What actually converts above the fold for residential solar

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December 24, 2024

10:14

What actually converts above the fold for residential solar

Most residential solar websites fail before the visitor ever scrolls.

Not because the installer is bad.
Not because the offer is weak.
But because the above-the-fold section doesn’t do enough work.

Above the fold is the only part of the page someone sees without taking an action.
And scrolling is an action.

A lot of people never take it.

This video walks through how we structure the above-the-fold section on residential solar sites we’re actively building right now — what has to be there, what earns its place, and what quietly kills conversions.

Headlines.
Subcopy.
Local proof.
Brand association.
Primary and secondary CTAs.
Reviews — even when volume is still low.
And why showing real installers beats perfect panel shots every time.

Nothing theoretical here.
Just patterns we see repeated across live projects, heatmaps, and conversion data.

If your service landing page looks nothing like this, it’s usually not a traffic problem.

It’s a structure problem.

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

Welcome back. Happy Boxing Day. Today I’m going to take you through my recommendations for the above-the-fold section of a residential solar website.

Above the fold is essentially the area you see before you scroll down the page. And you may not think so, but scrolling is an action someone has to take to consume more information. A lot of people land on a page and don’t scroll at all. That means the content above the fold — before the user has to take any action — is the most critical part of the entire page.

So we need to make sure we pack as many carefully considered elements, items, and features into that area as possible, to maximize the likelihood that someone takes the action we actually want them to take.

I’ve obscured some information on this page because it hasn’t launched yet. This is a client site we’re currently building. But the elements are exactly the same. I’ve hidden the logo, phone, and email, but I’ll talk you through it as if it’s live.

First things first: the headline. Make it utterly clear and concise. Something like “Solar panels for your home.” It doesn’t get much simpler than that. With this page, we’re also trying to rank locally for search terms, and “solar panels” consistently has more search volume than “solar installation,” for example. That’s why we’ve gone with “solar panels for your home” rather than “solar installation for your home.”

Now, if you’re less concerned about ranking for specific keywords, you could use the headline to hammer home the core benefit instead. For example: “Save 70% on your energy bills.” That would be just as relevant to someone who landed on the page.

Another thing to consider is if you’re running paid traffic to this page. The headline should match as closely as possible the copy used in the advertisement — whether that’s Meta, Google, or anywhere else. With Google Ads, it’s straightforward because it’s text, so it should match very closely. With Meta, it could match the call to action, the title, or the wording used across the ad. But it needs to be consistent throughout the journey. Otherwise, people think they’ve landed on the wrong page.

Next is the subcopy. For example: “Simplify your home’s energy transition with [company name].” That elevates the headline. Or you could use this space to bring in social proof: “Join thousands of homeowners who have used [company name] to make their transition to renewable energy.”

Then we like to include four benefit callouts. In this example: based in Canterbury, fully accredited local installer, 100% five-star rated, and experts in energy generation and consumption. That last one is this company’s specific USP. They don’t just install solar — they do a full assessment of your home’s energy usage and energy loss profile, and then recommend the highest-impact solution for your specific home.

Next, you’ve got logos. If you’re a commercial installer, these might be logos of your clients. But as a residential installer, you can often lean on brand association with the hardware you install. If you install GivEnergy, SolarEdge, Tesla, and similar brands, you want those logos above the fold. People already have strong associations with those brands, and they’ll transfer some of that trust to you.

Then you’ve got calls to action — two really clear ones. One primary (in this case, “Contact us”) and one secondary (“Instant solar quote”). Immediately below that, you want social proof: reviews and a summary of your overall profile.

For this client, a big part of the work is increasing review volume. The review quality is great, but they need far more — ideally at least 50 quickly — to compete properly. That said, you should reference reviews even if the number is low.

We’ll also be looking to get reviews that include customer avatars — people’s faces — because it’s easier for visitors to relate to real people. It’s hard to relate to initials and a car icon unless someone happens to have the same car. You want customers to see the people behind the reviews, not just an impersonal number.

Next, you want to tease what’s coming further down the page. If someone hasn’t clicked a call to action yet and they aren’t fully convinced by what they’ve seen above the fold, you want to encourage them to scroll. The best way to do this is to show part of the next element so it looks slightly cut off on most screen sizes. In this example, the boxes are slightly cut off, which psychologically encourages scrolling. Even better is showing half of the next section’s text so people feel compelled to scroll and see what’s next.

On the right-hand side, what would be better than a generic panel image — and what we’ll replace this with over time — is an image of an installation taking place. Ideally with the team looking at the camera and smiling. People work with people. People relate to people. People don’t relate to panels on a roof in the same way. Even if the panel image looks nice, real humans win.

You can also use the left-hand side for a promotional callout. For example: “Book a February home energy assessment for 10% off.” Or you could link to a valuable resource, like a comprehensive guide to everything someone should consider before installing solar. If it supports the customer journey, you can feature it at the top, and it becomes visible on every page.

That’s a fairly comprehensive breakdown of what I would include above the fold. And of course it goes without saying: you should also have your instant quote and contact buttons fixed at the top of the page, so they’re always available.

If your service landing page looks completely different to this and doesn’t include the elements I’ve mentioned, it’s worth considering a rework — or even a new website entirely. In that case, you should reach out to us and we can guide you through the process. Even if we don’t work together, we can put together a sitemap or a plan for your website structure that you can take away and implement yourself or with another provider.

Hopefully that was useful. If you try this format and measure conversion rates, heatmaps, and user behavior, please let me know how it goes. We’re constantly optimizing and improving this for our clients. Appreciate your time, and I’ll catch you in the next one.

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Next up

14:32

A tour of the biggest residential solar website we’ve ever built

A solar website should scale with the business.

Dec 24, 2024

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