Nah, one day it totally never starts again. [laughter]

Good morning. It is just gone 7:00 a.m. Joe and I have just been for a lovely 5:00 a.m. coastal run across the coast of Malta. Absolutely beautiful — highly, highly recommend.

Today I’m going to take you through how you need far less traffic than you actually think to make money from your website as a solar installer. So, for all of the solar installers that potentially don’t have hundreds of visitors coming to their site every single week: you can still make a lot of money, book a lot of surveys, and get a lot of leads through that site — and you may not realize it.

I was doing a quick check-up on our clients’ analytics accounts because we produce all the websites and we set up all the tracking and analytics. We do that primarily so we can monitor conversion rates because we now have a portfolio of client websites. If we can accurately determine conversion rates, we can test between them and see exactly what is working specifically for solar — not just generally from a sales or website perspective, but specifically from a solar website perspective. We basically do that to reap as much juice out of the websites we produce as possible.

So, how many leads would you expect as an installer to get from 38 people visiting your website? Thirty-eight people. Not many at all. If you were doing that with Google Ads, that traffic might cost you £100. With Meta ads it might cost you less than £50, right? How many leads and how many surveys do you think you would get?

Most people would guess zero — between zero and one. One would probably be on the maximum side because at that point you’re looking at a strong two and a half percent conversion rate on a cold visitor, right?

Try three. Three high-quality, ready-to-buy leads that have self-served — and two of them have already booked in for a survey without speaking to a single person on your team.

What more could you ask for?

Look at this chart. This is daily visitors over December, over the Christmas period. So there’s basically bloody no one on the website, right? Four visitors on the 23rd of December — one quote. That’s a 25% conversion rate from visitor to quote. You go through on this day: five visitors, one quote that self-served and booked themselves in for a survey. Same on the next day — two surveys with zero input.

The entire team for this client is off work. No one’s even answering the phones, and yet visitors are still booking themselves in for surveys for next week when the team are back in the office — on autopilot — with no ad costs. The advertising accounts aren’t even live. We’ve switched everything off over December.

So this is just pure organic traffic — and it’s not a lot of organic traffic. This is not traffic you would expect to get if you were investing in an SEO campaign. You’d be expecting far more traffic than this. This is seven people coming on your website. You can basically fumble your way to seven visitors a day. You don’t need to do anything special.

And yet this client is booking surveys on autopilot, right? That’s an 8% conversion rate from cold traffic. And I can probably do the maths right now: if you do two divided by 38, it’s 5% of people that land on this website who booked a survey themselves without speaking to anyone on the team. It’s utterly ridiculous.

But this is exactly what happens when you actually invest in a website that communicates effectively with your visitors and showcases why you are the person to do business with. It needs to build rapport as effectively as your best sales rep on his or her best day — without ever taking a day off, without having to travel between different locations to visit clients, without being stuck on the phone when another call comes through. It costs you nothing on an ongoing basis.

But how does this actually happen? It’s all well and good me talking about these fantastic results, but how would you implement this yourself? Obviously, step one is just work with us and we’ll do it all for you. But if you actually want to listen and learn how it comes together, first of all the visitor lands on a well-designed, well-structured, organized, and trust-focused website.

With solar, trust is everything. That’s true whether it’s residential or commercial. For residential, that means videos, reviews, testimonials, and case study pages. For commercial, it’s primarily case studies, stakeholder interviews, stakeholder comments, brand logos, and so on.

Because we only work with solar companies, this isn’t our first rodeo. We’ve built almost thousands of different pages at this point. We’ve built tens of solar websites, and we know exactly what converts and how you should structure the site to get these kinds of results. Those are just a few examples.

So the main things that you need — and these are utterly critical — are: case studies and resources. There is a lot of education that needs to happen for someone to actually go ahead and buy solar with you. So a really strong, in-depth resource section that isn’t just AI-generated — something someone has actually put thought and care into — that matches what your salespeople are actually talking about, is really important.

You want a team page. People need to know they can trust you, that you’re going to be around for a long time. Individual team pages help people relate to individuals within the team rather than just a nameless entity.

You need location pages showing where you’ve installed so people can see their neighbors. You need service pages. You need accreditation pages with downloadable documentation. Instead of just having the MCS logo on the website, why not have your certificate on the website so people can actually trust that you haven’t just put the logo on — you actually own the certificate. These are just some examples of the case study pages that we’ve produced.

So once they’re convinced, they decide to take action. There are lots of routes: your contact form, your phone number — very basic. But the one I want to focus on today is the quote tool. That is how every single one of those leads I mentioned today was generated. That’s how the two self-served surveys came in.

It’s how you get customers much further down the pipeline without input from your team, saving you resource and increasing buy intent.

So, on one of the case study pages, they might see a module that says, “Use our free solar quote tool.” They click “Instant quote.” They come through onto a page where they can put their address in, use the tool, and draw their roof. At that point it will give them an estimate of how much it might cost.

When they go further, they can select packages and hardware. This is built by our partners at Simplified — huge shout-out to them — because they’ve really elevated the results our clients are able to achieve with how well this tool is laid out.

And that basically resulted in £30,000 in deal value when no one’s in the office, when no ads are being paid for. The client doesn’t particularly have a really strong SEO or traffic presence already. As you saw, there’s minimal traffic visiting the website — especially over the Christmas period — but it still resulted in that.

You’ve got one £12,000 system quote with a survey requested, another £12,000 with a survey requested, and another £6,000 that has been saved for now. A member of the client team is going to reach out as soon as possible to get that survey booked in.

So just by focusing on what visitors actually want and providing them with value on your website, you can achieve these results as well. And it doesn’t have to be six months or twelve months down the line when you finally get organic quotes coming in. It can be with as little traffic as five visits a day.

If you want these results for yourself, you need to work with a specialist — someone who actually understands solar and has done this before, tens of times — someone who is constantly optimizing, testing, and collecting data from a portfolio of clients who operate with the same core value proposition. Whether it’s residential or commercial, that’s us.

We’re hiring two framework developers — which is the tool we use to develop all these websites — and that will enable us to have more capacity to deliver even better results over time and work with more installers to get them an asset like this that is going to pay dividends for years.

Before, we’ve had to turn people away because it was literally just myself fulfilling the websites and we didn’t have the capacity. Very soon we’re going to have two framework developers, so we can two- or three-times the amount of sites we produce while all of them are still managed and quality-assured by myself, because we need those insights and learnings deployed into every single site.

Again, if you want a copy of this document, click the link somewhere on this post. And if you want the implementation of everything we’ve discussed, then carry on that same link. You’ll be asked a few more questions that will determine whether you can work with us on different offers we may have, and whether we can work one-on-one to help you scale your solar business.

Thank you very much for watching. Have a lovely day, and I will see you in the next one.