Rooftop Survey to Switch On: Building a Solar Company Website

To build a solar company website, plan it around the journey a homeowner or business owner takes: what solar can do for my roof, who will install it, what it involves and how I ask for a site survey. Give each of those questions a page, keep every claim honest, and put the survey request within reach on every screen.

• Federal guidance says a home's roof size, shape, slope, age and shade all affect whether solar suits it, so your site should explain what a survey checks. Department of Energy homeowner's guide
• The industry-standard installer certification in the United States is awarded through NABCEP, which belongs on your About page. Department of Energy homeowner's guide
• Advertising must be truthful and non-deceptive, and advertisers must have evidence to back up their claims. FTC advertising guide
• The FTC warns that offers of solar panels at "no cost" are scams, so never word your own offer that way. FTC consumer alert
• Brightfield Solar, the fictional sample for this guide, has 6 pages and was built in 60 seconds. See the sample

What must a solar company website do for its customers?

It must answer "is solar right for my property?" and make the next step, a site survey, easy to take. Everything else supports those two jobs.

A solar purchase is large, slow and full of doubt. The visitor has probably read about scams, seen conflicting numbers and heard a mixed story from a neighbour. Your website is the first place they decide whether you are a company they can let onto their roof. So it has to be calm, specific and plain, not loud.

Think about what a homeowner wants to know before they pick up the phone. Can my roof take panels? What does an installation involve, and how long are strangers on my property? What is guaranteed, and by whom? How do I pay for it? None of these needs a clever answer. They need a clear one, written the way you would explain it across a kitchen table.

The Brightfield Solar sample shows the shape. Its home page opens with "Solar power, installed right the first time", then moves through systems for homes and businesses, a rooftop array with battery, completed installations, four steps from enquiry to power, the people behind the install and a closing prompt. Brightfield is fictional, built by AI Web Maker to show a finished site, so its people and projects are invented. Its structure is the one worth copying. If you serve both homes and businesses, say so at the top. If you serve only one, say that instead, because a clear boundary saves everyone's time.

Which pages does a solar company website need?

Six pages carry most solar companies: Home, Services, Process, Projects, About and Contact. Add more only when you have something real to put on them.

Fewer, stronger pages beat a sprawling site. Each page should have one job and one clear next step. Here is how the sample divides the work.

Page	What it must do	Where to see it on the sample
Home	State what you install and for whom, show real work, offer a survey	Home
Services	Separate home and business installation, name equipment and approach	Services
Our Process	Walk through survey to switch-on, answer common questions	Our Process
Projects	Prove the work with real installs	Projects
About	Show the team, accreditations, insurance and service area	About
Contact	Take the survey request, give direct contact details	Contact

You might add a finance page or a battery page if you offer them in a way that deserves its own space. A separate guide beside this one covers what installers should explain before a quote request, so here we stay with the build.

Name your pages the way a customer would search for them. "Our Process" tells a worried homeowner exactly what they will find, while "Solutions" tells them nothing. Keep the menu short enough to read at a glance on a phone, because many first visits happen there. A visitor who finds the page they want in one tap is far more likely to ask for a survey.

What should the Home page say?

It should say what you install, for whom and where, show proof, and offer the survey, all without much scrolling. The first screen decides whether the visitor stays.

Lead with a plain promise and a plain description. The sample's headline claims quality of workmanship, not an invented number. Under it, say in a sentence or two what you do: solar systems for homes and businesses, with or without battery storage, in a named area. Keep the wording short, because a visitor on a phone will not wade through a long introduction.

Next, show a real install. Photographs of finished roofs, with the system size and the type of property, do more than any adjective. Use your own photographs, taken by your own crew, and note what the job was. Stock images of perfect roofs under blue skies look like every other company's and can make a careful visitor doubt you.

Then give a short version of your process. The sample compresses it into four steps, which is enough for the home page. Link to the full explanation on the process page, so the home page stays light. Introduce the people too: installers go onto roofs and into meter rooms, so customers want faces and names. Finish with a call to action that asks for something small, such as a survey visit, because that framing lowers the barrier for someone still deciding.

What belongs on the Services page?

Separate home and business installation, state what each includes, and be open about equipment and approach. Do not promise outcomes you cannot control.

The sample's Services page gives home and business installation their own sections, then covers related services, equipment and approach. A homeowner finds their own section without commercial jargon, and a facilities manager finds theirs. For each service, write what the customer receives: the survey, the design, the paperwork you handle, the installation, the commissioning and the handover. If you install batteries, say whether you fit them with a new array or add them to an existing one.

Roof condition deserves honesty. The Department of Energy notes that rooftops may be unsuitable because of age or tree cover, and that homeowners should consider how long until the roof needs replacement. A good installer says this before the customer asks. Explaining that you will flag a roof near the end of its life during the survey builds more trust than glossing over it, and it spares you awkward conversations after a contract is signed.

Name your equipment approach in general terms: the type of panels, the inverters, the mounting. You do not need a full catalogue, only enough that a reader who knows a little can see you have thought about quality. The same federal guide advises working with an installer who holds a certification and uses high-quality panels, so a brief account of how you choose equipment answers a question the customer is already asking. If you cannot suit every property, say who you cannot help and why. The Department of Energy also describes community solar for people whose roofs are unsuitable or who do not own their home, so mention it if you offer it.

