CRO breakdown of Unsolar's solar panel installation lead generation — multi-step quote form, accreditation badges, and a savings-first conversion strategy.
What is ConvertScore™? ConvertScore™ is Apexure's proprietary landing page performance metric. We evaluate every page across four dimensions — Copy & Messaging, Layout & Hierarchy, Trust & Social Proof, and CTA & Conversion Path — to produce a single score out of 100.
Solar panel installation is one of the highest-trust home services purchases a homeowner makes. It’s a significant financial commitment (often £5,000–£15,000), it involves structural work on their home, and the benefits arrive over years rather than days. A homeowner considering solar has done research, compared multiple companies, and arrived on this page with a specific set of questions.
Unsolar’s page is built around answering those questions in order: can you save me money (savings headline), are you qualified to do the work (MCS and RECC accreditation), do you have experience locally (Sheffield project photos), and what do existing customers say (testimonials). Every section is an answer to a pre-existing question, not a new selling point introduced by the page.
connects subliminally to environmental values without being heavy-handed. The green hero background signals sustainability while maintaining the clean, professional aesthetic appropriate for a significant home service purchase. The overall visual tone says: we’re serious professionals who understand the environmental context.
— MCS Certified, RECC, TrustATrader, ePvs — runs directly below the hero. These aren’t generic quality marks; they’re specific solar industry certifications that a researching homeowner will recognise. Seeing all four together signals a comprehensive, compliant operation — not just a company that picked up some panels and started selling installations.
— Solar Panels, Solar Batteries, Solar Panels & Batteries, Solar Thermal — provides segmentation at the first interaction. A homeowner interested in battery storage has different economics from one interested in panels only; capturing this at the form entry stage enables more relevant follow-up communication and improves quote-to-close rates.
with authentic installation photos from Sheffield locations is the most contextually persuasive section. For a local service business, showing work completed in the customer’s own area is worth ten generic testimonials. The local specificity says: we know these rooftops, these planning contexts, and these grid connection requirements.
— MCS Certified, Top-Tier Solar Systems, 25 Years of Warranty, Fire Alarm Installation — addresses four distinct concern categories: regulatory compliance, equipment quality, long-term support, and safety. Each reason maps to a real homeowner anxiety about a major purchase.
The "Price Match Promise" guarantee section near the bottom — "If you find a lower quote for the same installation quality, we'll match it" — removes the final pricing objection. Homeowners getting multiple solar quotes are inherently comparison-shopping. A price match promise removes the incentive to choose a competitor on cost alone, because the price differential will be eliminated. It's an objection neutraliser positioned at exactly the right moment in the scroll journey.
Solar trust requires professional credibility at multiple levels: regulatory (MCS), commercial (TrustATrader), insurance (25-year warranty), peer (customer testimonials). Unsolar’s page addresses all four. The Raj, Manchester testimonial with a star rating provides the human validation; the accreditation badges provide the institutional validation; and the warranty terms provide the long-term support validation.
"25-year warranty mentions in solar are more than a feature — they're a business continuity signal. A homeowner is implicitly asking: 'Will this company still exist in 25 years to honour this warranty?' The answer doesn't have to be certain, but the confidence to offer a 25-year warranty signals the kind of operational substance that matters for a purchase that will outlast the installer-customer relationship."
Read more about how we approach home services page design in our guide to Landing Page Form Design Best Practices.
The FAQ section addresses the five most common solar objections: "Why choose Unsolar over others?", "How soon can I schedule a survey?", "What does the installation process involve?", "What warranties do you provide?", and "What maintenance is required?" These aren't generic FAQ questions — they're the exact questions a converting lead would need answered before calling. Addressing them on the page pre-qualifies leads and reduces time spent on objections in the follow-up consultation.
The conversion sequence mirrors the homeowner’s decision journey: identify savings potential (savings headline) → qualify the installer (accreditation) → visualise the product in context (project photos) → resolve practical objections (four reasons + FAQ) → remove price risk (price match) → request a quote (CTA). The form is available in the hero for high-intent visitors and the CTA repeats after each major content section.
"Solar pages that bury the quote form at the bottom lose the most motivated visitors — those who arrived already decided and just need a quick way to start the conversation. We always put the form in the hero and repeat the CTA at key scroll checkpoints. The bottom of the page is for visitors who needed convincing; the hero form is for visitors who didn't."
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Homeowners often research solar on mobile while discussing it with a partner or while reviewing an energy bill. The page was designed for mobile with large, thumb-friendly product selector buttons in the form, appropriately compressed project photography, and a click-to-call phone number prominent in the header.
The Sheffield-specific project gallery and testimonials serve dual purposes: they provide local social proof for direct visitors, and they support local SEO signals for organic search in the Sheffield/South Yorkshire area. When the page visual content matches the geographic keywords in the page's paid and organic campaigns, quality scores improve and cost-per-lead decreases.
Three priority improvements:
This page scores 82 out of 100. The accreditation badge placement is excellent and the local project gallery is one of the strongest social proof mechanisms in the home services category. The FAQ section is comprehensive and well-targeted. Points are held back by the absence of a personalised savings calculator — the most powerful conversion tool available in the solar category — and by a testimonial section that would benefit from more volume and geographic diversity to match the page’s local targeting.
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This principle influences visitor behaviour and supports the page's conversion goal.
People follow the actions of others. Testimonials, reviews, and client logos build trust and reduce hesitation.
People feel losses more strongly than gains. Framing around what they will miss motivates action.
This principle influences visitor behaviour and supports the page's conversion goal.
'Maximize Your Savings with Efficient Solar Panel Installation' leads with the financial outcome because that's the primary motivator for UK homeowners considering solar in the current energy cost environment. Environmental benefits are a secondary consideration for most buyers — the primary question is: will this reduce my energy bill? Leading with savings speaks to the economic decision-maker in the household, not just the environmentally motivated early adopter.
MCS (Microgeneration Certification Scheme) certification is a regulatory requirement for solar installers whose customers want to claim government incentives like the Smart Export Guarantee. A homeowner who doesn't see MCS certification on a solar page faces a potential disqualification from these incentives — which can represent thousands of pounds over the installation's lifetime. The MCS badge isn't decorative trust building; it's a deal-qualifier that removes a potentially blocking objection.
The project gallery showing completed solar installations in Sheffield, South Yorkshire — with location captions — creates hyper-local social proof. A Sheffield homeowner seeing multiple completed installations in their own city gets two reassurances simultaneously: this company operates locally (so there are no logistics barriers) and real neighbours have already made this decision (so it's proven to work in local conditions). Location-specific social proof consistently outperforms generic national testimonials in home services.
Solar installation is a considered purchase — homeowners don't buy it impulsively. But the decision to get a quote is relatively low-commitment. A multi-step form that starts with 'what solar products do you want?' (solar panels, batteries, solar thermal) — a preference question rather than a personal data question — gets visitors engaged with the product before asking for contact details. By the time they reach their name and phone number, they've already invested effort in defining their requirements.
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Founder & CEO of Apexure, Waseem worked in London's Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.
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"Solar lead generation pages often over-invest in the aspirational pitch — net zero, energy independence, saving the planet — and under-invest in the practical reassurance that actually converts. A homeowner considering £10,000 of roof-mounted equipment wants to know: are you certified, are you local, do you have a track record nearby, and what happens if something goes wrong? Those are the questions the page has to answer."