Industry audits
A heat pump is a £10,000–£20,000 decision. Homeowners compare three or four installers on their phone before they speak to anyone — and most installer websites lose that comparison without ever knowing it happened. This is the audit that catches it, told through a real one.
In May 2026, before the rebuild, I ran the free audit on heatpumpsspecialists.co.uk — a genuinely skilled installer with Heat Geek certification. The site scored 27/100, with an estimated £120,000 a year in suppressed revenue. Not because the company was weak — because the website was hiding everything that made it strong.
Finding 01 · The 23-second freeze
The homepage took 23.2 seconds to become usable on a phone — nearly ten times Google’s threshold for “fast”. Every paid click, every search, every word-of-mouth referral typing in the address arrived, saw a frozen page, and left. Estimated cost: £45,000 a year on its own.
What fixing it gets you: visitors actually see the business you’ve built, instead of a loading screen.
Finding 02 · Invisible on Google
No title tag. No H1. No meta description. Google had almost nothing to rank, for any heat pump search, in any town they served — an estimated £35,000 a year in organic enquiries that went to competitors instead.
What fixing it gets you: rank higher on Google for “heat pump installation” searches where you actually work.
Finding 03 · Zero proof, wrong button
Not one review or testimonial on show — for a £10,000+ purchase. The hero button said “About Us”. The copy said “we” twelve times and “you” three. Homeowners ready to book a survey were given a company biography instead of a next step.
What fixing it gets you: proof and a clear next step at the exact moment someone’s ready to commit.
The £129 Conversion Blueprint wrote the fix: a homepage built on real customer language (“tired of sky-high bills and a boiler on its last legs”), a survey-first enquiry path, Boiler Upgrade Scheme grant guidance, and the trust signals — certification, process, aftercare — moved to where the decision actually happens.
Then I built it. The new heatpumpsspecialists.co.uk is live — fast on a phone, visible to Google, with an instant-estimate engine that turns visitors into enquiries. You can scroll the real thing on the results page.
Only if a stranger can see it. Heat Pumps Specialists had the credentials too — framed around what the company did to earn them, buried below a 23-second load. The audit checks whether your qualifications are doing any selling, or just existing.
Educate second. A homeowner’s first questions are “can I trust you, what will it cost, what happens next?” — and only then “how does an air source heat pump work?”. Education before reassurance reads like a lecture; the audit shows which order your pages answer things in.
Almost never. Most findings — title tags, a real call to action, reviews beside the enquiry form, deferring whatever makes the page slow — are fixes to the site you have. The report names each one, shows the evidence, and gives the fix in plain English.
