Solar installers are in an excellent space within the fast-growing renewable energy market. The fact that your work results in a cleaner, more future-friendly environment makes solar energy industry marketers’ work a little easier. Modern consumers use the internet, and particularly social media, to research brands and choose the ones they make an emotional connection with. However, having a great message is just the tip of the iceberg — building an online presence and standing out from the competition is the real challenge.

Let Lead to Conversion take care of attracting more potential customers and turning them into solar customers so you can focus on innovation, management and service.

Solar Energy Marketing

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How Does a Digital Marketing Strategy Grow Your Solar Business?

Solar installation companies are relatively new, but if you’ve been around for more than a couple of decades, you’ll know the landscape has changed beyond recognition. While referrals, testimonials and good old word of mouth used to be enough to have a steady pipeline of prospective customers, the internet and a more crowded market mean it’s no longer enough.

To stand out from your competitors, you’ll need to carefully develop your online reputation so your website, social media feed and any mentions of your company point people in the right direction: toward making a booking.


Many of the homeowners and business owners visiting your website will be considering going solar for the first time. They’re often looking for answers and making comparisons between tons of different clean energy providers in their local area. As such, your website is the touchstone of your online presence, and all other digital marketing efforts will aim to draw consumers here. A high-quality website that leaves a lasting impression is the key to success.

Expand Your Reach

Social media is the next most important aspect of your solar system installation company’s digital presence. It offers consumers social proof that you’re operating as you say you are on your website, and it provides an opportunity to see what other people are saying about you. Plus, engaging meaningfully with your current and past clients and generating likes and shares are great ways of getting noticed by existing customers’ wider social circles.


One of the main issues with energy systems marketing in the past has been how challenging it is to categorically correlate business growth to a specific campaign or initiative.

Digital marketing makes decision-making so much easier because analytical tools deliver hard data about exactly what drives growth and what’s ineffective. As such, you can cut marketing efforts that don’t work instantly and funnel investment into the areas that work best with your key demographic.

Answer Burning Questions

Solar energy is not a traditional form of power, so potential customers may still have lots of questions about how it works. If you take the time to answer questions using eye-catching infographics and in-depth but accessible educational content, you can establish yourself as authority online.

When people use you as a source reference, they’ll associate your brand name and logo with the solar industry and won’t want to go anywhere else when the time to choose a solar installer comes around.


Once leads are using your website as a source of information, it’s much easier to keep them warm. Remarketing and offering e-books in return for email addresses are just two excellent ways you can target the people who are most interested in what you have to offer.

Now that you understand how digital marketing can help your solar technology business grow, it’s time to delve deeper into how you make your website stand out from the crowd. Read on to discover the various techniques you need to master to develop an effective online marketing strategy for solar energy providers.

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Website Design

As the equivalent of your storefront online, website design is vital for making the all-important first impression. Particularly because your industry is seen as being technologically advanced, people are more likely to respond to a clean, modern website design. If it looks outdated, scruffy or bulky, potential customers can see this as a reflection of the work you do.

Web design is also something Google takes very seriously, in addition to consumers. Its algorithm assesses website design when deciding where to place your website on the search engine results pages. If the site loads slowly, isn’t optimized for mobile and doesn’t have intuitive navigation, there’s a slim chance of it landing on Google’s first page.

Search Engine Optimization for Solar Companies

You can’t underestimate how important Google and other search engines are for businesses in the solar power industry. The majority of the customer journey is completed long before anyone makes contact, so a vital task for marketers is making sure your website is easy to find. Very few people conduct research beyond the first page of the SERPs, so getting there is the ultimate goal.

To boost your chances of ranking high, you’ll need to understand all 200+ data points the Google algorithm checks. Some are highly technical and require coding skills, whereas others are more creative or require networking. Here’s a short list of ways you’ll need to tweak your website for SEO:

  • Sitemap generation
  • Schema mark-up
  • Robots.txt
  • Indexing
  • Keyword mapping
  • Topic clusters
  • Optimize URLs
  • Acquire backlinks
  • Add structured data
  • Write blog posts, e-books, white papers and how-to articles
  • Meta data
  • Alt images and descriptions
  • Geotagging

Local SEO

One of the fastest ways to get right to the top of Google’s SERP is by optimizing your Google My Business profile. This lets Google know you’re a real, live business and massively increases the potential of your being seen in searches with local intent.

Content Marketing

As an industry with a message, content marketing is exceptionally important if you want to stand out. Finding unique ways to help customers understand a complex subject is the key to attracting website visitors and converting them into loyal customers who recommend you to friends online and in person.

Writing content and sharing it on social media could see your company go viral. The better you are at engaging potential and current clients, the faster your customer database will grow.

Pay-per-click Advertising

PPC includes Google Ads (previously Google AdWords) and various other paid online advertising services. While SEO is a strategy that can take time to bear fruit, PPC often drives traffic instantly. All you need to do is optimize your ads for your target market, bid on the right keywords and ensure your website is optimized for conversions.

Solar Power Social Media Marketing

Social media has so much potential to drive interest in your business. By spending time developing strategies that appeal to people in your local area, you can start to build a community of people who believe in your company and the work you do.

Share your educational content, but also write and share articles and posts about the environmental impact of nonrenewable energy. Your core demographic and customer base will be passionate about the environment and proud to be on the right side of history. Social media is the best place to engage them and build a community around your shared belief system.

  • Facebook: Facebook is nonnegotiable for modern businesses. It’s the most popular social media site in the U.S., and anyone researching your company will expect to see a profile.
  • Instagram: Instagram is excellent because you can showcase your perfectly finished jobs using pictures and videos that consumers love to browse and share. It’s also the social media site with the strongest following that’s interested in ethics. There’s no better place to find and engage activists who would love to spread the word about your company’s cause.
  • LinkedIn: If you’re a B2B solar panel installer, LinkedIn can help you generate leads and target content marketing to corporate clients.

Social Media Advertising

Social media sites like Facebook and LinkedIn also offer paid ads, just like search engines do. However, the major benefit of using social channels to promote your business is that it’s easier to target your key demographics.

Email Marketing

Due to the fact that there’s so much competition out there and consumers tend to conduct a lot of research before making a purchase of something as substantial as solar technology, email addresses are like gold dust. If you can engage website visitors enough to want to give you an email address, they’re in the palm of your hand.

Email campaigns are one of the best ways to add genuine value to customers’ lives while alerting them to your presence. Never spam potential or previous clients, and always make sure the content is actionable, well-timed and perfectly presented.

Top Tips for Solar Energy Marketing

There’s so much more to marketing than simply creating a website and posting regularly on social media. If you want to become the most sought-after solar panel installation service in your local area, you’ll need to use every trick in the book.

Earn Solar Industry Awards

Don’t be shy about nominating yourself for awards! Most people are impressed when they see certifications that signify excellence, and they provide the perfect opportunity for networking.


Whether you set up your own podcast about solar power, renewable energy and related topics or simply aim to appear on as many relevant industry podcasts as possible, this is a great way to appeal to your target audience.

Guest Post

Much like guesting on a podcast, guest posting on someone’s website or blog is ideal for expanding your reach and improving your online reputation.

Develop User-Friendly Online Tools

While educational content is perfect for drawing people into your website, online tools are the best way to engage them. From solar energy size calculators to tools that show how much your customers can save on their energy bills over time, these types of add-ons keep visitors returning to your website and provide an effective means of getting an email address from them.

Build a Database

Building an email database and getting those all-important email addresses is all about offering consumers something in return. You could just ask them to give an email address, but it’s unlikely to get much response. If you offer valuable information in return for their email address, your visitor is far more likely to become a lead.

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