When we started working with Effective Energy Group, they were getting 127 website clicks per day. Twelve months later: 371 clicks per day.
Traffic tripled. Leads tripled. And they spent £0 on traditional advertising.
How? By implementing 8 strategic ways to promote solar energy online that most installers completely ignore.
Here’s the complete breakdown of what worked.
Why Solar Energy Promotion Has Changed
Five years ago, promoting solar meant expensive trade shows, local newspaper ads, and door-to-door canvassing. These methods still work, but they’re increasingly inefficient.
The shift is obvious: 89% of consumers research online before making major purchases. For solar panels, a £10,000+ investment, that research phase lasts 2-6 months.
During those months, potential customers are searching for information, reading reviews, watching videos, and comparing options. If you’re not visible during that research phase, you don’t exist when they’re ready to buy.
Effective Energy Group faced this exact challenge. They had multiple brands within their group, each struggling with inconsistent lead generation. No cohesive digital presence. No systematic way to stay visible during those crucial research months.
The solution wasn’t more advertising spend. It was strategic promotion across eight key channels that captured attention, built trust, and converted researchers into customers.
The 8 Ways to Promote Solar Energy
1. Local SEO Dominance
Solar is fundamentally a local business. Someone in Manchester doesn’t hire an installer from Brighton, no matter how good their website looks.
Why this works: When someone searches “solar panels Liverpool” or “solar installers near me”, appearing in the top 3 results means you’re visible at the exact moment they’re looking. Unlike paid ads, these organic rankings continue generating visibility 24/7 once established.
What we did for Effective Energy Group:
- Created location-specific service pages for every area they cover
- Optimised for “solar panels [location]” and “renewable energy [location]” terms
- Built content around local landmarks and geographic entities
- Ensured consistent NAP (Name, Address, Phone) across all directories
Our SEO services have driven growth across multiple sites, for example driving 8x growth across a cycling site which generated over 100,000 page views per month after we had worked on it for 18 months. You can check out our SEO services here.
The result: Significant increases in “solar” and “renewable energy” searches from their target locations. Organic visibility in areas where they had previously been invisible.
How to implement this:
- Build individual pages for each service area
- Include genuine local content (not just templated pages with the town name changed)
- Get listed in local business directories
- Create content that references local energy costs, climate patterns, and planning regulations
2. Educational Content Marketing
People researching solar panels have dozens of questions before they’re ready to buy. Answer those questions comprehensively, and you become the trusted authority they remember when it’s time to choose an installer.
Why this works: Most solar companies create basic service pages and stop. Meanwhile, potential customers are searching “do solar panels work in cloudy weather”, “how much do solar panels actually save”, and “what grants are available for solar panels 2026.
Every answered question is an opportunity to appear in search results and build credibility.
What we did for Effective Energy Group:
- Published comprehensive guides on solar technology, costs, and savings
- Created content around government schemes and grants
- Developed calculators and practical tools
- Answered technical questions in accessible language
The result: From 15,000 monthly impressions to 42,000. The content attracted people early in their research journey and kept Effective Energy Group top of mind throughout their decision making process.
How to implement this:
- Research questions your customers actually ask
- Create comprehensive answers (1,500-2,500 words per topic)
- Use real examples from your installations
- Update annually as technology, costs, and regulations change
Our ‘content marketing’ guru is Chloe, that you can see on a shoot here:
You can check out our content creation services here.
3. Video Marketing
A 60-second timelapse of a solar installation builds more trust than 1,000 words of text. Video demonstrates competence, shows real results, and makes technical concepts accessible.
Why this works: Solar panels are a visual product on a visible part of someone’s property. Homeowners want to see what the installation process looks like, how panels appear on different roof types, and hear from real customers about their experience.
Video ranks in both Google and YouTube search, creating multiple opportunities for visibility.
What we did for Effective Energy Group:
- Produced high-quality videography of installations
- Created animation explaining technical concepts
- Filmed customer testimonials
- Documented the installation process from start to finish
The result: Enhanced visual storytelling that built confidence in prospects. Video content that could be used across website, social media, and email campaigns.
How to implement this:
- Start simple: Use smartphone to film installation timelapses
- Interview satisfied customers on video (with permission)
- Create short explainer videos answering common questions
- Showcase different types of installations (residential, commercial, different roof types)
4. Google Business Profile Optimisation
Your Google Business Profile is free advertising in local search results. When optimised properly, it can generate significant enquiries without any ongoing cost.
