Solar lead generation
Four companies bought that lead. One called first.
Most solar enquiries are sold to several installers at once, which makes the speed of the follow-up worth more than the cleverness of the ad.
The problem
Why is solar lead generation different?
The lead is not exclusive, and the pitch is not the differentiator.
A shared enquiry is sold to several installers at once, and they are all dialling it. By the time a considered response goes out, the homeowner has already booked a survey with whoever rang first.
The maths on most solar sites is describing a tariff that ended.
NEM 3.0 cut the export rate, and with it the case for a system without a battery. A savings calculator still using the old credit promises the customer money they will not receive.
The wasted appointment is almost always the roof.
Roof age ends surveys that price never would have, and it is one question nobody asks until somebody is standing on a ladder.
What we do
What do you actually do for a solar installer?
Build the argument that survives the tariff
Self-consumption and storage, costed honestly, rather than an export-credit story that stopped being true.
Split cash, loan and PPA
Three different buyers asking three different questions and worth very different amounts. One financing page loses the one worth the most.
Qualify on the form, not on the roof
Roof age and ownership asked before the appointment, so the survey happens where a sale is possible.
How the work is done
How would you approach it?
Here is the method, step by step: what we settle before a page is written, in the order it matters.
Everybody buys the same lead, so speed is the product
A shared-lead enquiry is sold to several companies at once. The one that calls first books the survey. The rest reach a homeowner who has already agreed to something else.
The payback maths on most sites is out of date
NEM 3.0 changed the export rate, and with it the whole argument for a system without a battery. A calculator still using the old numbers promises the customer money they will not get.
Battery attach is where the margin went
Since the tariff change the honest pitch is self-consumption, not export credit. Pages that still lead on selling power back are arguing for a product that stopped existing.
Cash, loan and PPA are three different customers
They ask different questions, qualify differently and are worth very different amounts. One financing page written for all three loses the one worth the most.
Ask the roof’s age before the appointment
A twenty-year-old roof is the single most common reason a survey is wasted. One field on the form removes the visit that was never going to sell.
Judge it on surveys completed
Form fills are the cheapest number in this industry and the least informative. Site surveys that actually happened is the first honest measure.
The same approach, across every trade we work in: how we run contractor marketing.
Pricing
What does it cost?
These are starting figures. What you actually pay depends on the size of the work, and we will tell you the real number before you commit to anything.
Before any of it, we look at what you have and tell you what is wrong with it, in writing. That costs nothing and does not depend on you hiring us.
The website, and keeping it found
The site itself, and the work that keeps it turning up when somebody searches. Build it once; the rest is monthly and optional.
$5,000
A full website
For a business whose site is the thing holding it back, or that has no site worth keeping.
Custom coded on Next.js, launched on Vercel, with a page for every service in every city you serve. No templates, no site builders.
Paid once. It is built to get stronger with age instead of needing a rebuild, so it is worth more in a year rather than quietly worth less. We do not charge for changes one at a time. If the site is on management, changes are part of it. If it is not, the site is still yours to take anywhere you like: the pages, the markup and the stylesheet, which any developer can read and add to. What stays with us is the source we build from. We are not looking for the next job. We are looking for businesses we can grow.
$1,000 a month
Management
For a business that has the site and wants somebody keeping it found.
We look after the site, the search work, and what people find when they search your name.
Only for sites we built: we do not take on sites developed by someone else, because we cannot stand behind work we cannot see inside.
$2,200 a month
Management, on a site we did not build
For a business with a site it already trusts, that wants the same work done on it.
The same management, on somebody else’s build, once we have looked at it and can stand behind it.
We look first, and we can say no. If we are selling you somebody being answerable for the outcome, we have to be able to be answerable, and we cannot be for work we cannot see inside. It costs more than our own because the risk is ours and the code is not.
The marketing, and who runs it
Three depths of the same job, from running the whole thing to running only the ads. We take clients we can see a way to work with, and we work in months rather than one-offs, because a single month teaches nobody anything.
