Flue & Flame (trading as Lancashire log burner installers) sells expert stove installation, sweeps, flue work, and ongoing care across Lancashire and Greater Manchester. The business is compliance-heavy (HETAS/OFTEC), trust-led, and geographically broad: customers need clear service detail, local relevance, and a path from curiosity to a qualified quote.
Primed Pixels delivered a bespoke WordPress theme, custom quote-building experiences, and product storytelling that support both high-ticket installs and repeat revenue. The same foundation sits behind paid acquisition: Facebook and Instagram ad campaigns have run at about 14× return on ad spend when measured against the client’s internal targets, with landing pages and forms aligned to how people actually buy stoves and packages. That lines up with how we combine web design, local SEO, and disciplined performance marketing across services engagements.
The Challenge
Install-led trades often peak in season, then go quiet on cash flow between sweeps and service. The website had to:
- Explain a complex service catalogue (installation, liner replacement, sweeps, repairs, packages) without overwhelming first-time buyers.
- Support configurable quotes (“build your stove” style journeys) instead of a flat contact form.
- Earn trust for regulated work and long warranties in a competitive local market.
- Give Facebook and Instagram ad traffic somewhere to land that converts, not just ranks.
The Build
Bespoke WordPress theme
We avoided generic multipurpose themes and shipped a custom theme shaped around Flue & Flame’s services, stove range, and content model. Templates stay fast to iterate for new products, blog education, and the large set of local area entry points the brand uses across Greater Manchester and Lancashire.
Custom quote builders
Quote builders walk customers through stove choices, packages, and context so the team receives structured enquiries instead of vague emails. The UX mirrors how people think about room size, efficiency, and installation bundles, which reduces back-and-forth and improves lead quality for both the sales desk and ad optimisation.
FlueCare subscription
We designed and built FlueCare as a dedicated subscription package: ongoing maintenance, sweeps, and peace-of-mind positioning so revenue continues outside peak install months. Subscription logic, messaging, and checkout patterns are integrated with the rest of WordPress commerce so the client can retain customers year round rather than only at purchase.
Facebook, Instagram, and measurement
Creative and audiences are only half the battle: the site carries clear calls to action, fast mobile paths, and quote flows that match campaign intent. With that stack in place, the client’s Facebook and Instagram ads have delivered roughly 14× ROAS against their benchmarks, with room to keep testing creative and offers on the same web development foundation.
Why it works
Flue & Flame competes on expertise, compliance, and proximity. A bespoke WordPress build keeps content and local pages under control; quote builders improve lead quality; FlueCare turns one-off installs into recurring relationship revenue; and the Facebook and Instagram ad funnel finally points at pages built to convert.
If you run a similar trade or local brand, start from web design and WordPress, then talk to us when you need quote tools, subscriptions, and landing architecture tuned for Facebook and Instagram ads in one programme.
