Golden State Solar
A 12-week freelance project focused on modernizing Golden State Solar’s website and branding. The redesign improved usability, refreshed the visual identity, and streamlined lead generation to create a more user-friendly and engaging digital presence that better communicates the company’s expertise and converts more leads.
40%
faster task completion
35%
decrease in user frustration
20%
increase in lead generation
San Jose, CA
2009
Renewable Energy
Challenge
Golden State Solar’s previous website lacked the modern look and usability necessary to engage visitors effectively. Key issues included:
Outdated interface with poor mobile optimization
Cluttered navigation that made it hard to find services, pricing, or contact forms
Lack of clear service descriptions, leaving users uncertain
A complex lead generation process that discouraged quote requests
The challenge was to create a site that reflected the company’s expertise, simplified navigation, and optimized lead generation while aligning with the brand’s mission of sustainability.
Results
Task completion rates improved significantly, with users finding key information 40% faster than before.
Frustration levels decreased by 35%, as the new design made it easier to navigate, locate, and understand information.
Lead generation improved by 20%, indicating that the new call-to-action buttons and simplified form encouraged more users to take action.
Users responded positively to the clean design, noting that the website now feels professional, trustworthy, and aligned with Golden State Solar’s commitment to sustainability.
Process
Research & Analysis
Conducted brand analysis, competitive research, and user interviews
Recruited 3 participants from Golden State Solar’s target audience, including homeowners and eco-conscious consumers
Identified pain points around unclear branding, complex navigation, and weak calls to action
Information Architecture & Navigation
Redesigned the navigation bar with clear, logically grouped sections for Solar Solutions, Cost Estimates, and FAQs
Simplified paths to key services and pricing details
Wireframing & Prototyping
Built wireframes and interactive prototypes to test new flows
Iterated based on user feedback to refine usability
Visual Design & Brand Identity Refresh
Introduced a refreshed palette of earthy greens, blues, and beige to reflect sustainability
Updated typography for a clean, approachable look
Redesigned the logo with subtle solar panel elements for a more professional brand identity
Lead Generation Optimization
Streamlined the quote request into a short, multi-step form
Placed clear CTAs across high-traffic pages
Integrated automated email responses to improve follow-ups
Mobile Optimization
Created a responsive design tailored for smartphones and tablets
Optimized forms, buttons, and visuals for smaller screens
Content Refresh
Rewrote service descriptions in accessible language
Added interactive tools like a cost calculator
Featured testimonials and case studies to build trust
Usability Testing
Participants completed tasks such as navigating services, requesting quotes, and finding pricing
Adjustments made to further improve clarity and reduce friction
“The redesigned website has transformed the way we connect with customers. It not only reflects our expertise in renewable energy but also makes it easier for homeowners to understand their options and request quotes. This project elevated our digital presence and gave us a platform we’re proud to share with our community.”
Timothy D.
CEO, Co-founder | Golden State Solar
Conclusion
This project reinforced the importance of user-centered design in aligning branding with usability. By modernizing the interface, streamlining navigation, and optimizing lead generation, the redesign created a trustworthy and professional digital presence that reflects Golden State Solar’s commitment to sustainability.
Looking ahead, the integration of analytics and A/B testing will guide further refinements, ensuring the site continues to evolve and convert leads effectively.
