From invisible to in-demand: digital marketing and web design for a UK solar installer

The situation

Solar is one of the most competitive local search markets in the UK. Homeowners research heavily before committing to a £5,000–£15,000 purchase, and they almost always start with Google. Our client had strong installation credentials and happy customers — but a dated website, no content strategy, and almost no visibility for the searches that mattered.

The result: their pipeline depended on word of mouth, while competitors with weaker offerings captured the online demand.

What we found

Before touching design or marketing, we diagnosed the problem the way we always do — with evidence:

• The existing website wasn't built to convert. Key trust signals (certifications, guarantees, real installations) were buried, and there was no clear path from "researching solar" to "requesting a quote."
• The site had no content answering the questions homeowners actually search — costs, payback periods, planning rules, battery storage.
• Marketing activity was scattered and untracked, so no one knew which channel produced enquiries.

What we did

Redesigned and rebuilt the website around conversion. A clear quote-request journey, trust signals on every page, mobile-first design, and fast load times — built SEO-ready from day one.

Built an SEO foundation. Keyword research focused on high-intent local searches, on-page optimisation, structured data, and local SEO setup including Google Business Profile.

Launched a blog answering real buyer questions. Articles targeting the research phase of the customer journey — cost guides, "is solar worth it" content, and regional installation guides — designed to capture homeowners months before they're ready to buy.

Ran coordinated marketing across four channels. With tracking set up so every enquiry could be attributed to its source. Budget flowed to what worked; what didn't work was cut.

What changed

• The website went from a liability to the centre of the pipeline, with a clear, measured quote-request journey.
• Content began capturing homeowners at the research stage — the searches competitors were winning by default.
• For the first time, every enquiry could be traced to its channel, so marketing spend followed evidence instead of habit.

The takeaway

Solar buyers do their homework online. If your website and content aren't there when they search, your competitors are. This project combined conversion-led web design with disciplined, measured marketing — and the enquiries followed.

Have a website that isn't pulling its weight? Start with a UX conversion audit — we'll find what's costing you enquiries in one week.