Marketing, websites and lead systems built for solar installers.
Solar installers sell a five-figure decision to homeowners who are skeptical, comparison-shopping, and tired of door knockers. Growth depends on owning your own lead flow instead of renting it from aggregators, answering that lead in minutes, and getting a proposal in front of the homeowner before the third installer does. We have built for solar installers: websites that turn a utility bill into a booked site survey, paid search and social that hold up under FTC scrutiny, appointment setting with consent trails, and CRM plumbing from first click to permission to operate. Everything is measured to cost per installed kilowatt, not cost per form fill, so you know which channels are actually paying for crews.
Questions this page answers
- Who is the best marketing agency for solar installers
- Solar lead generation company that does not resell leads
- Website design for a residential solar installer
- How to set solar appointments without buying aggregator leads
- Solar company Google Ads management
- CRM and proposal tool integration for solar installers
Get a plan for your solar installers business.
- A senior operator reads it and replies within one business day.
- You get a written point of view on where to start, not a sales sequence.
- Everything we build stays in your name. Month to month after the first term.
Rather talk? (512) 222-7805
Where growth is won or lost in solar.
A residential solar sale starts with a utility bill that hurts and ends, weeks later, at a kitchen table. In between, the homeowner searches, reads about scams, compares three installers, and waits for someone to explain net metering in plain English. Ticket sizes run well into five figures, so the buyer is careful and the sales cycle is long. Rate changes, incentive deadlines and summer bills push demand in waves, and every wave brings more competitors bidding on the same searches. The installer that gets to the site survey first, with a clear proposal, usually wins.
The cost of that survey is real: a rep's afternoon, drive time, a design in the proposal tool, and follow-up that can stretch for weeks. When leads come from aggregators, the same homeowner is being surveyed by three companies, so the close rate on that afternoon drops. Prior vendors usually failed one of two ways. They ran ads that produced cheap form fills nobody could reach, or they built a pretty site with no estimate path and no connection to the CRM, so nobody could say which channel produced the installs on the schedule.
We build the installer's own lead flow. That means a site whose center is the estimate and survey booking, search and social campaigns weighted to the utility territories with the best economics, and a speed-to-lead system that reaches the homeowner in minutes with consent logged. We wire the CRM and design platform so a survey, proposal and contract are one record, then report cost per installed system by source. When the numbers say a channel is not producing installs, we move the budget, because the point is crews busy, not dashboards green.
The problems we fix in solar installers.
Rented leads that six installers share.
Aggregator leads arrive already sold to five competitors, cost more every quarter, and set close rates below what a sales team can live on. The installer never owns the audience it is paying to reach.
Distrust you did not create.
Years of free solar promises and door-to-door pressure taught homeowners to expect a trick. Every installer inherits that suspicion and has to prove legitimacy before a survey is booked.
Slow follow-up on an expensive click.
A solar lead cools in minutes. When a form sits in an inbox until a rep is back from a site visit, the homeowner has already talked to someone else and booked their survey.
Pipeline math nobody trusts.
Leads, surveys, proposals, signed contracts and installs live in four tools. Without one source of truth, marketing spend is judged on form fills instead of installed systems.
Web, marketing, creative and systems for solar installers.
Built on your accounts, wired into the tools your team already runs, and measured to booked work.
- Homepage with estimate path
- Instant estimate and survey booking
- Financing and incentives hub
- Battery storage and backup
- Commercial and agricultural solar
- Service areas by utility territory
- Project gallery with real installs
- Reviews and warranty page
Each page answers one intent, carries one call to action, and lands the lead in your CRM with the page attached.
Websites and digital product.
A homepage built around the homeowner's utility bill: an estimate path, a plain explanation of how solar pays for itself, and proof that you are licensed, local and permanent.
- Estimate and site survey bookingA short estimator that takes an address and monthly bill, shows a range, and books the site survey on the calendar with rep routing and confirmation texts.
