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Website, SEO, Google Ads

Toplotna pumpa: a website that answers questions about payback and leads to a quote request

People considering a heat pump compare savings, installation and other ways of heating, often for months. The website was built with one goal: to answer those questions and bring the visitor to a quote request.

topic: heat pumps and heating

SEO + Ads

channels that bring in enquiries

goal: a quote request

Project background

About the client and the market

A heat pump is a big investment. Before enquiring, people read about how much it uses, how many years it takes to pay for itself, whether it works at low temperatures, what output their house needs and how it fits with existing radiators or underfloor heating.

Whoever answers those questions clearly and without exaggeration is the one visitors trust when they send an enquiry. A site that just lists models and says “call us” loses buyers who are still researching.

The challenge

What needed solving

A long research phase before the enquiry.
Questions about payback that need a clear, honest answer.
Seasonal demand that rises before the heating season.
An enquiry that has to contain enough information for an estimate.

The solution

What we did

The site is devoted entirely to heat pumps and economical heating. SEO targets searches about payback, running costs and installation, and Google Ads brings in enquiries during the heating season. Every page ends with a call to request a quote, with a form that asks only for what is needed for an estimate.

A site focused on a single topic
SEO for searches about heating and heat pumps
Google Ads campaigns in the heating season
Quote request form

In detail

How the solution is set up

Focused on one topic

The whole site is devoted to heat pumps and economical heating, which tells Google clearly what the site is about and builds authority on the topic.

Answers to payback questions

The pages answer questions about running costs, savings, performance at low temperatures and choosing the right output, clearly and without exaggeration.

SEO and ads

SEO targets searches about heating and heat pumps all year round, while Google Ads boosts visibility in the heating season.

The path to an enquiry

Every page ends with a call to request a quote. The form is short and asks only for the basic details needed for an estimate.

Process

How we worked, step by step

Customer questions. We listed the questions people ask before deciding on a heat pump.
Site structure. Every big question got its own page with a clear answer.
Quote form. We built a form that asks only for the details needed for an estimate.
Campaigns. We aimed Google Ads at the heating season and at searches with buying intent.

SEO · AEO · GEO

Visibility in Google and AI search

Questions such as “is a heat pump worth it” and “how much electricity does a heat pump use” are classic examples of searches that Google and AI tools answer directly. Pages with a short, clear answer at the top and an explanation below have the edge in both featured snippets and AI recommendations.

Where it stands today

What is on the site today

What the site holds today:

Content devoted to heat pumps and economical heating
A quote request form on every page
SEO and Google Ads as two channels for enquiries

We don’t publish enquiry figures without the client’s consent.

Lessons

What you can apply to your own project

For expensive products, content has to answer the payback question.
A single-topic site builds authority more easily.
Every page needs a clear next step.
The form should ask only for what is needed for an estimate.

Who this approach is for

Who this approach suits

A site focused on one topic and one goal works for any business selling an expensive service or product with a long decision phase: solar panels, windows and doors, heating, air conditioning, swimming pools, renovation.

Heating, air conditioning and energy efficiency businesses
Contractors who work through quote requests
Businesses with seasonal demand
Businesses that want SEO and Google Ads working towards the same goal

Technology

WordPress
Google Ads

Related services

Services used in this project

Questions about the Toplotna pumpa project

What is the goal of the site?

To take visitors who are reading up on heat pumps through to a quote request.

Which channels bring in enquiries?

SEO for heating searches and Google Ads campaigns in the heating season.

Why a site with just one topic?

Google finds it easier to understand and rank a site that covers one topic thoroughly.

What does the quote form ask for?

Only the basic details needed for an estimate, so people don’t give up halfway through.

Key lessons

What the Toplotna pumpa project shows about websites for expensive services

A heat pump is a purchase people plan for months. Before enquiring, they read about running costs, payback and installation, and compare a heat pump with gas, electric and wood heating. A site that answers those questions clearly and without exaggeration earns trust, and with it the quote request.

What turned out to matter most

Answers to real questions. Does a heat pump work at minus 15, what output does a 120 m² house need, will it work with old radiators.
One clear goal. Every page leads to a quote request, with no distractions.
SEO and ads together. Google Ads brings in enquiries straight away, while content gradually lowers the cost of each enquiry.

The same approach works for solar panels, windows and doors, air conditioning and other expensive home services. Have a look at marketing for trades and local services and PPC advertising; independent information on how heat pumps work is available from the US Department of Energy.