Case study
Apex Heating & Air Conditioning
An online shop for heating and cooling
The brief
Apex sells radiators, air conditioning units and wall panels in the UK, and also offers installation. It needed a shop where customers can find the right product by category, see current offers and order online, with enough trust signals (certified installers, warranty, delivery terms) to buy a large item from a website.
View live siteThe challenge
What Apex needed, and how we solved it
GFT Solutions built the Apex website as an online shop. Here is what the business needed and how each need was met.
The need
Customers had to find the right product quickly.
How we solved it
We set up category navigation with three product families and a services category, and added search, so a customer reaches a product in two clicks.
The need
Current offers had to be easy to see.
How we solved it
We added an Offers page, so customers can see what is on offer without hunting for it.
The need
Customers needed to be able to order online.
How we solved it
We built a WooCommerce shop on WordPress with a cart and customer accounts.
The need
A large item is a big decision to make on a website, so trust mattered.
How we solved it
We placed trust messages where buyers decide: delivery terms, certified installers, warranty and verified reviews.
The need
The shop had to look like Apex.
How we solved it
We created a custom child theme in Apex’s navy and red.
The need
Customers needed help and an easy way to ask a question.
How we solved it
We added guides and advice content, a contact page and a WhatsApp shortcut.
The work
What was built
A WooCommerce shop on WordPress with a custom child theme in Apex’s navy and red.
Category navigation with three product families and a services category, so a customer reaches a product in two clicks.
Search, cart, customer accounts and an Offers page.
Trust messages placed where buyers decide: delivery terms, certified installers, warranty, verified reviews.
Guides and advice content, a contact page and a WhatsApp shortcut.
Screens
Pages
Move the mouse over a page to scroll through it.
Technology
Stack
- WordPress
- WooCommerce
- Custom child theme
Executive Summary & Business Impact
The Apex HVAC project represents a comprehensive digital web presence and branding initiative designed to streamline the client's business operations, elevate their local market visibility, and engage target audiences effectively. The primary objective was to engineer a modern, high-performing web application capable of delivering superior user experiences while maintaining exceptional search engine visibility. Through professional corporate styling and a robust technical architecture, the client can now represent their heating and cooling enterprise with absolute authority in the digital landscape.
Brand Identity & Visual Assets
From a visual standpoint, the project establishes a clean, professional corporate identity utilizing customized standard and navy-themed wordmark logos (logo-wordmark.png, logo-wordmark-on-navy.png) complemented by a precision-engineered favicon (favicon.jpeg) for optimal browser branding. Previously, the brand lacked a cohesive online signature, which hindered initial trust-building with prospective clients. These bespoke branding components successfully eliminate credibility barriers and establish an authoritative corporate standard within the local market.
Responsive Architecture & Multi-Device Optimization
To capture maximum web traffic and eliminate lead leakage, the interface was built using a fully responsive layout optimized for both desktop and mobile viewports (home-desktop-full.jpg, home-mobile-full.jpg). Because modern consumers frequently search for emergency or routine HVAC services directly from mobile devices, implementing mobile-first optimization drastically lowers bounce rates. This responsive engineering ensures rapid asset loading across every screen dimension, providing potential clients with a frictionless browsing journey.
Service Categorization & User Experience (UX)
Navigational friction was actively eliminated by restructuring site architecture into dedicated, conversion-focused category pages—specifically for air conditioning (air-conditioning-category.jpg) and heating (heating-category.jpg). Historically, visitors spent excessive time hunting through unorganized menus, negatively impacting conversion rates. Clear structural routing now guides users straight to their required service categories, enabling immediate engagement and streamlined inquiry generation.
Search Engine Optimization (SEO) & Organic Growth Strategy
Search engine optimization was prioritized throughout development by integrating targeted local HVAC keywords and structured headings designed to capture high-intent search queries on Google. Furthermore, comprehensive case-study documentation (case-study.md and details.md) was embedded to supply search engine crawlers with rich contextual data, bolstering domain authority and generating consistent, long-term organic traffic.
What the client gets
Apex has one place online where UK customers can browse radiators, air conditioning units and wall panels by category, search for what they need, check the current offers and order through a cart and a customer account.
Delivery terms, certified installers and warranty are shown where buyers make their decision, and guides, a contact page and a WhatsApp shortcut are there when a customer has a question.