Renegade Conservatory Guy

A few weeks ago I posted the story about Nigel Gray the builder who pulled down a conservatory in Shoreham because a ‘rogue customer’ would not pay for the work he had completed.

Nigel contacted me on this website and we spoke on the phone, and he told me about all the publicity he had received, including being headline news in New Zealand!  I’m sure Nigel was not expecting the level of national and international recognition he has received when he picked up his lump hammer!

He also told me that he had been contacted by a chap called Kevin who was also experiencing a similar problem with an awkward customer, and they had set up a new website called roguetrader.com.

The website is designed to continue the campaign to change the law, and put in safeguards for companies who are unlucky enough to do business with rogue customers.  There’s a petition to sign and a blog, and all the latest news about how the campaign is doing.

For more information visit http://roguecustomer.com/  - Sign the Petition!!!

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Climbing the Google rankings for ‘conservatories’

I’m feeling quite chuffed with things today, as a lot of the hard work we have put into SEO for our Conservatory Outlet website is gradually taking effect.  We’re gradually getting more visitors each month to the site, and crucially the number of conservatory leads we are getting has been steadily rising.

Traditionally, we have always been strong with terms such as ‘conservatories yorkshire’, ‘conservatory company leeds’ or ‘upvc conservatories huddersfield’.  This is our core trading area, so it is important that we appear high on search engines for such terms.

I’ve always felt that a potential customer in huddersfield is likely to begin searching for:

• ‘Conservatories‘
• Then ‘conservatories yorkshire’
• Then ‘conservatories huddersfield yorkshire’
• Or even maybe ‘uPVC conservatories huddersfield yorkshire’

You get the picture, and there’s millions of these ‘long tail’ search terms we need to concentrate upon in our industry.

But more recently we have turned our attention on the main Conservatory Outlet site (and some of our other sites) to more competitive terms such as ‘conservatories’, ‘upvc windows’ and ‘double glazing’.

And it’s gradually improving if you see the position we are now getting for ‘conservatories‘:

A couple of months ago we’ve improved our position from page 5 on Google to page 1 - and now position 5 on the first page.  When you consider that the companies down the right hand side are paying around £3 per click then this is clearly a good place to be.  We’re also doing reasonably well for other terms such as ‘conservatory company’, ‘conservatory suppliers’ and so on.

I wrote a post about the best conservatory website in the world a few weeks ago, referring to the position of the ConservatoryLand website on Google, and you will see that they are still in P1.  Our challenge is to make sure our website dislodges ConservatoryLand as clearly that position makes a big difference.

So, how are we going to be top of Google?

Well, there’s no quick fix, but here’s just a few of the ways we’re going to push for higher rankings for ‘conservatories‘ and other key search terms, such as ‘double glazing’.

New website

The existing website is not as good as it could be.  It’s not very good to navigate, and I don’t feel that the user experience is good enough.  There’s probably too much technical information, and possibly not enough consumer friendly content.  Don’t get me wrong, we’re getting plenty of enquiries, but we could convert a better proportion of visitors to good enquiries.

So, we’ll have a newly rebuilt site within the next few weeks.  The site will have plenty of content that contains the important key search terms we are aiming for, especially within the titles of the web pages.

SEO

We have a search engine optimisation company advising on the rebuild of the site to ensure all the H1 tags, source code, and general terminology that I don’t fully understand, is correct and Google friendly.

The company, Blue Claw, are also building links to the main URL (and deep links to other pages) by submitting our site on relevant directories, and by submitting articles we have written on article websites, creating plenty of good links to our site from pages with specific related content.  Google looks at links as being votes for a website, the more good links you have to your site, the more Google likes your site and ranks it higher.

Blogs

We already post comments on existing relevant blogs, but as there are not many double glazing blogs out there we are creating our own blogs, which effectively act as micro sites.

They’re not great sites and the content is crap, but the key thing is that we are building links to our main site, and dealer sites.  Some examples are:

• uPVC double glazing blog
• uPVC windows blog
• Conservatory blog

Let’s face it, one of the main reasons for having the RCG website is to push links to our sites (you may have noticed!!)

