The solar industry has grown fast and is still growing. Demand is high and competition is fierce. That’s great for innovation but it makes it harder for individual brands to stand out.
Many solar companies rely on technical specs, generic messaging, and way too many rooftop stock images. But here’s the truth: most customers don’t buy solar panels because of the hardware. They buy because of what it means for their homes, bills, and peace of mind.
If your business wants better leads, stronger conversions, and smarter use of your time and budget, it starts with a better strategy.
This article outlines seven key steps to build a stronger marketing plan for a solar energy company, with practical advice you can act on immediately.
1. Know your solar customer: Smarter marketing for solar companies
If your messaging assumes every customer is motivated by climate change, you’re going to miss out on a huge chunk of your market.
Plenty of solar customers are environmentally driven, yes. But many are not. They’re driven by:
- Rising energy bills
- Energy independence
- Increasing home value
- Stability in uncertain times
Good digital marketing for solar companies starts by identifying buyer types. Then match your messaging to their values.
Examples:
- “Save £500+ per year on energy bills” speaks to the cost-conscious
- “Stay warm through winter blackouts” targets security seekers
- “Add 5–8% to your home’s value” appeals to long-term planners
Tailoring your message to each group leads to better engagement, stronger trust, and more conversions.
If you are selling on sustainability and need guidance, read our 7 steps to sustainable marketing success.
2. Go easy on the roof photos — sell the outcome, not the Product
John Hegarty has been responsible for some of the most famous campaigns in marketing history, for international brands including Sony, Levi and Nike. He famously said: “Don’t sell the thing. Show the future. One that your customers want to live in.”
There’s an epidemic of uninspired marketing in the solar space.
Scroll through most solar websites and you’ll see endless drone shots of roofs, technical diagrams, and photos of panels in isolation. No context. No people. No emotion.
This kind of imagery helps customers imagine their roof. But not their home.
Here’s a better model: when you shop for paint on the Dulux website, you don’t see photos of paint tins. You see styled rooms you want to step into. Dulux helps you imagine the outcome.
Your solar marketing should do the same.
Supplement the roof shots with:
- Cosy living room scenes
- Kitchen tables with family
- Testimonials that show savings and peace of mind
Effective marketing for solar companies makes people picture their life after the installation — not the installation itself.
3. Google Ads done right — local, specific, and built to convert
Google Ads can be a powerful lead engine for solar companies, but only if the setup is tight.
Most companies burn budget with vague ads, generic keywords, and poorly optimised landing pages. That’s not a strategy. It’s a guessing game.
Here’s how to run digital marketing for solar companies through Google Ads that actually works:
a. Use intent-led keywords
Avoid broad terms like “solar energy” — they’re too general and expensive. Use specific phrases like:
- “solar panel installer in [city]”
- “solar battery installation near me”
- “cost of solar panels in [county]”
b. Target your service area
Keep your campaigns geographically tight. There’s no point bidding on traffic from 100 miles away if you can’t serve them.
c. Create high-converting landing pages
Each ad should drive to a landing page built to convert. That means:
- Clear headline (“Save £600/year on energy in Bristol”)
- Trust signals (reviews, accreditation logos, guarantees)
- Fast-loading mobile experience
- Simple contact form or phone CTA
Done right, your ads become a consistent pipeline. Done wrong, they’re just noise.
4. Build trust on social media: digital marketing tips for solar companies
Most solar companies treat social media as a chore. Or worse, they use it as a dumping ground for technical updates and generic graphics.
Social doesn’t need to be clever or viral. It just needs to be credible.
Use social to:
- Show real installs (before/after)
- Share photos of your team at work
- Explain common myths in plain English
- Highlight local stories (“We just installed panels for a retired couple in Hastings…”)
- Show off the outcomes — energy savings, warm homes, happy families
People buy from people. If you’re real and consistent, you’ll be memorable.
5. SEO for solar companies — nail the local basics, then go evergreen
If you’re building a marketing plan for a solar energy company, SEO isn’t optional. It’s the engine that keeps delivering long after your ads stop running.
Local SEO and content-based SEO work hand in hand.
Local SEO essentials:
- Optimise your Google Business Profile
- Mention your location in homepage copy and meta descriptions
- Use consistent business details (NAP: name, address, phone) across all listings
- Get listed in local directories (Yell, Checkatrade, TrustATrader, etc.)
Content ideas for evergreen SEO:
- “How much does solar cost in [city]?”
- “Are there government grants for solar in the UK?”
