July 19, 2016 | By RGR Marketing Blog

Well-Designed Landing Pages Are Key to Lead Generation

If you’re like the vast majority solar installers, then you already have a website. But here’s the million-dollar question: is your website actually converting casual visitors into bona fide leads? If your solar business’s website isn’t filling your lead pipeline with eager prospects, then your landing page may be the problem.

What is a landing page, exactly? Simply put, it’s a customer generation machine – the place where all of your marketing efforts eventually lead. And if it isn’t firing on all cylinders, then you may be wasting a substantial portion of your marketing budget. After all, what good is getting potential customers to visit your site if they don’t feel the urge to contact you once they arrive?

Here are some tips to help you turn your solar business’s landing page into an effective tool for solar lead generation.

Introduce Yourself

You know you’ve got the best solar team in your market, but potential clients don’t. Give your company a human face with a brief but engaging "about" section. Sum up where you’re from and what you’re all about.

Why did you choose to make solar your mission? How long have you been in business? What’s your favorite part of being a solar installer? These are all excellent questions to answer in your about section, and it wouldn’t hurt to include a friendly picture of your team.

Build Trust With Your Solar Prospects

Going solar isn’t like ordering takeout; it’s a major investment. And your clients want to invest with someone they trust. So how can you use your landing page to build that trust?

Start by listing your solar business’s strong points. Is your organization the most popular in the region? Say so. Were you recently featured on a local news program? Let the public know. Are your installers all NABCEP or SEI certified? Your clients need to know that they’re dealing with seasoned solar professionals, and the more credentials you can provide, the better.

There’s Safety in Numbers

Your solar customer testimonials and online reviews are worth their weight in gold. Potential customers will want to know about previous clients’ experiences doing business with your company. Don’t make them scour the Internet to find them. Include your customer reviews, testimonials, and social media shout-outs on your landing page.

Give a Little, Get a Lot

It’s a lot easier to get potential clients to surrender their personal information if you give them something useful in return. It might be a solar energy guide, a free solar assessment, or an invitation to an exclusive local solar seminar. As long as you’re offering something of real value to your prospects, you get a substantial boost to your conversion rate.

It’s All About the CTA

You deal with solar installations every day, but to potential clients, getting started can be a bit confusing. Simplify it for them! Your landing page should feature a direct call to action that lets them know exactly what to do next. With big, boldly colored buttons, encourage them to “Get in Touch!” or “Get Started Today!” or “Estimate Your Solar Savings!”

Solar Branding Is Key

When it comes to branding, consistency is crucial. Your brochures, installation vehicles, yard signs, business cards, and everything else that bears your business name should feature the same logo, the same font, the same colors, and a consistent message.

Of course, your landing page should match all of these marketing elements perfectly. All of those points of contact, all the marketing materials that you’ve put out into the world to build your brand’s recognition, have all been leading up to this moment.

Make sure your customer knows that they have arrived exactly where they’re supposed to be: the official website of the authentic, real-deal, one and only "insert your business name here."

Video Made the Solar Star

When it comes to building trust and credibility photos are great, but videos are better. Don’t have a big budget to hire a film crew? Don’t worry: for the most part, authenticity is more important than production value.

The goal is to keep prospects engaged with content that positions your business as a solar thought leader, gives potential customers a chance to get to know you and your team, and builds trust in your brand.

Need Even More Solar Leads?

If you follow these tips for creating an effective solar landing page, then you should have little difficulty landing plenty of solar leads. But just in case you’d like to have even more clients to work with, allow us to introduce ourselves: we’re RGR marketing, and we offer the best solar leads in the industry. Let us be a part of your success. Get in touch with us today.

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