Why a solar savings percentage loses the sale it was meant to win

Solar is the only vertical we build for where the visitor usually arrives having already been sold to badly. Door-knocking, inflated savings promises and long financed contracts have left a market that is sceptical before the page loads, and that changes what the website has to do. Persuasion matters less than demonstrating that you are not the company they are worried about.

A savings figure is a claim

Every number on a solar site is an advertising claim: the savings, the payback period, the offset percentage. Each one needs substantiation, and more usefully, each one needs its assumptions on the page. A site that says save up to ninety percent is doing the thing the market already distrusts. A site that shows the system size, the local rate, the consumption it assumes and what changes if any of those is different is doing the opposite, and it is the more persuasive page for exactly that reason.

The questions that decide a solar purchase are local: what the utility pays for exported power and under which tariff, how long the authority takes to permit, what the interconnection queue looks like, which incentives apply and when they expire. National installers cannot write those pages credibly. A regional installer can, and those are the pages that bring enquiries from people who have already decided to buy and are choosing who from.

Answer the year seven question

After price, the biggest objection is what happens if something fails in year seven. Who services the system, who honours the workmanship warranty, what happens if the manufacturer or the installer has gone. The industry's failure rate makes this a reasonable worry rather than a paranoid one, and a page that answers it plainly separates a company from the ones that will not. The financing side, which has its own federal rules, is in what a monthly payment pulls in with it, and the vertical version is on our solar page.