Whether you're installing timber bifolds in a heritage home or supplying aluminium joinery for a new commercial build, one thing remains true. If your business doesn't show up when people search for your services, you're losing out. The window and door industry in New Zealand is highly competitive, and while word of mouth and builder relationships remain important, most customers begin their journey with a search engine.
That's where SEO (Search Engine Optimisation) comes in. Done right, window & door SEO helps your business appear in front of people actively looking for window and door installations, replacements, or repairs, right when they need it. Whether you serve homeowners in Auckland or commercial builders in Christchurch, this guide explains how to build visibility online that turns into real-world enquiries.
Why Local SEO Matters for Window and Door Businesses
Most of your jobs will come from people in a specific area—homeowners, renovators, or developers who want someone local and trustworthy. Local SEO ensures your business shows up in their searches. It focuses on helping your website and Google Business Profile appear in map results and location-based searches like:
- “aluminium window installation Auckland”
- “timber door repair North Shore”
- “window joinery for new builds Wellington”
Key steps include:
- Google Business Profile Optimisation: Fill out all business info—services offered, service area, hours, and add photos of completed jobs. Respond to reviews regularly.
- Citations and Directories: Ensure your Name, Address, and Phone Number (NAP) is consistent across websites like Yellow, Finda, Builderscrack, and Localist.
- Location Landing Pages: Create individual service pages for key suburbs or cities you operate in. For example, “Sliding Door Replacement in Hamilton” or “Timber Windows for Villas in Ponsonby.”
Optimising Your Website for SEO (And People)
Window and door websites often suffer from thin content and generic descriptions. Google needs more than just a list of services—it wants context, clarity, and relevance. So do your visitors.
What every solid site needs:
- Dedicated Service Pages: Separate pages for aluminium windows, timber doors, bifold systems, retrofitting, commercial installations, etc.
- Project Case Studies: Highlight real work, ideally with photos. A page showcasing a timber window retrofit in a Grey Lynn villa speaks volumes.
- Clear Calls to Action: Every page should guide users to enquire or call. Include quote forms, phone numbers, and clickable buttons.
- Mobile-Friendly Layouts: Over half of NZ searches now happen on mobile. Make it easy to scroll, browse galleries, and send a message from a phone.
- Fast Load Speed: Trim image sizes, reduce clutter, and make sure pages load within 2–3 seconds.
What About Content?
This is where most window and door companies either ignore SEO or miss the opportunity entirely. Your content doesn’t need to be fancy. It just needs to be helpful and locally relevant.
Examples of great content:
- “How Much Does Double Glazing Cost in Auckland?”
- “Aluminium vs Timber Windows: What’s Right for Coastal NZ Homes?”
- “Common Building Code Questions for Window Replacements”
- “What to Expect During a Door Installation (With Timeline)”
Include common search terms naturally. Add FAQs, short videos, or photo galleries where relevant. Content like this helps your site rank higher and builds trust with potential customers.
Backlinks and Directories
Getting your site mentioned (and linked to) from other reputable websites can boost your rankings. Start with:
- Industry Associations: Listings with WGANZ, Master Joiners, and the NZ Certified Builders Association often include backlinks.
- Project Features: If you’ve done commercial work, submit project write-ups to architectural blogs or building supply magazines.
- Local News or Sponsorships: Support a community event? Ask for a link back to your site when you're mentioned online.
These links send a strong trust signal to Google—and they often send real people your way too.
Google Ads for Window and Door Installers
SEO takes time to build. If you need leads quickly—or want to promote a seasonal offer like “Winter Draught-Proofing” or “New Aluminium Installs”—Google Ads can help bridge the gap.
How to use them well:
- Target Location + Intent: Ads like “Timber Window Installer South Auckland” or “Aluminium Joinery Replacement Christchurch” hit the mark.
- Use Landing Pages: Don’t send users to your homepage. Build pages that match the ad—include the service, photos, pricing guides, and an easy quote form.
