Should a glass repair shop put prices on its website? The numbers say yes
Most window and glass repair sites show no prices and many shops show no site at all. What the benchmark data says, what a range does to call quality, and how to write one.
Ask ten glass shop owners whether to put prices on the website and eight will say no. Every job is different. Competitors will undercut. The customer will hold you to it. All three objections are reasonable and all three are outweighed by what happens on the phone when the price is already there.
This post is the case for ranges, with the numbers from the benchmark data and from the shops that have made the switch.
Where the trade stands
19.2% of window and glass repair companies on Google show no website at all. Of the 80.8% that do, the large majority show no prices, and a good share show no job types either, just "residential and commercial glass services" and a form.
Shops with a website have a median of 36 reviews. Shops without one have a median of 5. The website does not create the reviews; the kind of owner who builds a site is the kind who asks at the door. But a customer searching at 7 a.m. reads it the same way. No site, no prices, no job pages reads as a guy with a van who may or may not call back.
A site with a page per job type and a range on each puts a shop ahead of both groups, which in most towns is nearly everyone.
What a range does to the call
The objection is that a price scares people off. It does, and that is the point. The caller who expected a foggy unit to cost $60 reads "$280 to $520 installed" and does not call. You did not lose a job. You lost a twenty-minute argument.
The caller who reads the range and calls anyway has already accepted the number. The conversation is about which Thursday, not about whether $400 is fair. Shops that add ranges consistently report fewer calls and more booked measures from the same ad spend, which is the only trade worth making.
The range also protects the shop from the "I have to see it" trap. A caller who gets no number from you will get one from the next shop, and she books the one who sounded like he had done this before.
What a range does to the ads
Google Ads are judged on cost per booked job, not cost per click. A click that lands on a page with a price and leaves without calling cost you $8. A click that lands on a page without a price, calls, argues, and does not book cost you $8 plus fifteen minutes plus a tracked call that makes the account look better than it is.
Pages with ranges have lower call volume and lower cost per booked job. That is the number that decides whether the budget can grow.
What a range does for AI answers
A property manager who asks ChatGPT "how much does it cost to replace foggy window glass in Fort Collins" gets an answer built from whichever shop wrote a sentence the assistant could quote. "Foggy insulated units run $280 to $520 installed in Fort Collins and Loveland, measured this week" is that sentence. A page with no price contributes nothing to the answer and the shop is not named. The AI search guide covers the rest of it.
How to write the range
A range, never a single number, and never a "starting at" that is lower than anything you have actually charged this year. Honest bottom, honest top, one sentence about what moves it.
- Broken single pane: "$150 to $350 depending on size and frame type."
- Foggy insulated unit: "$280 to $520 installed for a standard double-hung. Tempered or low-e adds $60 to $150. Patio door units $350 to $900."
- Sash and balance: "$120 to $300 per window, usually fixed in one visit."
- Board-up: "$150 to $400 depending on size and time of night, credited toward the replacement glass."
- Storefront: "Quoted on site. Most single lites fall between $800 and $4,000; doors and large openings more."
Add the two sentences that make the range safe: "We confirm the exact price at the free measure before any glass is ordered" and "Multi-unit pricing drops per unit; ask." Then add one line about what you do not do. "We do not do auto glass" saves more calls than any other sentence on the site.
Review the numbers every quarter when glass costs change. A range that has not moved in three years is quietly 15% under where it should be.
The competitor objection
Yes, the shop down the road can read your range and quote $100 under it. He could already; he just had to call you pretending to be a customer, and the ones who care did that years ago. Meanwhile every customer who reads your range and calls you has already decided the number is fine. Let the undercutter have the ones who leave over $100. They were going to be the one-star review.
Where to put it
On the job-type page, in the first three sentences, in plain text that a phone can read without pinching. On the Google profile's services list as "from" prices. In the phone script, said out loud before the customer asks. The website essentials guide has the rest of what the page needs around it.
If the site needs the job pages built in the first place, that is a two-week job in the free 14-day trial, in your name, on your domain. Text or call (385) 380-5907.
Steven has spent the last several years running growth campaigns for local service businesses, window repair companies among them, and builds the benchmark datasets on this site from public Google listings. About the editor