By: Solar Energy Marketing on
Running a successful solar business involves juggling a variety of tasks, including:
- Converting qualified prospects into paying solar customers.
- Keeping those customers happy with outstanding service and solar savings.
- Growing profits through referrals.
But, none of the above matters if there aren't any new solar leads coming in on a regular basis. But how do you attract those prospects – especially in today's world where visitors have short attention spans and access to a sea of competing offers?
Below are 5 powerful steps to transform your solar company's website into a lead generating magnet.
1. Publish Highly Valuable Content
This is the most important step. It involves anticipating and answering the questions that your prospects might have. By helping your prospects solve their problems, you emerge as a trusted solar resource. This strategy leads to higher engagement and more leads.
However, this only works if you provide highly valuable content – for free. A few examples of common “lead bait” free giveaways include webinars, e-books, white papers, video tutorials, and articles.
2. SEO: Getting Discovered Online
On Google alone, there are over 100 billion online searches each month. But only 8.5% of users make it to the 2nd page of search results. In other words, if you’re not on Page 1, your solar business doesn’t exist and your prospects will go to a competitor.
This is where search engine optimization (SEO) comes in. It's the art of ranking your site at the top of search engine results. This process requires that you:
- Identify the right solar related keywords and their semantic equivalents.
- Weave those solar keywords throughout your website's content, including within the body and paragraph headings.
- Optimize all of the backend information for each piece of content, including metadata and alt tags.
- Incorporate eye-catching media into your content – especially engaging photos videos.
But make sure you never overstuff your content with keywords. The flow should be easy to read and natural, with the primary focus on the user's experience – not search engine algorithms.
3. Redirect to Simple Landing Pages
Many solar company websites make the mistake of directing all incoming traffic to their homepage. But with short online attention spans, you literally only have a few seconds to engage every visitor.
A better, more unique approach is to set up individual landing pages that are segmented by offer and target audience. This strategy allows your solar company to show users what they need to see as quickly as possible. If you're running a promotion for Solar Offer X, for example, send relevant traffic to your dedicated Solar Offer X landing page.
Bonus Tip: On your landing page, remove busy navigation options and any other visual distractions as much as possible. This enables visitors to focus 100% of their attention on completing your call-to-action (CTA) on that page.
4. Highlighting Your CTA
Don't make the mistake of making your CTA buttons “blend in” with the rest of your site (usually done for aesthetic purposes). Have your call-to-action contrast with everything else, making them impossible to ignore.
Equally important, is that each page’s CTA should never have to compete with other calls-to-action. There should be only be one next step that a user can take, be it:
- Subscribing to a newsletter.
- Requesting a free e-book.
- Booking an appointment.
- Requesting a free solar quote.
5. Analyzing and Testing Your Data
Thanks to free tools like Google Analytics, you can easily determine:
- The sources of your traffic.
- How users are behaving on your site.
- Which landing pages and CTAs are working, and which ones aren't.
These valuable metrics provide a snapshot of your site's overall performance. Those insights can become even more powerful if you A/B test different components of your solar sales funnel.
For example, you can figure out which works better at converting visitors into solar leads:
- “Sign up now” or “Register today”?
- An “orange” CTA button or a “blue” one?
- A sidebar sign-up form or a pop-up?
Do NOT let intuition be your guide to choosing the better option. Instead, let the data and facts tell you what does and doesn't work. And as you continue to A/B test, you can eliminate the losers and keep refining the top performers.
Taking It All In
This is a lot of information to digest. You're not alone—making all of the different components work together can be challenging—especially if you’re already running a full-time solar business.
But don’t underestimate the importance of each item above. Those who adopt these strategies are the ones who tend to succeed. And those who don’t, ultimately fail.
Fortunately, you don't have to navigate this lead gen space on your own. At Solar Energy Marketing, we specialize in helping solar companies like yours optimize their sales funnels to start getting consistent solar leads.
To learn how we can do the same for you, book a free no obligation consultation to get started.