Why Should Your Solar Company Hire a Copywriter?
If you work in solar energy, you know it’s one of the most dynamic and exciting industries in the world.
And while these qualities mean there’s no shortage of challenges or bumps in the road (Aussies call it “the solar coaster” for good reason), I'm sure you also feel proud to be part of the global transition to clean, sustainable energy.
But as everyone in the solar game knows, the soaring demand for clean energy has also attracted thousands of new players to the industry, each looking to secure their own piece of the pie.
“…the global Solar Energy Market in 2019 was approximately USD 50 Billion…and is anticipated to surpass 200 Billion by 2026.” - globalnewswire.com
And with competition higher than ever – not to mention all the different brands of solar panels, inverters, and batteries to choose from – how do you separate your company from the rest?
Well, one of the most powerful ways to grow your solar business is to embrace inbound marketing. Or, in other words, create value that attracts more people to your website – and converts browsers into fresh new leads.
And what’s the best way to create this value? By working with a specialist solar copywriter who has worked in the industry and can give your company an authentic and engaging voice.
Of course, you might have been thinking about working with one but haven’t taken the first step. That’s very common, not to mention completely understandable.
But if you’d like to know a little more about just how valuable working with a copywriter can be, here are some of the key benefits.
You Gain a Wealth of Industry Knowledge
When you partner with a specialist solar copywriter, you get a lot more than just engaging content; you also benefit from years of direct industry experience.
For example, I worked in solar energy for ten years, including five as a business owner. As a specialist copywriter, I’ve worked with solar retailers and developers in the USA, Australia, Canada, Germany, Austria, and the UK. With such a diverse range of clients, I can give you a global perspective covering all the latest developments, technologies, and consumer trends.
Whether it’s revamped website copy, share-worthy blog posts, a punchy press release, or a case study highlighting a flagship project, a specialist sustainability copywriter can keep you ahead of the curve and establish your business as one of the best players in the game.
You Can Put More Time and Energy Into Your Business
If you’ve ever written your own website copy or a lengthy blog post, you know it requires a significant investment of time and effort – and there's still no guarantee you’ll love the results.
Frankly, I think you’re better off putting that energy into something more productive - like growing your company.
When you hire a specialist solar copywriter, you can put 100% of your focus into the areas where you’re most successful – while the copywriter puts 100% of their focus into elevating your business.
That’s a pretty good arrangement if you ask me.
You Get a Dynamic (and Objective) Point of View
When you’re deep in the day-to-day running of your business, it can be difficult to take a step back and see everything with fresh eyes.
Thankfully, a solar copywriter can introduce many valuable new ideas - and even help you consider a different way of thinking.
Working with a solar copywriter is also a terrific opportunity to assess your company’s strongest areas and drive them home in your messaging.
For instance, take a moment to think about where your business provides the greatest value. Is it the brands you offer? Is it your customer service? Is it your technical expertise? Do you take on those difficult jobs that other companies put in the “too hard” basket?
For the average consumer, it’s easy to look at the solar industry and assume every installer does the same thing. But as you know all too well, a person can get three quotes and have three completely different experiences.
Hiring an environmentally focused copywriter is the perfect way to fine-tune your messaging – and attract new clients by delivering it in the most engaging way possible.
Copywriters Can Generate an Incredible Return on Investment
From my years as both a solar business owner and freelance copywriter, here’s a free piece of advice: never underestimate the value of words.
Words can inform, inspire, and motivate, and, whether it’s a three-word slogan or a 2,000-word blog post – the effectiveness of your marketing hinges on the quality of your copy.
In the hands of a skilled copywriter, your website and blog can become lead magnets that never expire, delivering an incredible ROI that strengthens your business year after year.
In fact, when a solar blog post delivers its first sale - it’s already paid for itself many times over.
“Successful inbound marketing content can be produced through blogs, social media, videos or through your website. This content typically costs less than traditional advertising methods and produces a greater ROI.” - forbes.com
In today’s information-hungry world, solar customers are doing more research than ever. And long before they pick up the phone or submit an online quote request, they’ve spent countless hours on Google, trawling social media, reading blogs, and watching YouTube videos.
So, the million-dollar question is: when they’re doing all this research, are they going to land on your website, or someone else’s?
Today’s solar customers want to deal with a company they can trust. And by creating helpful, honest, and informative content, you’ll capture more people looking for answers, start valuable new conversations - and build strong connections that drive more sales.
What Are Some Great Blog Ideas for Your Solar Company?
If there’s one area of your website that almost certainly needs more attention – it's your blog.
(And frankly, even if you don’t hire me to write them for you, at least promise me you’ll write some more yourself. Deal? Deal.)
Your blog is your opportunity to provide valuable information, answer questions, build trust and, when done right, attract a steady stream of organic traffic from major search engines.
“…the average company that blogs has 55% more visitors, 97% more inbound links, and 434% more indexed pages” - hubspot.com
But effective blog posts aren’t just frequent – they also need to be persuasive enough to convert casual readers into new customers.
If you’re looking for inspiration, here are five key topics your solar company should be blogging about:
How do solar and battery systems work? The topic may seem obvious, but it’s incredible how many solar companies struggle to explain this in a clear and engaging way. And when you’re working in solar every day, it’s easy to forget just how foreign and complicated it can seem to those learning the rules of the game.
New products and reviews. Solar is a cutting-edge industry, and consumers want to know they’re getting the latest, future-proof tech. Promoting and reviewing new products is a terrific way to drive website traffic, establish credibility, and show that your company has its finger firmly on the pulse.
Solar rebates and tax credits. Around the world, most solar customers have access to some form of financial discount, subsidy, or tax break. And while they are all powerful drivers to invest in solar energy – they're much more effective when customers understand how they work. A blog post that covers all the relevant incentives in clear, everyday language can help build trust with new clients and give you a head-start in the sales process.
Energy-saving tips. Successful solar companies position themselves as industry leaders. And a critical part of this strategy is continually giving customers free, useful information. Helping your potential and existing clients maximize the benefits of their solar purchase shows you’re committed to the big picture – and makes for great content people love sharing on social media.
Frequently asked questions. I spent a lot of my solar career answering the same questions over and over again. A compelling FAQ series is a terrific way to drive search traffic and improve your Google rankings, not to mention building trust with new clients and streamlining your quote process. With more informed clients, you can spend less time explaining and more time selling.