How to generate solar installation enquiries
Want more solar installation enquiries? Start with the work and areas you want to cover, then choose how to reach homeowners or commercial buyers. This guide helps you compare the options and follow enquiries through to surveys, quotes and installed work.
Do you want domestic installations, commercial projects, or both?
The solar work you want determines who you need to reach. A homeowner asking about panels and a business exploring a commercial installation need different information and follow-up.
Domestic installations
Be clear about panels, battery storage and additions to existing systems. Explain your survey area and what happens after a homeowner enquires. Meta advertising, search visibility and referrals can each help people discover your service.
Commercial projects
Choose the types of premises and projects your team can deliver. Depending on the work, you might approach business owners, property managers, facilities teams or main contractors. Check who controls the premises and who needs to be involved in assessing a proposal.
If you offer both, give each audience a clear route. For example, a domestic enquiry form and a separate commercial project page can help people find the right information. Define your coverage, capacity and who will respond before you promote either service.
Choose a channel that fits the gap in your business
Perhaps referrals have slowed down. Perhaps people find your website but rarely enquire. Start with the situation you recognise, rather than trying to run every channel at once.
Build on referrals and local relationships
Already getting recommendations? Give past customers a clear solar service page to share. Speak to roofers or electricians whose customers may need your work, and agree how introductions would work. You can keep those relationships going while testing another source of enquiries.
Help people searching for an installer find you
If people are looking for an installer in your area, your website and Google Business Profile should explain your services, coverage and next step. Give domestic and commercial visitors information relevant to their project. Search engine optimisation, or SEO, helps search engines find and understand your pages. Show relevant work, current credentials and genuine reviews.
Reach homeowners through Facebook and Instagram
Paid social can introduce your solar offer to people who are not actively searching. Give them a clear reason to enquire and explain what happens next. If forms come in but callers expect something you do not offer, review the advert and form before increasing spend.
Start conversations with commercial buyers
Targeted outreach, including cold email, can introduce your solar service to relevant businesses before they actively search. Research suitable premises and the person responsible, explain why you are contacting them and offer a straightforward next step. Focus on useful conversations rather than the number of emails sent.
Google says local results depend mainly on relevance, distance and prominence. Keep your profile complete and accurate; paying Google does not improve organic local rankings. Read Google's local-ranking guidance.
For a first campaign, choose one offer, a manageable area and a budget you can assess. Agree what would make you continue, change or pause it. For search, build useful pages around your actual services and coverage. Our service and location pages guide explains where to start.
For commercial email, check the recipient type before sending. UK rules differ for limited companies and sole traders or some partnerships, which generally need consent or a valid soft opt-in. Identify yourself, provide an opt-out and meet data-protection requirements when using personal details. See the ICO's business marketing guidance. Our cold email guide explains the outreach process.
Give potential customers enough information to check you
Before launching a campaign, read your landing page as someone who has never heard of your business. Can they tell who will carry out the work, where you operate and what happens after they enquire?
- Use installation photos you have permission to share, with a short explanation of the work shown.
- State your current qualifications or certifications accurately, without implying that they cover services they do not.
- Include genuine reviews and make clear who they are from.
- Explain the survey and quotation process in plain language.
- Make the contact route easy to find on a phone.
A useful page does not need a wall of badges or a claim to be the best. It needs to answer the questions that would otherwise stop someone getting in touch.
Check savings and price claims before an advert goes live
Solar advertising can become misleading when a price or saving is presented without the circumstances behind it. CAP's UK guidance says claims should match the evidence and the product shown, with important qualifications made clear. A saving modelled for one setup should not be presented as something every household will achieve. Read CAP's guidance on greener-home savings claims.
Before approving copy, check the system being described, what the advertised price includes, and the assumptions behind any saving. Avoid claims about free installations, grants or fixed payback periods unless you can substantiate the exact message and explain any relevant conditions. If you are unsure about a claim, get it reviewed before spending money on it.
Make the first conversation easier
Someone has asked about solar. Your team needs enough information to respond usefully, without asking them to complete a technical survey in a form. For a commercial enquiry, also establish the business, premises, contact's role and who else needs to assess the project.
Useful details to collect
- Location
- A postcode so you can check whether the property is in your service area.
- The work
- Panels, a battery or both, and whether a solar system is already installed.
- Property
- Whether they own the property or have authority to discuss the work.
- Next contact
- Their timing and the contact details you need to arrange a conversation.
Agree who follows up
Decide who receives each enquiry and who covers when that person is on site. Record whether you reached the contact, what they need and the next step.
Choose the questions your team needs, explain how you use the information and check your privacy arrangements. Confirm the details and assess the property before recommending a system. Commercial discussions may involve several people. Record who is involved and the agreed next step, rather than treating an interested reply as a confirmed project. For a fuller framework, see how to qualify a lead.
Follow enquiries through to surveys and quotes.
A form submission or interested reply starts a conversation. Track whether you reached the right person, whether the work fits, and what happens after the conversation.
Enquiries outside your area
Check the targeting and how clearly the advert explains your coverage.
Interest that rarely becomes a survey
Review what the prospective customer expected, whether your team reached them and why they did not take the next step.
Quotes that have not become installations
Record the reason where you can. Price, timing, suitability and follow-up may each need a different response. Keep open quotes separate from won or lost work.
Cost per lead tells you the cost of getting an enquiry. To judge the full marketing cost, include advertising and management costs and follow the same enquiries through to completed sales. Our CPA and CPL guide explains how these measures differ.
Your first month: what to put in place
Use this as a working sequence. Campaign outcomes and search visibility can take longer to assess.
Agree the offer
Choose the solar work and areas to promote. Check your page, proof, contact route and advertising claims.
Test the enquiry journey
Check that the team receives the right details and knows who will respond.
Start the chosen activity
Run a controlled campaign or begin the visibility work. Record which enquiries fit and what happens next.
Review the conversations
Look at surveys, quotes and reasons people did not proceed. Fix the clearest problem before increasing spend.
Does AI search need a separate solar marketing plan?
It is worth making your business and services easy to understand wherever a potential customer checks you. But there is no need to replace a useful solar page with content written for a chatbot.
Google says its existing SEO practices apply to AI Overviews and AI Mode, with no special additional optimisation required. This guidance concerns Google's search features; it is not a guarantee of recommendations from Google or other AI platforms. Read Google's AI-search guidance.
Keep the service information accurate, answer real installation questions and make your evidence easy to find. Treat any AI-search visibility as something to observe, not a source of jobs you can promise in advance.
Want help bringing in solar enquiries?
We can talk through the installations you want more of, the areas you cover and where your current enquiries fall short.
For homeowner work, explore our managed solar campaigns on Facebook and Instagram. For business projects, see our commercial outreach service. Our SEO service helps improve how people find and understand your business online. Choose the support that fits the work you want to win.
Sources and review
Google and CAP sources checked on 18 October 2026; ICO guidance checked on 19 October 2026. Google guidance describes its own platforms. CAP guidance concerns UK advertising. The channel choices and first-month plan are practical recommendations, not performance forecasts.