Why this works: When someone searches “solar installers near me”, Google shows a map with three local businesses. If you’re in that top three, you’re visible above companies spending thousands on ads.
Most solar companies claim their profile and forget it. That’s a missed opportunity.
What we implemented:
- Regular posts showcasing recent installations
- Customer reviews highlighting specific benefits and outcomes
- High quality photos of completed projects
- Detailed service descriptions with relevant keywords
- Comprehensive Q&A section addressing common concerns
How to implement this:
- Post weekly updates (recent installations, seasonal offers, solar news)
- Request reviews from every satisfied customer
- Upload 5-10 high quality photos monthly
- Answer every review (positive and negative)
- Use the Q&A feature to address common questions proactively
5. Marketing Automation and Email Nurture
Most solar enquiries don’t convert immediately. The decision timeline is 2-6 months. Without systematic follow up, you lose 80% of potential customers to competitors who stay in touch.
Why this works: Someone requesting information today might not be ready to commit for months. They’re still researching, getting quotes, considering finances. Marketing automation keeps you top of mind during that entire journey without manual effort.
What we did for Effective Energy Group:
- Implemented full email automation with triggered campaigns
- Created nurture sequences based on prospect behaviour
- Developed educational content delivered over weeks, not sales pitches
- Automated follow up for quote requests and enquiries
The result: Leads increased in line with traffic growth—roughly tripling over the 12 month period. Prospects received valuable information at the right time, staying engaged until they were ready to decide.
How to implement this:
- Set up automated email sequences for new enquiries
- Provide value first: solar savings guides, maintenance tips, grant information
- Space emails 3-5 days apart over 2-3 months
- Include clear next steps in every email
- Track engagement and adjust based on what prospects open and click
6. Case Studies and Social Proof
Technical specifications matter, but proof matters more. Case studies showing real installations, real savings, and real customer experiences convert far better than generic marketing claims.
Why this works: “We install quality solar panels” is a claim every company makes. “Here’s how we saved the Johnson family £1,847 in their first year” is proof.
Case studies address the fundamental question every prospect has: “Will this actually work for me?”
What we implemented:
- Created detailed case studies for different customer types
- Documented savings over time with real data
- Showcased diverse installations (residential, commercial, different roof types)
- Featured customer testimonials prominently
How to implement this:
- Document every installation with before/after photos
- Track and report on actual savings (with customer permission)
- Create case studies for different customer segments
- Film video testimonials for highest impact
- Feature case studies prominently on service pages and in email campaigns
7. Strategic Partnerships
You don’t promote solar energy alone. Strategic partnerships with complementary businesses create referral networks that generate consistent leads.
Why this works: Electricians, builders, estate agents, and energy efficiency specialists all interact with potential solar customers. A systematic partnership approach turns these businesses into referral sources.
Partnership opportunities:
- Local electricians: They’re already trusted for electrical work
- Builders and renovators: Solar often pairs with extension or renovation projects
- Estate agents: Energy efficiency is increasingly important in property sales
- Energy efficiency consultants: Natural complementary service
- Business networking groups: Regular access to local business owners
How to implement this:
- Identify 10-15 complementary businesses in your area
- Offer reciprocal referrals (you send them work, they send you work)
- Create simple referral processes (easy for partners to recommend you)
- Provide partners with materials (brochures, business cards, case studies)
- Track referrals and thank partners publicly
8. Community Engagement and Educational Events
Positioning yourself as the local solar expert through community engagement builds trust and generates word of mouth referrals that money can’t buy.
Why this works: Solar panels are visible. When neighbours see an installation, they ask questions. Being active in the community means you’re the name that gets mentioned in those conversations.
Engagement opportunities:
- Free solar information evenings: Host quarterly events explaining solar technology, costs, and grants
- Local business networking: Regular presence at chamber of commerce and networking groups
- School and community centre partnerships: Educational talks about renewable energy
- Local sponsorships: Sports teams, community events, charity partnerships
- Workshops: Practical sessions on energy efficiency and solar benefits
How to implement this:
- Start small: Offer one free information evening quarterly
- Partner with local venues (libraries, community centres)
- Promote through local Facebook groups and community noticeboards
- Provide genuine value, not sales pitches
- Collect email addresses for follow up nurture campaigns
Case Study: How We Promoted Effective Energy Group
The Challenge: Effective Energy Group needed cohesive promotion across multiple brands within their renewable energy portfolio. Each brand had been trying different approaches with inconsistent results. They lacked:
- Unified digital presence
- Systematic lead generation
- Marketing automation
- Cohesive brand messaging
Our Approach: We implemented all eight promotion strategies systematically over 12 months, acting as their embedded digital team.
