slimline, double slimline, double and tilt-and-turn forms; lift-out units; fixed units; and bespoke and arched units.
• Two range tiers, Classic and Enhanced, so the site can serve both the budget-conscious and the heritage buyer.
• Specification up front: noise reduction, thermal insulation and security benefits, over 200 RAL colours, glazing up to 10.8 mm, and a 10-year guarantee on some products.
• A listed buildings and conservation areas guide under About Us, the page most likely to be found by a Derbyshire homeowner who has just been told they cannot fit double glazing.
• Downloadable PDF product overviews for horizontal sliding, balanced vertical slider, hinged and lift-out units, shared with the Leicestershire site rather than duplicated.
• A blog for ongoing local content, and a phone number, email and Contact Us buttons throughout.
• Coverage stated: the whole of Derbyshire, with links to the installer's Nottinghamshire and Leicestershire sites for customers across the border.

The live site has no quote form or live chat at the time of writing, unlike the Leicester site.

Does a separate website per county work for installers?

It can, with conditions. Three things we weigh:

• Google's doorway rule. Its spam policies list "multiple domain names or pages targeted at specific regions or cities that funnel users to one page" as doorway abuse (Google Search Central). The Derby and Leicester sites avoid that by being different sites with different content for different counties, each with its own enquiry route. If the only difference were the county name, we would have advised one site with county pages instead.
• The Derbyshire market is bigger than the city. Derby has 7,565 enterprises, but Derbyshire outside the city had 29,410 businesses in 2025 (ONS via Nomis, March 2026; Derbyshire Observatory, February 2026). Searches for "website design derbyshire" and "secondary glazing derbyshire" are county-wide, which is why the site says Derbyshire, not just Derby.
• Research-heavy products reward depth. Secondary glazing buyers compare unit types, glass thickness and guarantees before they call. A site that spells those out keeps the customer on the page; one that says "contact us for details" sends them to a competitor who published them.

The Leicester sister site shows what the approach can do. We wrote every word from scratch with an SEO plan behind it, added quick forms, live chat and contact details on each page, and launched in July 2023. Google indexed it within 24 hours. That is the standard we applied to the Derby build: specification-led copy written for the county, not a reworded copy of the Leicester pages.

A fair caveat: two sites means two sets of updates, two WordPress installs to keep patched and two hosting bills. For an installer with real coverage in two counties that is a reasonable cost; for one van covering a 15-mile radius it is not. We'll tell you which you are.

Websites for Derby and Derbyshire trade businesses

This is one of a group of Derby trade sites we've built, with Diamond Alloys, Dirt Detox cleaning and Westminster Building Company among the others. If you're an installer or trade in Derby or Derbyshire, our web design Derby page has local pricing, timelines and the rest of the Derby portfolio. We're 15 minutes down the A52 in Long Eaton.

Want a site that explains your products as well as you do? Call 0115 647 0444 or get a quote. 5.0 from 50 Google reviews.