Websites for solar installers
A market where the claims are regulated, the financing is regulated, and the industry's reputation means a visitor arrives sceptical. Built for all three.
Best for residential solar installers and regional EPC firms selling systems, batteries and financed installations.
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. That changes what a website has to do: persuasion matters less than demonstrating that you are the company that does not do that.
A savings claim is a claim
Every number on a solar site is an advertising claim: the savings, the payback period, the offset percentage. Each needs to be substantiated and, more usefully, shown with its assumptions. A page that says save up to ninety percent is doing the thing the market already distrusts. A page that shows the system size, the local rate, the consumption it assumes and what happens if any of those is different is doing the opposite, and it is the more persuasive page for exactly that reason.
Financing carries the same federal rules as any other instalment purchase
The moment the page names a monthly payment, a downpayment, a repayment period or a finance charge, Regulation Z requires the rest of the disclosure alongside it: the downpayment, the full repayment terms including any balloon payment, and the annual percentage rate using that term. That is 12 CFR 1026.24, read on 5 October 2026. Solar financing in particular tends to involve long terms and dealer fees that make the headline monthly figure a poor description of the deal, which is precisely the situation the rule exists for.
Answer the local questions nobody else answers
The questions that actually decide a solar purchase are local: what the utility pays for exported power and under which tariff, how long the local authority takes to permit, what the interconnection queue looks like, which incentives apply and when they expire. National installers cannot write those pages well. A regional installer can, and those pages are where the traffic that converts actually comes from.
Say what happens afterwards
The second-biggest objection after price is what happens if something goes wrong in year seven. Who services the system, who honours the workmanship warranty, what happens if the manufacturer or the installer goes out of business. The industry's failure rate makes this a real question, and a page that answers it plainly separates a company from the ones that do not.
What a build here actually includes
Every build is scoped to the practice, but on this kind of site these are the parts that are not optional.
- Savings and payback figures shown with the assumptions behind them
- A financing page built to the Regulation Z pattern, or kept free of figures and linked to the lender
- Local pages for utility tariffs, permitting and incentives, written for the actual service territory
- A clear warranty and service page covering equipment, workmanship and what happens if a party disappears
- Proper project evidence with system size, location and production rather than stock imagery
- An enquiry route that does not demand a roof survey before it will accept a question
What we keep seeing go wrong
None of these are hypothetical. They are the things that turn up again and again on sites in this vertical, and most of them are cheap to avoid and expensive to undo.
- Headline savings percentages with no assumptions attached
- A monthly payment with none of the disclosures the regulation requires
- Generic content about how solar works, which national sites own and nobody converts on
- Silence about what happens in year seven, in an industry where that is the first worry
- Stock photography of other people's arrays
- Pressure tactics carried into the copy, which confirm the suspicion the visitor arrived with
Questions we get asked first
- Can we advertise savings figures?
- Yes, with substantiation and the assumptions visible. A figure with the system size, local rate and consumption behind it is both more defensible and more persuasive than a headline percentage.
- What has to accompany a monthly payment figure?
- Under Regulation Z, stating a payment amount, downpayment, repayment period or finance charge triggers the required set: downpayment, full repayment terms including any balloon payment, and the annual percentage rate using that term. Electronic advertisements may present them in a table referenced from where the terms appear.
- What content actually brings solar enquiries?
- Local specifics. Utility tariffs and export rates, permitting timelines in named jurisdictions, incentive deadlines, interconnection realities. National installers cannot write these credibly and they match how people actually search.
- How do we deal with the industry's reputation?
- Directly. Explain how you are paid, what the contract term is, what happens in year seven, and what you will not do. The visitor is already sceptical, and the only thing that moves them is specificity.
- Should the site have a calculator?
- Only if it is honest about its assumptions and does not demand contact details before showing a result. A calculator used as a lead gate annoys the exact buyer who is doing careful comparison.
