If you run a window company, joinery firm, or carpentry business, you’ll know enquiries can be unpredictable. One week you’re drowning in requests for sash window repairs, the next week your inbox is quieter than a workshop on Christmas Day. That’s when the big question arises: “Where should I be advertising?”
The problem is, not every method is worth your time or money. Some are outdated, some only work for small-ticket jobs, and one clear winner consistently delivers high-value enquiries, the kind of projects worth £10,000–£20,000.
Here’s our ranking of the most common advertising methods, from worst to best, with stats, research, and a few home truths that window companies and joiners need to hear.
There was a time when every joiner and carpenter swore by leaflets. Pop them through doors, wait for the phone to ring. Fast forward to today, and most end up straight in the recycling bin.
The Data & Marketing Association found that only 1% of people respond to unaddressed mail source. Statista adds that 44% of people don’t read leaflets at all source. Compare that with the 97% of consumers who now search online for local services source, and the writing’s on the wall (or rather, in the bin).
Leaflets still have a tiny niche in villages or older demographics, but they’re useless for high-value work. Nobody hires a sash window company for a £20,000 replacement job because they got a bit of paper through the door.
As Aimee Lycett says: “Leaflets are fine if you’re selling pizzas. But when people are about to spend tens of thousands on windows or bespoke joinery, they want proof online, not glossy paper.”
✅ Tangible, works in very small pockets
❌ Expensive, low response, outdated
Checkatrade, MyBuilder, Bark, Houzz, Rated People, the pitch sounds great: endless leads, all in one place. But here’s the catch: you’re just one of dozens fighting over the same customer, and the cheapest quote often wins.
Which? magazine reported that 48% of trades using directories said leads were poor quality source. And because directories often charge per lead, you can end up paying even if the customer ignores you.
For window and joinery companies selling high-ticket projects, directories are a poor fit. A homeowner investing £15,000 in sash window replacements won’t scroll through a list of anonymous companies, they’ll search for a business with a professional website, strong reviews, and visible proof of similar projects.
Rob Gould, sash window SEO expert, puts it bluntly: “Directories are rented space. You’ll never own them. A website with SEO is your own showroom, open 24/7, everywhere you want to be found.”
✅ Easy start, some leads
❌ Expensive, low-quality, little brand loyalty
Here’s where feathers get ruffled. Social media is fantastic for showcasing craftsmanship, that intricate joinery detail, that flawless window restoration, but as a main source of work, it’s weak.
Statista found that less than 1% of social media interactions lead directly to a purchase source. HubSpot reports the lifespan of a Facebook post is just 5 hours, Instagram about 21 source. A blog post about “sash window repair in Canterbury”, on the other hand, can rank for years.
Social media shines best when used to support SEO. Share your case studies, post reviews, and repurpose before-and-after shots to drive people back to your website. But no homeowner is double-tapping a photo of a sliding sash on Instagram and signing off a £20,000 contract.
As Aimee quips: “Social media is the window display. SEO is the workshop. Without the workshop, the display is just empty decoration.”
✅ Great for awareness, builds trust, free
❌ Low conversion, vanishing posts, distracting
Google Ads can feel like magic: pay today, get leads tomorrow. And they can work, especially for high-value jobs where margins absorb the cost. But make no mistake — it’s an expensive game.
WordStream data shows the average cost per click in the home services sector is £6.40 source. If you’re chasing £200 joinery repairs, that’s your profit gone. Even with larger jobs, costs add up quickly, and when you stop paying, the leads stop too.
The real danger? Poorly managed ads. Many companies waste hundreds (sometimes thousands) on irrelevant clicks because campaigns weren’t targeted properly.
Rob explains: “Google Ads are like nitrous oxide -they give you speed, but no stamina. For a window company, SEO is the engine that keeps running long after the ads have burned out.”
✅ Instant leads, targeted by service and location
❌ High cost, short-term, risky without expertise
For window companies, your Google Business Profile (GBP) is a goldmine. It’s free, and it’s the first thing people see when they type “sash window company near me.”
Moz found that GBP signals are the top factor in local map pack rankings source and BrightLocal reports that 68% of consumers contacted a business directly from its Google profile in 2023 source.
Posting photos of completed jobs, adding location details, and replying to reviews all help you climb the rankings. For high-value jobs, customers often browse your GBP before even visiting your website, so treat it like your shopfront.
Aimee notes: “If your Google profile is empty, it’s like having a boarded-up shop. Keep it active, and customers will come knocking.”
✅ Free, boosts local rankings, trust-building
❌ Needs regular attention, competitive in large cities
Word of mouth built the window and joinery trade long before the internet, and today it’s gone digital. Reviews are modern word of mouth, and they’re incredibly powerful.
Spiegel Research found that customers are 270% more likely to buy with just five reviews compared to none source. BrightLocal adds that 49% of people trust online reviews as much as personal recommendations source.
For high-value projects, this is critical. No one spends £20,000 on sash window replacements without checking reviews. A five-star Google review that reads “Flawless timber restoration in Cardiff, worth every penny” is worth more than any ad campaign.
Rob Gould says: “Ten strong reviews in the right town will generate more high-value enquiries than ten thousand social media likes.”
✅ Massive trust, boosts SEO, free
❌ Relies on consistent follow-up with clients
And here it is: the crown jewel for window companies, joiners, and carpenters. SEO and your website are the advertising methods that deliver the most value, especially for high-ticket work.
BrightEdge research shows that 53% of website traffic comes from organic search source. HubSpot reports that SEO leads close at 14.6%, compared to 1.7% for outbound methods like ads or directories source.
For trades, SEO means turning every job into content:
Unlike ads, SEO doesn’t stop when the budget does. Unlike directories, you own the content. And unlike leaflets, it doesn’t get binned. It builds over time, compounding into an online presence that dominates search results.
As Aimee sums it up: “The best advertising for window and joinery companies isn’t flashy. It’s consistent, long-term proof of your skills — and that’s exactly what SEO delivers.”
✅ Long-term enquiries, high-value leads, authority
❌ Needs patience and investment
So there you have it: from outdated leaflets to SEO reigning supreme. Social media may flatter your ego, ads may give you short bursts, but if you’re a window or joinery company chasing high-value work, SEO, reviews, and your Google Business Profile are the holy trinity.
At Sash Window Websites, we specialise in helping window companies, joiners, and carpenters turn everyday jobs into long-term digital assets. From SEO-optimised service pages to review integration and case study blogs, we know how to make your website attract the kind of high-value projects you want.
Book your free consultation today and see why SEO beats every other form of advertising for joinery and window companies.
