SEO for Solar Companies
that generates enquiries you own.
The comparison sites selling solar leads charge installers for enquiries they sell to three others on the same day. SEO builds something different. A website that finds homeowners at the moment they are searching and sends them exclusively to you.
Why solar installers keep paying
for enquiries they should own
The solar lead generation market is built to extract money from installers. Comparison sites collect homeowners at the top of the funnel then sell their details to up to four MCS-certified businesses at once. You are competing with three others before the first call. SEO changes that entirely.
Comparison sites share every lead
Sites like SolarGuide, GreenMatch and TheEcoExperts operate by collecting homeowners then selling their contact details to multiple installers simultaneously. The homeowner is called by three or four companies within the hour. Win rates are poor because you are bidding against neighbours before a conversation has even started.
Your website ranks for nothing worth having
Most solar installer websites have a single combined services page listing solar panels, battery storage and EV charging in one block with no location signal. Google has no reason to rank a page that tells it nothing specific. Without dedicated service pages, local schema and proper internal structure, your site cannot compete with installers who have built it correctly.
Solar ad costs have never been higher
Google Ads for solar keywords in competitive UK locations routinely costs between £12 and £40 per click. A modest campaign generating 60 clicks a month costs over £1,000 in spend alone before management fees. Stop paying and the calls stop that same day. A ranked website keeps working whether you are paying for it or not.
You miss the spring and summer surge
Solar enquiries in the UK follow a predictable seasonal pattern. Search volumes climb sharply from February through June as homeowners think about energy costs and longer days. If your website is not already ranking when that surge begins you cannot buy your way in quickly enough with SEO. The work needs to be done months before the peak.
Solar search is growing.
Most installers are not ready for it.
UK homeowners are searching for solar installation, battery storage and Smart Export Guarantee information at record levels. The installers who rank for those searches are generating a pipeline that costs nothing per enquiry to maintain once established.
The majority of solar installer websites are structurally unable to rank. They have no location pages, no service-specific content and no schema markup. That is your opportunity.
What we actually do
each month for solar companies
We do not sell vague promises. Here is exactly what happens when you work with us, written in plain English, month by month.
Full site audit and technical foundation
We run a complete audit using Semrush to identify every structural issue on your website. We build dedicated service pages for solar panel installation, battery storage, EV charging, Smart Export Guarantee and any other service you offer. We apply schema markup to all key pages, optimise your Google Business Profile and set your NAP consistent across all relevant directories. Your MCS certification is referenced correctly on every page where it matters. This is the work that most agencies skip or do once and never revisit.
Topical cluster and local content build
We build a topical cluster around your core services. For a solar installer this means a landing page, a hub page and a library of informational articles all linked internally. This structure tells Google you are the authority on solar in your area. We research what homeowners are actually searching for at every stage of the buying journey and create pages that match those searches. Real photography from completed installations is requested here because it makes a measurable difference to both rankings and conversions.
Rankings, conversions and review strategy
Once rankings begin moving we apply CTA and conversion optimisation to pages that are generating traffic. We reconstruct content on pages that are not moving. We audit your Google Business Profile and implement a consistent review acquisition strategy built for solar, where high job values mean a single five-star review with installation photos carries significant weight with both Google and prospective customers. Every three months you receive a full site re-audit. Every three weeks you get a plain-English update on what we have done and what has moved.
Complete transparency on every task
We use Microsoft Planner so every task on your project is visible at all times. You do not need to chase us for updates. We contact you every three weeks with a clear summary of what we have worked on and what comes next. No jargon. No monthly reports that say everything is going well without telling you anything specific.
SEO vs the alternatives
for solar lead generation
Every channel for generating solar enquiries has a cost. Here is an honest comparison of what each one actually delivers.
| Channel | Monthly cost | You own it | Stops when you stop | Builds over time | Exclusive leads |
|---|---|---|---|---|---|
| Local SEO (Lillian Purge) | From £350 | ✓ Yes | ✗ No | ✓ Yes | ✓ Yes |
| SolarGuide / GreenMatch | £50–£200+ per lead | ✗ No | ✓ Yes | ✗ No | ✗ Shared |
| Google Ads | £500–£1,200+ | ✗ No | ✓ Yes | ✗ No | ✓ Yes |
| Bark / Rated People | £40–£150 per lead | ✗ No | ✓ Yes | ✗ No | ✗ Shared |
| Word of mouth only | £0 | ✓ Yes | ✗ N/A | ✗ No | ✓ Yes |
What solar companies see
when SEO works
These are the outcomes our clients report. Not impressions. Not traffic numbers. Actual enquiries and booked installations.
