Solar Website Conversion
The Best Call to Action Strategies for Solar Company Websites
Most solar websites have CTAs but very few have the right CTAs in the right places with the right wording. Here is exactly what works and why.
A call to action is not just a button. It is the moment at which your website invites a visitor to take the next step in a relationship that may end in them spending thousands of pounds with your business. The wording, the placement, the design and the specific action you ask for all affect how many visitors accept that invitation and how many quietly close the tab and move on.
Solar companies face a specific challenge with CTAs. The purchase is high-consideration, the sales cycle is longer than most and customers are at very different stages of readiness when they arrive on any given page. A CTA that works perfectly for a customer who has been researching for three weeks and is ready to get quotes will feel premature and off-putting to a customer who has just begun to consider solar and is not yet ready to speak to a salesperson. Matching your CTA to the buyer's stage is as important as getting the wording right.
Matching Your CTA to the Buyer's Stage
The biggest single mistake solar companies make with their CTAs is using the same high-commitment action across every page and every visitor type. A customer reading an informational article about solar panel costs is not in the same mental place as a customer on your solar installation service page with a quote form open. Asking both of them to "Get a Free Quote Today" will work well for the second and drive away a significant proportion of the first.
CTA Wording That Converts: Strong vs Weak Examples
The wording of your CTA button or link determines how many visitors click it. Generic wording that appears on thousands of websites creates no sense of urgency, communicates no specific value and gives visitors no compelling reason to act now rather than later. Specific, benefit-led wording that communicates what the visitor will receive performs consistently better.
| Weak wording | Stronger alternative | Why it works better |
|---|---|---|
| Submit | Get My Free Quote | Communicates ownership and benefit rather than an impersonal action |
| Click Here | Calculate My Savings | Specifies what will happen and what the visitor will receive |
| Contact Us | Book a Free Survey | Frames the next step as a specific, low-risk commitment |
| Learn More | See How Much You Could Save | Connects the CTA to a specific financial benefit the visitor cares about |
| Get in Touch | Talk to a Solar Specialist | Positions the outcome as advice from an expert rather than a sales call |
"Solar customers respond best to CTAs that frame the next step as receiving something useful, whether that is a savings estimate, a survey or specialist advice, rather than simply submitting their details to a company."
CTA Placement: Where on the Page and How Many
The question of where to place CTAs on a solar page and how many to include is one that conversion data answers clearly. Solar websites consistently underuse the opportunities available to them, placing a single CTA at the bottom of a page and missing the visitors who are ready to act earlier in their reading journey.
Enquiry source by CTA position on solar service pages
- Place your primary CTA above the fold on every commercial page so visitors who arrive ready to enquire can act immediately
- Add a mid-page CTA after the trust signals and case study section where buyer confidence typically peaks
- Include a final CTA at the bottom of every service and informational page for visitors who read to the end
- A sticky header with a phone number and a compact CTA button maintains conversion opportunity as customers scroll without interrupting their reading experience
- On mobile, a fixed bottom bar with a call button and a quote button is one of the highest-converting mobile CTA formats for solar websites
Get More Enquiries From the Traffic Your Solar Website Already Has
CTA optimisation is one of the fastest ways to increase enquiry volume without increasing your marketing spend. Our SEO service for solar companies includes conversion optimisation as part of a complete strategy that makes your website work harder at every stage of the buyer journey.
The Phone Call CTA: Still Your Highest-Converting Option
Despite the growth of online forms and live chat, the phone call remains the highest-converting enquiry method for most UK solar companies. Customers who are ready to act often want to speak to a person, not fill in a form and wait for a response. Every solar website should make it as easy as possible to call at every point in the customer journey.
- Display your phone number in the header of every page, large enough to be read without zooming on mobile
- Make your phone number a clickable tel: link on mobile so customers can call directly without having to type the number
- Use call tracking so you can measure which pages and which CTAs are generating the most calls, allowing you to replicate what works
- Pair your phone CTA with your quote form CTA rather than replacing one with the other, as different customers prefer different contact methods
Your CTAs are only as effective as the traffic they receive. Building the organic search visibility to bring the right customers to your solar website in the first place is the job of a complete SEO strategy. Our SEO for solar companies service covers both the visibility and the conversion side of your online lead generation.
CTA strategy is one element of a complete approach to solar website conversion. For the full picture on how to build a solar website that ranks and converts, visit our SEO guides for solar companies.
SEO Guides for Solar Companies
This article is part of our complete guide to SEO for solar installers. Explore the full resource to understand how to rank higher, attract better-quality traffic and convert more of it into paying customers.
Back to the Guide →