Key points at a glance
- Purchased portal leads are expensive and often go to several providers at the same time.
- Your own website brings enquiries that land only with you.
- The most important building blocks: a step-by-step quote form, regional pages, guides and real reference systems.
- Those who reply quickly and personally win even against larger providers.
Hardly any industry is as competitive online as photovoltaics. Sales companies and comparison portals invest a lot of money in advertising and resell the enquiries, often to three or more businesses at the same time. If you live permanently on such leads alone, you pay a lot and compete on price for every customer. Your own website is the way out of this dependency.
1. A quote form that feels fast
A long form with twenty fields is off-putting. A form in four short steps asks for the same information and still feels fast: building type, roof shape and orientation, interest in storage, wallbox or heat pump, desired timing and contact details. A photo upload for the roof or electricity bill helps you assess the enquiry right away.
2. Regional pages with a real connection
Homeowners search with their town: “photovoltaics Freiburg” or “solar system Winterthur”. Pages for your most important towns with local reference systems, regional subsidy notes and your contact person capture exactly these searches. Important: real content instead of copied texts with the town name swapped.
3. Guides that meet people before they enquire
What does a system for a single-family home cost? Is storage worth it? Which subsidies are available? Articles on these questions bring in visitors during the research phase. Our guide Explaining subsidies and feed-in shows how to present subsidy topics for several countries.
4. Reference systems and trust
Photos of real systems with output, location and a short story convince more than any stock image. Add reviews, certificates, manufacturer partnerships and the note that you are there for service and maintenance after installation. That is exactly what distinguishes regional specialists from sales companies.
5. Make combined offers visible
Photovoltaics plus storage, wallbox or heat pump brings higher-value enquiries. Dedicated pages for these combinations are searched for specifically and set you apart from pure module sellers.
6. Reply quickly and personally
The best website is of little use if an enquiry sits for three days. An automatic confirmation with your name and a personal reply on the same or next business day noticeably increase the closing rate.
Specifics in Austria and Switzerland
In Switzerland the enquiry is called an “Offerte”, guide prices are in CHF, and many customers ask about the one-off remuneration and their municipality’s feed-in tariff. In Austria, investment grants, state subsidies and energy communities play a big role. Adapt the form, terminology and subsidy notes to the country you work in.
Measure results
Set things up so you can see which pages enquiries come from. That way you recognise which regions and topics pay off and where it is worth expanding. The Photovoltaics Zurich case study shows how we built a quote portal with a four-step form and 16 regional pages. Our offer for solar businesses can be found under Websites for solar businesses.
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