A solar installer dependent on expensive lead-gen platforms transformed their business by building SEO-driven content for winter energy challenges - eliminating seasonal volatility and saving £36.4K annually in platform fees.
Organic Leads Growth
Monthly Leads (from 8)
Annual Platform Savings
Summer/Winter Split (from 91/39)
The Challenge
This 8-person solar installer in the South East was entirely dependent on lead-gen platforms (Which?, Compare the Market), paying £40-80 per qualified lead that was shared with 3-4 competitors. Annual platform spend: £28K for roughly 240 leads. Extreme seasonality meant 70% of leads came in a 4-month summer window.
Winter enquiries were near-zero because the company had no content targeting winter energy problems. Customers search for solutions to winter bill shock - battery storage, energy efficiency, heat pumps - but no solar installer was creating content for these queries.
Our Strategy
12-month calendar addressing seasonal customer needs: winter content ('Why Your Energy Bills Spike', 'Battery Storage for Solar', 'Heat Pump vs Solar') and summer installation guides.
15 in-depth articles on battery storage and energy efficiency, positioning the company as a full-home energy solution provider - not just a solar installer. Battery contracts generate 30% higher revenue.
Content targeting homeowners searching for government energy grants, ECO scheme, SEG payments - capturing cost-motivated enquiries year-round.
30 location-specific landing pages across the South East with local testimonials, installation examples, and Google Business Profile optimisation.
25 FAQ articles addressing common objections: 'Do Solar Panels Work in Winter?', 'Is My Roof Suitable?', 'How Much Does Solar Cost in 2024?' - reducing friction in the enquiry journey.
The Results
Organic leads grew 520% - from 8 to 39 per month within 13 months. Winter leads increased from near-zero to 16 per month (52% of summer volume). Lead platform spend eliminated entirely (£36.4K annual savings). Seasonal volatility reduced from 91/39 to 72/58 summer/winter split. Average installation value increased from £4,030 to £5,460 through battery storage upsells.
Organic Leads Growth
Monthly Leads (from 8)
Annual Platform Savings
Summer/Winter Split (from 91/39)
Key Takeaways
By targeting off-season customer needs (winter energy, battery storage), demand was created beyond the natural installation season.
Building owned organic channels removed intermediaries, improved margins, and made the business less vulnerable to algorithm changes.
Positioning as 'full home energy provider' rather than 'solar installer' increased average contract value by 35%.
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