Hammertown Glass
How strategic service segmentation and niche-specific landing pages helped a glass and mirror installation company dominate local searches and capture high-value commercial and residential projects.
The Challenge
Hammertown Glass had established themselves as quality glass and mirror installers through referrals and word-of-mouth. But when homeowners, contractors, and commercial property managers searched online for glass services, they were finding competitorsâoften less experienced ones with better web presence.
The glass and mirror installation market is diverse: residential bathroom renovations, commercial storefront installations, gym facilities needing wall-to-wall mirrors, dance studios with specific requirements, and energy-efficient window retrofits. Each segment searches differently and has unique concerns.
A generic "glass installation" website couldn't effectively speak to all these audiences. We needed to segment services, target niche-specific searches, and demonstrate specialized expertise that would convert both residential customers and commercial decision-makers.
The Service Segmentation Strategy
Target Niche-Specific Search Intent
Instead of competing for impossible head terms like "glass installation," we built dedicated pages for specific use cases. A gym owner searching "gym mirror installation" lands on a page that speaks their languageâshowing example installations, addressing weight room requirements, and explaining safety glass specifications.
This niche targeting captures high-intent searches with less competition while demonstrating specialized expertise. Each page ranks independently, multiplying visibility across dozens of specific search queries.
Separate Residential & Commercial Messaging
Homeowners and commercial property managers have completely different priorities. Homeowners care about aesthetics, cost, and installation timeline. Commercial buyers evaluate insurance requirements, building code compliance, and contractor reliability.
We created distinct pages for residential and commercial window services, each optimized for the keywords those audiences use and addressing their specific decision criteria. This doubled our addressable market by speaking effectively to both segments.
Demonstrate Specialized Expertise
Glass work requires technical knowledge that most customers don't have. We built detailed service pages that educate while sellingâexplaining glass types, safety requirements, installation processes, and maintenance considerations. This positions Hammertown as the expert, not just another contractor. When customers feel informed and confident, they convert.
Mirror Installation Specialization
Targeting niche markets with specialized expertise
Glass & Mirror Installation
Core ServiceThe foundational page that establishes Hammertown's general mirror installation capabilities. This page targets broader searches like "mirror installation near me" and "custom mirror installation" while providing an overview of all mirror services.
We structured this as a hub page that showcases the breadth of mirror installation workâcustom sizes, frameless designs, antique mirrors, decorative installations, and wall-to-wall coverage. The content addresses common homeowner questions: How are mirrors mounted? What walls can support large mirrors? What's the process? Including detailed explanations with photos of installations builds confidence. The page also strategically links to specialized mirror services (bathroom, gym, dance studio) for users with specific needs, creating an internal linking structure that helps both users and search engines navigate the site. This hub-and-spoke approach means users land on relevant content regardless of how specific their search query is.
View Mirror Installation Services âBathroom Mirror Installation
High VolumeBathroom renovations are one of the most common home improvement projects, and custom mirrors are nearly always part of the scope. This page targets homeowners mid-renovation who need professional mirror installation.
We optimized for "bathroom mirror installation," "vanity mirror installation," and "custom bathroom mirrors." The content addresses bathroom-specific considerations: moisture resistance, proper mounting in drywall vs. tile, lighting integration, and size optimization for the space. We included popular stylesâframeless, backlit, medicine cabinet mirrorsâwith photos showing different aesthetics. The page speaks to both DIY renovators who realize they need a professional and homeowners working with contractors. By including information on timeline, pricing structure, and coordination with other trades, we remove friction in the decision process. This page generates consistent leads because bathroom renovations are year-round, and the search volume is substantial. It's become one of the highest-converting service pages.
View Bathroom Mirror Services âGym Mirror Installation
Commercial NicheFitness facilities have specialized mirror requirements: large format installations, safety glass specifications, proper mounting for high-impact environments, and aesthetics that match gym branding. This page targets gym owners, fitness studio operators, and commercial property developers.
We targeted searches like "gym mirror installation," "fitness center mirrors," and "commercial gym glass." The content demonstrates understanding of gym-specific needs: wall-to-wall coverage for form checking, safety considerations for free weight areas, cleaning and maintenance for high-traffic facilities, and compliance with commercial building codes. We included case studies of gym installations, emphasizing proper mounting systems that can handle the vibrations and impacts common in workout environments. The page positions Hammertown as specialists who understand the unique demands of fitness facilitiesânot just residential mirror installers trying to do commercial work. This niche focus has attracted CrossFit boxes, yoga studios, personal training facilities, and multi-location gym chains. Project values are significantly higher than residential work, and successful installations lead to referrals within the fitness industry.
View Gym Mirror Services âDance Studio Mirror Installation
Specialty MarketDance studios have some of the most demanding mirror requirements: perfectly flat surfaces for accurate reflection, full-wall coverage, specific height requirements for dancers of all ages, and aesthetic integration with the studio's design. This ultra-niche page targets a small but valuable market.
