Website design for heat pump installers: from first question to booked survey

A heat pump website books surveys when it helps homeowners answer “will it work in my house?” with a few simple questions, shows real installs in houses like theirs, explains the Boiler Upgrade Scheme without quoting amounts, and puts MCS certification in plain view. Every page should lead to one next step: a booked heat loss survey. Unavoidable Marketing is a Leeds-based agency that designs and builds websites for UK heat pump installers, on WordPress, owned by you, with founder Andrew Heppinstall on every strategy call.

Book a free 30-minute strategy call

Last updated: 18 October 2026

Start with the question every homeowner is asking

People do not land on a heat pump website ready to buy. They land wondering if a heat pump will keep their house warm, whether their radiators need changing, where the unit would go and whether they qualify for help. If your homepage jumps straight to “Get a quote”, most of them leave to keep reading somewhere else.

The fix is a short suitability checker near the top of the site. It is not a calculator and it does not promise anything. It is a few friendly questions that tell the customer whether a survey is worth booking, and tell you who is serious.

Suitability checker questions that work

We build the checker as a short step-by-step form, one or two questions per screen, with “not sure” allowed on every one:

• Do you own the property, and is it a house, bungalow or flat?
• Roughly when was it built? Before 1919, between the wars, 1945 to 1980s, 1990s onwards, or a new build
• How is it heated now? Gas, oil, LPG, electric storage heaters or something else
• Has it had loft insulation, cavity wall insulation or new windows?
• Is there outside space for a unit, such as a side return, rear wall or garden?
• Is there room indoors for a hot water cylinder, or do you have a combi boiler now?
• Is the property listed or in a conservation area?

At the end, the customer gets a calm, honest message: most homes like theirs can be looked at, here is what a survey checks, and here is how to book. Their answers come to you with the request, so you arrive knowing whether it is a 1930s semi with a combi or a farmhouse on oil.

A survey booking page that explains the visit

A heat loss survey is a big ask for a customer who is still unsure. Tell them exactly what happens, and it feels much smaller.

Let customers pick a preferred day online, say how long the survey takes, and list who will be coming. A photo of the surveyor helps more than you might expect.

The Boiler Upgrade Scheme, explained without amounts

The Boiler Upgrade Scheme is the first thing many customers ask about. Grant amounts and rules can change, and getting them wrong on your website causes trouble, so we keep the page factual and point to the official source.

• What the scheme is: government support towards replacing fossil fuel heating with a heat pump in England and Wales
• That the installer applies on the customer’s behalf, and must be MCS certified
• The main eligibility points in plain words, with a clear “check your eligibility” link to the official GOV.UK page
• How the grant appears on the quote, without stating a figure
• A note that rules and amounts are set by the government, and the page will be kept up to date

For customers in Scotland, a short note pointing to the schemes run there is useful. Keep it simple and link to the official source rather than repeating details that may change.

MCS and the trust signals that matter

MCS certification is a key trust signal for heat pump installers, and it is needed for customers to use the Boiler Upgrade Scheme. Show it near the top of every page with your certificate number. Alongside it, show the heat pump makers you are approved by, any consumer code membership such as RECC or HIES, your workmanship warranty, your Gas Safe registration if you also remove old boilers, and the training your engineers have done on heat pump design.

Case studies by house type

Customers want to see a house like theirs. We organise case studies by property, so a reader can go straight to the one that matches:

• 1930s semi with original radiators, some upsized
• Victorian terrace with solid walls and limited outside space
• Bungalow that previously used oil
• Farmhouse or rural property off the gas grid
• New build or self build with underfloor heating
• Flat or smaller home, if you work on them

For each one, include the house type, the old heating system, the heat pump size, what changed inside, where the unit went, how long the install took and a few words from the customer about living with it. Leave out running cost claims unless the customer has shared real figures and agreed to them, and even then say every home is different.

Clear answers to the usual worries

Give the common doubts their own short sections: noise, cold winters, radiator size, keeping the house warm all day rather than in bursts, and what happens to the old boiler. Answer honestly and calmly. These are exactly the questions people type into Google and AI assistants, and a clear answer on your site is the kind of source they can read and trust. Keep your business name, address and phone the same across the site, your Google Business Profile and directories, and pull your Google reviews onto the matching pages.

How we do it

We have been building websites since 2012, across 390+ projects, and 92% of clients come back. We judge a heat pump site on the surveys and installs it books.