- “Does solar work on cloudy days?”
These are questions your customers are already asking. Write clear, helpful answers, and you’ll build long-term traffic and trust.
Want to win in the snack pack (Google’s map-based top 3)? Add schema markup and keep earning reviews.
6. Use Schema markup and reviews to stand out in Search
Schema markup is one of the most underrated tools in digital marketing for solar companies.
It’s a bit of code that tells search engines what’s on your page. Adding it can:
- Boost your visibility in search
- Help you appear with FAQs, star ratings, or pricing
- Improve click-through rates
Start by adding schema to:
- Homepage
- Service pages (e.g. solar battery installation)
- FAQ content
- Reviews/testimonials section
Pair it with a review strategy:
- Ask customers to leave a Google review after install
- Make it easy (send the direct link)
- Reply to every review — especially the positive ones
People trust what others say about you more than what you say about yourself.
7. A marketing plan for solar companies that proves results, not promises
The final (and maybe most important) principle in any good marketing plan for a solar energy company is proof.
It’s not enough to say you save money. You need to show it.
Try this:
- Use quotes like: “We saved £428 in our first year” instead of “Save up to 50%”
- Show real bills (with permission) before and after install
- Use energy calculators to let users see projected savings based on their postcode
The more specific you are, the more believable you become.
And don’t be afraid to admit who you’re not right for. Transparency builds trust. Overselling ruins it.
The importance of standing out
Many solar companies use the same tired formula: roof photos, technical language, vague promises about being “green.”
If you want better results from your marketing for solar companies, you need to stand out. And standing out means telling the truth, showing real outcomes, and being clear about what your product actually does for people.
FAQs: Marketing for Solar Companies
What makes digital marketing for solar companies different from other industries?
Digital marketing for solar companies needs to address high-ticket, trust-based purchases. Unlike impulse buys, solar involves research, home visits, and a long sales cycle. Messaging must focus on financial impact, reliability, and real-life outcomes — not just product features.
How do I create a marketing plan for my solar energy company?
Start with clear customer profiling. Understand what drives your buyers — cost savings, energy security, or sustainability. Build campaigns that target each group with relevant messaging. Your plan should combine SEO, paid ads, social proof, and local optimisation. A strong marketing plan for a solar energy company always starts with specific goals and ends with measurable results.
What kind of content helps SEO for solar companies?
Content that answers real customer questions performs best. Write helpful blog posts around topics like “solar panel grants in [your region],” “how much does solar cost near me,” or “can I install solar on a flat roof?” Combine this with optimised local pages and schema markup to increase visibility.
Should I run Google Ads for my solar company?
Yes, if done properly. Use intent-driven keywords like “solar panel installation in [city]” or “solar battery costs UK.” Pair ads with high-converting landing pages that feature local trust signals and clear CTAs. Avoid broad keywords — they burn budget fast without returns.
Why isn’t my solar marketing bringing in leads?
Often, solar companies focus on hardware, not outcomes. Messaging is too technical, visual assets are generic, and ads lack clarity. If your website doesn’t speak directly to real customer problems — rising bills, blackouts, or resale value — it won’t convert traffic into leads.
What images should I use for solar marketing?
Show the benefit, not just the product. Use photos of cosy homes, happy families, and post-installation lifestyle shots. Avoid repetitive rooftop shots unless they’re paired with testimonials or context that builds trust.
How important are reviews and Google profiles for solar companies?
Critical. Local search visibility depends heavily on Google reviews and profile optimisation. Encourage happy customers to leave reviews, respond to all feedback, and ensure your contact info is consistent across all directories.
What is schema markup and do solar companies need it?
Schema markup is a bit of structured data that helps search engines understand your content. Solar companies can use it to highlight services, reviews, FAQs, and business info in search results. This increases click-through rates and helps pages rank higher.
How do I target customers looking for solar in my area?
Use a mix of local SEO (Google Business Profile, location-based keywords) and paid search (Google Ads with geo-targeting). Mention city or county names in your web copy, titles, and metadata. Keep your service area clear and avoid wasting spend on unreachable locations.
What’s the most effective marketing strategy for solar companies right now?
The most effective approach combines local SEO, strong reviews, intent-based Google Ads, and content that answers buyer-specific questions. Real photos, proof of savings, and personalised messaging are outperforming generic campaigns.
At Mouthy Marketing, we help solar companies build real strategies that connect, convert, and grow.
📞 Want help building a proper marketing plan for your solar energy company?
👉 Get in touch.