How do you explain the survey and installation steps?

Number the steps from enquiry to switch-on, say what happens at each, and say what the customer needs to do. Specifics calm nerves.

This is the page that does the most selling, even though it never sounds like selling. The sample's Our Process page is built around the stages of an installation, typical considerations and common questions. Take that structure and fill it with your own real steps. A visitor who understands the whole path is less afraid of the first step.

A typical journey runs like this, and yours may differ. An enquiry arrives. You offer a site survey, where someone looks at the roof, the electrics and the shading, and talks through what the customer wants. A design and a written proposal follow. Once the customer agrees, you handle the paperwork your area requires, order equipment, schedule the install, fit the system, test it and hand it over, explaining how to read the monitoring. Describe each stage in two or three sentences and say who from your team is involved.

Be careful with timings. Write only durations you honestly deliver, phrased as usual ranges, since permits and grid connections depend on others. If you do not yet know your average, describe the order of events and say you will give an expected timeline in the proposal. Tell the customer what to prepare, such as access to the roof and the electrical panel and a recent electricity bill.

Warranties belong here too. Say what is covered, for how long and by whom: the panels, the inverter, your own workmanship. Take the exact terms from your written warranty documents and quote nothing you cannot hand over on paper. If the manufacturer and your company each give a separate warranty, explain the difference, because customers often assume one document covers everything.

How do you show real installs and build trust?

Show your own finished installs with honest detail, list your certifications and insurance, and handle reviews strictly within the rules. Trust is the whole sale here.

The Projects page on the sample is a gallery of completed work with a prompt to ask for a similar installation. For your own site, each entry should say the kind of property, what was installed and anything notable, such as a tricky roof or a battery. Use photographs your crew took. If a customer agreed to be named or quoted, keep that agreement in writing.

The About page covers the story, the team, accreditations and insurance, and where the company works. Put your real licences, certifications and insurance there, with the names of the bodies that issued them, so a careful visitor can check. The Department of Energy points to NABCEP as the industry-standard certification, so if your installers hold it, say so plainly. Licensing differs by place, so list only what applies to you.

Reviews need care. In the United States, a final rule in force from 21 October 2024 bans fake or misleading consumer reviews and testimonials, such as reviews by people who do not exist or who had no real experience with the business (FTC announcement). In the United Kingdom, since April 2025, posting or commissioning fake reviews is banned and the CMA can fine a company up to 10% of its global turnover (GOV.UK). The simple rule is to publish only reviews from real customers who really used you. This is general information, not legal advice, and rules differ by place, so check your own regulator or trade association.

What can you say about savings, incentives and financing?

Say only what you can support, point to official sources for incentives, and explain financing in general terms. Never promise a saving you cannot prove.

Savings claims are where solar websites most often go wrong. The FTC says advertising must be truthful and non-deceptive and that advertisers must have evidence to back up their claims (FTC advertising guide). Treat every figure on your site as a claim you may have to prove. A customer's actual saving depends on their roof, their usage and their tariff, so write that, and let your survey and proposal give the personal figure.

The FTC also warns that solar scammers pose as government or utility representatives, promise panels at no cost and invent rebates and tax credits (FTC consumer alert). Your honest company will be read against that background. Avoid wording that sounds like a giveaway, and do not imply a link to any government or utility programme unless you truly have one.

On incentives, link to the official source and avoid restating terms that change. The Department of Energy has described a federal tax credit for solar photovoltaic systems and points homeowners to a dedicated guide for eligibility and how to claim it (Department of Energy). Write "incentives may be available, and here is where to check", then link.

Financing can be explained simply: a customer may pay in cash, borrow, or use another arrangement, and each has different costs and obligations. The Department of Energy's smart shopping advice includes understanding your financing options and not giving in to pushy sales tactics (Department of Energy). Write a short, neutral page that names the main routes, says the terms are set out in your written proposal, and avoids quoting rates. Disclosure rules differ by place and lender, so check your regulator.

How do you handle survey requests and enquiries?

Offer one clear form on the Contact page, ask only what you need, and tell the visitor what happens next. A short, predictable form gets filled in.

The sample's Contact page has three jobs: an enquiry form, direct contact details and a plain account of what happens after you send an enquiry. Copy that third part especially. A homeowner who knows someone will review the request and reply feels safe pressing send. Ask for a name, phone number, email, the property address and a line on what they want. Every extra field loses some visitors.

Say how you will respond, but only promise what you can keep. If surveys are booked a few weeks ahead, say that rather than disappoint. Put the same request in reach everywhere: a survey button in the header, one at the end of each service section and a phone number that works as a tap on a mobile. A homeowner with a question about their roof often wants a voice, so give a real number and real hours.

How does the site work for every visitor?

It must load quickly, read well on a phone and be usable by people with disabilities. Google ranks the mobile version, and accessibility is a legal matter in some places.