"We were spending around £300 a month on comparison site leads that we were sharing with three other local companies. Within five months of working with Lillian Purge the website was doing the work instead. We have not used a comparison site since."
"Our spring enquiry surge used to catch us by surprise every year because we had no online presence to capture it. Now it starts building in February through the website and we are fully booked well into summer. It has changed how we plan the business."
No hidden fees.
No confusing packages.
Three tiers based on the size of your market and how fast you want to move. All include the core work. The difference is scale and speed.
For solar installers targeting a single town or postcode area. The most popular starting point.
- Full site audit on Semrush
- Dedicated service pages built
- Google Business Profile optimisation
- Schema markup on all key pages
- Topical cluster content
- NAP consistency check
- Google Maps audit
- 3-weekly client updates
- Quarterly re-audit
For solar companies covering multiple towns or wanting faster results in a competitive area.
- Everything in Local, plus:
- Location pages for up to 5 towns
- Expanded content programme
- Review acquisition strategy
- CTA and conversion optimisation
- Monthly rank tracking report
- Priority support response
For solar businesses operating across multiple regions or targeting commercial and national contracts.
- Everything in Multi-Area, plus:
- National keyword strategy
- Unlimited location pages
- Full content calendar managed
- Link building programme
- AI search optimisation
- Dedicated account manager
- Fortnightly calls
All plans on a 12-month agreement. No setup fees. Cancel with 30 days notice after the initial term.
Questions solar companies
always ask us
Most SEO that fails solar businesses has one of two problems: no local structure or no sector knowledge. Generic agencies treat a solar installer like any other local business without understanding the buying journey, the role of MCS certification, the seasonal demand patterns or the service page architecture that actually moves rankings. We work exclusively with solar and trade businesses. We can tell you within the first conversation whether your current situation is fixable and how long realistic results will take. For more detail on what the right page structure looks like, read our guide on How to Structure a Solar Panel Installation Service Page That Converts.
In most UK solar markets, meaningful ranking movement appears within 3 to 5 months. Google Business Profile and map pack improvements often come faster because local optimisation work takes effect more quickly than organic rankings. We give you an honest market assessment at the outset. If your area is highly contested we tell you. If it is relatively open we tell you that too. We do not promise page one in 30 days because that is not how SEO works and any agency that promises it is not being straight with you.
A combined solar and battery installation averages between £8,000 and £12,000. If the website generates one additional exclusive enquiry per month and you convert it, you have covered the cost of SEO many times over. That is why we offer a free audit first. You will see exactly what is wrong with your current website and what fixing it would realistically deliver before you commit to anything.
Yes. Battery storage and EV charging are natural extensions of a solar installer's offering and both are growing search categories. We build dedicated service pages for each and ensure they are cross-linked correctly within your topical cluster. A homeowner searching for battery storage in your area is often already a solar customer or considering a combined system. These pages work together and strengthen the authority of the cluster as a whole. Read our guide on What Landing Pages Should a Solar Company Have on Their Website for a full breakdown.
No. We recommend running them in parallel at the start while organic rankings build. Most of our solar clients naturally reduce their reliance on comparison sites as their own website pipeline grows. The goal is that within 12 months the majority of your enquiries are coming through your own website rather than being purchased at per-lead rates from third parties who share them with your competitors.
Our agreements are 12 months with a 30-day notice clause after the initial term. We use a 12-month structure because SEO compounds over time and short-term engagements rarely deliver the full potential of the work. Everything we build is yours. If you cancel, your website, all its content and your Google Business Profile improvements stay with you permanently. We do not hold your work hostage.
Everything you need to know
before you spend a penny
We have built a free library of 20 in-depth guides covering every aspect of SEO for solar companies. No sign-up. No email capture. Just useful information written specifically for UK solar installers.
SEO Guides for
Solar Companies
20 articles covering local rankings, Google Business Profile, service page structure, keyword strategy, schema markup, reviews and everything in between. Written specifically for UK solar installation businesses.
Browse all 20 guides- What solar customers look for on a website before making an enquiry
- The best keywords for solar panel installers in the UK
- How to optimise a solar company Google Business Profile
- The trust signals every solar installer website must have
- How to build a topical cluster for a solar company website
- Should solar companies show prices on their website?
- Why free solar quotes do not convert as well as they used to
- And 13 more in-depth guides
Find out exactly what is
holding your website back
We will audit your website and Google Business Profile for free and tell you specifically what is stopping you from ranking for solar searches in your area. No generic report. No sales pitch disguised as advice. Just an honest assessment you can act on whether you work with us or not.
No commitment required · Response within one working day · Lillian Purge Ltd