The Client
The company is a Singapore fabricator of aluminium windows, window grilles and gates for HDB flats and homes. Customers are typically homeowners planning a renovation, or who need to replace worn windows or gates. Their search typically starts on Google.
The Challenge
From 2021 to 2023, Ahrefs showed nearly zero organic search visits to this site. Very little authority had been built either: the site had a Domain Rating of 10 and only 61 referring domains, while bigger renovation and window companies held the searches for HDB work. Could a very small, low-authority site compete for the big HDB windows and gates searches?
The market for HDB windows and gates is very big and extremely crowded. According to HDB, 3.2 million people, or about 76% of the resident population, live in HDB flats. More than 26,000 resale flats changed hands in 2025 alone, and many new owners renovate soon after moving in. Only BCA-approved contractors listed with HDB can do window work in HDB flats, so homeowners compare approved contractors offering similar services. Safety regulations also create extra demand.
As reported by CNA, since 2004, aluminum rivets in casement windows have had to be replaced with stainless steel ones, with fines of up to S$5,000 for not doing so. With so many potential buyers and so many big competitors already established, a small fabricator has to rank very well to be considered at all.
