Climate Tech · EnergyTech

Repositioning a white-label energy platform — and turning its website into a sales asset

HomeZero's product had outgrown its story. In 8 weeks we repositioned it from a “lead-gen service” into an embedded white-label platform — and rebuilt the Webflow website into a sales-ready asset that supported its move upmarket.

The client

HomeZero — white-label software for the energy transition

HomeZero builds white-label software and services for businesses in the energy transition — heat pumps, solar PV, home batteries, insulation, EV chargers and more. Its customers are B2C installers and B2B2C organizations (installers, manufacturers, associations, banks, insurers, utilities) that need to turn website visitors into qualified demand. The promise is simple: your customers, your brand, our platform — embedded Lead Flows and widgets that qualify homeowners inside the client’s own funnel, plus PICO, a SaaS layer that manages the journey from first interaction to installation.

Market

Netherlands · B2C + B2B2C energy

Engagement

8-week reposition + Webflow rebuild

Platform

Webflow

The problem

The product had pivoted. The story hadn’t.

HomeZero had evolved into a white-label platform, but the old website still sold an earlier, narrower idea. Three problems followed: prospects couldn’t quickly grasp what HomeZero actually is; the site didn’t look mature enough for the larger B2B partners it was now talking to; and unclear positioning was costing conversion — “Book a Demo” became a leap of faith. White-label only deepened the challenge: it’s a strategic advantage but also a trust barrier, with installers asking “will this vendor steal our brand?” The site had to prove HomeZero is infrastructure, not a competing brand.

What we changed

We reframed HomeZero from a lead-gen service into embedded infrastructure — and proved it.

Product-Led Hero & Demo Pathway

A first screen that demonstrates product value immediately — an interactive Lead Flow running on a real address — and leads straight to the primary CTA: Book a Demo. Positioning, not just brand messaging, does the selling.

Product-led hero

White-Label Narrative & Trust System

We made the white-label promise tangible: HomeZero is the engine under the hood — your customers, your brand. Structure and proof reduce the biggest adoption fear: that a third-party tool dilutes the partner’s brand.

White-label as infrastructure

How It Works & Use Cases

A grounded explanation of the journey and outcomes, with use cases that map the platform to real customer contexts — so prospects self-identify their need and the sales team routes conversations faster.

Clarity & use cases

Integrations as an Adoption Accelerator

Visible integration readiness — 25+ connections into CRM/ERP and the wider stack — turning “will this fit our systems?” into confidence that HomeZero and PICO embed into existing workflows.

Integration ecosystem

Product Line Clarity: Lead Flows + PICO

Two clear entry points: Lead Flows and widgets for sales and qualification, PICO for operations — qualify demand and manage it from first contact to installation, without confusing buyers.

Two-track offer

Sound familiar?

Have a complex product that’s hard to understand or sell?

Book a Bottleneck Audit

The outcome

A website that doesn’t just describe the product — it sells it.

The relaunched site lifted high-intent inbound — demo requests, contact submissions and partnership inquiries — and finally reflected the company HomeZero had become: a white-label platform for installers and B2B2C organizations, spanning qualification and operations. It became a reusable sales-enablement asset the team uses in commercial conversations to explain the platform, build trust and guide prospects to Book a Demo. Most importantly, it supported HomeZero’s move from “early product” to “mature platform” — part of the trajectory that helped the company secure multiple larger customers in the following year.

Clearer platform perception
Stronger content discovery
Better article and author experience
More scalable design foundation