Proven solar marketing strategies for installation businesses. Learn how to generate quality leads through SEO, social media, referrals, and content marketing.
Matt Franklin
Marketing a solar installation business requires more than posting on social media and hoping for the best. With increasing competition from other installers, you need a structured approach to consistently generate quality leads.
The most effective solar marketing strategies are: optimising your Google Business Profile for local searches, building referral programmes with meaningful incentives (£100-250 per installation), creating educational content that answers buyer questions, and running targeted social ads. These work because solar is a high-value purchase where customers research extensively and need to trust you before committing.
This guide covers proven marketing strategies specifically for solar installers, from digital tactics to referral programmes that actually work.
Solar installations are high-value, considered purchases. Homeowners don't impulse-buy a 10kW system. They research extensively, compare quotes, and often take months to decide.
This means your marketing needs to:
Generic marketing tactics designed for low-cost products won't work. You need strategies tailored to the solar buying journey.
Solar buying cycle
Research from EnergySage shows the average solar customer takes 6-12 months from initial research to installation, contacting 3-5 installers before deciding. Your marketing needs to capture attention early and maintain it throughout this extended decision period.
When someone searches "solar installers near me" or "solar panel installation [your town]", you want to appear at the top. Local SEO makes this happen.
Your Google Business Profile (formerly Google My Business) is often the first thing potential customers see. Optimise it by:
Create pages on your website targeting local search terms:
Each page should include genuine local content, not just the city name swapped in. Mention local landmarks, weather patterns, and grid connection specifics for your area.
Ensure your business name, address, and phone number (NAP) are consistent across:
Inconsistent information confuses search engines and hurts your rankings.
Educational content attracts potential customers early in their research. When someone reads your helpful guide today, they remember you when they're ready to buy in three months.
Focus on questions your customers actually ask:
Answer these thoroughly. Include specific numbers, local regulations, and real examples from your installations.
Video builds trust faster than text. Consider:
Post videos on YouTube (for search visibility) and repurpose clips for social media.
Document your best installations with:
Case studies demonstrate capability and give prospects confidence.
Social media for solar isn't about going viral. It's about consistent presence that keeps you top-of-mind with local homeowners.
For most solar installers:
Don't spread yourself thin. Focus on two platforms and do them well.
Avoid purely promotional content. The 80/20 rule applies: 80% helpful or interesting content, 20% promotional.
Facebook and Instagram ads can target homeowners in your service area with specific interests:
Start with a small budget (£10-20/day), test different creatives, and scale what works.
Satisfied customers are your best salespeople. A structured referral programme turns this into a consistent lead source.
Offer meaningful incentives for successful referrals:
Make the process simple. Provide referral cards at handover and follow up by email with a unique referral link.
Ask for referrals:
Don't wait for customers to think of you. Prompt them at the right moments.
Use your CRM to track:
Thank referrers personally when their referral converts. This encourages more.
Referral value
According to research from the Wharton School of Business, referred customers have 16% higher lifetime value and 37% higher retention rates than customers acquired through other channels.
Not every lead is ready to buy immediately. Email marketing keeps you connected until they are.
Offer something valuable in exchange for email addresses:
These attract people actively researching solar and give you permission to follow up.
Create automated email sequences that:
Most leads need 5-12 touchpoints before they're ready to commit. Email provides these efficiently.
Marketing only works if you track results. Focus on these metrics:
Review these monthly. Double down on what works, cut what doesn't.
Not everything matters equally. Focus on high-impact activities first:
| Priority | Action | Why it matters |
|---|---|---|
| 1 | Optimise Google Business Profile | Free, immediate visibility to searching customers |
| 2 | Collect reviews systematically | Social proof that compounds over time |
| 3 | Launch referral programme | Lowest cost per acquisition |
| 4 | Create cornerstone content | Captures early-stage researchers |
| 5 | Test paid ads | Scalable once you have budget |
The solar market is growing, but so is competition. Installers who market strategically will capture market share. Those who rely solely on word-of-mouth will struggle to scale.
Related reading: How to streamline your solar sales process | Automated compliance for solar installations
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