For solar installers
No other trade has content that expires this fast. Programs change, rates change, companies fail, and a solar page written eighteen months ago is frequently telling homeowners something that is no longer true.
The short answer
Solar SEO is the work of reaching a decision that takes months, in a category where the content goes stale faster than anywhere else and where trust has been genuinely damaged. In practice that means pages that explain mechanisms rather than quote figures, a dated review process for anything involving incentives or rates, plain answers on ownership models, and a finished Google Business Profile. Impressions tend to move first, then calls, then signed contracts. How fast depends on your market and where the site starts. Muon Marketing’s plans start at $299 a month, and custom plans are quoted free.
The same sequence for a local installer and for a regional company. None of it is a campaign and none of it finishes, which in this trade is more literally true than in any other.
01
Two jobs here rather than one. Search Console shows what collects impressions. Equally important is auditing what your existing pages claim about incentives, rates and payback, because in this trade a page that ranks well while stating something outdated is actively costing you credibility.
02
Write the durable explanation and the perishable figure on different pages, or at minimum in clearly separated sections. How net metering works does not change often. What your utility currently pays does. Mixing them means the whole page ages at the speed of its fastest expiring sentence.
03
Purchase, loan, lease and power purchase agreement produce very different outcomes and most homeowners cannot tell them apart. Explaining the differences plainly, including where each one is genuinely worse, is the most useful thing you can publish in a category this heavily sold.
04
A solar decision commonly takes months and involves a spouse, a roof assessment and a financing conversation. Monthly lead counts will mislead you badly in both directions.
Fundamentals
Because three separate clocks are running. Incentive programs change at federal, state and utility level on their own schedules. Net metering rules get revised. Equipment and pricing move. A page written eighteen months ago can be confidently wrong in three different ways, and the homeowner reading it has no way to tell. That makes a visible review date and an owner for each page a structural requirement rather than a nicety.
Through aggressive door to door selling, overstated savings projections and a wave of company failures that left homeowners holding warranties nobody would honour. Prospects arrive already suspicious, and many have heard a specific bad story from a neighbour. That means longevity, local presence and conservative claims convert better here than enthusiasm does.
Mechanism questions, local utility specifics, and ownership comparisons. National lead aggregators and quote comparison sites dominate the broad terms and will sell your enquiry to four competitors. What is reachable is how net metering works with your specific utility, what happens at the end of a lease, and whether a particular roof is suitable.
Because it is the most common reason a deal dies late, after everyone has invested time. A roof with a few years left needs replacing first, and discovering that at the assessment wastes a month. Saying so early, on the site, loses you some appointments and saves you the ones that were never going to close, which in a trade with a sales cycle this long is a real economic gain.
The general method behind all of this is the same one we apply everywhere, and it is described on our local SEO service page.
Architecture
A single page listing panels, inverters, batteries and financing competes for none of them, and none of them is what a homeowner is actually trying to work out.
| Page | Who is searching | What it has to answer |
|---|---|---|
| Is my home suitable | Early stage researchers, often the first search they make | Roof age and orientation, shading, what disqualifies a home, what an assessment involves |
| Ownership and financing | People who have decided on solar but not on how to pay | Purchase, loan, lease and power purchase agreement compared plainly, including drawbacks |
| How net metering works locally | Homeowners trying to understand the actual bill impact | The mechanism, how your utility treats exports, where to check the current rules |
| Batteries and backup | A growing segment, often motivated by outages rather than savings | What a battery does and does not do, cost, whether it makes financial sense |
| Maintenance and what happens if a company fails | Cautious buyers who have heard the horror stories | Warranty structure, who honours what, how long you have operated locally |
The final row is the page almost no installer will write, and it is the one that answers the fear actually stopping the sale. A homeowner who has heard about a neighbour stranded by a bankrupt installer is asking that question whether or not you address it.
Because incentive and rate figures move, this page deliberately avoids quoting them. Treat that as the model for your own site. Publish the mechanism, name where the current figure can be checked, and give every page carrying a number a visible review date and a named owner. A confidently outdated figure does more damage in this trade than a missing one.
Not like other local businesses
We apply the same method across every industry we work in, but the differences below change the order of the work.
Incentives, net metering rules and pricing all change independently. A page can become wrong in three ways without anybody touching it.
Door to door selling, inflated savings claims and company failures mean prospects arrive suspicious. Conservative claims convert better than enthusiasm.
A roof needing replacement ends the conversation after everyone has invested a month. Saying so early costs appointments and saves time.
Order of operations
01
Correct primary category, real service areas, photographs of your own installations rather than stock arrays, and a genuine local address if you have one.
02
Before writing anything new. A well ranked page stating an incentive that no longer exists is doing active harm and it is the most common problem on solar websites.
03
Structural requirement in this trade rather than good practice. Build it into how the site works, not into somebody memory.
04
Purchase, loan, lease and power purchase agreement, including where each is genuinely worse. Most heavily sold decision in the category and the least honestly explained.
05
Roof age, orientation, shading and what disqualifies a home. It will cost you appointments that were never going to close.
06
Net metering treatment varies by utility, which gives every local page something genuinely specific to say rather than a swapped town name.
