An online presence is crucial to business success in the 21st century—especially in the booming field of solar power. But to make sure your solar website produces real results, you have to include the right elements. Use these vital online tools to turn browsers into customers.
1. Interactive applications and features
One of the greatest hurdles to building new relationships online is the passive nature of most websites. There are a number of interactive features that help engage customers and turn the impersonal nature of browsing online into a more personal experience.
For example, you can use a solar calculator to help paint a clear picture of solar benefits. This type of feature makes it easy for potential customers to understand the real-life benefits and potential savings they might see if they make the switch to solar.
Another great way to connect directly with potential customers is to offer live chat services. Chat services offer an easy, powerful way to answer questions immediately while they are browsing. Live Chat is even a viable option for the small business owner, as they can get updates via cellphone where they can answer their customer’s questions at any time. Setting up a Chat service is a quick and easy process. Check out this resource to find out more about it.
2. Social media buttons
Having social media accounts is a great way to reach customers when they’re already spending time online. You’re able to update social media pages easily and more frequently than websites, and you can connect with customers on a more personal level. Social media channels like Facebook, Twitter and Instagram provide a great venue to solidify your brand as a leader in the solar industry and keep the benefits of green energy at the forefront of your followers’ minds. They’re also a great way to share the work you’ve already done. The more social media platforms you embrace, the more often you’ll be able to make impressions on potential customers.
Once you’ve started using social networks to promote your solar contracting business, make it easy for customers to connect with you. Add buttons to your website that link to your social media accounts and encourage visitors to follow your business. Just make sure you’re being an active participant yourself, and engage and update often!
3. FAQ pages
When a consumer visits your website, they’re looking for answers. Ensure that they won’t have to look any further by including an easily accessible and comprehensive FAQ page.
FAQ pages can help you increase sales and provide quality service to your customers without even being present. Look at your FAQ page as a way to establish your company as an authority on solar power and convince customers who are still on the fence.
Be thoughtful about the questions you choose to cover, and answer them in a way that both addresses concerns and highlights benefits. Think about the types of questions people have before and after the sale. Pre-purchase questions should help alleviate doubts and reassure cautious buyers. Post-purchase questions should address service-related issues and can also be used to promote other services and products that can benefit your customers.
4. Email marketing campaigns and management software
According to a BlueHornet Networks Inc. study, 98% of consumers report being influenced toward a purchase by email marketing, and 78% purchase goods at least once monthly as a result of email promotions. That’s a lot of potential business to capture.
The keys to successful email marketing are frequency and quality—sending engaging emails around once per week works well. And if collecting email addresses and sticking to a messaging schedule feels like too much to handle, just automate the process with marketing software.
Specialized email marketing software can help you collect and manage email addresses, and good programs can even schedule out your entire promotion process. It’s easy to give your customers the individual attention they crave when you can capture contact information and stay in touch.
5. Lead magnets
When you’re in a highly competitive industry, you need to stand out from other businesses. Interest in solar power is at an all-time high, meaning you need to pull out all the stops to grab consumer attention fast. That’s where lead magnets come in.
A lead magnet is a tool that attracts interest by promising customers insider materials in exchange for their contact information. This helps you build out your contact list and find a receptive audience that you can educate about the value of solar power.
Additionally, if you want to promote a specific product, a lead magnet is the ideal way to reach your targeted market. Don’t be afraid to offer different lead magnets for different services, either. Specificity is the key to success, and when it’s done right, a lead magnet can dramatically increase qualified leads and conversions.
6. Testimonials
Nothing is better for business than third-party affirmations such as testimonials. Other people vouching for how great your company is can make a big impression on consumers who are still shopping around. When used correctly, testimonials can help boost engagement and sales.
To capitalize on this, give your current customers plenty of opportunities to tell you what they think. Use surveys, review websites and direct outreach to gather first-hand comments on what consumers love about your business and solar power in general.
Make these reviews from satisfied customers a focal point of your website. Strategically pick out testimonials that will build trust and reassure any skeptics. Look for specific feedback that helps put the reader in the buying mindset—the more relatable it is, the better conversions.
Whether you already have a website for your solar business or are just putting one together, make sure you get the most out of it. Use these online tools to increase customer interaction, establish your authority about solar energy and convert those website visits into sales.
By: Brooke Nally, Solar Power Authority
