Case study · HVAC installer
How Calventa turns heat-pump questions into installs and service contracts
A heat-pump and ventilation installer with a brochure website and enquiries arriving by phone and email. The new site recommends the right system, qualifies enquiries and keeps customers close after the install.
- Company
- Calventa Climate (fictional)
- Industry
- Heat pumps, air conditioning, ventilation
- Customers
- Houses, apartments, offices, hotels
- Team
- About 25 people, 4 install crews
The starting point
A brochure website, enquiries lost along the way
- A brochure site with a single button: “Contact us”.
- Enquiries arrive by phone and email with no area, budget or timeline; the first call is spent asking questions.
- Sales calls enquiries in arrival order, not by how hot they are.
- Grant questions take hours on the phone and rarely become a survey.
- After the install, customers come back only when something breaks; services and filters aren’t tracked.
What I built
9 features, in the order a customer meets them
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Four ways in, by need
Visitors pick their situation: replacing a boiler, wanting cooling, running a commercial building, or a system that has stopped.
- For the customer
- Starts from their own problem, not from the company’s catalogue.
- For Calventa
- Every visit is sorted by intent from the first click: home, business or service.
- How we measure it
- Clicks per entry · share of visits that reach a form
-
The needs selector: what’s your building?
Five one-click questions. The recommendation updates live: system, size, saving and whether a grant applies.
- For the customer
- Gets a concrete answer in 30 seconds without knowing what a kW is.
- For Calventa
- The survey request leaves already filled in with the building, the area and the right system.
- How we measure it
- Finder uses · finder → survey request rate
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The AI advisor: describe it in your own words
The visitor writes freely, like a message. The advisor picks out the building, year, heating and goal, then answers with a recommendation and a next step.
- For the customer
- Gets advice in plain language, at any hour, without a form.
- For Calventa
- Late-evening questions turn into survey requests the next morning, not missed calls.
- How we measure it
- Conversations · conversation → survey request rate · phone time saved
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The guided survey request
Five short steps: needs, building, project, contact, review. What the customer chose in the finder or with the advisor is already filled in.
- For the customer
- About 2 minutes, without repeating what they already said.
- For Calventa
- Complete leads: building, area, timeline, budget and grant, before the first call.
- How we measure it
- Completion rate · drop-off per step
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Lead score and the AI summary for sales
Project type, timeline, budget, role and grant add up to a score. Above 60 the request goes straight to the head of sales, with an AI summary: who the customer is, what they want and what to say.
- For the customer
- Gets a fast call from someone who already knows what they want.
- For Calventa
- Sales starts with the hot requests and stops reading forms: they get the summary and the next step.
- How we measure it
- Response time · SQL share · SQL → quote rate
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The grant check
Four questions, an indicative result and the next step: a survey or a chat with a specialist.
- For the customer
- Finds out in a minute whether part of the cost comes back.
- For Calventa
- The grant is the strongest reason to request a survey now, not “next year”.
- How we measure it
- Completed checks · check → survey request rate
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Maintenance plans
Three annual plans with the price shown. Every installation ends with a plan offer.
- For the customer
- Knows exactly what they get each year and never thinks about servicing.
- For Calventa
- Recurring, predictable revenue and a full service diary in the off-season.
- How we measure it
- Plan attach rate on installs · annual renewals
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The service request
System, issue, contact. The error code and photos reach the technician before setting off.
- For the customer
- Reports a problem in two minutes and knows when the technician will call.
- For Calventa
- More first-visit fixes; customers without a plan get the maintenance offer.
- How we measure it
- Time to first response · first-visit fix rate · tickets → plans
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The client portal and AI reminders
From running hours, filter age and monthly efficiency, the AI prepares what’s next: the service, the filters, an efficiency drop and an upgrade.
- For the customer
- Never misses a service and hears early when something isn’t right.
- For Calventa
- Every installed system earns year after year: services, filters and upgrades offered at the right time.
- How we measure it
- Service and filter revenue · reminder acceptance rate · upgrades sold
The funnel, before and after
What changes in a quarter
| Stage | Before | With the new system | Change |
|---|---|---|---|
| Site visits | +10% | ||
| Enquiries (survey, contact) | +100% | ||
| Qualified enquiries (SQL) | +142% | ||
| On-site surveys | +111% | ||
| Installs | +78% | ||
| Maintenance plans sold | +267% |
Calventa Climate is a fictional company. Figures are illustrative, not measured results.
How we measure it
A monthly report, in sales terms
- Enquiries per month and their source (finder, AI advisor, form, phone)
- Response time on qualified enquiries
- Enquiry → survey → install rate
- Maintenance plans attached to installs
- Revenue from service, filters and upgrades
The same system, built on your company’s data
The system starts from what your customers ask and how your team works. The guided tour shows every step on the Calventa site.