Heliokraft is a German solar development company helping property and land owners unlock new revenue by leasing unused roof and land space.

Their target customers are:

• commercial roof owners,

• agricultural building owners, and

• unused land owners.

Their current digital experience failed to capture enough leads, and I was tasked with producing a new identity for them by designing a new landing page along with social ads.

The old site left visitors unsure what Heliokraft even did, let alone why they should act.

UX Issues

• No clear statement of what Heliokraft does; visitors had to guess
• Zero calls-to-action, so interest had nowhere to go
• Flat text hierarchy and unclear structure made the page feel like a wall to scan, not a path to follow

Visual Issues

• Generic imagery undercut trust in a business built on real rooftops and real land
• Inconsistent spacing and sizing made the brand feel unfinished, not intentional
• Net result: an identity that read as outdated rather than credible

Studying high-performing competitors and target users pointed to five consistent needs:

• Real, authentic imagery. Competitors used real solar installs, not stock photos, to build trust fast.
• Light and dark contrast as a brand device. A recurring pattern that visually signals solar energy.
• A clear path from awareness to action. Content structured to inform first, then convert, not both at once.
• Visible social proof. Trustpilot ratings, testimonials, and certifications shown up front, not buried.
• Prominent, singular calls to action. One clear next step per page, not competing for attention.

My research insights informed a solar-inspired identity built on clarity, trust, and conversion, using light and dark contrast to echo the theme.

Building on the brand, I designed a responsive landing page structured around clarity, trust, and a clear path to conversion.

By integrating real-life visuals, I designed ads built for trust and conversion, leading with specific numbers over taglines.