Specific actions:
- Built comprehensive local SEO foundation across all service areas
- Published regular educational content addressing customer questions
- Produced high quality videography and animation
- Optimised Google Business Profiles for each brand
- Implemented full marketing automation with triggered email campaigns
- Created detailed case studies showcasing real results
- Designed cohesive marketing collateral for partnership materials
- Supported community engagement with professional materials
The Results:
Traffic growth:
- From 15,000 to 42,000 monthly impressions (2.8x increase)
- From 127 to 371 daily clicks (2.9x increase)
Lead growth:
- Leads tripled alongside traffic growth
- More qualified enquiries from better targeted promotion
- Sustainable lead generation without ongoing ad spend
Sustainability:
- Zero ongoing advertising spend required
- Organic promotion engine generating consistent results
- Scalable system that continues improving month over month
Client feedback: “Phantom Digital have been a crucial addition to our business over the last 12 months, working as if they are embedded within the company we have been able to maintain growth across all areas of the business whilst being confident that the consistency is maintained across the brands.”
What Not to Do When Promoting Solar Energy
Before implementing these strategies, avoid these common mistakes that undermine solar promotion efforts:
Don’t compete on price alone: The cheapest quote rarely wins in solar. Quality, trust, and expertise matter more for a 25 year investment.
Don’t overwhelm with technical jargon: Kilowatt hours, inverter efficiency, and panel degradation rates confuse more than convince. Speak about savings, reliability, and peace of mind.
Don’t neglect the research phase: Most promotion focuses on people ready to buy now. But the real opportunity is the 2-6 months before that decision, when they’re still researching.
Don’t ignore mobile: Over 60% of solar searches happen on mobile devices. If your website isn’t mobile optimised, you’re losing more than half your potential visibility.
Don’t forget follow up: One email or phone call isn’t enough. The average solar customer needs 7-12 touchpoints before making a decision.
Your Solar Promotion Strategy: Next Steps
The strategies that tripled Effective Energy Group’s traffic can work for your solar business, but implementation matters.
If you’re just starting: Focus on foundations first. Get your Google Business Profile optimised, build basic local SEO presence, and implement simple email follow up. These three create immediate visibility and capture leads you’re already generating more effectively.
If you have basic promotion in place: Add content marketing and video. These amplify your existing presence and attract prospects earlier in their research journey when competition is lower.
If you’re established but plateaued: Implement the full eight strategy approach. The compound effect of multiple promotion channels working together creates exponential growth, not linear improvement.
The timeline:
- Month 1-3: Foundation (local SEO, Google Business Profile, basic automation)
- Month 4-6: Content and video production, partnership outreach
- Month 7-12: Scale what’s working, optimise conversion rates, expand community presence
The investment: Promoting solar energy effectively requires consistent effort. Whether you handle it internally or partner with specialists, expect to invest 15-20 hours weekly or £1,500-3,000 monthly for comprehensive implementation.
The payoff: A sustainable promotion engine that generates qualified leads month after month without ongoing advertising spend.
Ready to Promote Your Solar Business?
We helped Effective Energy Group grow from 127 to 371 daily clicks through strategic promotion across these eight channels. Leads tripled alongside the traffic growth, and their visibility increased by nearly 3x in 12 months.
The same approach can work for your solar or renewable energy business.
Whether you’re a solar installer, renewable energy provider, or energy efficiency specialist, these eight strategies create compound visibility that grows month over month.
[Book a Free Consultation]
We’ll review your current promotion approach and show you exactly where the biggest opportunities are for your business.
Or contact us at team@phantomdigital.co.uk or call 0151 271 5707.
Written by Martin Williams — Martin has worked in SEO for 8+ years, building and selling multiple websites that attracted millions of visitors. Now the SEO Lead at Phantom Digital, he shares proven strategies for growing traffic and creating long-term online value. You can check out his author page here.
