OVERVIEW: EVALENCE RENEWABLES

OVERVIEW: EVALENCE

Evalence is an Alberta-based solar provider specialising in residential and commercial infrastructure. In a market resistant to renewable agendas, I architected a conversion-led strategy that broke the "solar rut," becoming the first successful solar account in agency history. By modernising their brand and leveraging demographic-specific triggers, I scaled their monthly ad spend from $5k to $16.5k, delivering a 9:1 return on revenue.

Evalence faced a dual challenge: a "cold" market in Alberta and a fragmented digital identity that failed to resonate with high-intent customers. Prior to our involvement, the company struggled to reach the right audience, resulting in inconsistent lead flow and poor marketing profitability. In an industry where trust and "speed-to-lead" are critical, their existing experience lacked the psychological refinement and technical infrastructure needed to convert skeptical users into high-value solar contracts.

CLIENT

Evalence Renewables

PERIOD

2024-Present

ROLE

Lead Conversion Designer

SCOPE

End-to-End CRO Strategy, High-Performance Landing Pages, A/B & Multivariate Roadmaps, Scalable Frameworks, Integration Logic, Q&Q Research, Multi-Channel Marketing Collateral

TOOLS

Instapage, HTML/CSS/JS, Figma, Adobe CC, Affinity Suite, Basecamp, Gsuite, Zapier, Gemini

THE PROBLEM

THE PROBLEM

Evalence faced a dual challenge: a "cold" market in Alberta and a fragmented digital identity that failed to resonate with high-intent customers. Prior to our involvement, the company struggled to reach the right audience, resulting in inconsistent lead flow and poor marketing profitability. In an industry where trust and "speed-to-lead" are critical, their existing experience lacked the psychological refinement and technical infrastructure needed to convert skeptical users into high-value solar contracts.

Evalence faced a dual challenge: a "cold" market in Alberta and a fragmented digital identity that failed to resonate with high-intent customers. Prior to our involvement, the company struggled to reach the right audience, resulting in inconsistent lead flow and poor marketing profitability. In an industry where trust and "speed-to-lead" are critical, their existing experience lacked the psychological refinement and technical infrastructure needed to convert skeptical users into high-value solar contracts.

Evalence faced a dual challenge: a "cold" market in Alberta and a fragmented digital identity that failed to resonate with high-intent customers. Prior to our involvement, the company struggled to reach the right audience, resulting in inconsistent lead flow and poor marketing profitability. In an industry where trust and "speed-to-lead" are critical, their existing experience lacked the psychological refinement and technical infrastructure needed to convert skeptical users into high-value solar contracts.

01.

Anti-Green Sentiment

A deep-seated cultural resistance to "Green Agendas," where solar was often viewed as a threat to the traditional oil and gas economy rather than a complementary technology.

01.

Anti-Green Sentiment

A deep-seated cultural resistance to "Green Agendas," where solar was often viewed as a threat to the traditional oil and gas economy rather than a complementary technology.

02.

High-Cost Skepticism

Widespread skepticism regarding solar performance in Alberta’s harsh winters, with a common misconception that snow cover and shorter daylight hours rendered the systems ineffective or fragile.

02.

High-Cost Skepticism

Widespread skepticism regarding solar performance in Alberta’s harsh winters, with a common misconception that snow cover and shorter daylight hours rendered the systems ineffective or fragile.

03.

Ambiguous ROI

Extreme sensitivity to high upfront costs; without a clear, "non-environmental" financial breakdown, users viewed solar as a luxury expense rather than a long-term asset for energy independence.

03.

Ambiguous ROI

Extreme sensitivity to high upfront costs; without a clear, "non-environmental" financial breakdown, users viewed solar as a luxury expense rather than a long-term asset for energy independence.

04.

Fragmented Market Trust

A lack of localized, "no-nonsense" messaging meant users felt alienated by generic, coastal-style marketing that didn't address the specific ruggedness and autonomy valued by Albertans.

04.

Fragmented Market Trust

A lack of localized, "no-nonsense" messaging meant users felt alienated by generic, coastal-style marketing that didn't address the specific ruggedness and autonomy valued by Albertans.

THE SOLUTION

THE SOLUTION

The solution was a strategic pivot from environmental idealism to regional pragmatism. Recognising that Evalence already offered great service, with solid branding, consistent closing and expert installation, I focused on the psychology of the Albertan market by prioritising themes of energy independence and self-reliance. I implemented a "Testing Ground" ecosystem of high-performance landing pages and custom lead-capture logic to dismantle local objections before they took root. By using constant A/B testing to refine this messaging, we successfully connected their brand to sympathetic customers and transformed a geographic hurdle into a high-efficiency engine for growth.

The solution was a strategic pivot from environmental idealism to regional pragmatism. Recognising that Evalence already offered great service, with solid branding, consistent closing and expert installation, I focused on the psychology of the Albertan market by prioritising themes of energy independence and self-reliance. I implemented a "Testing Ground" ecosystem of high-performance landing pages and custom lead-capture logic to dismantle local objections before they took root. By using constant A/B testing to refine this messaging, we successfully connected their brand to sympathetic customers and transformed a geographic hurdle into a high-efficiency engine for growth.

THE RESULT

THE RESULT

The transformation of Evalence Renewables from a struggling local provider to a regional leader is a hallmark success for our Performance-First methodology. By delivering a 9:1 ROI and a >75% valid lead rate, we provided the commercial confidence required to scale their monthly ad spend by over 330%. Breaking the Alberta solar rut didn't just meet targets, it established the agency's definitive playbook for solar marketing in high-friction markets.

The transformation of Evalence Renewables from a struggling local provider to a regional leader is a hallmark success for our Performance-First methodology. By delivering a 9:1 ROI and a >75% valid lead rate, we provided the commercial confidence required to scale their monthly ad spend by over 330%. Breaking the Alberta solar rut didn't just meet targets, it established the agency's definitive playbook for solar marketing in high-friction markets.

9:1 Revenue Return

9:1 Revenue Return

Generated over $9 in revenue for every $1 spent on marketing campaigns.

330% Budget Scale

330% Budget Scale

Scaled monthly ad spend from $5k to $16.5k through consistent performance.

First Solar Success

First Solar Success

Established the agency’s first successful solar account in a high-friction market.

Lead Quality Alpha

Lead Quality Alpha

Achieved a 72% valid lead rate and a 46% appointment booking rate.

NEXT PROJECT →

NEXT PROJECT →

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