11Conversion
Outcome headline, one action
“Put your roof to work” leads. The first ask is a free roof check, not contact details.
Help first.
Teardown · Solar directory
Anatomy of
FindSolar.ca
findsolar.ca ↗ (opens in a new tab)The homepage, section by section: what each block is there to do and why it sits where it does.
ConversionTrustContentProofSEO
22Trust
A free tool without a gate
Homeowners can explore their roof before sharing contact details.
33Content
The job in four stages
Explain the installation process so homeowners come to the quote conversation informed.
4Content
Set the quality bar
Show what a proper installation covers, so homeowners know what to look for in a quote.
5Trust
Questions worth asking
Give homeowners four practical questions to bring to an installer conversation.
Make the reader the expert.64Conversion
Make the budget tangible
Three inputs turn a broad question about savings into a useful starting point.
75Conversion
Help before the ask
The quote form arrives after tools and guidance have given the homeowner something useful.
Now ask.86Proof
Let the research show
The directory puts its scope up front: 1,165 installers indexed and 716 websites reviewed.
97SEO
Give local searches a home
Province and territory hubs connect homeowners with information and installers in their area.
10SEO
Give people useful tools
Four free calculators give homeowners a reason to visit, share the site and come back.
11SEO
Answer before selling
Practical guides address the questions homeowners research before choosing solar.
12SEO
Keep the answers close
An FAQ handles common questions before the final invitation to get quotes.
138Conversion
One clear next step
“You’ve done the homework. Now get it priced.” The closing offer follows the research.
Beyond the homepage
The useful details.
A closer look at the pages and tools, with the thinking beside each screenshot.
Feature detail
Browse the directory
Location, relevant details and clear choices help visitors find a suitable option.
Find the right fit.
Feature detail
Inside a listing
A representative listing brings the information needed for the next decision together.
Details that matter.
Feature detail
Your actual roof, made understandable
The sample roof report combines satellite imagery, panel layout and planning figures.
Start with your roof.
Feature detail
Useful numbers before the enquiry
Visitors can change the inputs and see a planning result without an email gate.
Useful before the ask.
Feature detail
A library built around questions
The guides help homeowners research costs, quotes and installation decisions.
Look closer.
Feature detail
A guide with a practical job
The quote-reading guide gives a homeowner a way to compare the details.
Help people choose.
Decision log
Five calls that shaped the build.
| Decision | Why | Built to |
|---|---|---|
| Give value before asking | Let homeowners use the roof check and calculators before they share contact details. | Earn trust |
| Make the research visible | Show the directory’s coverage and reviewed websites alongside the installer listings. | Support credibility |
| Build around local searches | Give province and territory searches a relevant destination with local installer information. | Support local discovery |
| Put tools before forms | Help homeowners explore their roof and budget before asking them to request quotes. | Make decisions easier |
| One request, multiple quotes | Offer one clear route to compare installers after the homeowner has explored the options. | Simplify the next step |
Scorecard
Looking back.
Went well
- Tools give visitors immediate value.
- Local hubs organise the directory.
- The final call to action follows useful guidance.
Would change
- Tighten the long homepage.
- Bring installer proof higher up.
- Make the research statistics easier to scan.
Problems solved
- Make a large installer directory navigable.
- Explain installation before the sales conversation.
- Give early budget questions a useful answer.