When a clean energy company’s website looks like it hasn’t been touched in close to two decades, that’s not just a design problem—it’s a credibility problem. In a market where competitors are showing up with sleek, tech-forward digital experiences, an outdated web presence tells potential customers something you don’t want them to hear: that you’re behind.

That’s roughly where this U.S. solar installer found themselves. A company with real scale, real expertise, and a service area spanning multiple states across the Northeast corridor. Their business was solid. Their website wasn’t keeping up.

Client Background

This company had been in the residential solar installation space since 2007, serving homeowners across six states. With roughly 50 employees and an established reputation in their market, they also had a steady lead pipeline through a parent company relationship in the construction space—meaning they weren’t starting from zero on the sales side.

But the clean energy market was shifting underneath them. Government tax incentives were driving demand, and new competitors were entering the space with modern branding and digital-first go-to-market strategies. The solar industry had started looking and feeling like a tech vertical—design-forward, content-rich, and built to convert—and this company’s WordPress site reflected none of that.

The visual identity hadn’t been meaningfully updated in close to two decades, the information architecture was scattered, conversion paths were unclear, and there was no blog, no content engine, and no real SEO footprint to speak of.

The Challenge

The core issue wasn’t that the company lacked business—they had leads coming in through established channels. The problem was that their digital presence was actively working against them in a market that was getting more competitive by the quarter.

The site made it difficult for visitors to understand what services were available, let alone take action. There were few clear calls to action, the visual design felt dated next to the competition, and without any content strategy behind it, they had almost no organic visibility for the kinds of searches their ideal customers were running.

There was also a clear positioning opportunity being left on the table: this company competed on quality, professionalism, and reliability, which is a genuinely distinct market position in an industry where a lot of competitors lean on broad awareness plays. The site needed to communicate that competence in a way that matched how their team actually operated—and how their customers were already evaluating them.

Discovery and Approach

Why HubSpot CMS Over WordPress

We started with a full audit of the existing WordPress site and the competitive landscape, and it became clear quickly that this wasn’t a project for cosmetic changes. The site needed to be rebuilt from the ground up, on a platform that could support a real content and conversion strategy going forward.

That’s why we recommended a full WordPress to HubSpot CMS migration rather than patching what was already there. The decision came down to three practical realities: the marketing team needed a platform they could manage day-to-day without constant developer support; the content strategy we were planning required tight integration between blog content, landing pages, and lead capture tools; and HubSpot’s reporting would give them clear visibility into what was actually driving results. WordPress could handle a website. HubSpot CMS could power a growth engine.

Design Track

Once the migration decision was made, the project split into two parallel tracks.

On the design side, we built an entirely new information architecture—reorganizing how services, locations, and educational content were structured across the site. We developed a refreshed brand identity that felt current within the solar space while preserving the logo elements the team wanted to keep, created custom iconography, and designed new page templates with one priority guiding every decision: make it easy for someone to understand what this company does and take the next step.

Content Track

On the content side, we built a blog from scratch, since the old site didn’t have one. We developed a content strategy around the topics their target customers were actually searching for and produced approximately 25 blog posts covering everything from solar installation basics to regional incentive guides, along with pillar pages and landing pages designed to capture organic traffic and convert it into leads.

Throughout the site, we rebuilt the conversion architecture entirely—more strategically placed calls to action, clearer pathways from content to contact, and forms designed to move visitors toward a conversation without friction.

We also built automated email sequences tied to their lead pipeline. Because leads often came in through a parent company’s CRM based on construction project milestones, we designed trigger-based outreach that could engage prospects at the right moment in the buying process rather than blasting them at arbitrary intervals.

What We Delivered

The full scope of the engagement covered the WordPress to HubSpot migration, a website redesign, a brand identity refresh, a complete information architecture overhaul, custom iconography, approximately 25 blog posts, pillar and landing page content, site copy across all core pages, conversion path optimization, and automated email sequences. As a HubSpot CMS development partner, we handled every layer of the build—from platform architecture to content production—so the client didn’t have to coordinate across multiple vendors.

This wasn’t a template install. It was a ground-up rebuild of how this company showed up online, built to match the pace and polish of the clean energy market they were competing in.

The Outcome

Within eight months of launch, the new site generated 45 inbound leads through organic channels, six of which closed. The team averaged four new leads per month, and the total pipeline value attributed to organic traffic exceeded half a million dollars.

To put that in perspective: a single closed deal from organic traffic paid for more than a full year of the engagement. The site also saw consistent upward movement in keyword rankings across target search terms in the solar and clean energy space.

These results came on top of the leads the company was already receiving through their existing channels. The work we did didn’t replace their pipeline—it added a new one.

What Made It Work

Looking back at this project, a few decisions stand out as the ones that drove results.

The first was treating design and content as a single integrated project rather than sequential phases. A new website without content is a brochure, and content without a well-designed site to house it won’t convert. Running both tracks in parallel meant the architecture, the copy, and the conversion flows were all pulling in the same direction from day one.

The second was the clarity of positioning. Rather than blending into the broader solar market, the site was built to reflect how this company actually operated—professional, reliable, and focused on delivering a quality installation. That specificity came through in the copy, the structure, and the conversion flows, and it resonated directly with homeowners who were evaluating contractors on exactly those criteria.

The third was the platform choice. Building on HubSpot CMS gave the marketing team a foundation they could maintain and grow without external support. The blog, the forms, the analytics, and the automation tools all lived in one place, which meant the team could keep optimizing after launch rather than relying on developers for every update.

The Bigger Picture

The clean energy market continues to grow, driven by tax incentives, grid economics, and increasing consumer awareness. For companies in this space, the question isn’t whether demand exists, it’s whether your digital presence is structured to capture it. HubSpot web design specialists that understands both platform architecture and content strategy can close that gap faster than managing those workstreams separately.

This project was about building that foundation: a site that looks the part, content that earns organic traffic, and a conversion strategy that turns visitors into leads. For a company that had been running on a two-decade-old WordPress site with no content engine behind it, that’s a meaningful shift—and the pipeline numbers reflect it.

Working with a clean energy company that needs a digital presence to match its market position? Or evaluating whether HubSpot CMS is the right fit after years on WordPress? We’ve done this before—let’s talk.