Why solar case study pages convert better than service pages

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December 10, 2024

09:12

Why solar case study pages convert better than service pages

This is a slightly more informal one, but it covers something that quietly drives more enquiries than almost any other page on a solar website.

Case study pages are consistently the highest-converting pages we build. In many cases, they outperform service pages and even contact forms.

And yet, most solar websites either don’t have them at all, or treat them like an afterthought.

In this video, I walk through two real examples — one residential-led and one commercial-only — and break down the specific elements that actually build trust and move people toward a conversation.

This isn’t about impressing other installers.
It’s about translating technical outcomes into language customers instantly understand.

If you’re sending traffic to your homepage or an accreditations page, you’re leaving a lot on the table.

For context, this video was originally recorded on 8 January 2026, views & strategies may have changed since.

Featuring

Jude Cornish

Chief Commercial Officer

Video transcript

Hello. Hello. Bit of a different one today. You get to enjoy my face being a bit smaller on the screen.

The day absolutely ran away with me, so this is going to be a quicker, more informal video. I’m not writing out the full document for this one. Instead, I’m going to walk you through a couple of case study pages and explain some of the most valuable elements we include on residential and commercial solar social proof pages.

These are some of the highest-converting pages on the entire website, often outperforming even the contact form itself. I cannot stress how critical these are for any solar website. And yet, so many solar sites don’t have them at all.

I’d actually go as far as saying you should prioritise these pages over your service pages—unless you’re going all-in on SEO. A generic “we sell solar, here are our products” page does not convert like this does. This is what gets people interested. This is what builds trust.

So, first example: Infinite Energy. This one is more residential-focused, though you’ll see some commercial installs in there as well.

At the top, we show a clear summary of the project stats. We call out ROI. We call out number of panels as well as system size, because not everyone understands kilowatts. You can click into an individual project and see all of the imagery from that installation.

As you scroll down, you get a financial forecast showing ROI over time. Then you get a breakdown of the core stats. Then you see a video review.

This video was recorded by Paul on his phone, on a custom page we created. It was a three-minute, unscripted video. That same video became Infinite Energy’s highest-converting ad creative, and now it lives on the case study page as well.

What more could you want? That cost Infinite Energy a £10 John Lewis voucher.

As you scroll, you’ll see a nice animation explaining that Paul offsets the carbon equivalent of taking five flights to Madrid. And here’s the key theme you’ll notice throughout these pages:

Whenever we reference something a customer might not understand, we translate it into their language.

Instead of kilowatt hours per year, we use monthly or yearly savings in pounds.
Instead of kilograms of carbon offset, we use flights to Madrid.

That’s the point.

There is no value in building a website to impress other people in the solar industry. They’re not your buyer. Your customer needs to understand what you’re saying instantly.

We also list the hardware used, and we’re expanding these pages further. Things like related installations, the actual installation team featured on the page, and even individual team profiles.

We’re doing this on a site for Chilton Solar right now—I can’t show it yet because it hasn’t launched—but you’ll be able to click into the installers’ profiles from the case study itself. It’s going to be really cool.

Second example: Sustain Commercial Solar.

Ignore the snowflakes—that’s just a Christmas theme. This is what you do when you have a lot of data and a lot of projects.

Instead of a simple grid like Infinite Energy’s, we built a system designed to scale to hundreds of case studies. You can filter by installation size. You can see massive lifetime savings—£30 million plus—but if you’re a smaller business, you can pull the slider down and only view projects similar to your own building size.

That’s critical for commercial buyers. They want to see themselves in the project.

Click into any project and you get a deeply detailed case study. Lifetime savings. System size. Drone footage. Video interviews. I was actually on site for a few of these shoots—it was good fun.

In the video interviews, Andy talks through the system and the benefits the client is seeing. One of the most interesting insights was how engaged the staff were with the project—especially younger team members regularly checking the monitoring system and feeling proud of what the business had done.

That kind of insight is gold.

As you scroll further, you see all the imagery, savings charts, break-even timelines—which, frankly, are ridiculous in commercial solar—carbon offset figures, cost reductions, and a full written breakdown of the project.

We even include details like the financial route used—CapEx, hire purchase, or PPA—and finish with a clear call to action and the team section.

This should give you a strong sense of what’s possible with both residential and commercial case study pages.

And by the way, this isn’t just for organic traffic.

You should be sending people to these pages deliberately.

Mark from Infinite Energy does this brilliantly. When he’s speaking to a prospect, he picks the most relevant video review and sends it early in the conversation. He knows his customers will sell the business better than he ever could—and he’s a fantastic salesperson.

Don’t send people to your homepage.
Don’t send them to an accreditations page.

Accreditations are a prerequisite. People assume they’re in the footer.

Send them to case studies.

Put case study links in your email signatures. Put them in follow-ups. Put them everywhere.

People care about transformations. They care about results. They care about seeing proof that you’ve solved this problem for someone like them.

Rant over.

If you want access to the document we’re building—the big solar demand generation playbook going into 2025—put your email into the link on this post. You’ll get access to the document and more breakdowns like this.

And if you want us to build pages like this for you, get in touch. We still build websites and all of that good stuff.

Appreciate your time.

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Next up

08:26

Residential vs commercial solar intent isn’t what you think

Intent differences change everything downstream.

Dec 9, 2024

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