- Financing and incentive pagesPages for loans, leases, PPAs, federal credits and local utility rebates, written to the current rules with disclosure language and updated on a schedule.
- Project gallery and service areasReal installs by roof type and system size, plus service area pages for every county and utility territory you sell into, each with local permitting notes.
- Battery and commercial pathsSeparate tracks for storage, EV charging and commercial or agricultural buyers, so a warehouse owner does not land on a page written for a family of four.
- Google SearchAlways on, budget up in spring and after rate increases
- Local Services AdsAlways on where available
- Meta prospecting and retargetingAlways on, heavier before incentive deadlines
- Organic search and AI answersContinuous publishing, refreshed when rules change
- Neighborhood mailers and door hangersTwo weeks after each install
- Referral program to past customersAt permission to operate and each anniversary
Demand, search and reputation.
Search campaigns split by intent (cost, incentives, installers near me) and Local Services Ads where solar is eligible, with call tracking on every number.
- Meta and video prospectingUtility rate hikes, outage seasons and incentive deadlines drive social creative that earns a site survey, not a raffle entry, with retargeting to warm visitors.
- Search and AI visibilityContent answering what homeowners ask before they call: payback by state, net metering changes, roof age, what happens to the system when you sell the house.
- Reviews and referralsReview requests at permission to operate, a referral program past customers understand, and neighborhood clusters mapped from installs to guide door-hanger and mailer drops.
- Utility territory targetingMedia weighted to utilities with the best rates and net metering rules, so budget follows the economics of each territory instead of ZIP code guesswork.
- Brand that reads as permanentA visual system that looks like a company that will honor a 25-year warranty: crew photography, real trucks, a real office, and license numbers visible.
- Install photography directionShot lists for crews and drone operators so every completed job produces gallery, social and ad imagery without scheduling a separate shoot.
- Proposal and leave-behind designTemplates for your proposal tool and printed leave-behinds that match the site, so the kitchen-table presentation looks like the website that earned the appointment.
- Explainer videoShort videos on what a site survey involves, how net metering works, and what installation day looks like, cut for the site, ads and rep follow-up.
Brand, photography and collateral.
A visual system that looks like a company that will honor a 25-year warranty: crew photography, real trucks, a real office, and license numbers visible.
- Install photography directionShot lists for crews and drone operators so every completed job produces gallery, social and ad imagery without scheduling a separate shoot.
- Proposal and leave-behind designTemplates for your proposal tool and printed leave-behinds that match the site, so the kitchen-table presentation looks like the website that earned the appointment.
- Explainer videoShort videos on what a site survey involves, how net metering works, and what installation day looks like, cut for the site, ads and rep follow-up.
Comes in from
- Website forms
- Tracked calls
- Ads and LSA
- Google Business Profile
Lands in
- Aurora Solar
- OpenSolar
- Enerflo
Comes back as
- Per-source attribution
- Automated follow-up
- One weekly scoreboard
Built to your system of record, not around it. Nothing is re-keyed by hand.
Integration, automation and data.
New leads trigger an immediate call to the assigned rep and a consented text to the homeowner, with escalation if nobody answers inside a few minutes.
- CRM and design tool wiringLead source, survey, proposal and contract stages synced between the CRM and the design platform so every install traces back to its first click.
- Appointment setting workflowsScripts, calendars, confirmation and reminder sequences for in-house or outsourced setters, with consent capture logged on every contact attempt and no-shows rebooked automatically.
- Call tracking and attributionDynamic numbers by channel, call recording tied to CRM records, and a single dashboard of cost per survey, proposal and installed system.
- Permitting and install status portalCustomer-facing status pages for permitting, interconnection and installation that cut where-is-my-project calls and prompt a review request the day the system turns on.
What a great solar website contains.
The pages that do the selling for this kind of company, and what each one has to do to turn a visit into a call.
Homepage with estimate path.
