Mark Cadbury, my co-Director at Impress, mentioned in his last Blog entry a site that we have built and managed for a local double glazing company. Many of you will need no convincing that the Internet provides an essential marketing or information sharing tool, but perhaps a belief in the absolute power of the Net needs a little reinforcing for some. Double glazing is not the most glamorous of sectors and yet, www.thermaglaze.com, proves beyond all doubt just how influential a website can be.

The site is interactive in every sense and enables users to find an online quote for double glazing products without even having to submit an email address or phone number. The site mirrors the transparent pricing structure of Thermaglaze which flys in the face of the stereotypical image of the double glazing business. No hard sell here and barely even a soft sell. The site simply tells you how much the company's products cost, allowing the user to make their own consumer choices without fear of a cold call or intrusive visit from a salesman.

Of course, thermaglaze.com took a long time to develop and the hand-coded technology that enables a user to get an instant price for any number of doors (with or without a door knocker or brass numerals!!!) is sophisticated. However, the Thermaglaze website now attracts 50+ unique visitors per day and a significant stream of online leads. The company's superb conversion rate ensure that the site is an essential profit centre for the business and now forms a integral element of the group's marketing strategy.

I recently pitched to another double glazing company who were interested in the same system. They had never seen anything like it online and are in the process of deliberating whether to change their business model to accommodate this wonderful online tool. I hope they do as Impress want to further refine the technology prior to marketing the system more widely.

Feedback from Thermaglaze customers has been very positive and the site continues to generate significant revenues. If you are a double glazing company and wish to discuss how this website can transform your lead generation strategy, then get in touch.

In my experience at Impress and before that in the corporate world, what people want from their website, is for it to be a lead generator.

Now, what that means, is someone showing an interest in the product or service that you offer and a willingness to give their details for information in return, or to be contacted for further information. What is doesn’t mean is providing sales. That is another process which demands commitment and securing the sale.

However E-commerce sites can generate the lead, then the sale, there and then, leading to a low cost of sales and a good profit margin.

The psychology of today’s internet browsing consumer or business customer is such that, generally speaking, they do not want to commit to a sale there and then and the use of Froogle to find the best deal is testament to the fact that people want to find out the price first and then commit to giving their hard-earned cash for a service or product later.

Impress have spent a great deal of time and energy putting into place a website for a double-glazing company that allows consumers to go into the website, put in the details of their requirements and get an online quote there and then with no commitment. The prices are guaranteed, they include VAT and installation. When customers find out that the cost is transparent and that they don’t have to be called by a salesperson, they are delighted.

When they submit the details and then talk to a salesperson, they are committed, they have printed off the quote and the conversion rate is approaching 100%.

Now, have a think about your website offering. People may or may not be able to find out what you do – make is simple, then put yourself in their shoes and allow them the opportunity to get a good idea of the costs without commitment and then you will see the benefits of being open and transparent.