How to Get More Window Fitting Customers in 2026

Window fitting is one of the most competitive trades in the UK. You're not just competing with other local fitters — you're up against big national companies like Everest, Anglian, and Safestyle with massive marketing budgets. So how does a local window fitter get more customers?

The good news: you have advantages the big companies don't. You're local, you're personal, and your prices don't include national advertising overheads. You just need to make sure customers can find you. Here's how.

1. Get Your Google Business Profile Right

When someone searches "window fitter near me" or "double glazing near me," Google shows a map with three local businesses. This is where you can beat the national companies — they often don't have strong local profiles because they operate from regional call centres.

To optimise your profile:

• Fill in everything — all services, areas covered, business hours, a detailed description
• Choose the right categories — "Window installation service" as primary, with "Door supplier" or "Glass repair service" as secondary if applicable
• Add photos regularly — completed window installations, before-and-afters, close-ups of quality finishes
• Mention your certifications — include FENSA or CERTASS registration in your description
• Post updates — share completed jobs, energy efficiency tips, or seasonal offers

Local businesses have a real edge in the map pack. Google prioritises proximity and relevance, so a well-optimised local profile can outrank national brands for "near me" searches.

2. Display Your FENSA/CERTASS Registration Prominently

For window fitters, trust is everything. Homeowners need to know that their new windows will be properly certified and building regulations compliant. Your FENSA or CERTASS registration is one of the most important trust signals you have.

Make sure it's visible:

• On your Google Business Profile — mention it in your description and posts
• On your website — display the FENSA/CERTASS logo on every page
• On your Checkatrade profile — list it in your credentials
• On your van — sounds obvious, but plenty of fitters forget
• In every quote — remind customers their installation will be registered and certified

Customers worry about rogue installers. Your FENSA registration removes that worry instantly. A professional window fitter website that prominently displays your registration immediately sets you apart from uncertified operators.

3. Collect Reviews That Build Confidence

Window fitting is a significant investment for homeowners — typically £3,000-£10,000+ for a full house. They're going to read reviews carefully before choosing an installer.

Here's how to build a review profile that wins work:

• Ask every customer for a review — send a text with a direct link to your Google review page
• Guide the review content — "If you could mention the quality of the windows and how the installation went, that would really help"
• Encourage photos — reviews showing the finished windows installed are much more convincing
• Respond to every review — professional, appreciative responses show you care about customer satisfaction
• Don't ignore negative reviews — respond calmly, address the issue, and show potential customers you handle problems properly

A steady stream of positive reviews is one of the best weapons you have against national companies. People trust local reviews more than national advertising.

4. Build a Website That Competes With the Big Boys

National window companies spend millions on their websites. But here's the thing — their sites are generic. They cover the whole country with the same cookie-cutter content. Your website can be specific, local, and personal, which is exactly what customers prefer.

Your website needs:

• FENSA/CERTASS logos prominently displayed — this is non-negotiable for window fitters
• A portfolio of completed installations — before-and-after photos, different window styles, different property types
• Clear service pages — double glazing, triple glazing, casement windows, sash windows, bay windows, composite doors
• Your service area clearly stated — "Window fitter covering Bristol, Bath, and North Somerset"
• Customer testimonials — detailed reviews that mention quality, punctuality, and cleanliness
• An energy efficiency section — this is a major selling point (more on this below)

A window fitter website built with proper SEO structure can rank alongside — and often above — the national companies for local searches. Google favours relevance, and a local fitter's site optimised for "double glazing in Bristol" is more relevant than Everest's generic national page.

5. Win at Local SEO

Local SEO is where you can genuinely outperform national companies. The searches you want to rank for include:

• "Window fitter near me"
• "Double glazing [your town]"
• "New windows [your area]"
• "UPVC windows [your county]"
• "Sash window replacement near me"
• "Triple glazing installer [your town]"

To rank for these:

• Create location-specific pages — "Double Glazing in Bath," "Window Installation in Weston-super-Mare"
• Create service-specific pages — separate pages for each window type and service
• Write blog content — "How much does double glazing cost in 2026?" or "UPVC vs aluminium windows — which is better?" These target real searches
• Get listed in local directories — consistent name, address, and phone number across Yell, Thomson Local, FreeIndex, and others
• Build local links — getting mentioned on local business sites or community pages helps enormously

Every page you create is another opportunity to appear in search results. Over time, a well-structured window fitter website can become a serious lead generation machine.

6. Compete With National Companies on Trust, Not Price

The biggest mistake local window fitters make is trying to compete with national companies on price. You'll lose that race — they have economies of scale you can't match.

Instead, compete on what they can't offer:

• Personal service — you're the person who quotes and installs. They send a salesman and a separate fitting team
• Local reputation — your reviews are from real local people, not anonymous national customers
• No high-pressure sales — national companies are notorious for pushy sales tactics. Position yourself as the opposite
• Flexibility — you can handle unusual jobs, custom requirements, and specific requests
• Aftercare — you're local. If something needs adjusting, you're round the corner, not a call centre away

Make these advantages clear on your website and in every customer interaction.

7. Use Social Media Strategically

Social media works for window fitters, but it works differently than for some other trades. Kitchen and bathroom transformations are aspirational — windows are more practical. So lean into the practical:

• Before-and-after posts showing the visual improvement — new windows can transform a property's appearance
• Energy bill comparisons — "This customer's old single-glazed windows were costing them £X in heat loss" type content
• Tips and advice — "How to tell if your windows need replacing" or "What to look for when choosing double glazing"
• Seasonal content — condensation tips in winter, security tips for summer holidays
• Local community groups — answer questions and be helpful when people ask about windows

8. Run Google Ads Strategically

Google Ads can work well for window fitters, but you need to be smart about it because the national companies bid aggressively on window-related keywords.

Tips for competing:

• Focus on local long-tail keywords — "window fitter in [your town]" costs less per click than "double glazing"
• Use your website as the landing page — never send ad traffic to Checkatrade where the customer sees competitors
• Highlight FENSA registration in your ads — this differentiates you immediately
• Emphasise "local, independent, no pressure" in ad copy — customers fed up with national companies love this

9. Use Energy Efficiency as a Selling Point

Energy efficiency is a massive selling point for window fitting right now. With energy bills higher than ever, homeowners are actively looking for ways to reduce heat loss. New windows are one of the most effective upgrades.

Use this in your marketing:

• Website content about energy ratings, U-values, and potential savings
• Blog posts about energy efficiency — "How much can new windows save on your energy bills?"
• Social media content about heat loss through old windows
• Google Business Profile posts about energy-efficient installations

Position yourself not just as a window fitter, but as someone who helps homeowners save money on energy bills. That's a far more compelling message than "we install windows."

10. Build Referral Networks

Smart partnerships bring in steady work:

• Builders and developers — new builds and renovations always need windows
• Estate agents — properties with old windows often need upgrading before sale
• Conservatory companies — they often get asked about replacement windows too
• Door installers — customers doing doors often want matching windows
• Energy assessors — they recommend window upgrades as part of energy improvements

The Bottom Line

Competing as a local window fitter against national brands isn't about outspending them. It's about being more visible locally, more trustworthy, and more personal. Google Business Profile, FENSA credentials, reviews, a proper website, local SEO, and smart positioning all work together.

If you want a professional window fitter website that helps you compete with the national companies, we can have you online in 7 days. One-time payment, no monthly fees, and built to rank on Google for the searches that matter in your area.

Axel

Full-stack developer specializing in Shopify and Django. Building automated e-commerce solutions.