Why solar case study pages convert better than service pages

▶ 0:00Hello, hello. A bit of a different one today. You get to enjoy my face being a bit smaller on the screen. Today, the day absolutely ran away with me, to be honest, so I'm going to do a much quicker formatted video so I don't have to write out the whole document. I'm going to take you through a couple case study pages and basically guide you through some of the really valuable things that we put on solar, both residential and commercial, case study or social proof pages that we create. And these are some of the highest converting pages that we put on solar, both residential and commercial, case study or social proof pages that we create.

▶ 0:25And these are some of the highest converting pages that we put on the entire website, even over the contact form itself. I cannot stress how valuable and critical these are to any solar website. And unfortunately, you see so many solar websites that do not have these. And I would even go as far as to say that you should prioritize this over the service page itself, over the page that, unless you're going ham on the SEO side of things,

▶ 0:55over the service page itself that actually says, you know, we sell solar, this is what the products that we sell, etc. Because this is what really converts. This is what gets people interested. So without further ado, Infinite Energy's website. So this is a little bit more focused on the residential side, but you can, of course, see a few commercial projects here. So you've got a summary of the stats. Obviously, we're going to call out things like ROI. We're going to call out number of panels as well as kilowatts, because not everyone knows what kilowatts means.

▶ 1:23And you can click through onto a project. And then you've got all the imagery for that project. As you scroll down, you've got the financial forecast on the ROI for that project over time. You've then got a breakdown of the core stats. You've got a video review coming through from the tool that we use to collect these. So Paul literally just whipped out his phone on a custom website that we created, it recorded a three minute video, it turned into Infinite Energy's highest converting ad creative, and we're using it on the website on his case study page.

▶ 1:52What more can you want it costs, you know, it costs, you know, infinite energy, a 10 pound John Lewis voucher, right? We've got this nice animation that comes in as you scroll down, saying that Paul offsets the carbon equivalent of taking five flights to Madrid, the thing that you're going to notice is a key theme. Whenever we reference something that the customer might not understand if they're not in the same industry that we are in, we use a way of saying it that they will understand.

▶ 2:16So instead of kilowatts generated, kilowatt hours per year, we use yearly savings in pounds or monthly savings in pounds. Instead of carbon offset in kilograms, we use flights to Madrid. That is the point you have to communicate to the customer in the customer's language. There is no point just creating the site to impress other people in the industry. They're not the people that are going to buy from you, unless, you know, subcontracts, relationships, etc.

▶ 2:42But assuming that you're targeting actual end consumers, we've also got a list of hardware and we're going to be building out these pages even more to have all sorts of cool stuff where you're going to have like related installations, you're going to have the installation team featured. So we've been working on a site for Chilson Solar. I can't show you it yet because it hasn't launched yet, but it's going to have like the actual team that installed it and you're going to be able to click through onto each one of them team members profiles like on the website.

▶ 3:07It's going to be really cool. The second example that I wanted to show you was sustained commercial solar. So ignore the snowflakes coming down. We've got a bit of a Christmas theme going on on this site at the moment. But this is if you really do have a hell of a lot of data and this is much more tailored towards the commercial visitor because what you can do and sustain have just got so many case studies.

▶ 3:31It's incredible. So we actually created instead of that kind of grid that you saw previously for infant energies one. Obviously, that list is going to get a bit tiresome if you've got loads and loads of case studies will sustain we're going to be building this out over time to the point we've got hundreds, right? So we need things like filters on the sides. You can actually filter down by or up by installation size so you can, you know, see, wow, bloody hell, you know, they've done some serious projects, lifetime savings over 30 million pounds.

▶ 4:01But if you're a smaller business, you can obviously bring the slider down and you can say, okay, okay, now I'm looking at buildings that are of my size that are potentially representative of the kind of installation that I would be doing, right? I think if I bring that back down to 100 kilowatts, you can see, yeah, some of the smallest ones, right?

▶ 4:19If you then click through onto any one of these, you're going to get an incredibly detailed case study page. This has got, again, lifetime savings. We can get away a little bit more with kilowatts and stuff here because typically the commercial customers, especially if it's a, you know, a renewables director or a facility manager, they will understand that jargon a little bit more.

▶ 4:39But as you scroll down, you've got the drone footage coming in. I actually went and helped the videographer record all that. Well, no, I didn't do the recording, but I was there on site with them. It was good fun. I'll try and put a picture on screen. Actually, I won't because that'll be more editing. You've got the video case study here. So if I play this, we've got a video interview where Andy basically talks through the system and all of the benefits that Baltic apprenticeships are experiencing from it.

▶ 5:04Interesting one, actually. They said one of the biggest benefits was especially like younger members of staff. They were constantly coming up to Andy to see the system monitoring. And there was a huge almost camaraderie around the fact that business has done something really great for sustainability. So I just found that was really interesting that the staff was so engaged by the project.

▶ 5:22As you come down, you've got all the imagery from the project. You've got some of the savings information. If I go on to, I'll tell you what the best of my favorite is Thermo Fisher. I was at this one as well, actually. This is good fun. Yes, you've got the interview with Javid there, all the photos, all the stats coming through.

▶ 5:41You've then got the chart of the savings. I mean, commercial soil is just ridiculous, isn't it? I mean, look at that. Breaks even after, what was it, a couple of years, three years. Ridiculous. All the carbon offset figures, cost reduction, the full kind of write-up on the project, who wrote the article, the financial route that was taken, whether it's CapEx, higher purchase or PPA.

▶ 6:04And then obviously to book a consult on the team coming across here as well. That's a pretty good example that should hopefully inspire you and give you some ideas of what you can pull off with a commercial solar or residential solar case studies page. Because, by the way, it's not just people that land on this page organically.

▶ 6:19You should be sending people to this page. So, Mark from Infinite Energy, he will make a point of whenever he's speaking to a customer, he will pick the most relevant video review that he has from his customer base and send it to them early in the conversation. Because he knows that they are going to be able to sell the business far better than he ever could.

▶ 6:39And he's a fantastic salesman, right? So, you want to be sending people direct to this page. Don't send them to the homepage. Put the case studies link in the footer of your emails, yeah? Because this is where you really want people to go. This is what will convert them to a sale and to a lead. I promise you. Actually seeing customer transformations and results.

▶ 7:02They do not care about... Obviously, they care about MCS and hikes and stuff. That's a prerequisite. Don't send them to a page where your accreditations are on. They assume that. That should be in the footer and it should be on the site. But don't send them there. Don't plaster your email footer with your accreditations.

▶ 7:17Plaster it with the case studies. Plaster it with the transformations that you've achieved for other businesses. That's what people really care about. Rant over. I hope you enjoyed. If you want access to the document that we create, that we're creating an entire monster document on solar demand generation coming into 2025, put your email into the link somewhere in the footer or comments or whatever of this post.

▶ 7:39You will get access to the document, which will break down stuff just like this in the same format. Appreciate your time. If you want us to build out a page like this for you, then get in touch. We still make websites and all that kind of stuff. So, let us know. Cheers.