The short answer
Write solar website copy by answering the six questions every homeowner has: what it costs, how long it takes, who is coming to the house, what happens if something breaks, why you rather than the other three, and what to do next. Write it in the words customers use, not the words the industry uses.
- 01Answer the six questions, in that order, on every relevant page.
- 02Use the customer's vocabulary. Nobody searches for photovoltaic solutions.
- 03Specific beats persuasive. A real number outperforms an adjective every time.
- 04Read it out loud. If you would not say it at a front door, cut it.
Solar copy fails in a particular way. It is grammatical, professional, and about the wrong subject. Our commitment to a sustainable future is a sentence about the company, and the homeowner reading it wants to know what this costs and who is going to be on their roof.
What six questions should the copy answer?
Every page should answer as many of these as apply, in roughly this order. If a paragraph does not serve one of them, it is decoration.
| Question | What a good answer looks like |
|---|---|
| What does it cost? | A range with the factors that move it, not from £X |
| How long does it take? | Survey to commissioning, with the waiting honestly included |
| Who is coming to my house? | Employed crews or subcontractors, named people, photographs |
| What if something goes wrong? | Warranty terms in plain words, and who to call |
| Why you? | Something specific and checkable, not adjectives |
| What do I do next? | One action, stated plainly |
Write in their words
Homeowners do not say photovoltaic array, energy independence, or bespoke renewable solutions. They say solar panels, my electricity bill, and how long until it pays for itself.
- Read your own enquiry forms and call notes. The language your customers use is the language they search with.
- Read your Google reviews. Customers describe what mattered to them in their own words, for free.
- Read the questions your sales team answers daily. Those are the page sections you are missing.
- Search your main terms and read what actually ranks. Not to copy it, but to see the vocabulary the market uses.
Specific beats persuasive
Adjectives are what you write when you do not have a fact. Every competitor claims to be experienced, professional and trusted, so none of those words carry information.
- 01Not experienced installers. Instead: 340 systems installed across the county since 2019.
- 02Not fast turnaround. Instead: survey within five days, install usually four to six weeks after the permit.
- 03Not highly rated. Instead: 4.8 from 214 Google reviews.
- 04Not competitive pricing. Instead: most homes here land between £X and £Y depending on roof size.
- 05Not fully qualified. Instead: the actual certification names and numbers.
Every one of those is checkable, which is precisely why it works. A claim a buyer could verify is worth more than one they cannot, even when they never check.
Which words should you cut?
Some of these are industry habit and some are marketing habit. All of them cost you nothing to remove.
- Solutions. Nobody buys a solution. They buy panels on a roof.
- State of the art, industry leading, next generation. Claims without content.
- Passionate, committed, dedicated. True of everybody, therefore informative about nobody.
- Bespoke and tailored. Every solar install is designed for the roof. Saying so is not a differentiator.
- Energy independence. A homeowner wants a lower bill, and saying it plainly is stronger.
- Free consultation, where the word free is doing all the work. Say what happens in it instead.
How should each page be structured?
- 01
Headline: what this page is about, plainly
Solar panel installation in Fairview. Not Powering Fairview's future. The plain version also happens to be the one that ranks.
- 02
First paragraph: answer the main question
Do not build up to it. The first forty words should contain the actual answer, which is also what a search engine lifts for a snippet.
- 03
Middle: the six questions, with subheadings
One subheading per question, worded the way a customer would ask it. Scannable, because most people scan.
- 04
Proof, woven through
A real install after the process section. A review after the price section. Proof next to the claim it supports, not quarantined on a testimonials page.
- 05
One action at the end, and one in the middle
The same action. Not three different ones.
Write it once like this and it does double duty: it answers what buyers ask, which is also what search engines are trying to reward. See solar SEO keywords and what to put on a solar company website.
What the copy is usually competing with
Solar website mistakesStop reading, start booking
Volt builds and runs the system this article describes: the site, the follow-up, the inbox and the review funnel, for $297 a month.
No contracts. Cancel anytime.
Common questions
- How long should solar website copy be?
- Long enough to answer the six questions and no longer. That is usually 600 to 1,200 words for a service or area page. Write to the questions rather than to a word count and cut anything filling space.
- Should I write my own solar website copy?
- You are better placed than most writers, because you know the answers and the objections. If writing is genuinely painful, dictate answers to the six questions and have somebody tidy them. The facts matter more than the prose.
- Does keyword placement still matter in copy?
- Put the main term in the headline, the first paragraph and one subheading, then write normally. Density targets and repetition are counterproductive, and the more useful discipline is answering the question completely.
