Three Showrooms. Custom Digital Tools. One Seamless Customer Experience.

A comprehensive WordPress website redevelopment project combining custom functionality, interactive product selection tools, regional showroom navigation and automated customer enquiry systems.

YEAR: 2025
PLATFORM: WordPress + WooCommerce
SHOWROOMS: 3
PROJECT TYPE: Website Redesign & Custom Development
INDUSTRY: Fireplaces, Braais & Installation Services
MARKET: South Africa
WEBSITE: www.on-fire.co.za

Project Overview

Digital Rebellion undertook an extensive website enhancement project for On Fire, a South African fireplace and braai specialist offering premium products, tailored solutions and professional installation services.

With regional operations spanning Cape Town, the West Coast and Garden Route, On Fire required a website that could support a more complex customer journey than a conventional online store.

Customers needed to explore products, understand heating requirements, request estimates, arrange servicing and connect with the appropriate regional showroom.

Working within the existing WordPress and WooCommerce environment, Digital Rebellion redesigned key website elements, developed custom interactive functionality and introduced improved customer enquiry workflows.

The result was a more cohesive digital platform designed around how the business actually operates.

More than a visual refresh, this was a practical redevelopment of the website’s customer experience and functionality.

The Challenge

Buying a fireplace isn’t always a simple online transaction.

Customers need to consider room dimensions, heating capacity, installation requirements, available products and professional advice before making a decision.

The existing website needed improvements across several areas:

• Product discovery and search functionality
• Fireplace sizing guidance
• Navigation across multiple regional showrooms
• Customer enquiry and quotation processes
• Service and repair request handling
• Visual consistency and brand presentation
• Educational content and completed-project showcases

Traditional shopping cart functionality also needed to be reconsidered to better reflect On Fire’s quotation-led sales process.

The challenge was to bring these requirements together into a customer-friendly experience without making the website unnecessarily complicated.

Our Solution

Digital Rebellion implemented a series of website design, development and functionality enhancements, focusing on five key areas.

01. Website Redesign & User Experience

A stronger visual identity. Clearer navigation. A better customer journey.

The website’s visual presentation and structure were refined to improve usability, strengthen the On Fire brand and make important actions easier to access.

The redesign introduced a more cohesive fire-inspired colour palette, improved visual hierarchy and reorganised page sections.

Key Deliverables

• Website header redesign and restructuring
• Updated brand colours, imagery and visual elements
• Improved navigation and homepage shortcuts
• Fire video integration within the homepage hero
• Reorganised feature sections and calls to action
• Enhanced product search and navigation
• Improved presentation of customer reviews
• Updated logo assets for digital and print use
• Removal of unnecessary interface elements

A key consideration was ensuring customers could easily access tools such as the room calculator, showroom selector, estimate builder and service enquiry forms.

These functions were incorporated into the website’s primary navigation, making them accessible without overwhelming visitors.

The Outcome

A cleaner, more consistent website experience with clearer navigation and stronger alignment between the On Fire brand and its specialist services.

02. Multi-Location Showroom Navigation

Three regional showrooms. One centralised customer experience.

With customers across Cape Town, the West Coast and Garden Route, On Fire needed an effective way to connect website visitors with the appropriate regional team.

Displaying multiple telephone numbers, WhatsApp contacts, email addresses and locations throughout the header would have created unnecessary visual clutter.

Digital Rebellion developed a custom Select Showroom dropdown to centralise regional contact information.

Custom Showroom Selector

The interactive navigation provides access to three showroom regions:

• Cape Town
• West Coast
• Garden Route

Each showroom includes direct communication options for telephone, WhatsApp, email and Google Maps directions.

Additional Functionality

• Custom dropdown interface integrated into the website header
• Click-to-call telephone links
• WhatsApp contact shortcuts
• Direct email links
• Google Maps directions
• Improved regional contact navigation
• Persistent access to key customer tools

The updated header also incorporates shortcuts to product search, the room calculator, estimate builder and service requests.

The Outcome

Customers can more easily identify and contact the appropriate regional showroom, while the website maintains a cleaner and more organised header.

This demonstrates how custom website functionality can address a practical challenge for businesses operating across multiple locations.

03. Custom Fireplace Room Calculator

Turning technical product selection into an interactive customer experience.

One of the project’s key development features was the enhancement of On Fire’s fireplace room calculator.

Choosing an appropriately sized fireplace requires an understanding of room dimensions and heating output.

Rather than requiring customers to interpret technical sizing information themselves, Digital Rebellion enhanced the calculator to automatically connect room measurements with relevant fireplace recommendations.

How the Calculator Works

Step 1 — Enter Room Measurements

Customers enter their room’s length, width and height.

Step 2 — Automatic Calculation

The system calculates the room volume and automatically updates the relevant sizing guidance.

Step 3 — Heating Capacity Guidance

The calculator provides recommendations using fireplace heat-output categories, including:

• 5–7 kW for smaller spaces
• 8–10 kW for medium spaces
• 11 kW and above for larger spaces

Step 4 — Relevant Product Discovery

The recommended output connects customers to relevant fireplace product options, allowing them to continue browsing based on the calculated sizing category.

