Efficiency Services Group
Roughly 300 energy efficiency rebate forms built on Gravity Forms for an aggregator serving electric utility partners across the country.
Efficiency Services Group works with electric utilities across the country to administer their energy efficiency rebate programs — windows, insulation, heat pumps, HVAC systems, EV chargers, smart thermostats, agricultural pump upgrades, and dozens more. Customers of those utilities navigate the rebate application process through forms ESG builds and maintains.
What needed solving.
The user base for these forms skews rural and elderly — exactly the audience most likely to bounce on a fiddly multi-page form. Every percentage point of friction matters because a rebate form abandoned is a customer who didn’t claim a benefit they qualified for.
On top of that, each utility has its own rebate program, its own product list, its own conditional logic, and its own embedding requirements. Some forms live on the utility’s own domain. Others stay parked on an ESG subdomain.
How the work was structured.
I built roughly 300 rebate forms on Gravity Forms across 25+ utilities. Each form was iteratively refined — the goal of every revision was to remove friction without dropping any of the required eligibility data. Conditional logic, smart defaults, accessible field labeling, and progressive disclosure were the levers.
For utilities that wanted to embed forms directly on their own site, I worked through the embedding mechanics so the form felt native to the utility’s brand rather than parked behind a third-party seam.
What changed.
A library of approximately 300 rebate forms in active production. Submission volume tracks utility marketing cycles (this isn’t an SEO surface — visitors arrive through utility outreach), so the work is measured in completion rate and customer satisfaction, not search ranking.
- Rebate forms in production
- ~300
- Utility partners served
- 25+
“Form work doesn’t get glamorous case studies, but it’s some of the most direct conversion engineering you can do. When the audience is non-technical and the stakes are real money, the discipline of removing one extra question at a time compounds quickly.”
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