Increasing You Conversion Rate: Solar Energy
Generating new business online is ultimately broken into two main categories:
- How many people are visiting your website / landing page
- How many of those visitors are turning into leads / customers
This article is about addressing the second point because it is often overlooked. You can run advertising, post on social media, and direct visitors to your website all day long – but unless your solar website is converting those visitors to real business, your efforts are pointless.
Here are 3 main things that you can do to increase your solar conversion rate.
No theory here… just data backed experience. We’ve built close to 15 solar energy website to date.
Speak To Your Target Audience
This one is sort of self-explanatory, but I can’t tell you how many solar website throw up generic content that could apply to anyone. People need to know that you are speaking to them specifically.
Let’s just take a look at a really great example here: http://rootsrocksolar.ca
It’s quite clear from their home page that they know who their audience is:
- … Savings for “Saskatchewan Homeowners”
- Local (306) phone number
- “Local Projects”
- Appropriate energy company (SaskPower)
Can you also notice the 4 Call To Actions (CTA’s) on this page?
We built this site for Roots Rock Solar a few months ago and they are currently getting 1-2 lead / week in the dead of winter.
Keep in mind that this is snowy Saskatchewan we are talking about! This technique works.
Clear, Visible Call To Action (CTA)
A “call to action” is a clear actionable step that you want your visitors to take. In the case of solar, this is usually “Free Consultation” or “Get A Free Quote”.
You call to action should be:
- Clearly visible on all pages
- Colour contrasting to the rest of your content
- Repeated multiple times in different forms
The idea is that the customer should always know what to do when they are ready to take the next step… and they shouldn’t have to look hard to find it.
Take a look at http://voyagesolarenergy.com, we seamlessly built in CTA’s into every page. The floating menu has a colour contrasting CTA that never leaves the visitors eye line, and there are multiple CTA buttons throughout.
P.S. Did you spot the “Call Now” button? That’s also a CTA.
With a minimal online presence and no paid advertising.. we are currently seeing 1-2 leads per month generated from their site.
Have Great Social Proof
Nobody likes to be the first person to try something, purchasing solar isn’t any different. In order to really catch the attention of your visitors, you must show them that they are not alone.
And by “social proof” I don’t just mean posting reviews and links to Facebook and Twitter (but do that too), I mean post real photo’s of real people interacting with your product.
Here is another site we built, http://gce.solar, that does a really great job at this:
You can see that they make it a point to pose for photo’s with the actually owners of the housed they have installed on. These are the best photo’s and should be used in the forefront whenever possible!
Take away: make your homeowners know that they are not alone.
Know that you know the 3 main points to increasing conversions on your solar energy website, what are you going to do now?
You guessed it, combine them.
The best strategy is actually bringing all of these together into one damn fine website. Do this an you’re bound to generate more leads online.
If you have any questions please call me direct or fill out this form (That’s a CTA) – I’d be happy to help.