Conservatory TV website

We have a website called ConservatoryTV which includes more general advice and information about conservatories.  We generate quite a few leads from this site, but crucially, there are plenty of links to the Conservatory Outlet site, and other dealers.  There’s a lot of video on this site which is all hosted on YouTube (with more links from there!)

Forums

We occasionally post on home improvement forums but this can be hard work.

PR

We have a PR guy, Iain McInnes, and he ensures that any news items and general press releases are submitted to the two main double glazing news resources - the Glazine and Fenestration News.  The press releases always carry a link to our website.

Buzz Marketing

This is the next stage of developing links and visitors to our double glazing websites.  I’ll tell you more about this as and when I know where we are going with this.

Conclusion

I’m just scratching at the surface of what is required for effective online marketing.  I probably shouldn’t be sharing this with other people from the double glazing industry, but I enjoy writing about this - so why not!  I’ll no doubt be keen to tell the world if, and when, we ever get to Number 1.

In the meantime, if you need any further advice on SEO and link building, please get in touch.

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I was listening to Radio 2 this afternoon, and my ears pricked up when I heard the story of a builder who received permission from his local council to remove a conservatory from a house where the customer hadn’t paid up.

In this particular case, the property was a council house, hence the perturbed builder was able to approach the council and leverage their support.  The customer was not unhappy with her conservatory, she just didn’t want to pay the £15,000 for it!  And, she used numerous lies and tactics, such as stating her husband had recently died, in order to avoid payment.

I’m sure all owners of window and conservatory companies have come across ‘rogue customers’.  We hear so much about rogue traders and cowboy builders, it’s about time we hear stories about awkward, cheating customers who try all sorts of tactics to avoid payment, or delay payment.

The stress these ‘rogue customers’ can cause to owners and employees of conservatory and window companies cannot be underestimated.  Many companies just give in to avoid further hassle.  It is no coincidence that on Adminbase (software for window companies) there is a ‘bastard’ button, which flags up very bad customers so the company knows never to deal with them again.

From listening to the callers to this Radio 2 show, there was a lot of support for the extreme actions of this builder.

In my experience 99% of customers are fair, and have every intention of paying on time when the job is finished satisfactorily.  But for the 1% of rogue customers, I believe that companies should stand their corner as the law and the public are on their side.

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If you have a look at some of the double glazing websites out there, you’re unlikely to be impressed with what you see. When talking to smaller installation companies, I often find that most owners will state that they have a website, but they get very little business from it.

It’s hardly surprising when you see websites like this one or this one.

The worst websites are the ones you can’t find - if Google can’t find your double glazing company’s website, then your customers are unlikely to find you!

There are some exceptions to the rule, and I recently wrote very positively about the Masterframe Sash Windows website, and the Timber Windows website.

And I’m delighted to say that one of our dealers have created a great website:

The Conservatory Outlet is an installer of conservatories, pvc windows and pvc doors in the North West of England - mostly Lancashire, Cheshire and Merseyside. Crucially, this website has been built in to be search engine friendly, so within 6 months it is hoped that the site is ranking well for keywords such as ‘conservatories’ or ‘double glazing manchester’.

It is very easy to navigate from the Home Page to the main areas from the website - conservatories, windows and doors. There’s also links to Special Offers and the Conservatory Showrooms in Leyland, Holmes Chapel and Knutsford. For those looking to get a quote or ask a question, there’s clear links such as ‘Free quotation request’ or ‘Download a Brochure’.

It’s also a great looking website - clean lines, great colour scheme and not too fussy.

In fact, I’m so impressed, we’ve decided to follow a similar theme for our own conservatory company’s website!

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UK window industry - we’re ahead of the rest of the world!!

I’m a big believer that the UK fenestration and glazing industry needs to rapidly improve it’s product range and service to the consumer. There’s challenging times ahead and those companies willing to try new things will succeed as a result.

Despite this, I still feel we’re light years ahead of the rest of the world!

A few things have happened at work this week that have made me think this way:

Firstly, I had a potential trade customer with a small window company in Tenerife get in touch with my company. My first thought was to fix up an appointment quickly, and get on the next plane out of here! The company supplies UK products to ex-pats who cannot purchase the type of quality windows, doors and conservatories they were used to in the UK. I was told that there are ‘major opportunities in Tenerife!’

