Domestic and commercial air conditioning · Glasgow and Scotland
Public website projectHow a Scottish air-conditioning installer turned four customer needs into four clear enquiry routes.
Someone cooling one bedroom, fitting out an office, planning several rooms and servicing an old system should not all be sent through the same vague form. The website was built around those different decisions.
01The business problem
“Air conditioning” was hiding several completely different enquiries.
A homeowner cooling a bedroom needs different reassurance and questions from a facilities manager planning a workplace system. Multi-room projects and existing-system servicing create different requirements again.
Why the website started with customer intent
The site first asks what the visitor is trying to achieve, then continues into the relevant service, evidence and quote path. That keeps the interface simple while allowing the underlying content to be specific.
02
What actually changed
No magic switch. Specific work.
Separated the four service decisions
Home, commercial, multi-room and servicing pages explain the relevant benefits and practical considerations without mixing audiences.
Built a guided quote choice
The first step asks the visitor to choose the closest need. Each route can then collect useful details without turning the form into an interrogation.
Connected service and local relevance
Twenty-one area guides sit beneath the central service structure, giving visitors a clear view of coverage while preserving one coherent site journey.
03
The evidence
The functional result can be inspected on the live site.
The published website contains the four service routes, guided quote choices, responsive navigation, review evidence and 21 local guides described here. Lead volume and commercial performance are not claimed because an approved reporting window has not been supplied.
04
Useful if this sounds familiar
What another business can take from it.
Different jobs need different questions
Form length is not the real problem. Irrelevant questions are.
Local pages need a parent structure
Area content is easier to navigate and understand when it sits beneath clear services and coverage.
Function is evidence too
Before performance data exists, the live routes and working interactions can still be described honestly.
See it for yourself
View the finished website ↗Open the finished website.
The case study explains the thinking. The live site shows how the finished work actually feels to use.
Make this about your numbers
Tell Graeme what is not working.
No generic strategy deck. Give him the business, the market and the blockage; he'll tell you the first thing he would investigate.