Evidence, not vibes
| Order | What moves | Where you check it |
|---|---|---|
| First | Impressions rise on mechanism and suitability phrasing | Search Console, filtered to the new pages |
| Next | Average position climbs for utility and town specific terms | Search Console, same filter |
| Then | Assessments booked from organic search | CallRail and your form, kept separate from paid traffic |
| Later | Signed contracts, matched to first contact rather than signing month | Your CRM, tracked by original source date |
Three numbers matter more than traffic, and almost nobody reports them.
Not enquiries or assessments. In a trade with this cycle length, enquiry volume moves long before revenue and it is easy to celebrate far too early.
If assessments rise but contracts do not, the suitability content is not filtering properly and you are surveying roofs that were never viable.
How many published pages carry a figure past its review date. This is a real operational metric in solar and in almost no other trade.
Impressions before clicks, clicks before assessments, assessments before contracts, and that final gap is measured in months. If you are already paying someone and cannot tell whether it is working, see how to tell if your SEO company is doing anything.
What it costs
Which one suits you depends on whether you want your website and online presence looked after, or a full program built to grow your leads.
$299 a month
$950 a month
Paid ads management is $97 a month per ad channel (Google Ads, Facebook and so on) plus a one-time $349 setup, the website build is free on either plan when you move your hosting to SiteGround, and businesses with several locations get a free custom quote. Full pricing is on the pricing page. We publish it because the two questions every company asks first are what it costs and how long it takes, and hiding either one wastes both our time.
Solar leads are among the most expensive sold anywhere, and many of them are shared. Read shared leads versus exclusive leads, the lead price a five-figure install can justify, and which channel fits a sales cycle that runs weeks rather than days.
Questions we get
The questions that come up on almost every first call, answered plainly.
Muon Marketing publishes two plans. Tech Partner is $299 a month and covers your website, technical SEO, Google Business Profile, call and form tracking and AI tools, plus a new page and eight social posts a month. The Foundation is $950 a month and adds local SEO content, review generation and missed call text-back. Paid ads are $97 a month per ad channel (Google Ads, Facebook and so on) plus a one-time $349 setup, and the website build is free on either plan when you move your hosting to SiteGround. Both plans are month to month with no setup fee.
Impressions and average position usually move first and assessments follow later. Signed contracts lag considerably, because the decision involves a spouse, a roof and a financing conversation. Judge this trade on quarters.
Publish the mechanism and point to where the current figure can be checked, rather than hard coding numbers into body copy. Programs change at federal, state and utility level on separate schedules, and a well ranked page confidently stating a figure that no longer applies costs you more credibility than having no figure at all.
Treat it as an operational process rather than a content decision. Give every page carrying a number a visible review date and a named owner, keep the perishable figures separated from the durable explanations, and schedule the review rather than relying on somebody noticing. This is the single biggest structural difference between solar and every other trade we work in.
By being conservative and local. Prospects arrive having heard about inflated savings claims, door to door pressure, or a neighbour left with a warranty nobody would honour. Understated projections, a real local address, years of operating history and a plain answer about what happens if an installer fails will convert better than any enthusiasm.
Yes, and almost nobody does. It is the fear genuinely stopping cautious buyers, it is being asked whether or not you answer it, and explaining how equipment warranties, workmanship warranties and monitoring are actually structured is useful. The installer willing to discuss it looks more solid than the one who avoids it.
The suitability page, followed by the ownership comparison. Suitability filters out roofs that will not proceed, which protects your time in a trade where assessments are expensive. Ownership is the most heavily sold and least honestly explained decision in the category.
Not on their terms. They buy volume and sell the same homeowner to several installers, so competing there means paying to be one of four quotes. Where they cannot compete is on your specific utility, your local permitting, and photographs of installations in streets a reader recognises.
It matters, but less than in emergency trades, because this decision is researched over months rather than resolved in a local result. Finish it properly, then put the effort into the explanation pages, which is where a long decision is actually won.
There is no threshold number and any agency quoting one is guessing. In this category the age and consistency of reviews carries unusual weight, because longevity is itself the reassurance. Reviews spanning several years say something no recent burst can.
Yes, and increasingly so. Battery buyers are frequently motivated by outages rather than by savings, which is a different conversation with different economics. Selling a battery as a financial product to somebody who wants backup power, or the reverse, loses both.
They matter here more than most, because the questions preceding a solar decision are exactly the kind Google now answers directly. How net metering works, whether a roof is suitable, what a lease means at sale time. The risk is also higher, because an answer engine repeating your outdated figure spreads the error faster than the page alone would.
For every town you genuinely install in, yes, and utility differences give each one something real to say. Net metering treatment, permitting and inspection timelines vary meaningfully, which turns town pages from filler into the most locally specific content on your site.
Record the source at first contact and match it against the contract date months later. Report signed contracts, assessment to contract rate, and how many published pages are past their review date. That last one is a marketing metric in this trade and nowhere else.
Auditing your existing pages for stale claims, yes, and it is the highest return thing available to you today. It costs nothing but an afternoon and most solar websites have at least one well ranked page telling homeowners something that is no longer true.
Written by Adam Walters, Muon Marketing, Dover, Ohio · Last reviewed 27 August 2026
We will read what the site already ranks for and, just as importantly, what it currently claims that is no longer true. If the answer is that correcting your existing pages is the whole job this quarter, that is what we will say.
Local SEO, websites and ads for small businesses. Based in Dover, Ohio. Working with businesses across the US.
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