You don’t need much traffic to make solar websites profitable

▶ 0:00Nah, one take totally never starts again. Good morning, it is just gone 7am. Joe and I have just been for a lovely 5am 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 that's to all of the solar installers that potentially don't have hundreds of visitors visiting their site every single week.

▶ 0:27You can still make a lot of money and book a lot of surveys and get a lot of leads through that site and you may not realise. So I'm going to take you through in this video. I was doing a quick checkup on our clients' analytics accounts because we produce all the websites, we set up all the tracking and analytics primarily so that we can monitor conversion rates because we've got now a portfolio of client websites and if we can accurately determine the conversion rates we can test between them and we can see exactly what is working specifically for solar.

▶ 0:57Not just generally from a website perspective, from a website perspective, 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? 38 people. Not many people at all. If you were doing that with Google Ads traffic, it might cost you 100 quid.

▶ 1:23Meta Ads traffic, it would cost you less than 50 quid, right? So how many leads and how many surveys do you think you would get? Most people would get zero, between zero and one. One probably on the maximum side because at that point you're looking at a strong 2.5% conversion rate on a cold visitor, right? Try three. Three high quality, ready to buy leads that have self-served and two of which have already booked in for a survey without speaking to a single person on your team.

▶ 1:56What more could you ask for? Look at this chart. This is daily visitors over December, over the Christmas period. So there's basically, buddy, no one on the website, right? Four visitors on the 23rd of December. One quote. 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.

▶ 2:22Same on the next day. Two surveys with zero, 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.

▶ 2:44So 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, you know, in an SEO campaign. You'd be expecting to get far more traffic than this. This is seven people coming on your website. You can basically fumble your way to seven visitors a day.

▶ 3:00You 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 actually right now. If you do 2 divided by 38, it's 5% of people that land on this website book to survey themselves without speaking to anyone on the team.

▶ 3:23It's utterly ridiculous, right? But this is exactly what happens when you actually have and you invest in a website that communicates effectively with your businesses 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.

▶ 3:49It costs you nothing on an ongoing basis. But how does this actually happen? You know, it's all in good me saying about all 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 as to how it comes together, then first of all, the visitor lands on a well-designed, well-structured, organized and trust-focused website.

▶ 4:12With solar, trust is everything. And it's independent of if it's residential or commercial solar. It is videos, reviews, testimonials, case study pages for the residential side of things. And it is primarily case studies, stakeholder interviews, stakeholder comments, brand logos, etc. on the commercial side. Because we only work with solar companies, this isn't our first rodeo.

▶ 4:33We'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 kind of site to actually get these kind of results. They're just a few of the examples. So the main things that you need, and these are utterly critical, and we'll be doing videos on every single individual piece because each one deserves us to go as in-depth as possible.

▶ 4:56I think we'll probably do 10 different videos on just case studies. I've already done one on how to present case studies on your website, so definitely go check that out. And if you want this document, by the way, click the link somewhere on this post, enter your email address, you'll get access to it. So case studies, resources, there is a lot of education that needs to happen for someone to actually go ahead and buy solar with you.

▶ 5:17So a really strong in-depth resource section that isn't just AI generated that someone's actually put thought and care into that matches what your salespeople are actually talking about is really important. If you want a team page, people need to know that they can trust you, that you're going to be around for a long time.

▶ 5:33Individual team pages so that they can actually relate to individuals within the team rather than just this nameless entity of people working for the business. Location pages showing where you've installed so people can see their neighbours, service pages, accreditation pages with downloadable documentation. Actually, you know, instead of just having the MCS logo on the website, why not have your certificate on the website so that people can actually trust that they haven't just put the logo on while they get the accreditation, right?

▶ 5:59They actually do own that certificate already. These are just some examples of some of the case study pages that we've produced. So once they're convinced, they decide to actually go ahead and take an action. There's a lot of routes here. You've got your contact form, you've got your phone number, very basic, of course.

▶ 6:14But the one I want to focus on today is the quote tool. And that is how every single one of those leads that I mentioned today was generated. That's how the two self-serve surveys came in. And it's how you basically are able to get the customers so much further down the pipeline without any input from your team, saving you resource and increasing by intent.

▶ 6:35So on one of the case study pages, they might see a module that's something like this that says use our free solar quote tool. They click instant quote. They're going to come through onto a page like this one where they can put their address in. They can use the tool, draw their roof. And at that point, it will give them an estimate of how much it might cost.

▶ 6:51When they go through further, they can actually select packages and hardware. This is built by our partners at Simplified. Huge shout out to them because they've really elevated the results that 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.

▶ 7:09The client doesn't particularly have a really strong SEO or traffic presence already. So as you saw, there's very minimal traffic actually visiting the website, especially over the Christmas period. But it still resulted in that. You've got one £12,000 system quote that has had a survey requested, another £12,000 one survey requested, and another £6,000 one that has saved it for now.

▶ 7:30And a member of the client team is going to go and reach out to them as soon as possible to get that survey booked in, essentially. So just by focusing on what businesses 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, 12 months down the line when you actually get organic quotes coming in.

▶ 7:51It can be with as little traffic as five visits a day, right? So if you want these results for yourself, then you need to work with a specialist, someone that actually understands solar and has done this before tens of times. Someone that is constantly optimising, testing and collecting data from a portfolio of clients that actually operate with the same core value proposition, whether it's residential or commercial.

▶ 8:15And that's us. We're hiring two Framer developers, which is the tool that we use to develop all of these websites out. Which is going to enable us to have a lot more capacity to deliver even better results over time and to work with more installers to get them an asset like this that is going to pay dividends for years on end.

▶ 8:34Whereas before we've had to turn people away because we just literally, it was myself just fulfilling the websites and we didn't have the capacity. We're very soon, we're going to have two Framer developers so we can basically two or three X the amount of sites that we produce while all of them are still going to be managed and quality assured by myself because we need those insights and learnings to be deployed in every single site.

▶ 8:56Again, if you want a copy of this document, click the link somewhere on this post and if you want the implementation of everything that we've discussed, then carry on on that same link. You'll be asked a few more questions that will essentially determine whether you can work with us on different offers that we may have and whether we can work one-on-one to help you scale your solar business.

▶ 9:13Thank you very much for watching. Have a lovely day and I'll see you in the next one.