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Ideal Heating

A cutting-edge website built using the headless Contentful CMS

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the brief.

After considerable online growth and a recent brand evolution, Ideal Heating identified a need to migrate away from their ageing Craft CMS platform to a modern CMS to take a digital leap forward.

As the old Craft CMS solution started creaking at the seams, it became obvious that a transition was needed to a more modern CMS. After extensively reviewing options, Contentful became the platform of choice for Groupe Atlantic, allowing us to use our headless CMS and API expertise to bring them across. All while rethinking branding and user experience, and of course maintaining valuable SEO authority.

As a long standing digital supplier to Groupe Atlantic, we were approached to develop a new website for their UK domestic heating brand, Ideal Heating. This project needed to include the replatform and migration from Craft to Contentful, implementation of a brand refresh, assessment and improvement of all CTAs, and a redevelopment of all onsite tools, such as the popular Product Selector.

A large part of this project was data and content migration, which proved no simple task given the breadth of content built up in the existing CMS over the years. All this needed to be tied together with heavy involvement from our internal technical SEO team to make sure our years of optimisations could carry across seamlessly and flourish. With Contentful as a long term solution to centralise all online platform content, making sure this was set up correctly was of critical importance.

Challenges

Cross-platform content and data migration

Development of bespoke migration tooling

Intricate online tool development

Heating product recommendations based on postcode

Supercharged SEO

Detailed SEO audits and implementation

Our approach.

We worked with Ideal’s internal creative team to bring the brand refresh to life, getting our heads together to design the new website, incorporating the best bits from the existing website along with new bits which had popped up. A big consideration at this stage was audience choice – a key audience segmentation issue for Ideal as they target multiple types of users who require different information. Or in fact the same information in a different format!

Once the design direction was decided, we began building out components in React using the Gatsby framework, interfacing with Contentful’s APIs to pull the site content together at build time. We chose Vercel as our hosting platform of choice for this project based on its robust support for Gatsby.

During development, we worked closely with our internal content team to make sure the extensive content library from the existing CMS was carefully migrated over to Contentful. This required a lot of manual entry, followed by checking and cleaning up afterwards.

 

We also ran many automated scans and technical SEO checks for the new website before launch to ensure everything was optimised as well as it possibly could be. We combined this with post-launch checks to ensure things like redirects were correct and functioning as they should.

Other key bits of development work included:

  • Extending the Product selector tool to include heat pumps, a key push for Ideal Heating
  • Redeveloping the Find an installer tool to work with Groupe Atlantic’s API
  • Redeveloping the Find your area sales manager map
  • Implementing the Installer roadshow proximity search
  • Integration with Arlo training management platform

Finally, we conducted a full Google Tag Manager and Google Analytics audit, assessment and tidy up. At this stage we also implemented Google Consent Mode v2 to make sure all Google Ads checks were coming back green.

Overall the project has been a massive success, with key CTA conversion rates going up by as much as 18% over a 6 month period.

“Working with Flaunt on our migration to Contentful has been an absolute pleasure. Their team made the entire process smooth and stress-free, handling everything from the technical challenges to rethinking our user experience with real expertise. They felt like an extension of our own team, always collaborative and full of great ideas. The results speak for themselves – not only does the new website look fantastic, but we’ve also seen an 18% boost in key CTA conversions within six months.”

Chris Johnson - Head of Digital Marketing & Analysis

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