Marketing your Solar Business: How Important Is Your Website?

According to a recent survey of solar industry professionals, 26% of Wisconsin solar companies do not yet have a website. And that's a shame, because they could be leaving money on the table.

Even though you may not have products you can easily sell directly online, (although it can be done phoenix.bizjournals.com) your website is a powerful tool for marketing your solar business. In fact, it can be an indispensible part of your marketing. You can use it to attract new customers, generate leads, and educate prospects. And, used properly, it can be an extremely effective way to instill trust in your prospects and get them feeling like you're someone they're comfortable doing business with.

Here are a few very interesting statistics:

• Small businesses with websites tend to generate more revenue. A 2009 study by Barlow Marketing http://www.sellingtosmallbusinesses.com/70-percent-largest-small-businesses-have-website/ found a direct correlation between company size and the presence of a website.
• Online search is a primary way people look for solar installers. According to one survey from two years ago, over half of people who had bought PV systems had used the internet when seeking an installer.
• In a recent poll asking if people still use the phone book, a whopping 4% of respondents said "yes." An additional 20% said "rarely." You can do the math.

So, once you have a website for your solar business, how do you make sure it's working for you?

How to get the most from your solar industry website

• Be searchable. There are plenty of things you can do to make sure your site pops up when people are searching for what you offer. These include optimizing your site to make it easy for both search engines and people to find you; submitting your site to search engines and directories; getting other sites to link back to your solar company's website; and adding lots of relevant content to your site.
• Have some way to collect names. This is something a surprising number of small businesses fail to do, but it's one of the most important features of a site that actually generates leads and revenue. Don't just figure people will call. Have a lead generation contact form where people can leave their name and contact information, and encourage them to sign in by offering something of interest to them.
• Include trust-building elements. Have you been in business for more years than the average solar installer? Have you won recognition or awards? Where did you get your certification? Are you accredited by the BBB or a member of your local Chamber of Commerce? Do you have testimonials from satisfied customers and pictures of your solar installations? Marketing is a game of trust. All these things can help your solar business stand out as trustworthy.
• Make sure your site looks and sounds professional. For many people, your site may be their first impression of your business. Just as you wouldn't show up at a networking event unshaven and in rumpled clothing, you'll want to be sure your website reflects your solar business in a positive way. It doesn't need to be fancy, but it should project a professional appearance.

How does your website stack up? Are you happy with what it's doing for your solar company, or do you feel it could be working harder for you? And if you're one of the 26% of Wisconsin solar businesses which don't yet have a website...what are you waiting for?

Carl Cummings provides powerful design services for the solar industry, including logo design, web design and branding. To find out how he can help you position your company as a go-to provider, call (414) 378-2747 or contact him at carl@carldesigns.com.

Will the BP oil spill disaster spur a boom in solar?

As you read this, barrels and barrels' worth of crude is flowing unchecked into the Gulf of Mexico. Attempts to stop the flow have repeatedly failed. Meanwhile, the dire environmental and economic consequences of what may be the worst environmental disaster in human history are already making themselves felt. And for many it feels like a punch in the stomach.

While it may not be immediately obvious to those of us as far away from the Gulf as Wisconsin, the BP oil spill could trigger a sea change (no pun intended) in public sentiment and policy regarding energy and the environment.

Could the Gulf oil spill be an environmental 9/11 that prompts America to wholeheartedly embrace solar energy and other renewable energy options?

Depending on the severity of the spill and its consequences, it very well might. While it's unlikely we'll see the end of off-shore drilling any time soon, Americans are now more likely to oppose offshore oil drilling than support it. www.cbsnews.com And public concern over the safety of offshore drilling could result in legislation and restrictions on the practice – which could very well result in a rise in the price of oil. Rising fuel prices, of course, result in a much faster payback for solar – thus mitigating one of the biggest barriers to sales of solar installations and equipment.

The political climate, too, could turn even more favorably towards clean energy solutions. The spill has already prompted coastal state governors Charlie Crist of Florida and Arnold Schwarzenegger of California to renounce offshore drilling as not worth the risk. A May, 2010 poll www.pollingreport.com/energy by the PEW Research Center indicates that Americans overwhelmingly (73%) support increased funding for renewable energy, including solar, wind and hydrogen.

And perhaps most importantly, like the 9/11/2001 terrorist attacks, the enormity of this environmental disaster and its consequences may be enough to shake the American people from their complacency. Combined with faster payback and increased political support and funding, its effect could be momentous. Since solar still represents only a tiny fraction of energy produced in the U.S., even a small increase in the percentage of Americans investing in solar could result in massive growth in the industry.

What does this mean for the future of independent solar providers?

Will growth in demand for solar result in better business for solar companies across the board?

In the short term, probably. But if you're a solar provider don't sit back on your heels. As the industry expands and matures, expect changes ahead.

One big one? Consolidation and the trend towards larger companies. We're already seeing it at the corporate level amongst solar manufacturers. (For instance, in the concentrating solar thermal arena, witness Ausra's recent buyout by nuclear energy manufacturer Areva, and Solel's acquisition by the multinational Siemens.) But don't count on it's not happening on Main Street, USA. For instance, here in Wisconsin there are dozens of full-service solar thermal and PV installers listed with Focus on Energy, the state's renewable energy regulatory agency. But the lion's share of installation sales goes to a small handful of them each year.

As the demand for solar rises, we may see more small-scale installers initially. But energy is big business, and as the percentage of total energy supplied by solar rises, so will the size of the average company supplying it. (Don't rule out the possibility of regional utilites diversifying into residential solar, either.)

Another trend to anticipate is increasing regulation in the solar industry. Right now in Wisconsin it's pretty easy to become a certified installer. But as the industry matures, look for more regulatory laws involving certification and installation to be passed and enforced.

Does this mean curtains for you, if you're one of the many small solar installation companies scattered throughout Wisconsin and the rest of the United States and Canada?

No, not at all. But it does mean it's wise to be prepared.

Developing a strong presence in your market now will help you prepare for changes and developments that may impact your solar energy business in the future. And that means paying attention to your presentation, your image, your market share and your sales strategy.

Do you have a strategy in place that will help you expand with the market and capitalize on the opportunities coming your way? Have you given any thought to branding? Do you have the professional image and market presence you'll need to remain competitive through future transitions in the market?

This is a formative (and potentially volatile) time in the solar industry. Have you assembled your home team yet? You'll want to pick strong players. The time for aggressive growth and positioning is now!

Cummings | Designs provides sales driven branding and design services for the solar industry. To find out how we can help you position your company as a go-to provider, call (414) 378-2747 or contact us at carl@carldesigns.com.