When launching new or complex energy products, the biggest challenge isn’t awareness, it’s understanding. Customers don’t buy what they don’t understand, and they don’t trust what feels complicated. This homepage redesign for a Community Solar provider demonstrates how RELLO builds digital experiences that teach, build credibility, and guide users naturally toward conversion.
Below, we break down the psychology behind each stage of the page, and how these principles can be applied to any energy brand looking to build trust and grow faster.
The first few seconds set the emotional tone for the entire brand experience. We removed complexity by leading with a statement that disarms confusion and skepticism. “No Panels” instantly eliminates the most common objection, while “Guaranteed Savings” anchors a clear, tangible benefit.
In behavioral terms, this leverages the processing fluency effect, the easier something is to understand, the more trustworthy it feels. In the energy sector, simplicity builds credibility faster than features ever can.
Consumers trust people, not systems. Introducing the founder and their personal motivation reframes the company as a mission-driven entity rather than a faceless utility. Storytelling builds what psychologists call parasocial trust, the feeling of knowing and liking a person you’ve never met.
In energy marketing, where products are abstract and intangible, this human element bridges the emotional gap. A relatable story turns “another energy company” into “a partner with purpose.”
After emotional connection comes rational validation. Clearly stating potential savings satisfies the analytical side of the customer’s brain, the System 2 thinker, as Daniel Kahneman describes. By offering a precise, believable number instead of vague claims, the brand triggers anchoring bias, customers now measure all other offers against that benchmark.
For any energy brand, quantifying value turns interest into intent.
This section is built for cognitive ease. By explaining a complex concept (community solar) in four visual, digestible steps, we help users feel smart and in control. People don’t want to be sold to, they want to learn their way to a decision.
This approach leverages the IKEA effect, customers value decisions they feel they’ve built themselves. In energy, guiding rather than pushing customers through education reduces friction and increases qualified leads.
Energy decisions carry risk: financial, technical, and emotional. The onboarding and billing visuals reduce that risk by showing exactly what to expect. “No changes to your utility service” and “no equipment needed” eliminate uncertainty and reestablish psychological safety.
In behavioral terms, this uses loss aversion framing: people fear making a bad choice more than missing out on a good one. By removing perceived loss or effort, the path to action feels safe and attainable.
We never ask for personal information before earning trust. Every prior section serves a purpose, to educate, build familiarity, and reduce doubt. By the time the form appears, the visitor feels confident and in control.
The call to action, “I’m Ready to Join,” is written in the first person, activating commitment bias, people are more likely to act on language that feels like their own decision.
This same sequence — Educate → Build Trust → Invite — is the backbone of all high-performing energy funnels.
Even after emotional and logical buy-in, latent objections can stop conversion. The FAQ section proactively resolves lingering doubts, a technique rooted in inoculation theory, which shows that addressing potential objections before they arise strengthens overall trust.
When marketing complex or technical energy solutions, the path to conversion isn’t paved with louder offers, it’s built with clarity, empathy, and trust.
By designing for how people think, feel, and decide, RELLO helped this Community Solar brand turn confusion into comprehension, and comprehension into conversion.
Every page we build follows that same principle:
