How to stop blocking your solar leads from converting

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December 27, 2024

7:58

How to stop blocking your solar leads from converting

Most solar websites don’t lose leads because the traffic is bad.

They lose them because the path to enquire is unnecessarily awkward.

Your job isn’t just to encourage conversion.
It’s to facilitate it.

Different people want to enquire in different ways.
On different devices.
With different intent.
At different stages of the buying cycle.

Forms.
Email.
Phone calls.
Quote tools.
Multi-step quizzes.

None of these are “best” in isolation.
They’re only best in context.

In this video, I walk through how we think about removing friction from solar websites and funnels — not by picking one mechanism, but by deploying the right one at the right moment.

Mobile versus desktop.
High intent versus early research.
Paid traffic versus organic.

If you’re forcing everyone down the same path, you’re almost certainly leaving enquiries on the table.

For context, this video was originally recorded on 26 December 2025, views & strategies may have changed since.

Featuring

Jude Cornish

Chief Commercial Officer

Video transcript

Good evening. Quick one today on how to get out of your solar prospects’ way.

On your website and in your funnels, your job is to encourage the conversion — but also to facilitate it. You need to give people the easiest, lowest-friction route to inquire with you, while still collecting the qualification and information you actually need.

There’s a lot of debate around the “best” way to do this. Some people say a standard web form is best. Some say a plain email address on the website is best — where someone can just click and contact you directly. Some people say multi-step quizzes are best (we’re a fan of them). Others say phone numbers are best. Quote tools are best. Lead forms are best. The truth is: they can all be the best at the same time — for different customers, at different moments, on different devices, with different intent, and at different stages in the buying cycle.

Here are a few examples. A standard web form is often one of the best ways to convert an older customer who’s earlier in the buying journey and doesn’t want to speak on the phone yet, but wants more information.

A multi-step form is brilliant for mobile paid-media enquiries because it helps you collect the information you need and qualify leads, while still being quick, natural, and fluid on a mobile device. You can also incorporate clickable quiz elements that make it extremely easy for someone to give you the details you need without friction.

A full quote tool is often best for a high-intent buyer who primarily wants a price and is typically using a desktop computer. But it’s also useful for someone earlier in the journey because it can help them understand what a system might cost and what hypothetical savings could look like. It gives them a lot of clarity upfront.

The main point is that you want to have all of these mechanisms available — and place them in the right locations at the right time.

For example, on Chilton’s site, you’ve got the instant quote button, the contact form, the email address, and the phone number. We also make sure that on mobile, no matter what page someone is on, at any moment, there’s a clickable phone number so they can call immediately if they want to.

At the same time, you might not want to send paid mobile traffic directly to a more complex quote tool, because you may get more drop-off. On mobile, people can struggle to accurately pinpoint their roof, for example, and that friction can reduce conversions.

It’s all about deploying the right mechanism at the right time — and understanding there isn’t one universal “best.” The “best” option depends on the context: the device they’re on, where they came from, what they’re trying to do, and what their intent is. Context is what makes something the best.

That’s it for today. If you want a copy of this document as we build it out, it’s becoming an absolute monster — we’ve got at least 15–20 lessons in there now, and they go into significant depth on solar demand generation. If you want it, click the link below and enter your email address, or drop me a message and I’ll send it over.

And if you want the implementation of everything we discuss — including knowing which mechanism to use when, like when to use the contact form versus the quote tool, and how to deploy them correctly — then you’ll want to work directly with us rather than figuring it all out yourself. In that case, continue through the same link, answer a few questions about your business, and we’ll be able to see whether you’re a good fit to work with us.

Appreciate your time. I’ll see you in the next one.

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Put your solar business on steroids

We've been helping ambitious, reputable renewables companies dominate their competition since 2024.

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Next up

10:14

What actually converts above the fold for residential solar

Most solar sites fail before the scroll.

Dec 24, 2024

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