Then we had an Anglo-German couple in our conservatory showroom last weekend. They were so keen for our sales rep to come and quote them for a P-Shape conservatory in Hamburg, that they were willing to pay for our guy to go over and quote - flights and all. Apparently, you just can’t get decent conservatories in Germany!

Finally, I stumbled upon a forum for expat Brits living in Australia, discussing double glazing down under. There were a number of people on the forum complaining about the standard of Australian windows, and comparing them unfavourably with the ones they had left behind! I once lived in Perth, Western Australia, and to be honest, I can’t remember much about Australian windows, other than they were as flimsy as the secondary glazing we get here.

And then in the US, the vogue is for English conservatories, and from what I hear there’s real opportunities for UK suppliers to sell product over there. Apparently, the product range in the US is simply not as good as those offered in the UK.

So maybe we shouldn’t beat ourselves up too much. What we need to do is make sure the British public understand how lucky they are to purchase Great British windows, doors and conservatories!!

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Synseal fights back with conservatory roof test video!

In a previous post I discussed an Ultraframe Roof Video which had been doing the rounds suggesting that only Ultraframe roofs could withstand the extremes of the British weather. The video showed the Wintech test centre putting a number of conservatory roof systems through rigorous testing, and the comments posted on my blog suggested the industry was split as to the validity of the video.

I had my own concerns about how independent the testing of non-Ultraframe roofs actually were. And, more specifically, the finger seemed to be pointed at the Synseal (or Global) roof system in particular, with the roof apparently failing spectacularly at 30mph mph wind speeds.

Well, Synseal decided to take their roof back to Wintech (the same place Ultraframe had visited) and fit their conservatory roof to Synseal recommended standards, and see how it would actually perform.

The results are as follows:

The Ultraframe roof video implied that a Synseal roof would fail at wind speeds as low as 30mph, while Ultraframe roofs could withstand hurricane force windows of 130mph.

So, how can Synseal visit the same testing centre, fit their roof system correctly and find that the roof actually withstands 160mph wind speeds???

OK, I’m going to be accused of being biased towards Synseal. But, in my previous post I pointed out that I’ve fitted hundreds of Ultraframe and Synseal roofs, and both systems are fit for purpose.

My point is that Ultraframe have clearly twisted the rules here, and fair play to Synseal for setting the record straight. The Ultraframe video was clearly complete nonsense, and the suggestion that independent fitters were used to fit competitor roofs is clearly wrong.

Surely fair competition involves selling the benefits of your own product, not trying to slag off the competition unfairly!

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ProSun Conservatories

This is a really great video from an Irish conservatory supplier - ProSun.

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West Yorkshire Windows win Conservatory Installation of the Year 2007

Leading home improvement consumer advice web site www.ConservatoriesOnline.com has announced its annual awards for the Best Conservatories to be featured during 2007. These awards are prized by the builders as they are seen as representing the State of the Art in conservatory design and build and show the way forward for the industry and indeed, for homeowners looking for inspired choices.

And, I’m happy to say a company very close to my heart was the overall winner!

The top honour as Overall Winner for 2007 decided the judges had to go to West Yorkshire Windows for an effort that required great technical and design skills to bring to fruition. During the year the company installed an ambitious T-Shape Conservatory design for clients in Morley near Leeds. The brief was to create a large living space for living and dining, and create a design that would complement the character of the existing property. This T Shape design incorporates a large Gable to the front with 4 pane patio doors giving ample access to the garden area. The Synseal Roof incorporates Solaris glass panels which contain a solar reflective coating to maintain a cool temperature on warm summer days. Solaris glass was also fitted to the wall frames, with Georgian Fret to the top lights.

The roof hips back to a box gutter, leaving a ridge which is parallel to the main house. Electric Roof Vents have been incorporated to create ventilation in the roof area, and underfloor heating was used to maintain a good temperature during the cold winter months.

This conservatory stands out from the crowd by having a Plasma TV screen suspended from the ridge and a chandelier! Needless to say, the customers were delighted with the finished conservatory.

West Yorkshire Windows normally install Victorian, Edwardian and simpler conservatory designs, but this conservatory highlights that they are also capable of grander bespoke efforts.

