Green Up: solar power website and components store

Context

A solar power system is not bought on the spot. Between the first idea and the contract, a person estimates the capacity they need, looks into grant conditions, works out financing and judges whether the installer can be trusted. They may stop at any of these steps.

Grants add even more uncertainty. Their conditions and the remaining fund balance change, and buyers often get in touch exactly when they hear about a new funding round.

What needed solving

The company works with several audiences at once: homeowners, businesses, farms and solar park developers. Their questions differ. A homeowner cares about the monthly payment, a farm about the capacity required, a park developer about the technical solutions.

The company also provides servicing and sells energy storage batteries and EV charging stations. All of this had to be arranged so that visitors did not get lost.

How the website is structured

The menu is organised by buyer type: systems for homes, for businesses and farms, and for solar parks. Storage batteries, charging stations and servicing are added alongside.

Grants have their own section, with conditions for private individuals and businesses described separately. The grant amount per kilowatt is shown next to them, so visitors can work out their own case without phoning.

The most important tool is the capacity calculator. It answers the most common question: what system capacity is actually needed. The calculator is deliberately placed before the contact form: once visitors have a number, they get in touch with a specific need.

The financing offer is shown as a monthly payment, because that is what homeowners usually compare. A link to the full terms sits next to it.

Customer reviews are shown with names and specific cases. Below them are a gallery of completed installations and answers to the most common doubts about the benefits of a solar system.

Technical decisions

Calculator before the form, not after. When visitors get a useful answer straight away, there are fewer enquiries, but they are more precise. A high number of enquiries achieves nothing if half of them lead nowhere.

Grants with separate conditions. Grant rules for private individuals and businesses differ considerably. Combining them into one text would give visitors the wrong expectations.

Several enquiry forms. The forms on the first screen, next to the calculator and next to the grant information pass on different data, so the sales manager sees which topic the visitor was interested in.