Heizungsmacher AG

More than just hot air: Website relaunch for lasting visibility

Homepage » Case Studies » A Website Upgrade with Effect

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URLs cleanly redirected

10 %

better Ø ranking position

20 %

Website Health Score

About Heizungsmacher

Heizungsmacher AG is a leading Swiss full-service provider for the energy-efficient renovation of private homes, specializing in replacing fossil fuel heating systems with environmentally friendly heat pumps and photovoltaic systems. A key unique selling point is the “everything from a single source” approach, whereby the company takes care of the entire process, from brand-independent consulting and planning to installation and applying for subsidies.

Developed from an ambitious start-up, Heizungsmacher no longer offers isolated products, but intelligent combination solutions that connect heating, solar power, and storage systems. Sustainability is evident not only in the products, but also in the company’s online visibility—thanks to its long-standing collaboration with WEVENTURE.

Step 1

The Challenge

Since August 2020, we have been accompanying Heizungsmacher AG on its path to digital market leadership. What began as an ambitious SEO and content project has developed into a major success story: with over 100,000 clicks in 2024, dominant rankings throughout German-speaking Switzerland, and initial referral traffic via LLMs such as ChatGPT, Perplexity, and others, organic growth has been tremendous. However, this success has brought new challenges. The website still reflected the start-up’s roots too strongly and no longer met the standards of an established system provider.

Elimination of conversion blockers

Despite high traffic figures, visitors were not converting efficiently enough. Analyses showed that the potential for inquiries (leads) was not being fully exploited. Unclear button hierarchies and complex forms acted as barriers. These “conversion blockers” had to be identified and replaced with a clear, action-oriented design and optimized form flows.

System change to Webflow

The decision to replace the technically outdated infrastructure with the modern CMS Webflow presented a massive operational hurdle: since automated data transfer was not possible, all content had to be migrated manually. This meant more than just a simple “move”: existing content had to be adapted to the new design templates and, where necessary, expanded significantly to meet the new quality standards.

New URL structure

Since the site already had massive organic visibility, the relaunch was associated with a high level of risk. At the same time, Webflow only allowed URLs without a trailing slash (slash at the end); previously, all URLs had a trailing slash. This effectively meant that every single URL on the domain changed, causing Google to initially treat each page as a new, unrated resource and reprocess all existing ranking and authority signals. To prevent a drop in rankings, a seamless redirect concept had to be developed that would communicate the new structure to Google without losing trust.

Lack of content depth on key pages

Despite strong blog content, various commercial landing pages suffered from “thin content” – i.e., too little text to rank stably for competitive keywords. In addition, valuable product information was often hidden in PDF data sheets. The goal was to bring this content directly to the new Webflow pages as HTML text in order to increase thematic relevance for Google.

Mobile First & UX Deficits

With the increase in mobile traffic, weaknesses in usability on smartphones became apparent. The relaunch had to be consistently designed with a “mobile first” approach to ensure that users could intuitively navigate the site even on small screens.

Preparing for AI-powered search

The aim was also to prepare content structurally, semantically, and strategically in such a way that it is more comprehensible, quotable, and visible in the long term for large language models (LLMs), thereby securing digital market leadership even in the era of AI search.

Step 2

Our Measures

To achieve these ambitious goals, we opted for radical technical renewal and a consistent “mobile first” strategy. The relaunch in April 2025 was much more than just a visual facelift: we rebuilt the entire digital infrastructure to optimize performance, SEO visibility, and user guidance in the long term.

Technical basis & SEO migration

System change to Webflow: Conceptual support for migration to Webflow with a focus on SEO security, structure, templates, and performance requirements. The technical implementation was carried out in close coordination with the Heizungsmacher team.
Seamless redirect management: Creation of a complex redirect plan for 145 URLs, as the technical changeover (removal of the “trailing slash” at the end of the URL) meant that each individual subpage was given a new address.
Performance & Core Web Vitals: Massive reduction in loading times, including by compressing extremely large image files (from over 4 MB to under 100 KB in some cases) and optimizing the “Largest Contentful Paint” (LCP).
Structured Data & LLMO: Implementation of extensive schema markups (e.g., Organization, Article, Product) to make content machine-readable for search engines and AI-based response systems (LLMs).

UX/UI, Content & AI

Mobile-first design: We created a brand-new design in Figma, including mobile navigation and fixing important elements (such as contact buttons) when scrolling to significantly improve usability on smartphones.
Conversion optimization: Introduction of a clear button hierarchy (distinction between info and transaction buttons) and renaming of barrier terms to inviting CTAs.
From PDF to HTML: Manual transfer of valuable product information that was previously hidden in PDF data sheets into indexable HTML website texts to increase SEO relevance.
AI-supported content production: Use of artificial intelligence for the efficient creation and scaling of high-quality guide and product texts, as well as for optimizing content for generative search engines (GEO).

We Create Digital Leaders!

Step 3

WEVENTURE Delivers Results

As of February 2026, it is clear that the strategy of technical excellence, mobile-first design, and high-quality content has paid off.

URLs redirected

Thanks to seamless redirect management, we were able to migrate 100% of the relevant pages to the new structure (without trailing slashes) – a total of over 145.

Ø higher Google Rankings (YoY)

In the comparison period (November 1, 2025, to January 31, 2026), the average rankings rose from 19.8 to 16.2—an improvement of 18.8% over the same period last year.

Website Health Score

The technical basis of the new Webflow site is excellent. Regular audits confirm a stable quality rating of almost 100%, which underscores its technical cleanliness and maintainability.

Performance Increase

By reducing extremely large image files (from sometimes >4 MB to <100 KB) and optimizing the “Largest Contentful Paint” (LCP), the pages now load faster.

Organic top rankings for key keywords and prompts (Google, last 3 months)

Was kostet eine Wärmepumpe mit Erdsonde?

#2.4 Position

Verbot Ölheizung Kanton Bern

#1.1 Position

Was ist besser Fernwärme oder Wärmepumpe?

#1.5 Position

Wärmepumpe Vergleich Schweiz

#2.7 Position

Further successes

Learnings

Important Insights

A leap in quality through human-AI collaboration: The use of artificial intelligence was not purely an efficiency tool, but a lever for quality. We learned that AI does not replace experts, it scales them. Through sophisticated prompt engineering and human curation, we were able to massively accelerate content production without losing depth. The strategy was hybrid: humans provided the structure and expertise, AI (e.g., ChatGPT) took care of the wording, and an expert refined the result during editing.
Technical migration does not forgive mistakes: Changing the URL structure (removing the trailing slash) with over 100,000 clicks of traffic was “open-heart surgery.” The lesson learned: seamless redirect mapping is the life insurance for any ranking.
HTML beats PDF hands down: a lot of valuable product information was previously lying dormant in PDF data sheets – less readable for Google and difficult for users to access on smartphones. The laborious transfer of this data into real HTML website text on the product pages solved the problem of “thin content.” The insight: Product detail pages only rank sustainably if the technical specifications are available directly as crawlable text and are not hidden in file attachments.
Mobile UX determines the lead: “Mobile first” is more than just responsive design. Analysis of “conversion blockers” showed that users need guidance on smartphones. Elements such as scrolling navigation and clearly differentiated button hierarchies (primary vs. secondary actions) are crucial for retaining users on small screens. Design must be subordinate to conversion, not the other way around.