Website essentials for a window and glass repair company: the 7 things the site must do
The seven jobs a glass repair website has to do on a phone, from tap-to-call above the fold to a price range on every job-type page. With examples.
- 1. A phone number that can be tapped without scrolling
- 2. One page per job type
- 3. A price range on every job page
- 4. Photos of your work, not stock
- 5. Load in under three seconds on a phone
- 6. Proof that you are real and insured
- 7. A short form for the people who will not call
- What you do not need
- Frequently asked
19.2% of window and glass repair companies on Google list no website. The ones that do have a median of 36 reviews against 5 for the ones that do not. That gap is not caused by the website. It is caused by the kind of shop that bothers to build one. But a customer searching at 7 a.m. with a cracked pane cannot tell the difference, and a listing with no site looks like a guy who may not call back.
If you are in the 19.2%, this guide is what to build. If you have a site, it is the list to check it against. Everything here assumes the visitor is on a phone, because most are.
1. A phone number that can be tapped without scrolling
The most expensive mistake on glass shop websites is a number in the header that is an image, or text that cannot be tapped, or a hero image so tall the number is below the fold. The visitor has a broken window. The button says "Call (385) 380-5907" in a color that stands out, in the top of the screen, on every page, and it opens the dialer in one tap.
Put a second one at the bottom of every page and a "Text us" button next to it. Some customers, especially property managers, prefer to text a photo of the damage. Both buttons go to a line someone answers; see the missed-call guide for what happens when they do not.
2. One page per job type
A home page that says "residential and commercial glass services" matches nothing in particular. Build a page for each of these, with its own URL:
- Broken window glass replacement
- Foggy or failed insulated glass units
- Window sash, balance and hardware repair
- Emergency board-up
- Storefront and commercial glass
- Patio and sliding door glass
- Screens, mirrors and tabletops if you do them
Each page opens with one sentence a stranger could quote: what, where, how fast, from how much. Then a short section on how the job works, a price range, three photos of your own work, two or three customer questions answered plainly, and the call button again. 400 to 700 words is plenty. The AI search guide explains why the opening sentence matters so much now.
3. A price range on every job page
Owners resist this. "Every job is different." True, and the customer still wants a number before she calls. A range does not commit you to anything and it filters out the caller who thinks a foggy unit should cost $60.
"Most foggy insulated units run $280 to $520 installed, depending on size and whether it is tempered or low-e. Patio door units run $350 to $900." A page with that paragraph converts more calls than a page without it, and the calls are better. The pricing guide covers how to present it.
Say what you do not do, too. One line, "We do not do auto glass", saves twenty calls a month.
4. Photos of your work, not stock
A stock photo of a smiling man with a caulk gun is recognized in a quarter second and it tells the customer you have nothing of your own to show. Use your own: foggy unit before and after, a storefront install, a board-up, the truck, the crew. Phone photos are fine. Resize them so the page loads fast; a 4 MB photo on a 3G connection is a lost call.
Label them with real alt text: "replacement insulated glass unit in a double-hung window, Lakewood".
5. Load in under three seconds on a phone
Test it with Google's PageSpeed Insights on the mobile tab. Common causes of a slow glass site: giant uncompressed photos, a slider on the home page, three chat widgets, a video background. Remove all of them. A plain page with compressed photos loads in a second and a half and that is the goal.
Google also reports whether the site is usable on mobile. A page that needs pinching to read the phone number fails the only test that matters.
6. Proof that you are real and insured
Residential customers want to know you will show up. Commercial customers want to know you are insured. On the home page and on the commercial page:
- Years in business and the owner's name, with a photo.
- "Licensed and insured" with the license number where your state has one.
- The towns you cover, in a sentence.
- Three or four Google reviews quoted with first names, and a link to the rest. You have 26 or more if you are at the median; show them.
- For commercial: a line about certificates of insurance on request, net-30 for approved accounts, after-hours board-up, and that you work with insurance adjusters.
7. A short form for the people who will not call
Some customers will not pick up the phone, especially at night and especially property managers sending work orders at 10 p.m. Give them a form with four fields: name, phone, which job type (a dropdown), and a photo upload. Nothing else. Every extra field cuts submissions.
The form needs to go somewhere that gets a reply within minutes during business hours and a text acknowledgment at night. A form that lands in an inbox nobody checks until Monday is worse than no form, because the customer thinks she has done her part.
What you do not need
A blog, unless you will actually write it. A page for every suburb with the name swapped. An "about our values" page. A chatbot. Pop-ups asking for an email. A hero video. Stock photos of houses. The site is a tool for getting the call; everything that does not help that is in the way.
Frequently asked
Should I build it on Wix or hire someone? Either is fine if the seven things above are done. A clean builder site with your own photos and real prices beats a $6,000 custom site with stock images and no number above the fold. The dataset shows 80.8% of shops have some website; what separates them is the content, not the platform.
Do I need a page for every town? No. One sentence listing the towns on each job page, and a service area page if you cover more than ten. Forty near-identical town pages hurt more than they help.
What does a decent glass shop website cost? $1,500 to $5,000 built once, plus $20 to $60 a month hosting, for a site with the seven items above. Anything quoted at $15,000 for a local glass shop is paying for someone's office rent.
Website rebuilds that do the seven things above are part of the free 14-day trial. The site is yours whether or not you continue. 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