A website for a window and door company is the site of an installer, dealer or manufacturer that says straight away which windows it sells and fits, which towns it covers, where the showroom is and how to book a survey. On 30 Google Maps listings of window companies in Milan, Rome and Turin, 5 did not lead to the company's own website, and of the 25 sites that opened only 5 stated the areas they cover (Visilay survey, 10 November 2026).
The sample is Italian, but the gap is the same one we see in the UK. "Window fitters near me" gets 4,400 searches a month in the UK, "replacement windows" 2,900, and a click on "double glazing quotes" costs $30.50 on average (Google Ads UK, 12-month average, DataForSEO).
In the sites that do open, three mistakes come up again and again:
- grants yes, prices no: 17 sites out of 25 talk about tax incentives, only 2 show a starting price;
- no areas: 20 sites out of 25 do not name the towns where they fit;
- the phone number is not tappable: on 7 home pages out of 25 it is not a link, so nothing happens on a mobile.
Don't buyers go to the showroom anyway?
They do, later. First they compare two or three companies from the sofa, and the website decides who makes the shortlist.
We see it in the enquiries we track for clients. For Contesini Consulenze, two energy advice offices near Mantua, a new landing page with rebuilt tracking brought 299 enquiries at €7.20 each, and 68% became sales opportunities. For Valore Solare, which installs solar panels and batteries at customers' homes much as a window company fits windows, Google Ads built from scratch brought 1,506 enquiries at an average of €70.78.
A survey request is worth hundreds in margin, and a site that does not capture it hands it to the competitor in the next listing. In this guide:
- what the sites actually contain, for the 30 most-reviewed window companies in three Italian cities;
- the pages and the form that bring in enquiries with measurements and photos;
- grants, prices and the cost of the site, with sources;
- what ChatGPT reads when someone asks it for a window company.
What we found on 30 window company listings (5 do not lead to the company's site)
The typical window company site in our sample is a WordPress site that shows the brands it sells, talks about tax incentives and asks you to call, but does not say where it fits or what a window costs. We took the 10 Google Maps listings with the most reviews in the primary category "Window supplier" within 6 km of central Milan, Rome and Turin, and downloaded each home page on 10 November 2026.
First surprise: 5 listings out of 30 do not lead to the company's own site.
- one listing has no website at all;
- one points to a Facebook page;
- one points to a domain that returns "404 Not Found";
- one points to the "find a dealer" page of the QFORT brand;
- the Domino Infissi listing in Milan points to the same home page as the Turin branch, titled "Tende, Porte e Finestre a Torino".
The last one is the most expensive: someone searching in Milan lands on a page about Turin. A business with several showrooms needs one page per branch, with that branch's address, opening hours and fitting area.
Here is what the 25 working sites show on the home page:
| What we looked for on the home page | Sites that have it | Share |
|---|---|---|
| VAT number (required on Italian home pages) | 19 of 25 | 76% |
| WhatsApp link | 19 of 25 | 76% |
| Tappable phone number (tel: link) | 18 of 25 | 72% |
| Manufacturer brands (Schüco, Finstral, Oknoplast and others) | 18 of 25 | 72% |
| Grants or tax incentives | 17 of 25 | 68% |
| Showroom | 16 of 25 | 64% |
| Reviews or testimonials | 16 of 25 | 64% |
| Contact form | 15 of 25 | 60% |
| Completed jobs or gallery | 13 of 25 | 52% |
| Home survey | 11 of 25 | 44% |
| Technical data (U-value, thermal or acoustic insulation) | 7 of 25 | 28% |
| Areas or towns covered | 5 of 25 | 20% |
| LocalBusiness structured data | 4 of 25 | 16% |
| Starting prices | 2 of 25 | 8% |
| Online configurator or quote tool | 2 of 25 | 8% |
| CE marking or declaration of performance | 0 of 25 | 0% |
| Built on WordPress | 21 of 25 | 84% |
Brands are almost everywhere, areas almost nowhere. So the sites look alike: the same manufacturer photos, the same "request a quote". What sets one company apart (where it fits, who fits, roughly what it costs) stays in the owner's head.
If you have a site and the enquiries still do not arrive, start with the check we describe in our guide to a website that is not generating leads: often the enquiries are sent and then lost.
Does your Google listing lead to the right page, and does it say where you fit?
On 30 window company listings in Milan, Rome and Turin, 5 do not lead to the company's site and 20 sites out of 25 do not name the towns they cover. Let's review yours together: listing and domain, branch and product pages, quote form and enquiry tracking.
Book a strategy callThe pages a window company needs (one per product, one per real branch)
A window company site works with four kinds of page: one per product family, one per branch or showroom, one for completed jobs and one for the quote. Each answers a different search.
1. Product pages
One page per material or family: uPVC, aluminium, timber and composite, doors, shutters, insect screens. Inside: the brand you use for that family, the profiles available, the U-value declared by the manufacturer, photos of a real job and the quote button. In our sample technical data appears on 7 home pages out of 25.
2. One page per showroom
Each branch gets its own page with address, opening hours, that branch's phone number, the brands on display and the towns it covers. That is the page to link from the branch's Google listing, not the home page. Area pages only make sense where you actually work: copies with the town name swapped are the kind of page Google's spam policies describe as doorway pages.
3. Completed jobs, with the town
Every job is evidence: town, type of property, product fitted, before and after photos, timing. In our sample 13 sites out of 25 have a gallery, almost always without a place or a description. A silent gallery is a catalogue; "8 uPVC windows replaced in a 1970s block of flats" with the town is a page someone searches for.
