Heat Me

Heat Me is Belgium's largest network of heating specialists. I rethought their user journey page by page, starting from what visitors actually arrive to do: guide each one to the right offer, remove the friction, and clarify a value proposition that the breadth of the catalogue made confusing.

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.

A broad catalogue of services is an asset, but only if a visitor can immediately recognise which one matches their situation. When installation, maintenance, emergency repairs and boiler replacement all sit at the same level, with no hierarchy, the depth of the offering makes people hesitate instead of reassuring them.

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.

An information architecture built around what visitors actually came to do

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.

I rethought each page not as an information page, but as a step in a decision journey. I repositioned the calls to action by urgency: someone with no heating and someone planning a boiler replacement are not looking for the same thing, and their two buttons should not fight over the same spot on the page.

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

I delivered the wireframes and the new site map to their long-standing agency, which already knew the platform and handled the technical integration.

The site now speaks to visitors in the words they already use when looking for a heating specialist, with a continuous path from arrival to quote request.

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?

I delivered a restructured site architecture, a new site map and detailed wireframes ready for integration. Heat Me's long-standing agency took over for the technical build.