Leads with the bill-to-savings story and a single primary action: get an estimate. Trust signals, licenses and real installs sit directly beneath.
Instant estimate and survey booking.
Address and monthly bill in, savings range out, then a calendar to book the site survey with confirmation and reminder texts.
Financing and incentives hub.
Loan, lease and PPA options plus federal and state incentives, each with required disclosures, kept current so reps and pages say the same thing.
Battery storage and backup.
A page for outage protection and storage add-ons, which pulls a different buyer and raises average system size.
Commercial and agricultural solar.
Separate path for business owners with demand charges, depreciation and a request-a-site-assessment form routed to the commercial team.
Service areas by utility territory.
Pages for each county and utility, with local net metering, permitting timelines and install photos from that area.
Project gallery with real installs.
Filterable by roof type, system size and city, with photos your crews took, proving you have done the job next door.
Reviews and warranty page.
Aggregated reviews, workmanship and equipment warranty terms in plain language, and who to call after install.
Careers for installers and setters.
Open roles, pay ranges where allowed, and a short application, because crew capacity limits growth as much as leads do.
Where the demand comes from, and when.
The tools solar installers already run on.
We build to your system of record rather than around it. Leads, calls, jobs and revenue land where your team already works, with the attribution attached.
Aurora Solar.
Design and proposal stages synced to the CRM so installs trace to source.
OpenSolar.
Web estimate requests pushed into projects, proposal status pulled back to reporting.
Enerflo.
Lead intake, setter assignment and sales workflow wired to site forms and dialer.
SolarNexus.
Project and install milestones feeding the customer status portal and review triggers.
HubSpot.
Pipeline stages, source attribution, sequences and dashboards for the sales team.
GoHighLevel.
Speed-to-lead calls, consented texting, appointment booking and reminder automations.
Salesforce.
Enterprise pipeline wiring for multi-market installers with custom objects and reporting.
CallRail.
Tracked numbers by channel, recordings on records, and call scoring for setters.
Meta Ads.
Conversion API events for surveys and contracts, retargeting audiences from CRM stages.
What we run the account by
Cost per booked site survey.
The first real cost in solar. Form fills are cheap and meaningless; a survey on the calendar is what a rep can close.
Survey show rate.
No-shows burn rep afternoons. Confirmation, reminders and setter quality show up here before they show up in revenue.
Proposal to signed contract rate.
Measures sales quality separately from lead quality, so a marketing problem is never confused with a closing problem.
Cost per installed kilowatt by source.
The number that decides budget. Ties every channel to installed capacity, not to leads that never got permitted.
Speed to first contact.
Minutes from form to human call. Solar leads shop several installers, and the first real conversation usually wins.
Rules we respect
FTC and state solar consumer rules.
No free solar or guaranteed savings claims; savings estimates tied to real rates and disclosed assumptions, following each state's consumer-protection laws.
Net metering and utility claims.
Rate and credit claims must match the current tariff of the named utility, updated whenever a commission changes the rules.
TCPA and state telemarketing rules.
Appointment setting needs written consent before texts or auto-dialed calls, with time-of-day limits and do-not-call scrubbing logged.
License numbers and financing disclosures.
Contractor license numbers on ads and pages where required; any rate, term or payment claim carries the matching financing disclosure.
The solar playbook.
Audit the funnel from click to install.
We pull ad accounts, CRM stages, call recordings and proposal data, then map where leads die: unanswered calls, no-show surveys, proposals never followed up. You get a written plan with the order of fixes.
Fix response and consent first.
Before spending more, we wire speed-to-lead, consent capture, call tracking and stage syncing so every dollar afterward is measurable and every text you send is defensible.
Build the site and estimate path.
We rebuild or relaunch the site around the estimate and survey booking, add financing, incentive, service area and gallery pages, and migrate existing rankings without losing them.
Run media by installed system.
We run search, social and local campaigns weighted by utility territory and report cost per survey, proposal and install every week, shifting budget toward what actually closes.
