Heat Me

Numinam restructured the user experience and information architecture of Heat Me, Belgium's largest network of heating specialists, turning an informational website into a qualified lead generation tool. I rethought the entire journey, page by page, working exclusively on user intent: how to guide a visitor to the right offer, reduce friction, and clarify a value proposition that can sometimes be complex.

From informational site to lead generation website for a heating service business

Heat Me is Belgium's largest network of heating specialists, with a broad range of services: installation, maintenance, emergency repairs, boiler replacement. The existing site failed to effectively guide visitors to the right service. Navigation was confusing, the site structure poorly organized, and the conversion rate didn't reflect the traffic volume.

The challenge: transform an informational website into a genuine qualified lead generation tool, without sacrificing the richness of the offering. A broad catalogue of services is an asset, but only if a visitor can immediately recognize which one matches their situation. When installation, maintenance, emergency repairs and boiler replacement all sit at the same level without a clear hierarchy, the depth of the offering becomes a source of hesitation rather than reassurance.

The gap between traffic volume and conversion rate pointed to a structural issue rather than a lack of demand. Visitors were arriving, but the path from landing on the site to requesting the right service was not obvious enough to carry them through.

UX strategy and information architecture built around real user intent

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

• Complete restructuring of the site architecture based on actual user intents;

• UX centered on user intent (boiler replacement, emergency repair, installation, maintenance);

• Optimization of decision-making paths to minimize clicks to conversion;

• Creation of detailed wireframes, ready for integration by their technical team.

Each page was rethought not as an information page, but as a step in a decision journey. Call-to-actions were repositioned based on urgency level and type of need, so that a visitor facing an emergency repair and a visitor planning a boiler replacement would each find the most relevant next action without competing for attention.

Organizing the architecture around real user intents also means the site mirrors the way people actually search and reason about heating needs. By naming and separating the core intents (boiler replacement, emergency repair, installation, maintenance), the navigation becomes self-explanatory, and the shortest possible path to conversion can be drawn for each one.

Conversion-focused web design that turns traffic into qualified quote requests

The wireframes and new architecture were delivered to their long-standing agency for integration. The restructuring of the site map significantly clarified user journeys and aligned the site with actual search intents.

The new site now reflects Heat Me's market leadership position in Belgium, with fluid journeys that convert traffic into qualified quote requests. Because the architecture and wireframes were built around user intent rather than internal organization, the experience speaks to visitors in the terms they already use when looking for a heating specialist, giving each one a coherent path from arrival to quote request.

Handing this work to the client's long-standing agency as a clear site map and detailed wireframes meant the strategic thinking could be carried into implementation without losing its intent, while the agency that already knew the platform handled the technical integration.

Frequently asked questions

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

By structuring the site around real user intents and repositioning call-to-actions according to urgency and type of need, each visitor finds the most relevant next step quickly. Reducing friction and minimizing the number of clicks to conversion turns existing traffic into qualified quote requests instead of letting interested visitors get lost in confusing navigation.

What changed in the site architecture?

The site was reorganized from an informational structure into one built around actual user intents: boiler replacement, emergency repair, installation and maintenance. A new site map separated and named these core intents so navigation became self-explanatory, and each page was reframed as a step in a decision journey.

Why structure a website around user intent instead of the list of services?

A broad catalogue of services only helps if visitors can immediately recognize which one fits their situation. Organizing the site around user intent mirrors the way people actually search and reason about heating needs, so the depth of the offering becomes reassuring rather than a source of hesitation, and the shortest path to conversion can be drawn for each need.

What did Numinam deliver to the client?

Numinam delivered a restructured site architecture, a new site map and detailed wireframes ready for integration. This work was handed to Heat Me's long-standing agency, which carried the strategic UX thinking into the technical build.