$4,000 a month
The CMO service
For a business that wants one team accountable for the whole thing, from the first ad to the lead landing in the sales process.
Everything in management, plus the ad spend, the running of it, and the decisions about where the money goes and what to change when something stops working.
It also wires the leads into your CRM and the way your team follows them up, so none of them sit. We do not do the selling. We feed your own sales team.
$3,000 a month
The CMO service, without the CRM work
For a business that wants the marketing run but is not ready to open up the handoff into sales. We do not recommend it, and it is here because some people will want it.
The paid marketing on top of the web management, without the marketing-to-sales handoff or the work that follows it.
The handoff is where most leads are won or lost after we deliver them, so this version leaves value on the table on purpose. Move up whenever you want to.
$2,000 a month
Paid marketing on its own
For a business that already has a site it trusts and wants only the advertising run.
The ad accounts built, run and reported, plus 10% of whatever budget we manage for you.
The fee is paid up front. The 10% is invoiced at the end of the month, against what was actually spent, and it applies to every dollar from the first one. This only makes sense when the fee is small next to the budget. In practice that means an established business rather than a first test, because paying us more than you spend teaches nobody anything.
One thing that sits under both
Not a tier and not a service we sell on its own. It touches the search work and the advertising alike, which is why it is here rather than inside either.
At cost up to $600
Citations
For clients we already work with, when the name, address or phone number changes, or the listings have drifted apart.
Run through BrightLocal, maxed out, billed at what it costs us with nothing added.
A citation is your name, address and phone number on the directories and data networks Google cross-checks: Apple Maps, Bing, Yelp, the aggregators, dozens more. When they all agree, Google trusts who you are and where you work. When they disagree, local rankings stall however good the site is. We do this once a year, and again whenever your details change. That means more than the name, address and phone number. If any of it moves, your listings stop matching each other, and the whole set has to go out again.
And the first year is not only what the website brings in
A new site changes what people find everywhere else. Your Google Business Profile, your Yelp page, Local Services Ads and the directories all start showing the same business, described the same way.
Somebody checks you in three places before they call. When all three show the same company, and it looks like one worth calling, the decision is easy and it is made before the phone rings.
That is what we mean by building a brand. Not a logo. Being the same business everywhere anybody might look for you.
We take fewer jobs than we could
We throttle what we take on. There is a limit to how much work we can do at the standard we do it at, and past that limit the honest answer is a wait rather than a yes.
When we grow we grow slowly, for the same reason. Our own brand is built on the quality of the work, and the quickest way to lose it is to take on more than we can do properly. If the timing does not work we will tell you, rather than take the money and stretch.
How it is paid, and what is yours
- The site is yours from day one
- The site, the code and the domain belong to you from the first day. That never depends on the monthly, and it does not change if you stop.
- Payment follows delivery
- The build is billed half to start and half when it goes live. The monthly begins after the 30-day warranty ends, and only if you want to carry on - by then the site has been live a month and you have the first report in your hands.
- Paying ahead earns better terms
- Month to month is the price above, and it is the real price. If you would rather pay for a stretch up front, talk to us: three months, six, nine, or a year. What we do not do is discount a month-to-month arrangement, because the better terms are for the commitment and not for asking.
- Targets, not guarantees
- We do not guarantee rankings. What we do is measure where you stand before we start, and put the new numbers beside that baseline every month, so you can see whether it is working rather than take our word for it.
We run our own: God’s Eye holds the work, and the ARC scans and SEO Labs reports are how we read what is happening. Anybody can buy the same raw numbers. What we add is the reading of them, and that is what decides what we do on Monday. We mention it once because it is worth knowing who is holding your numbers, and then we stop, because software is not what we sell. We do marketing, and we grow businesses into brands.
There is no minimum term. You can stop whenever you want to, and there is a short, organised handover when you do, so it ends as a working relationship rather than a row.
We are not a supplier you swap out when you want to try a different ads agency. We run all of it: where the money goes, which channels are worth opening, and what to do when one of them stops working. We are here to make money for you and for us, in that order, because the second one does not happen without the first.