Gridless Build Solutions · Home energy and climate systems · Melbourne, VIC
We built a page for each system type and brand pages beneath the three air conditioning types, 14 of them used by the ads. We also added four promises under the headline, from a free site assessment to rebates at quote.
White paper · PDF
Marketing for home services in Australia
58 pages · 2.3 MB
Download this PDFRead it on the pageWe built a page for each system type and brand pages beneath the three air conditioning types, 14 of them used by the ads. We also added four promises under the headline, from a free site assessment to rebates at quote.
Gridless Build Solutions came to us as an installer of energy-efficient home systems across Victoria: air conditioning, solar panels, home battery storage and heat-pump hot water. Its site promised licensed crews, a fixed and itemised quote, and eligible rebates taken off the quote rather than claimed later.
Home energy is a crowded set of choices. A household might want one upgrade or several, and might arrive knowing the system type, the brand, or neither. Rebates add another question, because what a household pays depends on what it is eligible for.
The brief was a site where each of those starting points had its own page: a page for the system type, a page for the brand within that type, and a page for the rebates, with the same promises and the same quote request on each. The site also had to carry the air conditioning campaign, so the pages the ads pointed to had to match the search behind them.
The home page named all four systems in one headline beside a photograph of an installer in front of rooftop solar panels and an outdoor air conditioning unit. Each system then had its own page in the same layout: split systems, ducted air conditioning and reverse-cycle heating for cooling and heating, residential solar panels, home battery storage and heat-pump hot water.
Under the three air conditioning types, ducted, multi-split and single-split, sat brand pages, 14 of which were Google Ads landing pages. A visitor who searched for a brand landed on that brand within the right system, and one still choosing a system landed on the system page that explained the options first.
The home and air conditioning pages made the same four promises before the quote buttons: a free, no-obligation site assessment, a fixed quote with every line explained, licensed installers backed by a workmanship warranty, and rebates applied at quote where eligible. Two rebate pages, one for Victoria and one for Melbourne, sat beside the system pages. How It Works and Service Areas sat in the header beside the services menu, with a quote page of its own.
The site carried the Gridless air conditioning campaign. Over the whole campaign, the ads pointed to 25 pages: the system pages, the brand pages, the rebate pages, how it works, service areas and the quote page. About 1 in 10 clicks became an enquiry by phone call or quote form. Searches for a type of system became enquiries 1.4 times as often as searches naming a brand, and the system pages explained the choice before any brand appeared. The Gridless Build Solutions campaign case study sets out how those figures were measured.
For a business with several services and many products to explain, see our website design services.
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Tell us about your services, your customers and the next step you want them to take. We will shape the design and page structure around that brief.
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Project highlights
A closer look at the services and features delivered. Open a tile for the source behind each detail.
Project highlight
System by system
air conditioning pages and rebate information
Website delivery
Project detail
A page for each system type and brand pages beneath the three air conditioning types, 14 of them used by the ads. Four promises under the headline, from a free site assessment to rebates at quote.
25
site pages the Google Ads campaign pointed to, from system pages to rebate pages
Google Ads landing-page report
Project detail
Distinct page addresses on the site in the campaign's Google Ads landing-page report, with tracking codes removed.
14
Brand pages the ads pointed to, across ducted, multi-split and single-split systems
Google Ads landing-page report
Project detail
Brand page addresses under the three air conditioning system types in the campaign's landing-page report.
4
Home systems on one site: air conditioning, solar, batteries and heat-pump hot water
Site structure at delivery
Project detail
Service sections in the site's page addresses and its header, as captured at delivery.
4
Promises under the headline, from a free site visit to rebates applied at quote
Screenshots at delivery
Project detail
Counted on the home and air conditioning page screenshots taken at delivery.
2
Rebate pages, one for Victoria and one for Melbourne
Google Ads landing-page report
Project detail
Rebate page addresses in the campaign's landing-page report.
Page counts come from the Google Ads landing-page report for the campaign: the distinct page addresses on the site that the ads pointed to, with tracking codes removed. Screenshots show the delivered website. Campaign outcomes, where included, use the periods and definitions in the linked advertising case study.
Insights
Details from the Gridless Build Solutions project. Open a card for the finding and its source.
14
Ducted, multi-split and single-split air conditioning each had a page, with brand pages beneath each type. A visitor comparing split systems landed on split systems, and one who already knew the brand landed on that brand's page within the right system.
Source and basis. Brand page addresses under the three air conditioning system types in the campaign's Google Ads landing-page report.
1.4×
People still deciding between ducted and split systems enquired more readily than people who searched a brand. The system pages were written for them, explaining the choice before any brand is named.
Source and basis. From the Gridless Build Solutions campaign case study: click-to-enquiry rate for searches by system type against searches naming a brand, over the whole campaign. Rebate ad groups are left out. Rounded down.
4
A free site assessment, a fixed and itemised quote, licensed installers with a workmanship warranty, and rebates applied at quote sat under the headline on the home page and the air conditioning page. The quote buttons came after them, so the terms were clear before the request.
Source and basis. Counted on the home and air conditioning page screenshots taken at delivery.
Inside the website
Website detail
The home page named air conditioning, solar, batteries and heat pumps together, beside a photo of an installer in front of rooftop solar panels, before each system had a page of its own.
Website detail
A free site assessment, a fixed and itemised quote, licensed installers and rebates applied at quote, under the headline on the home and air conditioning pages.
Campaign work · Gridless Build Solutions
See the advertising work for Gridless Build Solutions, with the results and measurement explained in each campaign case study.
Campaign case study
Gridless Build Solutions: 29% lower cost per aircon enquiry. See the campaigns, customer journey and measured results.
Read the campaign case studyThe brief, the design and how the website supports the wider customer journey.
The first call is free and there is no deck.
Book a callSome households search for the type of system they want and others for a brand. A system page explains the choice, and a brand page beneath it speaks to someone who already knows what they want, so both land on a page about their search.
A free, no-obligation site assessment, a fixed and itemised quote, licensed installers backed by a workmanship warranty, and rebates applied at quote where eligible. They sat under the headline on the home and air conditioning pages.
Rebates were applied in the quote where a household was eligible, and two rebate pages, one for Victoria and one for Melbourne, sat beside the system pages.
The ads sent searches to the matching system or brand page, or to a rebate page. Over the whole campaign about 1 in 10 clicks became an enquiry, and system searches enquired 1.4 times as often as brand searches. The campaign case study explains the figures.
A page for each system type and brand pages beneath the three air conditioning types, 14 of them used by the ads. Four promises under the headline, from a free site assessment to rebates at quote. Rebate pages for Victoria and Melbourne, how it works and service areas. 25 pages that the air conditioning campaign pointed to.
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