The Q2 2025 benchmarking report for UK window & conservatory suppliers has just been published. Learn how the top 12 UK window & conservatory suppliers perform across the digital space.

The latest Q2 2025 benchmarking report for UK window & conservatory suppliers has just been published. It covers the largest 12 UK window & conservatory suppliers, including Everest, Anglian Home Improvements, Conservatory Outlet, Ultraframe, First Home Improvements, Safestyle UK, and EYG Home Improvements.

The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other window & conservatory suppliers to win brand exposure, drive online traffic, and generate orders. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.

To see a preview and contents page of the Q2 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.

Q2 2025 WINNERS LEADERBOARD

For a glance into just 6 of the metrics we evaluated these top 12 window & conservatory suppliers on, check out our quick-look table below;

Continue reading for further detail on this quarter's best and poorest-performing window and conservatory suppliers, or request a copy of the report for the full review.

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What The Industry Research Report Covers

The 70+ pages of research benchmarks each retailer based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.  

Driving Optimal ROAS from Paid Media Channels

Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing.  Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long term viability, competitive advantage, and sustainability.

Pay-Per-Click Marketing

Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.

For Q2 2025, the average monthly budget wastage across these UK window & conservatory suppliers was £6,339, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £11 . This highlights how competitive the market is and how important it is to control your budgets effectively.

There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Safestyle UK reported the lowest monthly cost-per-click (CPC) at £5, and Clearview Home Improvements has the highest at £42.

The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, Crystal Windows and Doors has the lowest estimate monthly ad spend at £186, and Anglian Home Improvements has the highest at £377,000.

By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.

Technical Website Compliance

Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. Having a technically sound website will ensure prospective customers are able to find key information, such as payment plans, guides to the installation process, and product comparisons.

 In our previous audit, Ultraframe was the supplier to watch, reporting 99 404 errors. This quarter, Ultraframe has reduced their 404 errors to 88, and they’re no longer at the bottom of the scoreboard. This quarter, Anglian Home Improvements has reported the highest number of 404 errors (221). This supplier should assess their website for broken links and update them accordingly. 

Site Speed & Conversion Rate Performance

When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. With ways to save money, such as investing in energy-efficient, insulating windows, at the forefront of everyone’s mind during the cost-of-living crisis, ensuring your site is working to its full potential is essential for stopping customers from jumping to a competitor’s website.

In the previous audit, First Home Improvements reported a mobile site speed of 31, making them the supplier to watch. This quarter, the mobile site speed ranged between 68 and 10, with Crystal Windows and Doors currently being the supplier to watch. First Home Improvements reduced their mobile site speed to 24.

Building Competitive Advantage with Domain Authority

Domain authority is an essential metric for measuring the effectiveness of SEO performance and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that isn’t gained through sponsored ads. Tying into the need to appeal to consumers looking to save costs on energy bills, windows & conservatory suppliers could look to creating shareable data on energy saving that is likely to be picked up by the national press, gaining both valuable backlinks and referral traffic.

A ‘good’ DA really comes down to how your competitors are performing, however it’s generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA this quarter ranged between 68 and 9, with Leekes flagging the lowest DA. This window & conservatory supplier should focus on posting original, in-depth content that other reputable websites with a similar target audience will want to backlink to.

Organic Performance – Mobile & Desktop

A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. While, in Q1, we expected an increase in traffic to window and conservatory suppliers, due to consumers seeking energy-efficient home improvements which would save on energy bills, moving into the summer we expect to see these figures fall. With summer trade being more dependent on the home expansion side of these businesses, consumers are less likely to seek out these non-essential services and products.

Nine suppliers reported a decrease in organic traffic on desktop, with Leekes seeing the biggest decrease (-73%). On mobile, 9 suppliers reported a loss, with Safestyle UK reporting the biggest decrease (-82%). All suppliers should ensure their website is optimised for all devices to help decrease bounce rates and increase their traffic.

Universal Search Opportunity

Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a retailer can appear for universal search results without being strong in standard rankings. Customer reviews and FAQs are a great way for potential customers to see the experience others have had with the window & conservatory suppliers and gauge which company has the happiest customers.

Everest continued to secure the most Universal Search appearances (7,246), with the majority of these results coming from ‘people also ask’ (4,440). On the other hand, Britelite Windows reported the fewest overall appearances (22). This supplier should address areas they’re not securing results to help them make the most of all opportunities.

The Longtail Keyword Opportunity

Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for retailer new search terms as they enter Google’s index. Window & conservatory suppliers have a wide range of longtail keywords to work with, and should also take the opportunity to look at keywords including the cost-of-living crisis and ways to save money on heating.

Everest received the most longtail keyword appearances for position 3 (1,736) and positions 4–10 (2,319). On the other hand, Leekes reported the fewest appearances for position 3 (3), while Crystal Windows and Doors received the fewest appearances for positions 4–10 (8).

Facebook Adverts

With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. Facebook ads are a great way for window & conservatory suppliers to reach a wide range of people. Ensuring they use eye-catching copy and clear CTAs helps capture the scrolling viewer’s attention.

We’ve included screenshots of Crystal Windows and Doors’ sponsored Facebook posts. This UK window & conservatory supplier should reduce their text to a maximum of 3 lines to avoid social media users from not reading their content.

Top Social Shares & Content

When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your retailer engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Window & conservatory suppliers should be taking the opportunity to share statistics on how much money new windows can save in the long run, and also any offers they currently have on.

Safestyle UK has the most Facebook Likes (50,900) and the most Instagram followers (6,200). However, Anglian Home Improvements received the highest total engagement rate (383). All suppliers should regularly monitor their social media engagement rate to track whether their online audience is interacting with their content.

Website Readability & Accessibility

20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, retailers lose customer interest as they turn elsewhere. Window & conservatories will have universal appeal, so suppliers need to ensure their site is accessible for all. They need to ensure everyone can access and use their website with ease, to stop customers from leaving for a more accessible website.

In our previous audit, Ultraframe reported 104 accessibility alerts. This quarter, Ultraframe continued to reported 104 alerts, suggesting that they’re not aware of the negative impacts these alerts can have on their audience. Given that they’re still the supplier to watch, they should run a full audit of their website to see what’s causing these alerts.  

GET THE FULL 70-PAGE Q2 2025 REPORT

To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.