How Homecharge Turned Website Visitors Into Qualified Leads With a Custom Instant Quote Builder

Homecharge is an EV charger installation specialist based in Newton Aycliffe, County Durham. They install charging points for commercial businesses, schools, and residential customers across the North East and beyond. As a registered OZEV installer, they help clients access government grants and funding to make EV charging more affordable.

Mark knew his website wasn’t working. The relationship with his previous agency had broken down, leads weren’t coming through, and the site wasn’t delivering what he’d hoped for. He reached out in early 2024 looking for a solution.

Homecharge’s website had three critical problems:

• No clear path to conversion

  The site relied on generic contact forms that gave Mark’s team no useful information. Visitors had to guess what details to provide. Most didn’t bother. The enquiries that did come through were often incomplete or from people just fishing for rough pricing.

• Pricing was a black box

  EV charger installation pricing depends on multiple variables – property type, grant eligibility, installation complexity. Without transparent pricing, potential customers had no idea if Homecharge was even in their budget. Mark’s team spent hours on calls answering “how much does it cost?” before discovering half the enquiries weren’t serious.

• The site didn't showcase their expertise

  Homecharge had strong credentials, accreditations, and completed projects – but none of it was working hard enough to build trust. The site looked like it belonged to a company that hadn’t updated their digital presence in years.

We started with a founder interview – the first one Kane properly recorded and used. That interview became the foundation for clearer messaging and helped us understand what actually separated Homecharge from their competitors.

• Website redesign with clear audience segmentation

  We rebuilt the site architecture to create distinct pathways for commercial, school, and residential customers. Each audience got content specific to their needs, proof points relevant to them, and clear calls to action.

• Custom instant quote builder

  This became the hero feature. We built a bespoke quote tool using JavaScript and PHP that walks visitors through 13 questions about their property, charger requirements, and grant eligibility. The system calculates pricing based on a matrix Mark provided, accounting for installation complexity and available grants.

  The result? Visitors get transparent pricing in under 2 minutes. But more importantly, only serious buyers complete all 13 questions – it filters out time-wasters before they ever call.

• Trust signals throughout the journey

  We prominently featured accreditations, completed projects, and customer reviews at every stage of the customer journey. For commercial clients considering larger installations, we showcased previous work to build credibility.

Since launching in early 2024, the instant quote builder has become Homecharge’s primary lead generation tool:

• Hundreds of instant quotes generated – the majority from qualified, serious buyers
• Significantly fewer “how much does it cost?” calls – the quote builder answers that question before prospects ever pick up the phone
• Better pre-sales information – when Mark’s team responds to a quote request, they already know the property type, installation requirements, and customer expectations
• Dramatic improvement in search visibility – the site now ranks well for commercial, residential, and emerging opportunities like cross-pavement charging

Mark also worked with an SEO specialist to improve local rankings, which combined with the new site architecture to deliver strong organic growth.