Custom Development Features

• Enhanced calculator code and functionality
• Automatic results without a separate calculate action
• Dynamic fireplace sizing recommendations
• Interactive heat-output chart
• Product links based on recommended kW ranges
• Clear visual highlighting of results
• Supporting guidance and FAQ integration
• Improved calculator layout and accessibility

The Outcome

A more intuitive product-selection experience that helps customers narrow down suitable fireplace options before contacting the sales team.

The calculator combines practical customer education with guided product discovery.

04. Custom Enquiry Systems & Business Process Automation

From product discovery to professional consultation.

On Fire’s sales process involves more than selecting products and completing an online checkout.

Many purchases require individual quotations, technical assessments, installation planning and ongoing customer communication.

Digital Rebellion refined the website’s functionality to better support this consultative approach.

Quotation & Estimate Requests

The website incorporated an estimate request interface, giving prospective customers a dedicated starting point for requesting project quotations.

The customer journey was supported by clear guidance around the business’s process:

Request Estimate → Site Visit → Deposit → Installation

This helps customers understand what to expect after making an enquiry.

Service & Repairs Enquiry System

A dedicated Services & Repairs page was developed with custom-designed enquiry functionality.

The solution included:

• Dedicated service enquiry page
• Custom service request form
• Form submission routing to the service team
• Automated customer acknowledgement emails
• Book a Service navigation shortcut
• Updated service-related website content

Customer Communication Automation

Custom email autoresponders were configured to acknowledge incoming enquiries and confirm that the business would be in contact.

This creates a clearer initial communication process while helping customers know that their enquiry has been received.

WooCommerce & Product Enquiry Refinements

The existing e-commerce environment was also adapted to better reflect On Fire’s quotation-based sales process.

Enhancements included:

• Removal of unnecessary shopping cart elements
• Product quotation request functionality
• Improved product search and filtering
• Linked brand and product listings
• Product availability and service-related indicators
• Improved pathways from product discovery to enquiry

The Outcome

A website better aligned with the company’s practical sales and service workflows, providing clearer enquiry pathways for customers seeking products, installations, repairs and professional advice.

05. Product Discovery, Content & Digital Foundations

Making product information easier to find, explore and manage.

Beyond the custom tools and enquiry systems, Digital Rebellion improved several important product and content areas.

These enhancements were designed to make the website easier to navigate and provide customers with useful information throughout their decision-making process.

Brand & Product Navigation

The manufacturer brands section was updated to present selected fireplace brands with direct links to relevant products.

Featured brands included Kratki, Plamen, Dovre, Lacunza, Rocal, Carbel, Henley, Charnwood, Wiking and Flamm.

Additional work improved product search functionality, filtering and access to relevant product categories.

Frequently Asked Questions & Educational Content

The website’s FAQs were redesigned into a visually structured article layout.

Four supporting articles were prepared and presented with relevant imagery, covering fireplace-related topics such as fuel types, suitable firewood, construction materials and heating capacity.

This transformed a traditional information section into a more engaging content experience.

Installation & Project Gallery

A dedicated gallery was introduced to showcase completed installations and demonstrate the company’s work.

The gallery structure was designed to support ongoing updates as new projects became available.

Customer Reviews & Social Proof

Customer testimonials were also incorporated into an updated visual layout, helping visitors explore previous customer experiences.

Content Management

The project considered ongoing website usability for the business team, including the ability to maintain and update website content, completed projects and customer reviews.

The Outcome

A more organised website with improved product discovery, educational content and opportunities to showcase real installation work.

Project Highlights

Platform: WordPress + WooCommerce
Project Type: Website Redesign & Custom Development
Regional Showrooms: 3
Custom Tools: Room Calculator, Estimate Builder & Showroom Selector
Customer Communication: Custom Forms & Email Autoresponders
Additional Work: Branding, Product Discovery, Content Development & Gallery Enhancements
Market: South Africa

The Outcome

The On Fire redevelopment demonstrates how targeted website improvements can support both customer experience and practical business operations.

Rather than replacing the website purely for visual reasons, Digital Rebellion focused on improving the functionality that mattered to the business.

The project delivered:

Improved Product Discovery

An enhanced fireplace room calculator and product navigation experience provide more useful guidance during the selection process.

Simplified Regional Communication

A custom showroom selector makes regional contact information easier to access.

More Structured Customer Enquiries

Dedicated estimate, service and quotation pathways better reflect the company’s sales and support processes.

Stronger Brand Presentation

A refined visual identity and updated website layouts create a more cohesive online experience.

More Useful Content

Educational articles, customer reviews and installation galleries provide additional information throughout the customer journey.

Greater Operational Alignment

The website better accommodates the practical requirements of a specialist retailer and installation service business.

Together, these improvements demonstrate the value of developing websites around the people who use them and the businesses they support.

More Than a Website Redesign

At Digital Rebellion, we believe a successful website should do more than look impressive.

It should make things easier for customers, support the way a business operates and provide practical functionality where it matters.

The On Fire project demonstrates our approach to combining creative design, WordPress development, customised tools and customer-focused workflows.

From interactive calculators and multi-location navigation to custom enquiry systems, we build websites designed to work for real businesses.

Big ideas. Smart execution. Less fluff. More results.

Ready to Make Your Website Work Harder?

Already have a WordPress website that needs more than a visual refresh?

Whether you need custom functionality, improved product navigation, smarter enquiry workflows or a complete website redevelopment, Digital Rebellion can help.

Let’s build something that works.