The verdict in three sentences
For an aluminium window manufacturer, the website has to generate qualified enquiries and route them automatically to the nearest approved installer, otherwise it is just an expensive brochure. In 2026, the London market range is roughly £25,000 to £45,000 for the full build, with the configurator accounting for £8,000 to £15,000 of that. A realistic target is to bring the cost per lead down from £45 to £18 within six to nine months, which pays for the project in a single retrofit season.
What the site must do for a manufacturer selling through installers
A manufacturer with 45 staff and 120 installer partners serves two audiences: the homeowner or main contractor who needs windows, and the installer who needs jobs. The website is the switchboard between them. In practice, four building blocks matter.
First, a configurator: opening type (casement, sliding, pocket door), dimensions, RAL colour, glazing (double or triple, target U-value), blinds and hardware options. The visitor gets an indicative range and leaves contact details. Second, a map of approved installers with service radius, FENSA or Certass membership and average lead time. Third, a clear page on energy efficiency funding (ECO4, Great British Insulation Scheme, local retrofit grants), with eligibility rules updated every year. Fourth, an installer portal where each partner receives leads and accepts or declines them within 48 hours.
| Building block | Commercial role | 2026 market range (ex VAT) |
|---|---|---|
| Industrial brochure site, 25 to 40 pages | Credibility, product ranges, tech sheets | £14,000 to £22,000 |
| Window and door configurator | Qualify the need before contact | £8,000 to £15,000 |
| Approved installer map | Reassure on proximity | £2,500 to £4,500 |
| Lead routing by postcode | Send each enquiry to the right partner | £2,000 to £3,500 |
| Funding and compliance pages | Remove the price objection | £1,200 to £2,500 |
| Installer portal behind login | Track accepted or declined leads | £3,000 to £6,000 |
These are London agency ranges observed in 2026, not a Kolonell price list: at Kolonell, a project of this kind with a configurator and partner portal falls under custom web applications and is priced on quote after a scoping session.
The configurator: how far to go
The classic trap is wanting a configurator that produces a firm price. A manufacturer cannot commit to a price without a site survey, and a price that is too low frustrates installers. Best practice is an indicative range with enough detail for the installer to call back and quote in one visit.
| Configurator level | What it does | Build effort | Expected effect on leads |
|---|---|---|---|
| Guided form | 5 steps, illustrated choices, no price | 3 to 4 weeks | 35 to 45 % completion rate |
| Price range | Min and max price by size and range | 5 to 6 weeks | Better qualified leads, fewer tyre kickers |
| Live 2D drawing | Product drawing updates in real time | 6 to 8 weeks | Time on page doubles, shared between partners |
| 3D and photo overlay | Projection on the customer's facade | 10 weeks or more | Showroom effect, high cost, uncertain gain |
For a manufacturer of this size, the price range level with a 2D drawing is the best trade-off. 3D looks great at trade shows but weighs heavily on mobile connections and pushes delivery beyond 12 weeks.
A 12-week plan and the KPIs
The project splits into three blocks. Weeks 1 to 3: workshops with the sales director, product range inventory, routing rules (postcode, range, job size). Weeks 4 to 9: design, build of the site, configurator and installer portal, import of the 120 partners. Weeks 10 to 12: testing with 10 pilot installers, analytics setup, launch before the spring season.
The KPIs to track from month one are cost per lead across all channels, installer acceptance rate, time to first contact and conversion to signed quote. An installer who declines more than 30 % of leads should have their territory adjusted.
Maintenance matters too: yearly funding updates, new ranges, security patches. Kolonell's Standard maintenance plan is 75,000 FCFA per month (114 EUR), and monthly SEO starts at 100,000 FCFA.
Mini case study
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Sarah, sales director of an aluminium window manufacturer in London, spends £13,500 a year on Google Ads and trade shows for 300 leads, which is £45 per lead. Only 40 % of those leads are usable by installers.
After the rebuild, the configurator lifts volume to 750 leads a year for the same ad budget, and usable leads rise to 60 %. Cost per lead: 13,500 / 750 = £18. Usable leads: 450 instead of 120. If 25 % become jobs with an average manufacturer margin of £800, annual margin goes from £24,000 to £90,000. A £38,000 all-in project pays for itself in about five months of season.
FAQ
Should the configurator show prices?
Yes, as a range, for example £600 to £850 for a standard two-pane casement. A firm price without a survey creates disputes with installers.
How do we stop installers ignoring leads?
Set a 48-hour acceptance rule and reassign automatically to the next installer. Above 30 % declines, the partner's territory is reviewed.
Can the site handle funding schemes?
It can explain them and offer a simple eligibility checker using the current year's official rules. The final assessment stays with the accredited installer or scheme provider.
How long until a measurable effect?
Allow 3 to 4 months after launch for cost per lead to stabilise. The £18 target is usually reached between month 6 and month 9.
Can we start without the configurator?
Yes, with a 5-step guided form that adds 3 to 4 weeks instead of 6 to 8. The full configurator can follow in phase 2.
You may also want to read our analysis of a logistics park developer website in Amsterdam and explore our custom web applications.
Let's scope your project. We define the site, the configurator and the routing rules to your installers with you, with a realistic plan to go live before your next season. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
