A website for a window company has to do three things: show the price in the first seconds, let people send a request in a couple of taps from a phone, and tell the owner which ads bring customers. That is the kind of site we built for Kolskie Okna, a Murmansk company that does turnkey windows and glazing in Murmansk and the region.
Key takeaways
Kolskie Okna does turnkey windows and glazing in Murmansk and the region — from a plastic window for a flat to glass facades and entrance groups for organisations. The project is described in more detail on the Kolskie Okna case page.
The company had experience in the window business. What it lacked was a website that sells: it was running ads on Yandex, and ads work only when there is something to hold a person after the click.
Ads and a website work as a pair: the ad brings a person to the page, and the page decides whether they become a customer. If the page is the weak link, a bigger ad budget only increases the losses.
Someone looking for windows usually compares several companies. If they don't see prices, photos of finished work and an easy way to leave a request, they go to a competitor. And the money for their click is already spent.
Mistake Sending ads to a page with no price, no examples of work and no simple request form: the click is paid for, and the person has left for whoever showed the price right away.
The owner's request came down to three points, and we answered each with a concrete solution on the site.
| What the owner wanted | What it means | What was done on the site |
|---|---|---|
| Price from the first seconds | A person sees right away what a window or balcony glazing costs and does not call just to ask | Just below the first screen are prices for a window, a balcony unit and balcony glazing |
| A request in a couple of taps | A request is easy to send from a phone and reaches the office right away instead of getting lost | A “Calculate” button, name and phone, an email to the office tagged with the service |
| No advertising in the dark | It is clear which ads bring customers and which only burn the budget | Enquiries tracked in Yandex Metrica and a review of Yandex Direct statistics |
The three points are linked: the price attracts, an easy request keeps the customer from slipping away, and analytics show what the advertising actually pays for.
Right below the first screen are prices for popular options: a window, a balcony window-and-door unit and balcony glazing. Next come photos of finished projects, services, the manufacturers the company works with, and a request form.
The service tag is a small detail that saves a phone call: the manager sees what exactly the person wanted and does not have to ask again.
The company has two kinds of customers: a private person needs a window for a flat, an organisation needs glass facades and entrance groups. The site was built so that both understand what can be ordered here and send a request in the same way.
A window buyer compares several offers, and the first thing they look for is the order of the price. If the answer has to be found out by phone, some people close the page and open the next one. That is why the prices sit where a person lands right after the first screen.
Plastic windows, balconies and aluminium structures each have their own page. This makes the company easier to find on Yandex for searches like “plastic windows in Murmansk”: search shows a page for a specific service rather than a general business card. Together with the service tag in the request, separate pages also provide statistics: you can see which services interest people more often. How a page built around a single action is structured is covered in the article on a landing page for business, and which sections a company site needs as a whole — in the piece on a corporate website.
The site runs on the domain kolskie-okna.ru. We took care of everything that usually stays behind the scenes, and first of all hosted the site on a server in Russia: some Russian internet providers restrict access to foreign servers, so there the site would not open for everyone.
The form collects a name and a phone number, which is personal data, so documents and a clear notice are needed next to the form. Each item on the list is a separate piece of work that is easy to forget. What a site needs after launch is covered in the article on technical support for a website.
The mobile version is not an add-on: the request had to be easy to send from a phone, so the buttons and fields are built for touch.
Requests, taps on the phone number and switches to MAX and VK are tracked in Yandex Metrica. The owner sees not only form requests but also other enquiries that come from the site. This matters: a person may call or switch to a messenger without filling in the form, and without such tracking those enquiries would stay invisible.
Once the ads were running, we connected to Yandex Direct statistics and went through the spending: which searches and ad sites bring enquiries and which only use up the budget.
Example It turned out the ads were shown on hundreds of third-party sites and in mobile games, and only a few of them paid off. The owner got a clear report and a step-by-step plan: where to switch the ads off and which searches not to show them for.
The step-by-step plan is two lists: the sites where ads are switched off and the searches they are not shown for. After each step it is worth checking in Metrica how the number of enquiries has changed.
The statistics show where the ads were displayed and how many enquiries came from each place. Compare these two lists and it is immediately clear where the budget goes without return. How to connect advertising with requests, CRM and payments is described in the article on end-to-end analytics; at Kolskie Okna the basis is tracking enquiries on the site in Metrica and reviewing Direct placements.
We didn't just build a website; we built the path from an ad to a request. Customers see prices and examples of work right away and easily send a request, while the owner sees which ads bring enquiries and knows which spending doesn't pay off.
| Instead of | Now |
|---|---|
| Follow-up calls | A request with the chosen service in the office inbox |
| Advertising in the dark | You can see what brings enquiries |
| Impressions in mobile games | A plan for where to switch ads off |
| One general page | Separate pages for Yandex searches |
These four rows describe the difference between a business-card site and a site that works for sales: each one is a decision that can be checked by the number of requests and the ad spend.
Next in the plans: more requests from search and maps. The following steps are planned for this.
The approach can be applied to any company where the customer chooses between several suppliers and arrives from advertising. Go through the list and note what your site is missing.
Tip Open your own site on a phone, the way a customer from an ad would: if the price and the request button are not visible right away, the advertising is paying for the customer going to a competitor.
This gives you a plan of the same kind as the Kolskie Okna owner got, before you even discuss a new site.
We build a site around the customer's path: what a person sees after the click, where they leave a request and where it goes. Then we set up enquiry tracking and take care of what usually stays behind the scenes: the server, personal data documents, the cookie notice and registration in Yandex search. We check the result by enquiries: how many requests came in, from which pages and from which ads.
The Kolskie Okna format is closer to a company website — from $1,900. We give the exact price after reviewing the task. Prepare a list of services with price guides, photos of finished work and data on current advertising, if it is already running. More on formats and prices is on the Turnkey websites service page.
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An email to the office with the name, phone number and the service tag. The manager does not have to call and find out what the person wanted: a window, a balcony unit or glazing is visible at once.
Some Russian providers restrict access to websites on foreign servers. Without hosting in Russia, part of the audience would not have been able to open the site at all, while the ads were already paid for.
It could, but such a page is harder to find in search. A separate page for each service ranks more precisely for searches like “plastic windows in Murmansk” and “balcony glazing”.
The ads were shown on hundreds of third-party sites and in mobile games, while only a few placements brought enquiries. We gave a plan: what to switch off and which searches not to show the ads for.
Submitted requests, taps on the phone number and switches to MAX and VK. This shows not only the form but also the other ways of contacting the company.
This format is closer to a company website and costs from $1,900. We give the exact price after reviewing the task.
