Air source heat pump installation · Glasgow and Scotland
Public website projectHow a Scottish heat-pump installer turned a complicated home-heating decision into a calmer customer journey.
A heat pump is not a simple product swap. Homeowners need to understand the property assessment, system design, possible funding and what happens after installation before a quote feels credible.
01The business problem
The customer needed a process, not another equipment catalogue.
Different properties need different heat-loss, emitter, hot-water, electrical and positioning decisions. Funding also changes the questions people ask and the order in which they can sensibly act.
Why the website leads with the property
The journey explains that equipment comes after the home, comfort needs and whole heating system. Visitors can enter through research, quotation, service or commercial routes without reading every technical page first.
02
What actually changed
No magic switch. Specific work.
Separated buyers by readiness
Researching homeowners, active buyers, existing system owners and commercial projects receive different next steps and expectations.
Made funding part of the right conversation
Funding guidance stays connected to the property and quotation journey rather than acting as a disconnected lead magnet.
Turned technical depth into reassurance
Heat loss, flow temperatures, radiators, cylinders, controls, surveys and aftercare are explained in the order a homeowner needs them.
03
The evidence
The public site proves the structure—not a commercial outcome.
The live build contains the customer routes, service pages, funding pathway, regional guides, installation imagery, reviews and five-step process described here. Conversion and revenue results are not claimed until approved data exists.
04
Useful if this sounds familiar
What another business can take from it.
Readiness changes the CTA
Someone researching suitability should not be pushed through the same wording as someone ready for a technical survey.
Technical content needs an order
Depth builds trust when each detail answers the next customer question instead of competing for attention.
Funding is context, not the whole proposition
The website still has to explain the system, installer and process when an incentive changes.
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.