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Composite doors to velux windows, this category has emerged from 2020 with increased exposure and recognition – but the best is yet to come.
The overview below is a summary on the exact trends, changes and insights – past and present – influencing the windows and doors sector of the home-interest market, forming the basis of a strategy that could see brands best positioned for 2021.
Executive Summary
Industry Overview
In particular, it has been helpful to uncover the influences within the windows and doors category. This year has seen one of the greatest increases in home improvement; according to a report published by Houzz, since March UK’s homeowners have spent £55 billion on renovations, which is approximately £4,000 per home (Houzz, 2020). This increase has not just been a result of the restrictions, the introduction of the Green Homes Grant and the push towards more sustainable living has created an opportunity for both businesses and homeowners. Windows and doors brands could use this to their advantage to optimise pockets of keywords to target homeowners making such changes.
Category Statistics
33% of homeowners have installed new windows or doors in the last five years and 30% are planning to do so in the next three years. Replacing windows is within the top five intended projects according to research done by Statista (Statista: Halifax Home Renovation Survey February 2020).
Audience Insights
Women 30-44 are most likely to be planning a home renovation project in the next 12 months. Out of this audience, 78% of those planning to improve their home are likely to be found online seeking out ideas and inspiration to help them plan their home improvement projects and renovations. They are also 2x more likely to spend £1000 or more on fittings compared to the average UK Adult.
Search Landscape
In regards to search, brands such as Everest, Solidor, Safe Style Windows and Anglian Home account for a majority of traffic going to windows and doors related searches. Because of the high competition for terms, smaller brands will struggle to rank high, especially in regards to Google Ads. However, targeting long-tail keywords provides an opportunity for smaller brands to begin to compete for high-intent traffic.
A deeper look at the search landscape for this category shows a 26% year-on-year increase in searches for window and door-related terms. There are over 500 keyword variations for ‘windows and doors’ with a lot of search volume up for grabs. Improving organic search is the better option. Looking at how high the competition is for keywords, plus how expensive the cost (CPC) of getting to page 1, further supports the approach that organic search is the better investment for most brands.
Tools such as Keyword.IO show that searches peaked this Spring as a result of the lockdown in March, but are expected to decline as we near the end of the year. However, searches are predicted to increase in the early new year – leading us to the conclusion that a strategy for brands in this sector should seek to capitalise on the growing demand predicted to come in 2021.
