Heat Me

Heat Me is the largest network of heating engineers in Belgium. I redesigned their user journey page by page, starting from the real intentions of their visitors: to guide everyone towards the right offer, remove friction, and clarify a value proposition that the width of the catalog made confusing.*

From an informative site to a lead generation site for a heating servicee

Heat Me is the largest network of heating engineers in Belgium, with a very wide offer: installation, maintenance, troubleshooting, boiler replacement. The existing site was unable to effectively direct visitors to the right service. The journeys were confusing, the tree structure was poorly structured, and the conversion rate did not reflect the traffic volume.. A broad catalog of services is an asset, but only if the visitor immediately recognizes the one that corresponds to their situation. When boiler installation, maintenance, troubleshooting and replacement are all at the same level, without hierarchy, the depth of the offer makes you hesitate instead of reassuring.. The discrepancy between traffic volume and conversion rate revealed a structural problem rather than a lack of demand. Visitors were arriving at the site, but the path between arrival and requesting the right service was not clear enough to take them all the way..

An information architecture built around real intentionss

My role focused on UX strategy and complete experience restructuring::

• Complete restructuring of the tree based on real user intentions;;- An experience built around real intentions (boiler change, urgent repairs, installation, maintenance);;- Optimization of decision-making paths to minimize the number of clicks to conversion;;- Creation of detailed wireframes, ready to be integrated by their technical team.. I redesigned each page not as a page of information, but as a step in a decision-making journey. I repositioned the calls to action according to the level of urgency: a visitor with a heating problem and a visitor planning a boiler replacement are not looking for the same thing, and their two buttons should not compete for the same place on the page..

A conversion-oriented web design that transforms traffic into qualified quote requestss

I delivered the wireframes and the new tree structure to their historical agency, which already knew the platform and took care of the technical integration.. The site now speaks to visitors in the words they already use when looking for a heating engineer, with a seamless journey from arrival to requesting a quote..

Frequently asked questionss

How does improving UX increase lead generation for a heating service site??

By structuring the site around real intentions and repositioning calls to action according to urgency and type of need, each visitor quickly finds the next step that concerns them. Existing traffic is then transformed into qualified quote requests, instead of getting lost in confusing navigation..

What has changed in the site architecture??

The site has gone from an informative structure to one built around the real intentions of users: changing boilers, urgent repairs, installation, maintenance. The new tree structure separates and names these four intentions, and each page becomes a step in a decision journey..

Why structure a site around the user intent rather than the list of services??

A large catalog only helps if the visitor immediately recognizes what corresponds to his situation. Organizing the site around intentions reflects the way people think about a breakdown or replacement project, which helps map the shortest path to requesting a quote for each case..

What did Numinam deliver to the client??

I delivered a restructured site architecture, a new tree structure and detailed wireframes ready to integrate. The historic Heat Me agency took over for the technical production.