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Funnels & websitesTape 020▶ 07:5827 Dec 2024
How to stop blocking your solar leads from converting
Friction kills more solar leads than price.
Jude Cornish, CCO & co-founder✓£2,000 to start, then nothing until your first deal.
The short answer
No single enquiry method is best. A web form suits an older, earlier-stage buyer, a multi-step form suits mobile ad traffic, and a quote tool suits a high-intent desktop buyer. Offer them all in the right places, with a tappable phone number on mobile, and match the mechanism to the context.
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.
Full transcriptRead the full transcript3 min read · 760 words · open ▾
▶ 0:00Good evening, quick one today on how to get out of your solar prospects way. So on your website and your funnels, your job is to facilitate the conversion to encourage the conversion, but also to facilitate it. Your job is to give people the easiest, lowest friction route to inquire with you while still getting the necessary qualification and information that you need from them. Now, there's lots of debate on this. Some people are going to say that a standard web form is the best way to get this information. Some people are going to say that a standard web form is the best way to get this information.
▶ 0:28Some people are going to say that plain email addresses on your website, if you can click the email address and get in touch with you, that's the best way. Some people say multi-step quizzes are the best. We're a fan of them. Some people say phone numbers are the best, quotation tools are the best, lead forms are the best. The thing is, they can all be the best simultaneously for different types of customers at different times on different devices with different intent and at different stages in the buying cycle. So here's some examples. This web form is probably one of one of the best ways to convert an older customer that is slightly earlier in the buying journey and doesn't really want to speak on the phone just yet, but they want some more information.
▶ 1:05This multi-step form, this is going to be absolutely brilliant for getting the information you need and qualifying a paid media inquiry on a mobile device, also in a way that's very easy for them to do and very quick and very natural and fluid on a mobile device. Other examples of this as well, where you've got clickable quiz elements that make it super easy for someone to give you the information you need.
▶ 1:27The phone quote tool is probably the best for a very invested high intent buyer that's looking for a price primarily on a desktop computer, but it's also great for someone that's much earlier in the journey because they can find out what a system might cost, what hypothetical savings forecast could look like and they can get all that information from a quote tool like this.
▶ 1:44So it's about ensuring that you have all of these things available and you position them at the right place in the right time. So for Chilton, you've got the instant quote button there, you've got the contact us form, you've got the email, the phone number, and we ensure that on the mobile device, for example, no matter what page you're on, at any moment in time, there is a clickable phone number that someone can use to call you immediately.
▶ 2:08You also potentially don't want to send paid mobile traffic directly to a slightly more complicated quote tool because you might get more drop off because people can't accurately pinpoint their roof, for example, or they struggle to. So it's all about deploying the right mechanism at the right time and understanding that there really isn't a best one, it is best given that, best given that they're on a mobile device, given that they come from this place, given that they're doing that, given that they have that intent.
▶ 2:35It's the context that makes it the best. Really quick one today, but if you want to get a copy of this document as we build it out, it is becoming an absolute monster. We've got, you know, at least 15, 20 lessons in here now that are all going into pretty significant depth on solo demand generation. If you want that, then you should definitely go click the link below, enter your email address, or drop me a message and I'll get that sent over to you.
▶ 2:57And if you want the implementation of everything that we discuss and people that actually understand which mechanism to use when, so when to use the contact form, when to use the quote tool, and how to deploy them, then you're going to want to work directly with us, rather than figuring all of this out yourself, in which case you should just carry on on the same link, and you'll basically get asked a few questions about your business, and that will enable us to understand whether you're a good fit to work with us.
▶ 3:19So, appreciate your time, I will see you in the next one.
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Five quick questions, then pick a time with Ben. Thirty minutes on where you're losing sales, and what we'd run instead.
✓£2,000 to start, then nothing until your first deal.