The 2026 International Window Film Conference and Tint-Off™ (WFCT) continued Friday in San Antonio at the Henry B. Gonzalez Convention Center. The event’s second day resumed the WFCT competitions, the trade show (and its demonstrations and workshops) and introduced the International Window Film Association’s (IWFA) Education Day.

IWFA’s Education Day featured speakers and sessions focused on helping window film professionals strengthen their businesses and position them for long-term success. Topics ranged from managing insurance policies, generating leads, artificial intelligence (AI) and its ability to help improve search engine optimization (SEO)/generative engine optimization (GEO) and content strategy.

The programming followed the planned retirement of longtime executive director, Darrell Smith, who announced his retirement after 30 years with the organization.

WFCT’s second day resumed competitions, the trade show (and its demonstrations and workshops) and introduced the International Window Film Association’s (IWFA) Education Day.

Trevor Hayes, founder of TintingInsurance.com, opened Education Day with a discussion on insurance policies required by window tint shops, including offering tips that tinting business owners can follow to better manage risks.

Protecting Shops from Risk

Hayes says shop owners must always consider pre- and post-inspection procedures, waivers and agreements, people management and when to use and not use insurance. Diving deeper:

• Pre- and Post-Inspection Processes: Take tons of photos and videos, says Hayes, adding that “if you don’t have proof or evidence, it will weigh heavily against you.” He notes that owners should use a CRM or file-keeping system to store photos;
• Waivers and Agreements: This includes implementing warranty information, customer refund policy, tint removal disclaimer, etc. Hayes states that waivers should be approachable and not cause an issue during the sales process;
• People and Processes: Hayes says your employees are the “breath of your company.” Take time to hire properly and continuously train them;
• Tangible Claims Prevention: Shops must have cameras, alarm systems and take advantage of tools that help prevent mistakes. Owners should also listen to and learn the best steps from industry experts; and
• Overcoming Problems: Understand when to use and not to use insurance. Consider using it if you are hit or threatened with legal action. Reconsider using insurance if the amount payable is only slightly more than your deductible.

Driving Discovery and Conversion

Dawn Verbrigghe, founder and CEO of Jottful, followed Hayes’ session with an exploration of strategies business owners can use to strengthen their website and search engine presence. Verbrigghe says that just because companies have a website, it doesn’t mean it’s going to bring in business. For growth, companies need to home in on the discovery and conversion process.

Launching a website does not mean people will find it, says Verbrigghe. Once a potential customer discovers the site, the design and layout must convince them to stay engaged. High-converting homepages require elements such as a clear call to action and benefit-driven headlines. Without discovery, no one sees an offer; without conversion, traffic is wasted.

Marketing is a three-step process, explains Verbrigghe. That process includes defining your market (providing everything to everyone on your website never works. Be clear in marketing materials that you are the expert in a particular sector); proposing a compelling offer (what do you offer that catches customers’ eyes, i.e., special promotions); and determining the best channels (this is the hardest part, says Verbrigghe. How do you reach customers? Advertising? Sales? Speaking at events? Social media? Content marketing? Find what works best via trial and error).

If you’re using AI for the first time, Scott Lee says to ensure your content is human-centric and focus on a start, build and scale strategy. Photo: Aerps.com/Unsplash.

Making AI Work for Business

Scott Lee, founder of Amslee Agency, highlighted how businesses can not only use an online presence to boost exposure, but also how AI can improve paid ads, SEO/GEO and content strategy.

Lee notes that AI isn’t something to worry about. It will be able to help you do your job better by taking unnecessary steps off your plate, leaving you to work with customers and grow your business. While AI is simply another tool to use, it does not change what makes a customer trust you, choose you or pay for your crew over your competitor.

How can you use AI effectively? Lee says businesses must find what operations need to be streamlined. As Verbrigghe had also mentioned, less is more. Focus on a few core areas that bog down your day-to-day operations, diagnose what steps can be taken to simplify those processes and strategically implement proven technological tools that solve those problems. Don’t slap AI on everything and hope it solves all the problems, says Lee. That’s not how technology works.

If you’re using AI for the first time, Lee says to ensure your content is human-centric and focus on a start, build and scale strategy.

• Start: For instance, using AI as a lead capture system (chatbot that answers cost and service questions instantly), content creation or review generator (automated requests after each job);
• Build: Using AI to create ads, check on competitors (see keywords and ads that competitors are running in the local market) and implement email automation; and
• Scale: This includes connecting workflows (customer resource management programs) and thinking of GEO (the practice of structuring and refining online content so that AI-driven search tools and large language models can easily read and cite it).

WFCT runs until Saturday. Stay tuned to windowfilmmag.com and social media for more updates. And tonight, keep an eye out for the announcement of the WFCT finalists.