How to Get More Work as a Solar Installer in the UK
Getting your first solar jobs is the hard part. Getting consistent work is a different challenge – one that requires systematic lead generation, fast follow-up, and a reputation that compounds over time.
This guide covers the practical methods that work for growing solar installation businesses in 2026.
Build Your Review Profile First
Before spending money on any paid marketing, maximise your free channels. The most important single activity is collecting Google reviews systematically.
Here’s why: a solar customer searching “solar installer [your town]” sees a map pack with local businesses and their review counts. A business with 40 reviews at 4.9 stars gets chosen over a competitor with 8 reviews at 4.8 stars – even at a higher price. Reviews are social proof at the decision point.
The review collection process: 1. At handover, ask directly: “Would you mind leaving us a Google review? It makes a real difference to a growing business.” 2. Send a WhatsApp or email with the direct review link the same day 3. Follow up once after 5 days if no review posted 4. Respond to every review – positive and negative
Target: 50 Google reviews within your first 50 installations. This isn’t aspirational – it’s operationally achievable if you ask every customer.
Referral Programme
Solar panels are visible. Neighbours notice them. Word-of-mouth is a significant driver of solar sales – but you can amplify it massively with a formal referral programme.
A simple referral structure: – £150-200 cash reward for any installation resulting from a customer’s referral – Give every completed customer a referral card with your details and a unique code – Follow up at the 6-month mark: “How’s the system performing? Has anyone asked you about it?”
Track referrals carefully. When a referral converts, pay the reward promptly and message the referrer to thank them – this creates reciprocity and often generates further referrals.
A business with 100 installed customers and a 10% annual referral rate generates 10 high-quality leads per year at near-zero cost.
Lead Platforms: Using Them Strategically
Lead generation platforms can fill gaps in your diary – but they need to be used strategically, not as a primary channel.
Key solar lead platforms: – GreenMatch – solar-specific, UK-focused – TheGreenAge – renewables comparison and lead gen – Checkatrade – general trades, some solar volume – Bark.com – variable quality, high volume
The lead platform game: Leads are shared with multiple installers. The first to call wins disproportionately. Target sub-5-minute response times during business hours. Set up phone notifications for new leads.
Build a fast, compelling phone pitch: confirm you’re MCS certified, offer a free survey, suggest 2-3 available dates. Don’t quote over the phone – get to the survey.
Google Ads for Solar
Paid search can work for solar, but requires careful management:
Make it work: – Use specific location + service keywords: “solar panel installation Norwich”, not “solar panels” – Direct traffic to a dedicated landing page, not your homepage – Include trust signals: MCS badge, review count, guarantee – Retarget visitors who don’t convert first visit
Typical solar Google Ads economics (2026): – CPC: £10-40 depending on location and competition – Conversion rate (visit lead): 3-8% with a good landing page – Close rate (lead job): 30-50% – Customer acquisition cost: £200-1,500 depending on above
At 30% gross margin on a £7,000 job (£2,100 gross profit), a £500 customer acquisition cost is viable. Know your numbers before committing to Google Ads spend.
Partnerships with Complementary Businesses
EV charger installers – solar and EV charging are natural complements. A partnership with an EV charger specialist creates cross-referral opportunities. If you’re not qualified for EV charging yet, refer solar customers to a partner and negotiate a reciprocal arrangement.
Roofing companies – roofers often encounter customers who ask about solar. A referral arrangement with 1-2 local roofers generates consistent warm leads.
Energy brokers and mortgage advisers – homeowners making major energy decisions (refinancing, energy efficiency upgrades) are natural solar prospects. Building relationships in these sectors is a longer play but generates high-quality leads.
Architects and planning consultants – new builds increasingly include solar in their designs. Getting specified on new build projects creates volume with lower sales cost.
Local Area Marketing
Once you’ve completed jobs in an area, cluster marketing is highly effective:
Door drops: After completing a job, leaflet the surrounding 50-100 houses: “Your neighbour at [street name] just had solar installed by us. Here’s what they paid and what they’re saving.” This converts at 2-5× the rate of generic leafleting.
Yard signs/banners: A temporary sign on the customer’s property during installation is highly visible. Get permission and offer a small incentive.
Local Facebook groups: Most areas have hyperlocal community groups where solar recommendations are regularly requested. Being a known local presence (not spam-posting, but genuinely helping when people ask) generates enquiries.
Frequently Asked Questions
How many solar jobs should I expect per month when starting out? Most new solar businesses install 2-4 systems per month in their first year, growing to 6-10 as reviews and referrals build. A well-marketed established solar business installs 10-20+ systems per month. The growth curve is slow initially, then compounds.
What’s the best time of year to market solar? Spring (February-May) is the peak enquiry season – customers are thinking about summer sun and energy bills. Start your marketing push in January. Autumn (September-October) also sees a spike as energy bills rise. Winter is slower but a good time for maintenance, battery upgrades, and commercial work.
How do I compete with large national solar companies? Local credibility, responsiveness, and aftercare. National companies have volume; local installers have relationships. Highlight your local knowledge, faster response times, direct owner contact, and ongoing service availability. Most customers prefer a local business for a system they’ll live with for 25 years.
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