The technical choices to make before you start (URL structure, speed, structured data) are in our guide to building an SEO-friendly website.
Form, survey or WhatsApp? (what to ask for a quote you can actually price)
A window company's form should collect what you need for a rough price: the town, how many windows or doors, the preferred material, the timescale and, if possible, a photo. A form with only name, email and message brings in enquiries you have to call back before you know whether they are worth a survey.
In our sample the form is on 15 sites out of 25, WhatsApp on 19: it is the channel window companies have already chosen, because customers can send photos of their old windows from their phone.
The form we recommend has two steps:
- step one: name, phone, town of the property, type of product;
- step two: how many openings, new build or replacement, by when, optional photos.
What if the customer gives up at step two?
You still have name, phone and town: step one saves on its own.
Every submission should be counted as a conversion, keeping form, call and WhatsApp click apart. When we took over Valore Solare no conversion was being tracked correctly: the real numbers only appeared after the tracking was rebuilt. How to turn enquiries into qualified leads is in our guide to lead generation for window companies.
Grants, prices and certificates: what to put on the site (17 sites mention incentives, 2 show prices)
Three things belong on a window company site that competitors handle badly: incentives with a date and a source, a starting price for your best-selling windows, and the compliance details buyers check before they call.
Incentives, with a date
In Italy "bonus infissi" (window tax credit) gets 1,900 searches a month, with peaks of 3,600 in October 2025 and 2,900 in January 2026, when the rules change (DataForSEO, Google Ads Italy). Whatever scheme or finance offer you mention, write the date of the last update and link the official page.
A starting price
Only 2 sites out of 25 show a price. Sistemacase in Turin writes "uPVC windows from €301.51" and "thermally broken aluminium from €885.92" on its home page; Fratelli Bosio offers a monthly instalment for a two-casement uPVC window. They are also the only two with an online configurator.
Won't customers think everything costs €301?
That is what "from" is for: it gives the order of magnitude and leaves the real quote to the survey.
Compliance details
In England and Wales, replacement windows have to meet Building Regulations, and installers registered with a competent person scheme such as FENSA can self-certify the work, as Richmond Council explains. If you are registered, say so on the home page. In our Italian sample none of the 25 sites mentions CE marking or a declaration of performance.
How much does a window company website cost? (public estimates and the sum that matters)
A website for a window company costs €1,500 to €5,000 to build, plus €50 to €150 a month for hosting and maintenance, according to the estimate published by Italian agency Trein Group. None of the agencies we read on page one publishes a price list specific to window companies.
Our comparison of ten page-one results for website prices found prices from €300 to €5,000 for the same brochure site: you will find it, with the three-year cost, in our guide to how much a website costs.
So the €300 site is fine?
It depends on how many enquiries it loses you. A click on "replacement windows" costs $15.98 on average in the UK, "window fitters near me" $12.66 (DataForSEO, Google Ads UK). Send paid traffic to a site with no form and no areas and you pay for clicks that never become surveys. Campaign set-up is in our guide to Google Ads for window companies.
The case we know best is a site that got visits and did not sell. Scovaventi had a slow, buggy online shop: rebuilt with tracking live from day one, and with Google Shopping campaigns, it generated €77,000 in sales in a year. The price of the site was the smallest line in the sum.
Put the domain, hosting and Google listing in the company's name, not your web designer's: one of the 30 sites in our sample returns "404". If you want to plan yours with us, starting from the surveys you need, see how we work on our web development page.
Your site and AI answers: what ChatGPT reads when someone asks for a window company
ChatGPT, Gemini and Google's AI Overviews name a window company when they find clear, consistent information on what it sells, where the showroom is and which towns it covers, on both the site and the listing. All four Italian mobile results pages we checked for this guide showed an AI Overview, and so did the UK results page for "websites for window companies" (10 November 2026).
We asked ChatGPT, in Italian, what a window company site needs to receive quote requests. It recommends pages per material, a two-step form with photos, jobs with the town and area pages. It cites six sites of agencies, consultants and software houses: not one window company.
An AI cannot read a showroom photo. Brands, materials, towns and branches need to be in the text, consistent between site and listing. We found LocalBusiness structured data on 4 home pages out of 25. Google says there are no extra requirements to appear in its AI features beyond SEO best practice, and documents LocalBusiness markup for each branch's address and opening hours. How AI tools choose which local businesses to name is in our guide to local AI visibility.
FAQs about window company websites
It depends: no rule requires it, but a starting price for your best-selling windows filters enquiries. In our sample of Milan, Rome and Turin, 2 sites out of 25 do it.
No. A two-step form with town, number of openings, material and photos is enough to start. A configurator helps if you sell supply-only or have standard price lists; in our sample 2 sites out of 25 have one.
Yes, with the date of the last update and a link to the official page. Rules change and a page stuck on last year loses trust. In our sample 17 sites out of 25 mention incentives.
No. That page belongs to the manufacturer and puts you in a queue with every other dealer. In our sample 1 listing out of 30 points there instead of to the company's site.
No. One site with a page per branch is enough, with address, opening hours, phone and fitting area, linked from that branch's Google listing. In our sample a chain's Milan listing leads to the Turin home page.
Window company websites in short (and the check to do today)
5 listings out of 30 do not lead to the company's site.
20 sites out of 25 do not name the areas they cover.
17 talk about incentives, 2 show a price.
One page per product, one per branch, one for jobs, a two-step form.
The check takes two minutes: open your Google listing on your phone, tap "Website" and see where you land. If it is a home page about another town, a manufacturer's page or an error, the first job is not a new site: it is linking the right listing to the right page.
