About Plug Me In
Plug Me In helps homeowners and businesses adopt cleaner energy technologies, including EV charging, solar, battery storage, heat pumps and wider renewable energy services.
Operating in a fast-moving and highly competitive market, the organisation supports customers through decisions that are often unfamiliar, technical and commercially significant.
For many customers, the challenge is not simply choosing a provider. It is understanding which solution is right for their home, business, site, budget and long-term energy goals.
The challenge
Customers rarely arrive ready to enquire.
Before making contact, they often need to understand unfamiliar technologies, compare options, assess installation requirements, evaluate costs, consider long-term benefits and determine whether they are eligible for funding, grants or specific installation routes.
That creates a different kind of acquisition challenge. The website could not simply push users towards a form. It needed to educate customers, build trust and support decision-making before asking them to take the next step.
At the same time, Plug Me In needed to support multiple propositions across EV charging, solar, battery storage and renewable energy services without creating a fragmented or confusing experience.
The challenge was to create a platform that could generate leads by helping customers understand enough to become confident prospects in the first place.
Our approach
Absurd redesigned the experience around customer intent rather than internal business structures.
We looked at the questions customers needed to answer before they could make an enquiry: what technology was relevant, what installation might involve, what costs and savings could look like, what support was available and what would happen after submitting their details.
This shaped the information architecture, content strategy and conversion journeys across the platform.
Instead of treating each proposition as a separate destination, we created clearer routes through related services, helping customers move from early education to more specific decision-making.
The platform was structured to support multiple service lines while giving internal teams the flexibility to evolve messaging, add content and launch future propositions as the market changed.
Umbraco provided the CMS foundation for that flexibility, but the focus of the work was customer acquisition: creating a clearer, more scalable experience that helped the right customers reach the right enquiry path.
Multi-service
lead generation platform
Decision-led
customer journeys
Growth-ready
CMS foundation
Results
The new platform gave Plug Me In a stronger foundation for acquiring customers across a rapidly evolving energy services market.
Customers could better understand the available services, find relevant information more easily and progress towards enquiry with greater confidence.
Clearer journeys helped reduce confusion across complex propositions, while improved content structure gave internal teams more flexibility to explain new services, respond to market changes and support future growth.
The work strengthened Plug Me In's ability to turn education into action, creating a digital experience that supports both customer understanding and lead generation.
The challenge wasn't simply generating more enquiries. It was helping customers understand enough to make the right enquiry in the first place.
Outcomes
Plug Me In gained a scalable platform designed around customer acquisition, education and confidence.
By aligning content, journeys and enquiry pathways around the way people make energy decisions, the work created a clearer route from interest to action across multiple propositions.
The result is a digital foundation capable of supporting future service launches, stronger lead generation and better customer experiences in a market that continues to move quickly.
