Most installer sites are a slow, leaky funnel disguised as a brochure. Here are the seven leaks costing you the most, ranked by how easy they are to plug.
Imagine you spend £2,000 a month on Google ads. You drive 1,000 visitors to your website. Three of them fill in a form. The other 997 leave. We treat that as normal. It is not normal. It is a leaky bucket and most of the leaks are easy fixes that you can ship this week.
I have audited hundreds of EV installer and energy brand websites. The leaks are almost always the same seven things, in roughly the same order. Below is what I check for, what good looks like, and what each fix tends to do for the numbers.
Open your homepage on a phone. Cover the screen. Uncover for five seconds. Cover again. What do you remember?
If you remember a logo, a stock photo, and "Welcome to our website", you have failed the most basic test in conversion design. The first five seconds need to answer three questions before anything else: who is this for, what do you do, and where do you do it.
I should be able to land on your homepage and within five seconds know "this is an EV charger installer covering Hampshire and Surrey, and they install for both homeowners and small businesses". If your headline is "Powering the future of mobility" or any other generic statement that could apply to a Tesla, an oil company or a startup nobody has heard of, you have just lost half your visitors before they even read the next line.
The fix is two sentences. Plain English. One above the fold. Something like "EV charger installs for homes and small businesses across Surrey, Hampshire and West Sussex. Same-week site visits, OZEV-approved, fixed-price quotes." That is it. That single change will lift your bounce rate measurably within a week.
Google's own data is brutal on this. A site that takes three seconds to load loses 32% of mobile visitors before the page is even ready. At five seconds, you have lost 90%. EV installer sites are particularly bad at this because they tend to be image-heavy, built on a theme, and stuffed with plugins.
Run your site through Google PageSpeed Insights. If you score under 70 on mobile, that is your weekend job. The usual culprits:
Look at your enquiry form right now. How many fields does it have?
If it is more than five, you are paying a tax on every single submission. Each extra field reduces conversion. There is solid research on this. Going from a six-field form to a three-field form typically lifts submissions by 60 to 100 percent.
The fields you actually need: name, postcode, contact (phone or email), and a one-line description of what they want. That is four. Anything else (property type, energy supplier, EV model, parking arrangement) you can ask after they have submitted, in a follow-up email or on the booking call. By that point they are committed.
Two more form crimes I see weekly:
The moment a visitor decides to fill in your form is the moment they look hardest for a reason to say no. If your form sits alone on a page with no proof around it, you have made it easy to back out.
What trust looks like, near the form:
You do not need a wall of testimonials. Three solid signals beats twenty generic ones every time.
Three out of four EV installer site visits happen on a phone. Yet most installer sites have clearly been designed on a desktop and then squashed onto mobile as an afterthought. Buttons that overlap, hero text that is unreadable, a sticky header that covers half the form, navigation that opens a menu that takes 12 taps to find a phone number.
Open your own site on your phone right now. Try to find your phone number in three seconds. Try to fill in the form one-handed at a bus stop. If anything about that is awkward, you are losing leads in volume. The typical fix is not a redesign. It is removing things, not adding them. Smaller header on mobile, bigger phone CTA, fewer images, larger forms.
Average lift in qualified enquiries when each leak is fixed in isolation, across 18 EV installer audits
Most installer sites have eight buttons of equal weight. "Get a quote", "Book a survey", "Call us", "Email us", "WhatsApp", "Book a chat", "Learn more", "Read the case study". Visitors do not pick. They leave.
Pick one primary action. Just one. Then make every other button quieter. Your homepage should have a single, repeated, identical primary CTA above the fold, mid-page, and at the bottom. Same colour, same wording, same destination.
For most installers the right primary CTA is "Book a free site survey" or "Get a quote in 60 seconds". Both clearly signal what happens next. "Get in touch" does not. Visitors do not want to "get in touch". They want to know what they are signing up for. Tell them.
This is the most common one. Most installer sites have no analytics, or have analytics that are not connected to anything actionable. You cannot fix a leak you cannot see.
The bare minimum stack:
You cannot improve what you do not measure. Set this up once and then look at it weekly forever.
A high-converting EV installer site has roughly the following hit rates:
If you are nowhere near those numbers, do not panic. Three or four targeted fixes typically takes a site from 1.5% conversion to 4% within six weeks, with no extra traffic spend.
If you have read this far, here is the one-week sprint I would run.
Seven days. No designer required. Most of these fixes you can do yourself or with a £100 freelancer on Fiverr. The lift in conversions usually shows up in week two.
EV installer websites lose leads not because the design is ugly, but because they are missing fundamentals that have been understood for fifteen years. Speed, clarity, short forms, trust, mobile, one CTA, measurement. None of this is new. None of this is hard. It is just rarely done well.
If you fix five of the seven leaks above, you will likely double your enquiry rate without spending another pound on traffic. That is a meaningful change in the unit economics of your business, and it pays back forever. Marketing does not need to be complicated. It needs to be done.
Plug five numbers into our Leak Finder. We will show you the exact pounds you are losing each month and the three fixes that will recover the most, fast.