The Roadmap’s relationship with George began before the current Flamestyle website.
The team had previously created a website for his related business, The Soot Doctor. Following the performance of that project, the partnership expanded into Flamestyle, where the challenge was different. Flamestyle needed a digital presence capable of supporting a premium retail experience, generating demand beyond the local market and connecting online research with showroom visits and sales.
The two businesses operate alongside one another, while the digital strategy for Flamestyle has been built specifically around its products, customers and commercial opportunities.
“We found The Roadmap and tested them first on one website, which performed really well. Then we used them again for another website, and after that for campaigns that have also performed really, really well.”
For a specialist retailer selling premium fires, stoves and related products, being visible for the Flamestyle name alone is not enough.
Customers search by product type, brand, fuel type and application. Someone may begin by researching an electric fire, a Planika bioethanol fire, a Charnwood stove, a Thornhill cooker or another specific premium product long before deciding which retailer they will eventually buy from.
The search strategy is designed to connect those high-intent searches with Flamestyle, building visibility around Bray while also capturing commercially relevant searches from customers across Ireland.
This extends all the way to individual products. Product pages across the Flamestyle catalogue have been optimised for SEO so that customers searching for specific products can discover Flamestyle alongside, and where rankings allow, ahead of competing retailers selling the same or similar ranges.
Flamestyle is a high-end specialist retailer based in Bray, County Wicklow.
Many of its products require a significant investment from customers and therefore require serious consideration. Customers want to compare flame effects, finishes, fuel types, installation requirements and different brands before committing several thousand euro to a purchase.
For the most part, the journey begins with online research and develops through expert advice, a showroom visit or a direct online purchase, depending on the product and the customer.
The digital strategy therefore needed to understand:
Organic visibility is only one part of the strategy.
Google Ads and Meta retargeting have been used to reach customers at different points in the buying journey. Google Ads can capture demand when somebody is actively searching for relevant products, while retargeting gives Flamestyle another opportunity to remain visible to people who have already visited the website or interacted with the business.
The advertising strategy has included:
The same underlying content can support different stages of the customer journey. Someone can first encounter Flamestyle through an advertisement or social video, then see the same expertise reinforced when researching further on the website.
Instead of seeing another catalogue of polished manufacturer images, prospective customers can see the products, showroom and specialist knowledge behind Flamestyle before deciding to make contact.
Premium fires, stoves and cookers are highly visual products, but appearance alone is not enough to close a high-value sale.
Customers also need to understand the product, trust the advice behind it and know that they are dealing with people who understand what they are selling.
The video programme created for Flamestyle was designed to connect the website, social media and advertising strategy rather than treating video as a standalone activity.
Content has included:
The partnership has developed from one successful website project into a broader digital growth relationship across two businesses.
Rather than forcing Flamestyle into a generic ecommerce or agency model, the strategy reflects how its customers actually buy. People can discover the business through search or advertising, research individual premium products, build confidence through authentic content, buy selected products directly online or progress towards the expert showroom experience required for higher-consideration purchases.
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