Websites for stove and fireplace installers
Stove installer websites that sell the finished fireplace
Nobody buys a wood burner because of its heat output figure. They buy the picture of the room with the fire lit, and then they look for an installer they trust to put it there safely.
People buy the room, then the stove
Most stove installer websites are built from manufacturers' product shots: a stove on a white background, or a showroom-perfect lifestyle image the customer has already seen on other sites. None of it shows what you do. What sells a stove installation is the finished room in a real house, with the hearth you laid, the chamber you opened up and the stove you fitted.
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Photograph every install when it is finished, ideally with the fire lit and the room tidy. Take the before shot too: a boarded-up fireplace, a gas fire from decades ago, a bare wall where there was never a chimney at all. Then organise them the way customers think, by the kind of room and fireplace rather than by stove model. Someone with a small Victorian terrace wants to see small Victorian terraces.
Getting booked before the clocks go back
Stove enquiries bunch up in the autumn, when the first cold evenings make everyone think about a fire at Christmas. By then, many established installers have a waiting list. The customers who plan in spring and summer are easier to serve and usually more flexible on dates, but they need a reason to act early.
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Say what your current lead time is and update it as it changes. A note on the homepage in August saying the autumn diary is filling does more for summer bookings than any discount. When the diary is full, say so, and offer a survey now for an install later. That keeps the enquiry yours instead of sending it to whoever answers the phone in October.
The survey is where the sale happens
Almost every stove installation starts with a site visit, and most customers have no idea what happens on one. Explaining it on the website removes a reason to hesitate, and makes your survey sound like the thorough job it is.
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- Checking the condition of the chimney, including a smoke test, and whether it needs a liner.
- Measuring the fireplace opening and working out what hearth the stove will need.
- Looking at ventilation, and where a carbon monoxide alarm will go.
- Talking through fuel, heat output for the room and the stoves that suit the space.
- Whether the survey is free or charged, and whether a charge comes off the installation.
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What HETAS means to someone who has never heard of it
Your HETAS registration is the most important credential on your website, and many customers do not know what it is. Tell them in one or two plain sentences: installing a solid fuel stove is covered by Building Regulations, a HETAS registered installer can certify the work themselves, and the homeowner receives a certificate to keep with the house documents. That last part matters, because a buyer's solicitor is likely to ask for it when they come to sell.
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Put your registration number beside the explanation so it can be checked. If you also fit gas stoves, Gas Safe registration belongs there too, with the same kind of explanation. Two logos with context are worth more than a row of badges with none.
Smoke control areas and city postcodes
If you work in towns and cities, many of your customers live in smoke control areas and are unsure whether they can have a wood burner at all. It is a common reason people give up before enquiring. A page explaining, in plain language, that exempt appliances can burn wood in smoke control areas, and which of the stoves you fit qualify, captures those customers instead of losing them.
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The same page is a good place to talk about the fuels you recommend, why dry wood matters, and what that means for the chimney. Advice like this builds trust, and it attracts searches from people who are still deciding.
Showroom or no showroom
If you have a showroom, the website needs to act as its front window. Opening hours kept accurate, including the days a stove is lit, parking, the brands on display and a map. Set up your business profile on Google as a showroom people can visit, with photos of the displays and reviews from customers who came in.
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If you work without a showroom, say where customers can see the stoves you fit, whether at a supplier's display or in photos of your installs, and lean harder on the gallery. Either way, search follows the season: people look for stove installers in their area in late summer and autumn, so any advertising should run then, pointing at the gallery and the survey booking rather than a list of products.
What it costs
From £1,400, one-off.
That is the whole Growth Website™ rebuild for a stove installer, up to 6 pages. It covers the audit, rewriting how you explain the work, design, build, the conversion and local search groundwork, tracking, speed and launch. It is about 14 working days from agreed direction to launch, and you own it outright.
Growth Care™ is optional: £149 a month. Cancel any time, with a month’s notice. Every price is fixed and published, so you know the cost before you speak to us.
In our clients’ words
What our clients say.
Questions
The ones that come up.
Should a stove installer show prices on their website?
A starting price for a typical installation into an existing chimney is useful, as long as you explain what moves it: lining the chimney, building a new hearth, opening up a fireplace, or fitting a twin-wall flue where there is no chimney. Customers expect every stove job to be different. What they want is a rough sense of scale before inviting someone to survey, and a price range gives them that.
How should I explain chimney liners without it reading like a manual?
Answer the question the customer is actually asking, which is usually whether they need one and why. Explain in a couple of sentences what a liner does for safety and for how well the stove draws, when you would recommend one, and that the survey will confirm it. Show photos of a liner going in. Leave the technical detail for the survey conversation.
Is it worth having separate pages for gas, electric and wood burning stoves?
If you install all three, yes. The customers are different: someone wanting a real wood fire, someone in a flat with no chimney considering electric, and someone replacing an old gas fire. Each has different questions about flues, fuel and installation, and each searches differently. Separate pages let you answer them properly and show the right installs to the right person.
When in the year should I be updating my stove website?
Update your lead time whenever it changes, and add new installation photos as you finish jobs. Before the autumn, check the homepage says clearly how far ahead you are booking and invites early surveys. In the new year, when enquiries quieten, update the gallery and any pages about fuels or regulations. If you are on ongoing care, you send the photos and dates and we make the changes.
Should my stove website mention chimney sweeping?
Yes, in two ways. Explain that a new installation starts with a swept chimney and say who does it, whether that is you or a sweep you work with. Then tell customers how often the stove and flue will need sweeping afterwards. It shows you care about what happens after you leave, and if you offer sweeping yourself, it turns a one-off installation into a customer you hear from every year.
Where to next
Also for stove installers:
Related trades we build for:
Stove Installer websites
Find out what your website is costing you.
A free Growth Audit™: a written, prioritised audit of your website, with the three fixes worth making first. It is yours to keep whatever you decide.
We take on a limited number of builds at once, so there is usually a short wait before a new one starts. Once yours starts, it is about 14 working days from agreed direction to launch.