Work / TKProfi / HVAC
HVAC / E-commerce / Live
Air conditioning and heat pumps, explained before the sales call.
TKProfi sells and installs air conditioning and heat pumps in Czechia. I did the brand, the website and its search set-up, and I keep building the system behind it.
01 / HVAC / Product information
01 / The contextContent should help people decide
The challenge / The audience
Someone buying a heat pump wants to know what it costs to run, whether it suits their house and who installs it. The site answers that before anyone picks up the phone.
02 / The information problemDifferent questions / One website
Cooling, heating and the services around them, kept apart so nobody lands in the wrong place.
What installation involves, shown early, before anyone gets their hopes up.
Guides that answer common questions and link to the products they’re about.
An enquiry form once the visitor knows enough to ask a good question.
03 / Content that worksCategory / Detail / Guide
Service pages, product categories and guides all follow the same content model. The layout changes with the task. The structure underneath doesn’t.
04 / Up closeStudio renders / The live site
05 / In printStudio renders / The printed pieces
06 / The systemFrom the live site / Read, not redrawn
07 / The digital systemEngineering / Editorial / Discovery
Product categories and common questions linked in a structure that’s easy to follow.
An admin built around the data the shop actually keeps up to date.
Pages measured on a phone and on desktop. The results are further down.
08 / Automation behind the shopDrafted by machine / Approved by a person
A Facebook and Instagram post drafted every day from a product's facts and photograph. Code draws the price from the database, and the post goes out once approved.
The manufacturer's datasheet read for each new product; every field proposed with its source and confidence, accepted by the editor one by one.
Studio-style pictures from the manufacturer's photograph, created switched off and labelled as illustrations until checked.
One catalogue of e-mails covering enquiry, installation, handover, service and warranty, each with its legal basis.
Heat pump design with an indicative heat loss, heating costs by fuel, and air-conditioning output by room.
09 / MeasuredThe live site / PageSpeed Insights
PageSpeed Insights (Lighthouse 13.6.0) · measured 13 November 2026
| Mobile | Desktop | |
|---|---|---|
| Performance | 100 | 100 |
| Accessibility | 100 | 100 |
| Best practices | 100 | 100 |
| SEO | 100 | 100 |
| Largest contentful paint | 1.1 s | 400 ms |
| First contentful paint | 1.1 s | 300 ms |
| Total blocking time | 60 ms | 80 ms |
| Cumulative layout shift | 0.00 | 0.007 |
| Speed index | 1.1 s | 600 ms |
Lab data: Lighthouse under simulated mobile and desktop conditions. Real visitors’ numbers can differ.
Run it yourself on PageSpeed Insights (opens in a new tab)10 / More workTechnical depth / Different industry
Solar Boosting had the same problem, a technical product that has to make sense to the person paying for it.
View the Solar Boosting case study
01 / More projectsNext one
A good problem / A better response
Tell me what your customers struggle to understand, and I’ll work out how the site should explain it.
Start a project