Solar energy is booming, but competition among providers is intense. 

While word-of-mouth and door-to-door sales are important ways to acquire more customers, solar companies shouldn’t dismiss digital marketing.

Digital marketing helps you build awareness about solar systems in general, improve awareness and trust for your own company, capture interest and leads, and finally, turn leads into paying customers.

Whether you install solar panels for homes or offer large-scale renewable solutions, effective marketing can make your business shine.

This guide covers proven digital marketing strategies tailored for solar companies and shows how leveraging customer feedback and reviews can multiply your results.

Why Digital Marketing Matters for Solar Companies

Buying solar panels is a major investment. People don’t make that decision overnight. They research extensively, compare companies, and read reviews before reaching out.

Modern buyers want to go through their purchase journey online as much as possible. You might prefer calls or meetings, but the customer often wants to avoid those at all costs.

That’s where digital marketing comes in. It helps you:

  • Educate your audience about the benefits of solar energy.
  • Build credibility with real customer stories and testimonials.
  • Generate consistent, high-quality leads online.
  • Track and optimize performance instead of guessing what works.

With the right strategy, you can position your company as the trusted expert in your local market and convert visitors into customers faster.

To grow your solar business effectively, your digital marketing strategy must support every stage of that journey: awareness, consideration, conversion, and advocacy.

Awareness Stage: Capture Attention and Educate

At this stage, your goal is to make people aware of your brand and educate them about solar energy. Most potential customers are still researching and exploring whether solar is right for them.

You are not only advertising your own business, but building awareness for the whole topic and industry.

1. Content Marketing: Educate and Build Trust

Create blog posts, guides, and videos that answer your audience’s biggest questions:

  • “How much do solar panels cost?”
  • “Are solar panels worth it in [your region]?”
  • “What maintenance do solar panels require?”

High-quality educational content helps your company appear in search results and positions you as a credible expert from the start.

Pro tip: Use SEO-friendly content that targets both national and local search terms like “solar energy benefits” and “solar installation [city name].”

2. Local SEO: Get Found by Nearby Homeowners

Local SEO means search engine optimization that is connected to your location. You want to be visible to your local customers who look for local solutions.

Local SEO ensures your company appears when potential customers search for phrases like “solar companies near me” or “best solar installer in [city].”

Optimize your Google Business Profile, keep your business details consistent across directories, and add high-quality images of your installations.

Don’t forget to add your location and contact information on your website as well. You might even include your location in your web page titles.

Some outcomes of successful local SEO:

  • You show up as one of the first search results in Google search and Google Maps.
  • You gain visibility in your local community.
  • AI tools might also recommend you when someone asks for recommendations on local solar energy companies.

Consideration Stage: Build Credibility and Nurture Leads

Once potential customers know about you, they start comparing you with competitors. They’re looking for proof of expertise and reliability.

3. Website Optimization: Turn Visitors into Interested Leads

Your website should:

  • Look modern, up-to-date, and trustworthy.
  • Load fast and work seamlessly on mobile devices.
  • Feature clear calls to action (“Get a Quote,” “Book a Consultation”).
  • Highlight your experience and social proof, including real customer reviews.
  • Answer to the most common questions people have about solar energy systems.

It’s best to ask for help from a professional web developer and a copywriter, and invest in high-quality images.

Tip: Embedding Google reviews and video testimonials with Trustmary boosts credibility and encourages visitors to take the next step.

4. Paid Advertising: Reach Ready-to-Buy Customers

Run Google Ads or social media ads targeting local homeowners who have shown interest in renewable energy or home improvement.

Focus on:

  • Geo-targeted campaigns.
  • Persuasive ad copy addressing common hesitations (“Save money, go green”).
  • Retargeting users who visited your site but didn’t convert.

Paid ads keep your brand top of mind during the decision-making phase.

5. Organic Social Media

Share your industry knowledge and experience in relevant social media channels. Experiment with video, images, and text.

Many times, a raw authentic social media post can do better than a polished one. So don’t keep the bar too high for yourself.

Conversion Stage: Turn Interest into Action

Now your potential customer is ready to choose a provider. This is where trust and ease of contact become critical.

6. Collect and Display Reviews for Social Proof

Showcasing authentic reviews and testimonials builds confidence. With Trustmary, you can:

  • Collect customer feedback automatically after installation.
  • Sync Google reviews and publish them directly on your website.
  • Use testimonial widgets to boost conversion rates on landing pages.

When prospects see proof of satisfied customers, they’re far more likely to request a quote or sign a contract.

7. Provide Easy Ways to Check Cost Estimates

Today, people don’t want to talk to you to find out even a rough estimate of what a solar energy system would cost.

Provide this information on your website. It doesn’t need to be perfect, but you need to have some kind of guidelines to show customers.

8. Make Buying Easy

Offer as many different ways to contact you and even place an order as possible: via phone, via website, via email, and so on.

Customers can quickly move on if they can’t get a hold of you or complete their purchase easily. They have options.

And yes. There are a lot of people who want to go through the whole process without talking to a person.

Advocacy Stage: Turn Happy Customers into Promoters

Your marketing efforts shouldn’t end after the sale. Satisfied customers can become your strongest promoters, generating referrals and positive online reputation.

9. Automate Review Collection and Referral Requests

After each project, follow up with customers to:

  • Request feedback through a short, personalized survey.
  • Encourage them to leave a Google review or video testimonial.
  • Invite them to refer friends or neighbors who might be interested in solar.

Automating this process with Trustmary saves time and ensures every satisfied customer contributes to your growth.

Use the happy customers’ experiences on your website, social media, and other marketing channels. You can even implement them in your offline marketing endeavours.

Final Thoughts

Digital marketing for solar companies isn’t just about driving leads — it’s about guiding customers through every step of their journey.

  • Awareness: Reach and educate.
  • Consideration: Build trust and stay visible.
  • Conversion: Make it easy to choose you.
  • Advocacy: Turn happy clients into your best marketers.

When you connect these stages with authentic customer feedback and automated review collection, your solar company can attract more qualified leads and build lasting trust.

Ready to see how Trustmary can help your solar business grow?
Book a free demo and start turning customer satisfaction into measurable results.