Google uses the mobile version of a site's content for indexing and ranking (Google). Many solar customers first look on a phone, in the evening, after a bill arrives. Check that text is readable without zooming, buttons are easy to tap and the form works on a small screen. Compress roof photographs so pages load fast on a mobile connection.

Accessibility is both decent and prudent. The US Department of Justice's guidance says Title III of the ADA prohibits discrimination against people with disabilities by businesses open to the public, names the Web Content Accessibility Guidelines as helpful technical standards and lists common barriers: poor colour contrast, colour alone used to give information, images without alt text, videos without captions, inaccessible online forms and mouse-only navigation (ADA.gov). The current version, WCAG 2.2, became a W3C Recommendation in October 2023 (W3C).

For a solar site, that means alt text that describes what each install photo shows, strong contrast, labelled form fields and a survey button a keyboard user can reach. Add captions to any installation video. These steps help everyone, including an older homeowner reading in poor light. Rules differ by country, so check your own.

How do local customers find a solar company website?

Make the area you serve obvious, keep your business details consistent everywhere and publish content that genuinely helps. Search rewards clarity about place.

A solar installer works in a limited area, so say where. State the towns, counties or regions you cover in plain words. Then claim and complete your Google Business Profile. Google's guidelines ask a business to represent itself as it is consistently represented and recognised in the real world, with its real name, address, phone number and hours (Google). Use exactly the same details on your website. LocalBusiness structured data can tell Google your hours and other details (Google).

Write for people. Google's ranking systems are designed to prioritise helpful, reliable information created to benefit people, not content made mainly to rank in search (Google). A page that truthfully explains how a survey works will serve you better than one stuffed with place names. Once the site is live, AI Website SEO Tools can check its pages for the problems that keep a website out of search results. The Brightfield sample scored 89 out of 100 on those checks.

How do you build it with AI Web Maker, step by step?

Start from your business name and a short description, review the pages the builder drafts, replace its placeholders with your real facts and photographs, then preview and publish. Building and previewing cost nothing.

Open the AI Web Maker builder and enter your business name, an email, a phone number and a short description of what you do. For a solar company, say who you serve, what you install, whether you fit batteries and the area you cover. The builder plans the pages, writes the words, chooses photos and sets up forms where you need them, and you watch it happen. The Brightfield sample took 60 seconds from a short description.

Next, open the editor and go page by page. Replace general wording with your own details: certifications, insurance and service area on About, your real stages on the process page, your equipment approach on Services. Swap the chosen photographs for pictures of your own installs. Check every claim about savings and incentives against the rules above, and delete anything you cannot support.

Set up your survey request, decide what the Contact form asks and what the confirmation says, then preview the site on a phone and a laptop and click every button. Ask someone who has never seen it to find how to request a survey, and fix wherever they hesitate. Going live costs $119 a year of hosting, and the domain name is paid separately. Optional AI work, such as extra blog posts, is paid with credits of about $0.65 each. To see the result first, open the Brightfield Solar sample and click through it. Seeing a solar company website example in full makes your own decisions quicker.

Frequently asked questions

How many pages does a solar company website need?

Six cover most installers: Home, Services, Process, Projects, About and Contact, as the Brightfield sample shows. Add a finance or battery page only when you have real content for it. Each page should have one job and one next step. A smaller site that is accurate and current beats a large one that is thin or out of date.

Can I show savings figures on my website?

Only if you can support them. The FTC says advertisers must have evidence to back up their claims, and a customer's real saving depends on roof, usage and tariff. Explain that the survey and written proposal give the personal estimate. For incentives, link to the official source and avoid copying terms that change.

Should I put customer reviews on my solar website?

Yes, if they are real. In the United States a rule in force since 21 October 2024 bans fake or misleading reviews, and UK law has banned fake reviews since April 2025. Publish only reviews from genuine customers and keep records of them. Rules differ by place, so check your regulator or trade association.

Do I need to list certifications and licences?

You should list what you really hold. Customers want to know who is touching their roof and electrics, and a named certification they can check builds trust. The Department of Energy names NABCEP as the industry-standard certification in the United States. Requirements vary by location, so list only your own.

Can AI Web Maker build a solar website without me writing anything?

It drafts the pages and words from your description, but you should review everything in the editor before publishing. Add your real certifications, photographs, service area and process, and remove any claim you cannot support. You can preview each page and adjust it until it says exactly what is true for your company.

What can you do this week to get your solar website started?

Gather the facts first, then build. Most of the work is collecting what is true about your company, and that takes an afternoon.

On day one, write down your services, your service area, your real process from enquiry to switch-on and the certifications and insurance you hold. List any savings or incentive statements you want to make, and note the evidence for each. Delete the ones you cannot back up. On day two, collect photographs of your own finished installs with a line on each, and check that your Google Business Profile shows the same name, address, phone number and hours you will put on the site.

On day three, open the builder, enter your description and let it draft the site. Compare it with the sample's Services, Process and Contact pages, fill in your details, preview on a phone and test the survey request. On day four, check your claims, your financing wording, your review practice and basics such as alt text and form labels. Then publish, point your Google Business Profile at the new site and test the form once more from a real phone.