Solar quotes, EV charging installs, and enterprise energy management deals don't convert like ecommerce. They convert when a skeptical buyer gets a real number and a real person to talk to. We rebuild the funnel around that fact instead of importing tactics from a different kind of business.
The Problem
Savings claims that don't survive a second visit kill trust before the form loads
Most cleantech landing pages lead with a savings percentage or payback-period number pulled from a generic assumption set, not the visitor's actual utility rate or roof orientation. Buyers who've already gotten a lowball quote from a competitor, or read a horror story about a bait-and-switch installer, treat vague savings math as a red flag. The page loses the visitor in the first ten seconds, and no amount of retargeting recovers that trust once it's gone.
Residential and commercial funnels get built as one funnel
A homeowner comparing solar quotes and a facilities director evaluating a commercial energy management RFP are not the same buyer with different logos on the page. One wants a fast, self-serve quote; the other needs a technical evaluation call, a spec sheet, and sign-off from procurement and a CFO. When both funnels share the same form, the same CTA copy, and the same follow-up cadence, the enterprise buyer gets a consumer-grade experience and disengages, while the residential buyer gets buried in enterprise qualification questions.
Incentive and rebate math is either missing or wrong, and both cost the conversion
Federal tax credits, state rebate programs, and utility-specific incentive stacks change by geography and by quarter. A site with no incentive calculator forces the buyer to do the math themselves or call a competitor who already did it. A site with a stale or generic calculator gives a wrong number, and the buyer finds out during the sales call – at which point the deal is already damaged. Either way, the page fails at the one job a cleantech buyer actually needs it to do: tell them what this costs them, specifically.
Multi-stakeholder, multi-session buying behavior gets treated as a single-visit conversion event
Residential solar decisions get made by a household, not a person, and enterprise energy deals get made by a committee spanning facilities, sustainability, and finance. Both involve research spread across multiple visits and multiple people on different devices. A funnel built around single-session conversion – one visit, one form, one CTA – has no mechanism to capture the second visitor or resume the third-session researcher, so qualified interest evaporates between sessions instead of converting.
How We Help
We start by separating the funnels that are getting collapsed into one. The first two weeks are an audit of every path a visitor can take – residential quote requests, commercial RFP inquiries, EV charging site-assessment requests – mapped against where each one actually drops off, using session recordings and funnel analytics, not assumptions. We pull your current incentive and rebate math apart to check it against what's actually available in your service territories, because a wrong number on a live calculator is worse than no calculator at all.
Strategy development builds each funnel around what its buyer actually needs to move forward. For residential and prosumer traffic, that means a fast, accurate quote path – real utility-rate inputs, a live incentive calculator instead of a generic percentage, and a clear path from quote to scheduled site visit.
Execution means we rebuild the specific pages and mechanisms that are losing buyers, and we test in sequence rather than redesigning everything at once. That includes rebuilding incentive calculators against live rate and rebate data, restructuring forms so a returning visitor doesn't start over, adding proof elements – installer certifications, warranty terms, permit and utility interconnection track record – at the exact point in the page where skepticism peaks, and building separate, appropriately-paced follow-up sequences for a same-week residential decision versus a nine-month enterprise procurement cycle. We run this embedded with your team, not as a report handed off at the end of a project.
Measurement tracks what actually predicts revenue for a cleantech funnel, not vanity form-fill counts. For residential and EV charging funnels, that's quote-to-site-visit rate and site-visit-to-install rate. For commercial funnels, that's inquiry-to-technical-evaluation rate and evaluation-to-proposal rate, since a raw lead count tells you nothing about whether the RFP pipeline is actually moving. We report on the metric that maps to your sales motion, not a generic conversion-rate dashboard that treats a homeowner and a facilities committee the same way.
What we deliver
- Funnel audit separating residential, commercial, and EV charging paths with drop-off points identified by session data
- Incentive and rebate calculator rebuilt against live federal, state, and utility-specific data for your service territories
- Redesigned commercial/enterprise pages built around booking a technical evaluation call, not a checkout event
- Multi-session capture mechanism so returning researchers and multi-stakeholder buying groups don't lose progress
- Funnel-specific measurement framework tracking quote-to-install and inquiry-to-evaluation rates instead of raw form fills
A cleantech landing page's real job isn't collecting a form fill, it's surviving the visitor's skepticism long enough to get a specific, correct number in front of them. Every conversion problem downstream of that traces back to a savings claim or incentive figure the buyer didn't believe.
