Let's TalkLet's TalkA solar website is read by sceptics - homeowners who have heard the pitch, distrust the savings claims and want to check the numbers before they let anyone into the house.
We review how real visitors use your site and send a short recorded walkthrough showing how a sceptical homeowner reads your savings claims, whether incentives are current and sourced, how cash, loan and lease buyers are served, and what your form lets through. If three changes would do more than a new site, we will say so.
Four failures we see repeatedly in this vertical, and what each one actually costs.
Many homeowners have met aggressive solar sales - door knockers, 'free solar', savings that never appeared. They arrive at every solar website expecting the same, and headline promises of huge savings with no working confirm their suspicion. A site that sounds like the pitch loses the careful, creditworthy homeowners who are most likely to go ahead.
A savings number means nothing without the assumptions under it: the household's usage, the utility's rates and how they are expected to change, the system size, the financing. Sites that show a headline figure without them look like marketing, and the homeowner who checks the maths and cannot reproduce it stops trusting everything else on the page.
Solar incentives and utility programmes change and vary by location, sometimes abruptly. Pages written for last year's rules quietly promise programmes that no longer apply, and a sceptical homeowner who spots one error assumes there are others. Undated incentive claims are one of the fastest ways to lose trust in this category.
A cash buyer is comparing payback periods, a loan buyer is comparing a monthly payment against their bill, and a lease or power purchase agreement customer is mostly weighing risk and commitment. One generic page serves none of them, and the buyer whose question goes unanswered leaves to find a site that answers it.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
The solar buyer worth having is usually the careful one, and they have learned to distrust enthusiasm. We write in plain language, avoid headline promises and show the working behind any figure. It reads as less exciting than a typical solar site, and it is far more persuasive to the homeowner who has already said no to a door knocker.
Incentives and utility rules change, and a site that falls behind loses credibility at once. We structure incentive content so it is dated, points to the official source and can be updated by your team in minutes - so a policy change means editing a line, not discovering months later that your website has been promising something that no longer exists.
The three ownership options appeal to different people for different reasons. We build a clear explanation of each - what it costs, what the homeowner owns, what the risks are - so every buyer finds their own question answered, and your sales team gets enquiries already pointed at the right option.
Every claim on your current site checked the way a doubtful homeowner would check it.
Usage, rates, system size and financing agreed and stated for every figure.
Dated, sourced and built so your team can update it quickly.
Cash, loan and lease or PPA each explained for the buyer it suits.
Ownership, roof and usage asked before any appointment is booked.
Redirects checked, tracking tested, everything handed over in your name.
The parts of this that come from having run it in this industry before rather than from running it well in general.
A savings figure with its assumptions beside it can be checked, and a figure that can be checked is trusted. It also protects you: when rates or rules change, the assumption is updated rather than the promise retracted.
Solar demand moves with incentive and utility policy. Content that names its source and its date, and that your team can update quickly, stays accurate through those changes - and shows the sceptical homeowner that you keep your information current.
Renters, unsuitable roofs, heavy shading and low usage account for a large share of solar enquiries that never proceed. Asking about them on the site, politely, means consultations go to households that can actually go ahead.
Many homeowners now ask about battery storage, and many roofs need attention before panels go on. Pages that answer both honestly catch buyers researching those questions and prevent surprises later in the sale.
None of our case studies is a website build - they are paid acquisition engagements, and we will not present them otherwise. The nearest comparison is an EV dealership launch, where category-education creative reached buyers in a market with little search demand yet, at 480% ROAS in the first two quarters. The same buyer - interested, doubtful, doing their own research - is who a solar website has to persuade.
Read the full case studyWith the assumptions beside every figure: the household's usage, current utility rates and how they are assumed to change, the system size and the financing. Homeowners who have heard aggressive pitches check the maths, and a figure they can reproduce is trusted where a headline promise is not.
Date it, cite the official source and structure it so your team can update it quickly. Incentives and utility programmes change and vary by location, and out-of-date claims damage trust fast. We build incentive content as short, sourced sections rather than woven through every page.
Yes. A cash buyer is comparing payback, a loan buyer is comparing a monthly payment with their bill, and a lease or power purchase agreement customer is weighing risk and commitment. Each needs its own clear explanation of cost, ownership and risk.
Whether they own the home, the roof's approximate age and condition, shading, and a recent bill or usage figure. Those questions screen out enquiries that cannot proceed before anyone spends time on a consultation, and they are easy for a homeowner to answer.
Not if redirects are handled properly. We map every existing URL before launch, redirect each to its closest new page and verify afterwards, because skipping that step is how most redesigns lose traffic.
You do. Source files, hosting, domain and analytics are in your accounts and handed over on final payment. The site is built on WordPress so your team can update incentives and rates without us.
The free teardown answers that. Often a few changes - stated assumptions, dated incentive content, separate ownership explanations, a screening form - would do more than a rebuild, and we will say so when that is the case.
Written for owners weighing this up, whether or not they work with us.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.