Peter Jervis of ConservatoriesOnline.com says that these installations raise the game considerably for conservatory design and build: “Conservatories remain an incredibly popular choice amongst home improvers for a number of reasons. These examples have all been installed to actually enhance the appearance and of course the use of the host building and in each case represent the very best application of conservatory skills and crafts, combined with modern building performance standards. They show others what can be achieved.”

www.westyorkshirewindows.com

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Conservatory prices - why sell cheap?

I found a great conservatory video on YouTube today. I’ll let you watch it first, before I explain why I was disappointed at the end:

The video is clearly a TV ad, and with Charlie Dimmock presenting, it is well produced and most definitely suggests quality. The shots of the conservatory, with an Ultraframe roof, electric roof vents, electric roof blinds, Ultraselect etc give the viewer the impression that Easy Fit Conservatories (formally Tailormade) of Walsall, Leamington Spa and Solihull are a good quality conservatory installation company.

So, why spoil it by suggesting to the viewer that they can buy such a conservatory for £4,999???

To be honest, the usual price of £6,000 is way off the mark. Let me break down how much that conservatory aught to retail for:

Conservatory baseworks (based on 4.5 x 4m which is about the size of the one on the ad) should cost the company about £2,500 (minimum), assuming proper foundations are fitted and good builders used.
The conservatory framework will cost around £1500 to manufacture, bearing in mind there is a complex Sunburst frame which needs sending to a specialist arch company.
Then you’ve got about £400 for the glass for the frames, and sunburst.
The roof would cost in the region of £900, including rainwater goods, Ultraselect, electric roof vents and the gable eavesbeam system to the front.
The conservatory shown has a glass roof which I would estimate would cost the company approximately £700-£800.
Plastering - £250
Electrics - £400
Tiled floor - £500
Bits and bobs - £200 (skirting boards, window sills, lead flashing, silicone sealants etc)
Fitters wages - £600
Commission to salesman - £500

Add it all up and I get the cost of the conservatory to Easy Fit at around £8500. Now, the company also needs to make a profit on the installation, so lets assume they make £2000 (which to be fair is a low margin).

Then, don’t forget the taxman needs his bit. £10,500 + Vat = £12337.50 inc.vat.

This price excludes cost of planning permission and building regulations, which I would guess this one requires as only the front is glazed. This price also excludes the conservatory blinds, furniture and the cost of decorating.

Let’s face it - its not a £5000 conservatory - its a £15,000 conservatory.

Now, I’m not singling out just Easy Fit here. I’m sure Easy Fit are probably a good installer.

The problem is our industry seeks to con the general public into showing interest in ridiculously low prices, and then leave it for under pressure sales people to go in and price build.

“Sorry, Mr & Mrs Bloggs, the conservatory on the advert only includes for a 3×3 Edwardian conservatory, and doesn’t include fitting or any extras.”

The fact is that the average conservatory price is around £10,000 to £12,000 and if you want something a bit more special (like the one on the video) then they cost a bit more.

Why, can’t we compete on quality, service and innovation, and not price.

If not, we’ll continue to mislead the public, and drive down our margins further!

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Ultraframe Conservatory Roof video

For six months now, I’ve had conversations with representatives of Ultraframe suggesting they’re working on a video showing the relative strength of their roof system, compared to other conservatory roof systems on the market - Synseal (Global), K2, Aztec, Quantal, Eurocell etc.

Well, I found the video on YouTube this evening:

Fair play to Ultraframe - this is a really well made video, and a powerful marketing tool.

But, my concerns with this video are as follows:

Ultraframe - You show a roof system on your video which falls to pieces with the intensity of the weather test. You attempt to conceal the Roof System used for obvious reasons. But how can consumers and people from the industry trust that the tests were undertaken in a completely impartial way?

For example, how can we know whether the competitor roof shown was fitted correctly? How can we be sure that the roof was not tampered with. For example, if the polycarbonate sheets were cut a bit short in the competitor roof, you could imagine the polycarbonate would fly out as shown. Were there representatives from the competitor roof system company present to ensure fair play?

If not, how can consumers and the trade believe the Ultraframe Conservatory Roof system is the best on the market?

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