Solar website: explaining subsidies and feed-in in Germany, Austria and Switzerland

Before homeowners request a quote for a solar system, they do the maths. Is it worth it? What do I get for electricity fed into the grid? Are there grants? These are exactly the questions they type into Google, and this is exactly where solar businesses can score with their own website. Those who explain clearly and with up-to-date information win trust before the competition even comes into play.

Why subsidy pages work so well

Comparison portals and sales companies buy enquiries at a high price and often pass them on to several providers. A subsidy page on your own website, by contrast, brings visitors who are actively informing themselves and get to know your business directly. Link from the subsidy page to your quote form, and readers turn into enquiries.

How a good subsidy page is structured

• A short summary at the top: what applies right now, for whom, in which region?
• The most important models explained one by one: feed-in, grants, tax rules, self-consumption.
• A calculation example for a typical single-family home.
• A visible date “As of: month year” so visitors know how current the information is.
• An FAQ with the questions customers ask you on the phone.
• A clear next step: “Request a quote” or “Free consultation”.

Germany: the most important topics

In Germany, homeowners mainly search for the feed-in tariff under the Renewable Energy Sources Act (EEG), the zero VAT rate for smaller systems on residential buildings and regional subsidy programmes from federal states and municipalities. Add to that questions about battery storage, wallboxes and heat pumps. The feed-in rules have been adjusted several times recently, for example for periods with negative electricity prices. That is precisely why a clear, up-to-date explanation is a strong argument for your business.

Austria: the most important topics

In Austria, questions revolve around investment grants under the Renewable Expansion Act (EAG), the purchase of surplus electricity, for example via OeMAG, and energy communities through which electricity can be shared in the neighbourhood. State subsidies also play a role. Use the terms Austrian customers actually search for, not the German ones.

Switzerland: the most important topics

In Switzerland, it is about the one-off remuneration via Pronovo, cantonal and municipal subsidy programmes, the respective grid operator’s feed-in tariff and shared self-consumption, for example in a self-consumption community (ZEV) or in local electricity communities. Because feed-in tariffs differ greatly from municipality to municipality, regional pages with a local reference are particularly worthwhile. Guide prices belong on the page in CHF, and the form is called “Offerte anfragen”.

Staying up to date: a simple maintenance process

Nothing harms a subsidy page more than outdated figures. Decide who checks the page and when, for example every quarter and additionally whenever the law changes. State in the text how current the information is and link to the official bodies. That builds trust and prevents false expectations.

Good for Google and for AI answers

AI assistants such as ChatGPT or Google’s AI Overviews increasingly answer subsidy questions directly. Clear subheadings, a short summary and an FAQ increase the chance that your page will be cited as a source. More under GEO / AI Search.

The Photovoltaics Zurich case study shows how we implemented this for a quote portal in the Canton of Zurich. Our offer for solar businesses can be found under Websites for solar businesses.