Feel the Warmth CIC

Feel the Warmth CIC, based in Carluke, South Lanarkshire, is dedicated to providing innovative personal warmth products to stop elderly people dying of hypothermia in their own homes, people suffering from fuel poverty, and vulnerable people experiencing homelessness in Scotland, and supporting the many invaluable charities that support them.

Unlike traditional heat sources that only warm the surface of the skin, Feel the Warmth’s heat belts and heat pads use its own patented Far Infrared (FIR) technology to penetrate heat up to 2 inches below the skin, reaching deep into the tissue. This deep penetration provides targeted relief for pain and discomfort, and promotes circulation of warmth throughout the body. Costing as little as £0.50 pence per month for regular use, the lightweight products offer an energy-efficient and cheap way to “heat the person, not the room” during a period with high energy costs and rising rates of fuel poverty in the UK.

Founded to make a tangible difference to homeless people in Scotland, Feel the Warmth CIC approached Jennifer Payne Marketing to provide marketing support and lead a website redesign that would amplify its mission, modernise its online presence, and deliver measurable results.

The Challenge
Feel the Warmth’s existing website was functional but outdated. With a limited budget and without changing the set-up, Jennifer Payne assessed the structure on the user journey, SEO optimisation, and visual clarity needed within the Shop to encourage customers to buy products. Key goals included:

• Updating and rewriting copy for SEO optimisation, improving discoverability on Google and other search engines.

• Creating new imagery and graphics to reflect the high quality and innovative technology, creating Unique Selling Points (USPs) to highlight differences between traditional hot water bottles and FIR kidney warmers and heat belts, particularly for vulnerable people.

• Modernizing the WooCommerce e-commerce platform in WordPress to simplify product sales and donations.

• Updating links, navigation, and site architecture for a smoother user experience.

• Ensuring the site reflected the charity’s brand values and tone of voice.

Our Approach
J&G3 Ltd. partnered with Feel the Warmth CIC to provide comprehensive marketing services, including:

• e-Commerce Website Refresh - A refreshed home page featuring the shop, and support opportunities. The redesign incorporated flexible content areas for reviews and testimonials, images and videos, making the site more visually engaging and easy for visitors to navigate, as well as the installation of Google Analytics.

• SEO Copywriting & Messaging - Website copy was rewritten with an organic approach to Search Engine Optimisation good practices, using keyword research from Google, to strengthen the position of the website to reach potential customers looking for better known (yet less effective) alternatives, such as electric blankets and hot water bottles. 

• Visual Content Creation - Custom photography, images and graphics were created to reflect the personality and impact of the products.

• Link and Navigation Updates - Existing content was audited and updated to improve site structure, internal linking, and overall user experience.

• Strategic Marketing Guidance - Beyond the website, Jennifer Payne Marketing provided strategic advice on marketing direction, content planning, and ongoing site maintenance, empowering the team to manage the platform effectively.

The Result
By partnering with J&G3 Ltd., Feel the Warmth CIC launched a website the owners were happy with that better showcased its products and customer reviews, and they immediately noticed a small rise in sales.

The combination of SEO-optimised copy, engaging visuals, and a streamlined e-commerce experience has already improved site traffic, donor engagement, and customer engagement. 

Client Feedback
“We’re not website people, but we know our products are the highest quality and after nine years, we wanted to improve our website to sell more.”

“I liked that I was able to meet Jennifer Payne face-to-face, and her can-do attitude and ability to explain a way forward gave me confidence. Jennifer always responds quickly.”

“We have a limited budget so Jennifer advised us to concentrate on optimising what we already have. She rewrote our website copy, took photographs of our products and advised us on hiring a professional photographer, created new product comparison charts, and restructured the Feel the Warmth e-commerce platform to make it easier for customers and supporters to buy. Her hands-on guidance made our messaging clearer and more compelling, and the site now more accurately reflects who we are and what we do - though we’re aware we could do much more, too.”

“Working with Jennifer was a seamless experience. She went beyond the website - she provided advice, insights, and practical solutions we could actually understand across every aspect of our marketing, helping us communicate our mission more effectively and reach our customers in the way we want.”

– Jean Rooney, Founder & Managing Director, Feel the Warmth CIC