Efficiency Services Group

Efficiency Services Group works with electric utilities across the country to administer their energy efficiency rebate programs between 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.

The user base for these forms skews rural and elderly, which is 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.

I built roughly 300 rebate forms on Gravity Forms across 25+ utilities. Each form was iteratively refined, where 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.

Submission volume tracks utility marketing cycles (not through search engines as visitors arrive through utility outreach), so the work is measured in completion rate and customer satisfaction, not search ranking.

“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.”