Heat pump landing page: a breakdown and a project aren't looking for the same thing

Two visitors type "heat pump" into the same search box and have almost nothing in common. The first one has an oil boiler that just died on a January morning and needs a replacement before the cold really sets in. The second one has been comparing options for three months, has already seen two or three grant calculators, and wants a serious quote before deciding. A landing page that only speaks to the second visitor — or treats the first one as just another "pricing" lead — loses half its traffic right in the hero. This article describes how a heat pump installer's page can serve both intentions without splitting focus, qualify the current heating system before talking quotes, and avoid the reputation traps that have stuck to this sector since the "heat pump for £1" schemes.

Urgent breakdown or considered project: two readings of the same page

The keyword is identical; the mindset is not. Someone dealing with a breakdown wants to know first whether you cover their area quickly and whether they can reach you today — they won't read a long explanation of coefficient of performance. Someone planning a project instead wants to understand what will actually change in their home, compare options, and be sure they won't get caught out on grants. Rather than two separate pages — expensive for a small business to maintain — a simple fork near the top of the page is usually enough: two distinct buttons ("My system has broken down" / "I'm planning a project") routing to two different form journeys, sharing the same footer.

The hero: name the system being replaced, not the savings percentage

The most common mistake is to headline a generic savings figure — "save up to 70% on your bills" — that nothing allows you to calculate for this particular visitor before they've described their home. A heat pump hero does better by naming what will actually happen: replacing an oil or gas boiler with an air-to-water heat pump, adding an air-to-air unit alongside existing electric heating, or swapping out an ageing heat pump. "A costed quote to replace your boiler, within 48 hours" can be checked; "Save 70% on your heating" can only be checked after the job is done, and disappoints the moment the home's reality departs from the average used to compute that figure.

The qualification form, step by step

A heat pump project can't be qualified with "name, phone, message": the current heating system, the state of the insulation and the urgency of the situation determine almost everything else about the sales conversation. Splitting these questions into steps, as we cover in our article on the multi-step form, turns a wall of fields into a sequence the visitor is willing to follow because each step's purpose is clear.

1. Situation — an urgent breakdown, or a project with no fixed deadline. This answer shapes the rest of the journey and stops someone who's cold at home from being made to wait needlessly.
2. Current heating system — oil boiler, gas boiler, electric convector heaters, or an existing heat pump to be replaced. The system type drives feasibility and budget far more than the home's floor area does.
3. Property type and floor area — house or flat, area in bands rather than an exact figure nobody knows off the top of their head.
4. Insulation — has an energy performance assessment already been done, with an unapologetic "I don't know" option. Forcing an answer here produces bad data that will skew the first estimate.
5. Postcode — it determines your real service area and the response time you can honestly promise.
6. Goal — heating only, heating plus hot water, or a full system replacement.
7. Summary, then contact details — first name and email first, phone last, with a clear note on what happens next.

For the "breakdown" journey, shorten this to three questions at most (situation, current system, postcode) before showing an immediate way to get in touch: nobody waiting for heat is going to finish a seven-field form.

Why the phone number comes last — and never bare

The heat pump sector still carries the marks of the "heat pump for £1" schemes dismantled in recent years, largely built on aggressive cold calling. Cold calling for energy-renovation work is now restricted by French law — we cover that context and its editorial consequences in our article on the energy renovation landing page. The direct consequence for your form: asking for the phone number first repeats, in the visitor's eyes, the exact gesture they've learned to dread. Placed in the final step, after they've described their situation and understood what they get, that field changes status — it becomes how the quote gets delivered, not the price of admission. Always pair it with a concrete detail: who calls back, within what timeframe, and how to opt out of being called at all.

Local proof outweighs a technical pitch

A study by Yohan Min published in 2025 in Energy Research & Social Science, "Spatial dynamics of low-carbon transitions: Peer effects and disadvantaged communities in solar energy, electric vehicle, and heat pump adoption in the United States" (study on Google Scholar), shows that heat pump adoption follows measurable neighbourhood effects: the likelihood a household installs one rises with the number of nearby installations already in place, an effect that is especially strong in a neighbourhood's early adoption phase. In other words, your visitor's implicit question isn't just "does this work" but "have people like me, on my street, already done this". A "recent jobs in this county" section, listing the town, the system replaced and a photo of the installation, answers that question directly — a principle we develop further in our article on before/after photos.

Price isn't an argument reserved for well-off households

A persistent assumption holds that heat pumps remain a product for wealthier households. A study by Lucas W. Davis, "The Economic Determinants of Heat Pump Adoption", published in 2023 as NBER Working Paper No. 31344 and later in Environmental and Energy Policy and the Economy (study on Google Scholar), shows that in the United States, heat pump adoption is surprisingly weakly correlated with household income — unlike many other low-carbon technologies, which tend to skew toward wealthier households. Climate, geography and electricity prices predict adoption far more strongly than income does. The French context differs, not least because public grants there are themselves means-tested, but the editorial lesson still travels: nothing about a heat pump page needs to implicitly target a premium clientele through its visuals or vocabulary. A clear quote and a correctly identified current heating system speak to a modest budget as much as a comfortable one.

Verifiable signals: certification first, everything else after

As with insulation or solar work, the RGE certification (France's official "environmentally-approved" mark) is a legal condition for accessing grants, not a decorative badge — we cover the principle in our article on the energy renovation landing page. For a heat pump specifically, the precise scope to display is the QualiPAC qualification, issued by Qualit'EnR: it doesn't substitute for an insulation or solar qualification, and vice versa. Display the exact number and invite the visitor to check it themselves on the official register rather than asking them to take your word for it.

Public grants: mention them, never quantify them

MaPrimeRénov', energy-saving certificates (CEE) and interest-free eco-loans are obvious reasons people search, and the visitor expects to see them mentioned. But their scales, income conditions and caps change regularly: any page that hard-codes an amount or a percentage becomes wrong sooner or later, and a grant announced then not obtained turns a customer into a dispute. The right approach is to explain that the quote includes identifying which schemes the household's situation may qualify for, to make clear the conditions are set by public authorities, and to point to official sources (service-public.fr, France Rénov') for up-to-date figures. That restraint instantly sets your page apart from the ones that open with a grant percentage in large type — the ones the visitor, precisely, no longer trusts.

This structure is independent of the tooling: the LanderKit Local Agency & Trade template (live demo) provides the base — dual-CTA hero, services grid, past work as cards, service area and a working contact form — which you adapt with the breakdown/project fork, a multi-step qualification journey and a block of verifiable signals. Like every LanderKit template, it ships as Next.js code you can deploy free on Vercel.