The Dial AgencyInsights · 6 min read
Why solar enquiries do not become projects.
If enquiries come in but signed projects do not follow, the problem is usually after the form, not in the ads.
Many installers try to fix a slow month with more ads. Often the enquiries were already there. They were lost somewhere between the form and the signed contract. Here are five places it usually happens.
1. The first reply is too slow
Enquiries that wait until the evening, or until the next day, go cold. By then the homeowner has already spoken to someone else. The fix is an instant automatic reply and a clear rule for who calls new enquiries and how quickly.
2. Nobody knows which enquiries are serious
A family with a south-facing roof who plan to install this season and someone who is just checking prices look the same in your inbox. The fix is two or three short questions on the form, such as roof type, yearly consumption and when they plan to install, so your team calls the best ones first.
3. The quote goes out, then silence
A quote is not a decision. People compare offers, wait for a subsidy or need to talk it over at home. If nobody follows up, the installer who does gets the project. The fix is a follow-up plan for every quote: a call after a few days and short messages that answer the usual questions.
4. The website does not answer the obvious questions
How much does it cost, how long does it take, what is the warranty, can I get a subsidy, who will install it? If people have to call to find out, many will not. The fix is to answer these on the page, close to the main button.
5. You cannot see which ads bring projects
Without the Meta pixel, Google conversion tracking and a simple record of where each enquiry came from, you are guessing. The fix is to track every enquiry from its source to a signed project, even in a spreadsheet at first.
Where to start
Start with the leak closest to the money. For most installers that is reply speed and the follow-up after a quote, because both cost little to fix and affect every enquiry you already get. When those are fixed, more ads finally pay off. See how to set up Facebook and Google ads for solar.
More customers from the same enquiries?
Send us your website. Within two business days you get a five-minute video that shows where enquiries are lost, with three fixes ranked. Free, and yours to keep.