We optimized for "dance studio mirror installation," "ballet studio mirrors," and "dance mirror systems." The content speaks directly to dance studio owners and demonstrates deep understanding of their needs: optical quality that won't distort reflections, mounting systems that prevent warping or movement, proper spacing from the wall to prevent injuries, and acoustic considerations (mirrors affect sound). We addressed concerns about mirror seams, cleaning protocols for high-touch surfaces, and maintenance of pristine reflection quality. The page includes photos of completed dance studio installations with testimonials from studio owners. While search volume is lower than gym mirrors, competition is nearly nonexistentâwe rank #1 for virtually all dance studio mirror searches in the region. These projects command premium pricing because of the precision required, and satisfied studio owners become vocal advocates who refer others in the dance community. It's a perfect example of how targeting a micro-niche can generate outsized returns.
View Dance Studio Mirror Services âWindow Installation Expertise
Segmenting residential and commercial window services for maximum relevance
Window Installation Services
Core OfferingThe comprehensive overview page for all window installation services. This hub page targets general searches while providing pathways to more specific residential or commercial services based on user needs.
We structured this page to serve both audiencesâhomeowners and commercial property managersâby clearly segmenting the content. The page covers window types (casement, sliding, bay, picture), glass options (single-pane, double-pane, tempered), and installation scenarios (new construction, replacement, retrofit). We included a decision guide helping visitors determine whether they need residential or commercial services, then directing them to the appropriate specialized page. This approach captures broad "window installation" searches while efficiently qualifying and routing traffic. The page establishes Hammertown's full-service capabilities while acknowledging that different projects have different requirements. Internal linking to specialized pages helps both user experience and SEO by distributing authority throughout the site.
View Window Installation Services âResidential Window Replacement
High VolumeHomeowners replacing windows care about energy efficiency, aesthetics, resale value, and getting the work done without disrupting their lives. This page speaks directly to those concerns with residential-focused messaging.
We optimized for "residential window replacement," "home window installation," and "replace old windows." The content addresses homeowner-specific questions: How long does installation take? Will it damage my walls? What's the ROI on energy-efficient windows? Can I get historical matching for older homes? We included financing options, warranty information, and a simplified quote process designed for homeowners who may not have construction expertise. Before/after photos show dramatic improvements in home appearance and comfort. The page emphasizes minimal disruption, cleanliness, and respect for living spacesâconcerns that matter to homeowners but less so in commercial contexts. By speaking specifically to residential customers, we've increased conversion rates significantly compared to generic window pages. The messaging builds trust with homeowners who want contractors that understand the unique considerations of working in occupied homes.
View Residential Window Services âCommercial Window Installation
High ValueCommercial property managers, building owners, and contractors evaluate window contractors on completely different criteria: insurance coverage, bonding, building code expertise, project management capabilities, and ability to work around tenant schedules.
This page targets "commercial window installation," "storefront glass installation," and "office building windows." The content emphasizes commercial qualifications: liability insurance, WSIB compliance, experience with commercial building codes, project coordination with general contractors, and capability to handle multi-unit buildings. We included case studies of commercial installationsâretail storefronts, office buildings, apartment complexesâdemonstrating scale and professionalism. The page addresses scheduling considerations for occupied buildings, safety protocols, and permitting processes. Commercial decision-makers need different reassurances than homeowners, and this page delivers them. By separating commercial messaging, we've attracted larger projects and multi-phase contracts. The professional tone and emphasis on credentials convert building owners who need confidence they're hiring qualified contractors for significant capital investments.
View Commercial Window Services âEnergy-Efficient Window Installation
Premium MarketEnergy-efficient windows are a growing market driven by rising energy costs, environmental consciousness, and government rebate programs. This page targets buyers specifically researching energy performanceâa segment willing to pay premium prices for quality installations.
We optimized for "energy-efficient windows," "low-e window installation," and "Energy Star windows." The content educates buyers on window energy ratings (U-factor, SHGC), glass technologies (low-E coatings, argon fills, triple-pane), and ROI calculations showing payback periods. We prominently featured available rebates and government incentive programs, making it easy for customers to understand the true cost after incentives. The page positions Hammertown as experts in energy-efficient installationânot just selling efficient windows, but installing them properly to achieve rated performance. Improper installation can negate energy benefits, and we explain how our process ensures optimal performance. This technical expertise attracts educated buyers who've done research and want quality work. The page ranks well for energy-specific searches and converts at high rates because visitors are self-qualifiedâthey've already decided energy efficiency matters and are looking for credible installers. These customers typically approve higher budgets because they understand the long-term value.
View Energy-Efficient Window Services âThe Results
Massive increase in qualified traffic from niche-specific service pages.
Nearly tripled incoming project inquiries across all service categories.
Dominating top positions for specialized services like gym mirrors and dance studio installations.
Attracting premium commercial projects through specialized expertise demonstration.
Key Takeaways
- âMicro-niche pages (dance studios, gym mirrors) capture high-intent searches with minimal competition
- âSeparating residential and commercial messaging dramatically improves conversion rates for both
- âEducational content that addresses specific concerns builds trust and positions you as the expert
- âHub-and-spoke page architecture helps both users and search engines navigate services efficiently
- âDemonstrating specialized knowledge commands premium pricing and reduces price competition
- âSmall, underserved markets (dance studios) generate disproportionate returns when dominated