- Domains and DNSregistered to you
- Ad accountsyour billing, our access
- Analytics and trackingyour property
- Code and hostingyour repository
- CRM and datayour system of record
- Documentationhow it all runs
Month to month after the initial term. We earn the next engagement rather than lock in this one.
Why solar installers choose us.
We have built websites, estimate tools, setter workflows and CRM wiring for solar installers, and we know where homeowners hesitate and where reps lose them. That experience shapes every page and campaign.
- Engineers and marketers on one teamSolar growth breaks at the seams between ad platform, CRM and design tool. Our developers wire those systems while our media team runs the campaigns, so nothing falls into an integration gap.
- Compliance built in, not bolted onSavings claims, financing disclosures, license numbers and texting consent are handled in the copy and the workflows from day one, because a compliant funnel is also a funnel homeowners trust.
Reading for solar installers.
- Lead Generation · Takeaway
A lead is a depreciating asset: its value drops sharply the longer you wait to make contact, and studies consistently show the steepest drop-off in the first minutes and hours.
Lead Generation · 15 min read
Speed-to-Lead: Why the First Five Minutes Decide Your ROI.
You can win the auction for a lead and still lose the deal in the time it takes to answer an email. Here is the math, the mechanics, and the system that fixes it.
Read - Lead Generation · Takeaway
Get and keep prior express written consent that names your company and covers autodialed or texted marketing, with a stored TrustedForm or Jornaya certificate for every single lead.
Lead Generation · 16 min read
The TCPA Compliance Checklist for Brands That Call or Text Leads.
Outbound calls and texts to leads carry real legal exposure. Here is the disciplined, candid checklist we wish every founder ran before their first dial.
Read - Lead Generation · Takeaway
Buying leads is a switch you flip today: speed, scale, and predictable per-lead cost, but the demand is rented, shared, variable in quality, and carries real compliance exposure.
Lead Generation · 16 min read
Buy Leads or Generate Your Own? How to Decide.
It is rarely either/or. It is a portfolio decision about speed versus durability, and most brands that get it right buy to scale now while building owned generation underneath.
Read
Hiring an agency for a solar business.
- Who is the best marketing agency for solar installers?
- The right agency for a solar installer owns the whole path: website, estimate tool, media, appointment setting and CRM wiring, and reports on installed systems rather than form fills. Ask any candidate to show how a lead moves from click to permission to operate in their setup. We build that path end to end and have done it for solar companies, which is why we are comfortable being judged on installs.
- Do you sell solar leads or generate them for us?
- We generate them for you, on properties you own. Every campaign, landing page and phone number belongs to your company, and every lead lands in your CRM with its source attached. We do not resell, share or recycle leads. If you also buy from aggregators, we help you score and route those separately so their cost is never blended into your own results.
- How do you handle FTC and state rules on savings claims?
- We write savings language from your actual proposal data and current utility rates, avoid free solar and guaranteed savings phrasing, include financing disclosures wherever a rate or term appears, and put your contractor license number on ads and pages where a state requires it. Appointment setting scripts capture and log consent before any text or call, and we keep a record of every version we publish.
- Can you integrate our website with our design and proposal software?
- Yes. We connect site forms and the estimator to your CRM, then sync stages with your design platform so a survey booked online, a proposal generated, and a signed contract all update one record. Call tracking and ad platform data feed the same record, which lets you see cost per install by channel without exporting spreadsheets.
- What does a solar engagement cost and how long before results?
- Scope depends on whether you need a new site, a media budget, appointment setting, or all three. We price a fixed audit first, then a build phase and a monthly run phase with media billed separately. Speed-to-lead and tracking fixes change results within weeks, while site and search work compounds over the following quarters. We tell you the expected sequence before you commit.
Let’s grow your solar business.
A short note on where the business is and where it needs to go. A senior partner replies within one business day.
t@theoryroad.com · (512) 222-7805