Energy & Home Improvement · Case Study

CRO & High-Intent SEM for Home Backup Energy

How HeyLead improved conversion efficiency, shifted paid search from generic solar to high-intent battery storage keywords, and built a scalable roadmap for local growth — turning existing demand into measurable opportunity.

open_in_new Visit homebackup.energy
↑ CRO
Higher conversions
same traffic
Battery
Intent pivot from
generic solar
Low
Cost per lead
validated
Local
Growth roadmap
for scaling
Client
Home Backup Energy
United States
Industry
Solar & Battery Storage
Backup power solutions
Market
United States
TX, CT, MA & expanding
Engagement
CRO, SEM & Strategy
Funnel optimization & market testing
Business Overview

Helping homeowners evaluate and install solar battery storage solutions

Home Backup Energy helps homeowners evaluate and install solar battery storage and backup power solutions, providing an alternative to traditional generators and standard solar-only systems. The company operates in a highly competitive energy market where search demand is broad, but buyer intent varies dramatically.

Users searching for battery storage, backup power, or resilience solutions are typically further along the buying journey, motivated by outages or grid reliability concerns, and more likely to convert into qualified leads.

Home Backup Energy engaged HeyLead to improve conversion efficiency and sharpen search intent capture, ensuring traffic translated into real opportunities.

The Ideal Buyer
  • battery_charging_full
    Homeowners evaluating battery storage over traditional generators
  • power_off
    Outage-motivated buyers seeking grid resilience solutions
  • calculate
    Cost-conscious planners comparing solar battery economics
  • location_on
    Homeowners in high-value states like Texas, Connecticut & Massachusetts
Core Objectives
check_circle Improve conversion rate without increasing traffic
check_circle Shift SEM from generic solar to battery intent
check_circle Validate geographic profitability for scaling
The Challenge

High traffic, leaky funnel, and overly broad search targeting

leak_remove

High Traffic, Leaky Funnel

Traffic levels were promising, but users frequently dropped off before converting. Friction in navigation, CTAs misaligned with user readiness, and an interactive calculator not optimized for lead capture were the primary constraints.

filter_alt_off

Overly Broad Search Targeting

Campaigns were heavily weighted toward generic "solar" keywords, placing Home Backup Energy in direct competition with large solar installers, aggregators, and national lead brokers — diluting lead quality and increasing costs.

map

Geographic Profitability Variance

Solar and battery economics vary widely by state. Campaigns needed geographic prioritization, localized testing, and state-specific messaging to focus spend on the most profitable markets.

psychology

CTA Misalignment

The primary CTA — "Book a consultation" — was suppressing conversions by pushing users toward a commitment they weren't ready for. The funnel needed to prioritize education over immediate sales.

Execution & Improvements

Conversion-first optimization with a sharp search intent realignment

Reducing friction, shifting to battery intent, testing geography, and building a roadmap for scalable local growth.

01

CRO & Calculator Optimization

HeyLead optimized "The Best Backup Power Calculator" — converting it into a portable widget for A/B testing, adding visual step indicators to reduce exits, and streamlining the user flow.

widgets Portable Calculator Widget

Calculator converted into an embeddable widget enabling faster A/B testing across landing pages and domains.

linear_scale Visual Progress Indicators

Step indicators added to set expectations and reduce early exits — improving completion rates.

02

CTA Refinement — Critical Win

The primary CTA "Book a consultation" was suppressing conversions. HeyLead recommended replacing it with "Email your results" — lowering friction and capturing leads earlier in the decision cycle.

touch_app Lowered psychological friction for first-time visitors
touch_app Prioritized education over immediate sales commitment
touch_app Captured leads earlier in the decision cycle
touch_app Clickable logo, email field, and UX dead ends fixed
Result
check_circle Stronger top-of-funnel lead capture
check_circle Higher conversion without traffic increase
03

SEM Intent Pivot — Battery vs Solar

Shifted paid search from broad solar terms to battery storage, backup power, and energy resilience — differentiating from generic installers and improving lead quality.

check_circle Battery & backup power targeting
check_circle Aggressive negative keyword filtering
check_circle Brand & content alignment improved
check_circle A/B tested "Solar System Calculator" headers
04

Geographic & Market Testing

Campaigns prioritized in states with strong battery economics — Texas (Houston focus), Connecticut, and Massachusetts — with domain and pricing experiments.

check_circle High-value state targeting (TX, CT, MA)
check_circle CPA validation — low cost per lead
check_circle Domain experiments for state-specific messaging
check_circle Regional profitability insights gathered
05

Expansion Roadmap

"Generator vs Battery" content strategy for outage-prone markets, plus a roadmap for city-specific landing pages to improve local relevance and conversion.

check_circle Generator-to-battery educational content
check_circle City-level landing pages (e.g. Houston)
check_circle Local relevance for geo-specific searches
check_circle Scalable framework for new markets
Results & Strategic Impact

From traffic acquisition to conversion efficiency and intent precision

↑ CRO
Conversion Rate Improved

Higher conversion rates achieved without increasing traffic — through CTA refinement, calculator optimization, and UX friction removal.

Battery
Intent Pivot Validated

Shifting from generic solar to battery storage keywords delivered cleaner, higher-intent traffic and validated demand for backup power solutions.

Local
Scalable Growth Roadmap

Geographic testing and city-level landing page roadmap created a framework for scaling into new markets with proven economics.

Strategic & Long-Term Wins

check
Higher conversion rates without increasing traffic through CRO and CTA refinement
check
Cleaner, higher-intent SEM traffic from battery and backup power keywords
check
Education-first CTAs capturing leads earlier in the decision cycle
check
Validated demand for battery-focused solutions in high-value states
check
Geographic profitability insights from domain and pricing experiments
check
A scalable roadmap for local growth — city-level pages and generator-to-battery content
Services Provided

What we delivered for Home Backup Energy

  • tune
    Conversion Rate Optimization (CRO)
  • widgets
    Interactive Tool & Calculator Optimization
  • ads_click
    SEM Strategy & Keyword Refinement
  • block
    Negative Keyword Management
  • map
    Geographic & Market Testing
  • science
    Domain & Pricing Experiments
  • article
    Content & Landing Page Strategy
  • trending_up
    Growth Roadmap Development
star star star star star
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HeyLead brought a completely different lens to how we think about our funnel. The CTA change alone — from "Book a consultation" to "Email your results" — made an immediate difference. But beyond that, their strategic pivot from generic solar to battery-focused keywords transformed the quality of leads we were seeing. They also gave us a clear roadmap for geographic expansion that we're now actively executing. It's rare to find a team that combines hands-on CRO expertise with smart media strategy.

person

Home Backup Energy Leadership

Home Backup Energy, United States

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