Why this work mattered
A solar enquiry is a considered purchase. A visitor needs to assess suitability, trust the delivery team and understand what happens next. My objective was to connect paid-media intent with a website journey that supports those decisions.
The CRO priority was useful enquiries, with enough context for a relevant sales conversation.
01 / Establish relevance immediately
The change: Business-focused positioning, location and approval signals appear alongside an energy-audit CTA.
Visitors should be able to identify who the service is for without interpreting broad brand language. A clear match between the advertising promise and the landing experience gives them a reason to continue.
02 / Answer questions before asking for commitment
The change: The journey surfaces delivery credentials, project evidence and an explanation of the installation process. Service content is organized by property type.
Qualification is partly about confidence. Answering questions about delivery and suitability can reduce the uncertainty behind hesitation. Grouping information around a buyer’s situation makes scanning more purposeful.
03 / Make the first action worthwhile
The change: The offer centres on an energy audit. The commercial page places an enquiry form alongside its core proposition.
A specific next step gives the visitor something concrete to evaluate. Keeping the action close to relevant information reduces the effort of finding where to begin.
04 / Balance completion with qualification
The change: The contact form captures service type and project timing, while roof-area information is optional. The commercial form requests location and electricity-bill context.
Every field should justify its effort. Early qualification can make follow-up more useful, while optional technical questions avoid forcing a visitor to guess. More submissions alone would not establish a better outcome.
What this project demonstrates
The observable result is a more explicit path from offer to enquiry. The conversion rationale is stronger relevance, reduced uncertainty and better context at the handoff.
No controlled test or before-and-after conversion dataset is included here. These are design and CRO decisions, not a measured uplift claim.
How I would evaluate performance
- Audit CTA clicks and form starts by traffic source.
- Form completion rate and field-level abandonment.
- Qualified enquiries as a share of submissions.
- Cost per qualified enquiry and booked consultations.
Compare like-for-like periods and account for changes in spend, traffic mix and seasonality.
Skills applied
Image & project references
Website: Joseph Smart Solar. Screenshots retrieved from COM8’s public website-transformation case study on September 23, 2026. CRO role attributed to Arun Prasath based on his project account. Screenshots document the interface, not individual authorship or measured conversion results.