Our Methodology
We run cleantech CRO as a 90-day sprint, not an open-ended testing program. Phase one is the audit: we map every conversion path against session recordings and funnel drop-off data, and we independently verify your incentive math against current federal, state, and utility programs in your actual service territories, because most of what we find wrong on a first pass is a number, not a design problem.
Phase two is the rebuild. We prioritize the highest-drop-off points first – usually the incentive calculator, the residential-versus-commercial routing, or the point in a commercial page where a facilities buyer needs technical proof and doesn't get it. We ship changes in a sequence we can actually attribute, not a full-site relaunch that makes it impossible to know what moved the number.
Phase three installs the operating rhythm: a testing and measurement cadence your team can run after the engagement, tied to the metrics that actually predict install volume and enterprise pipeline movement. Unlike a generic CRO agency running the same testing playbook on every client regardless of industry, we build the calculators, proof sequencing, and follow-up cadence specific to how a solar, EV charging, or energy management buyer actually decides.
How We Work
Initial engagements run 3 to 5 months. The first 30 days are the audit and incentive-data verification, plus agreement on which funnel (residential, commercial, or EV charging) gets rebuilt first based on where the biggest revenue leak actually is. Days 31 to 60 are the rebuild and first test cycle on the highest-priority funnel. Days 61 to 90-plus extend the work to remaining funnels and install the measurement cadence your team keeps running.
Our team on a cleantech CRO engagement is a CRO strategist who owns the audit and test roadmap, a designer/developer who ships the page and calculator changes, and an analyst who builds the measurement framework. From your side, we need access to your incentive and rebate data sources, your sales or install team for feedback on lead quality, and someone who can speak to what a technical evaluation call actually needs to cover for commercial deals.
We run biweekly test reviews and a monthly business review tying funnel changes to quote volume, technical evaluation bookings, and – once there's enough sales-cycle time elapsed – install or closed-deal rate. Most clients see quote-to-site-visit or inquiry-to-evaluation movement within the first 60 days; installs and closed enterprise deals lag behind that by however long your actual sales cycle runs, which for commercial energy deals is often 6 to 12 months.
If your cleantech & energy company needs conversion rate optimization leadership, we should talk.
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Frequently asked questions
How much does conversion rate optimization cost for a cleantech or energy company?
Most cleantech CRO engagements run $12K to $30K per month depending on how many funnels are in scope – residential quote paths, commercial RFP funnels, and EV charging site-assessment paths each add build and testing work. That's typically less than hiring a dedicated CRO lead plus a developer in-house, and it comes with someone who already understands incentive-program complexity instead of learning it on your dime.
How long before we see results from a CRO engagement for a solar or EV charging company?
Quote-to-site-visit and page-level conversion metrics typically move within the first 60 days once the incentive calculator and routing fixes ship. Enterprise inquiry-to-technical-evaluation movement shows up on a similar timeline.
How does the CRO team work with our sales and installer network?
We embed in biweekly test reviews with whoever owns lead follow-up on your side – sales for commercial deals, dispatch or installer coordination for residential. We need their input on what a low-quality versus high-quality lead actually looks like after the sales conversation, because conversion-rate numbers on the page mean nothing if the leads they produce don't hold up on the call.
What makes Winston Francois different from a generic CRO agency?
Most CRO agencies run the same test-everything playbook regardless of industry – button colors, headline variants, generic urgency copy. We start from the fact that a cleantech buyer's biggest objection is trust in the savings number, not page friction, so the first thing we fix is usually the incentive calculator and the proof sequencing, not the CTA button.
How do you measure ROI from a CRO engagement for an energy company?
We track funnel-specific metrics that map to your actual sales motion: quote-to-site-visit and site-visit-to-install rate for residential and EV charging, inquiry-to-technical-evaluation and evaluation-to-proposal rate for commercial. We report these alongside traffic volume so a lift in conversion rate isn't masked by a traffic dip, and we tie changes back to specific tests so you know what caused the movement, not just that it happened.
What type of cleantech or energy company is the right fit for this service?
Companies with meaningful paid or organic traffic already landing on quote, RFP, or site-assessment pages, where the gap is clearly in the funnel rather than in top-of-funnel demand. Series A through growth-stage solar, EV charging, and energy management companies in the $5M to $100M ARR range see the strongest fit, especially those running both a residential/prosumer motion and a commercial or enterprise motion at the same time.