- Track Conversions: Set up tracking so you know which ads bring in calls, emails, or bookings. This helps refine your campaigns over time.
SEO and Ads don’t compete—they complement each other. SEO builds long-term authority, while Ads bring in urgent jobs or fill seasonal gaps.
Common SEO Mistakes We See (And How to Avoid Them)
Even the best installers can overlook digital basics. Here are a few pitfalls to avoid:
❌ A Site That’s All About You
Customers don’t care that you started in 1998. They want to know what you can do for them—and whether they can trust you. Keep messaging customer-focused.
❌ Writing for Google Instead of People
Stuffing “window installation Auckland” into every sentence looks awkward. Write naturally, answer real questions, and sprinkle keywords where they make sense.
❌ Ignoring Old Information
Outdated hours, broken pages, or service descriptions that don’t reflect your current offering? Google notices—and so do customers. Review and update your site every few months.
❌ No Mobile Optimisation
A beautiful desktop site that’s clunky on mobile will drive away more than half your visitors. Prioritise mobile usability from day one. Most people who find you online will be on their phone. If your website is slow, clunky, or hard to use on mobile, they’ll click away—and Google will take notice.
Key tips:
- Utilise a responsive design that adapts to various screen sizes, including mobile devices.
- Test your site speed using https://pagespeed.web.dev
- Compress images (without losing quality).
- Avoid pop-ups that cover the screen.
- Make the phone number click-to-call and visible on every page.
If you’re not sure where to start, tools like GTmetrix or Google’s PageSpeed Insights will give you a free health check.
Frequently Asked Questions: SEO for Window and Door Companies
In most cases, you’ll start to see early signs—like better rankings or more website traffic—within 2–3 months. However, serious gains, especially in competitive areas like Auckland or Christchurch, often take 6–12 months of consistent SEO work. The upside? Once you’re ranking well, the leads tend to come in steadily without needing constant ad spend.
Absolutely. Google Ads are great for short-term campaigns or urgent lead generation, but they stop working the moment you stop paying. SEO, on the other hand, builds long-term visibility. The best strategy is often a blend: SEO for sustained growth, and Ads to drive traffic during slower seasons or while SEO gains traction.
Yes. Google ranks individual pages, not just entire websites. Having dedicated pages for different products or materials helps you target specific keywords, like “timber bifold doors NZ” or “aluminium joinery Hamilton”—which improves your visibility for those exact searches. Plus, it’s more helpful to customers who want to understand their options.
The needs and language of residential vs commercial clients are different. Create dedicated service pages for each audience. For commercial work, mention project management, compliance, timelines, and large-scale capacity. For residential, focus on design options, energy efficiency, and aesthetic appeal.
Reviews—especially on your Google Business Profile—are a trust signal for both customers and Google. The more positive, detailed reviews you have (that mention your location or services), the more likely you are to show up in map results. Make it part of your follow-up process to request reviews after every completed job.
Look at multiple indicators: Are your rankings improving for target keywords? Is your organic website traffic increasing month to month? Are more people submitting quote forms or calling you, saying they found you online? Tools like Google Analytics and Search Console can help track this, or an agency can set it up for you.
Many rely on a one-page website or try to rank for “windows NZ” without targeting location-based searches. But most customers are local. You’ll have better results focusing on specific areas, services, and real-world search phrases—like “double glazing installer Tauranga” or “timber window repair Dunedin.”
Yes. Google prefers fresh, relevant content. Even if your core services don’t change, adding case studies, updating product info, writing blog posts, or refreshing your photos keeps your site active in Google’s eyes—and builds ongoing trust with visitors.
Let’s Talk About Growing Your Visibility
At SEO Auckland Chap, we help window and door businesses across New Zealand build an online presence that attracts local customers. Whether you're focused on heritage timber homes or large-scale commercial contracts, we’ll craft an SEO strategy that fits your goals, location, and services.
No fluff, no buzzwords—just ethical, practical work designed to get you seen.
