Case study · Solar Companies · USA

Solar Case Study USA: +127% Leads

Name: Marketing Lead Expert
Address: IN
Price range: $$

How a solar installer with 7 install crews in Houston grew quote requests 127% and cut cost per lead 43% in 6 months with GEO and UX/UI & CRO.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.

Solar Companies · USA

Solar

A solar installer with 7 install crews based in Houston, serving the wider Houston area and focused on residential solar with battery storage, plus battery backup and whole-home backup. Before working with us, 68% of inquiries came through Angi and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive quote requests, a lower cost per install and a pipeline the owner controls.

Results After 6 Months

Leads per month

+127%

Cost per lead

-43%

Marketing-sourced revenue

+181%

Return on marketing spend

9.9x

The challenge

Where the business was stuck

Solar buyers research for weeks, compare several quotes and are wary of pushy sales, so generic lead lists convert poorly.
Rebates, tariffs and incentives change often, and campaigns that aren't updated quickly start making promises that are no longer true.
Shared solar leads are often sold to five or more installers, making cost per sale far higher than the cost per lead suggests.
Peak season (interest rises with summer utility bills and around utility rate changes or state program deadlines) was not being planned for, so budget ran out when demand was highest.

The approach

Two services, one goal

We focused on GEO (Generative Engine Optimization) and Website Optimization (UX/UI & CRO), the two channels with the best cost per install for solar installation businesses in Houston. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.

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What we did

The technical work behind the numbers, service by service.

Service 1

GEO (Generative Engine Optimisation)

Created a consistent entity profile: the same business facts across the website, Google Business Profile, directories, LinkedIn and review sites.
Published 51 citation-ready answers on costs, timelines, regulations and brands, written in the formats ChatGPT, Gemini and Perplexity quote.
Earned mentions on 28 trusted third-party sites (industry bodies, local news, comparison articles) that AI models draw from.
Tracked 60 buyer prompts across ChatGPT, Perplexity, Gemini and Google AI Overviews every month to measure citations and share of voice.

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Service 2

Website Optimisation (UX/UI & CRO)

Ran a UX audit using heatmaps and 2,700 session recordings to find where mobile visitors dropped off.
Rebuilt 4 landing pages with one offer, one call to action and proof (reviews, licenses, guarantees) above the fold.
Cut the inquiry form from 11 fields to 4, added a sticky click-to-call bar and a multi-step quote form on mobile.
Ran 7 A/B tests on headlines, form placement and offers; the winning variants now carry all traffic.

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The numbers

Before and after

Metric	Before	Month 6	Change
Quote requests per month	26	59	+127%
Cost per lead	$302	$172	-43%
Cost per install	$2,047	$941	-54%
Lead-to-job rate	15%	18%	+4 pts
Website conversion rate	2.3%	4.9%	+113%
Marketing-sourced revenue / month	$44k	$123k	+181%
Share of leads from paid directories	68%	15%	-53 pts
AI answer citations (tracked prompts)	1 of 60	31 of 60	+30
Inquiry form fields	11	4	-7

Lead growth

Quote requests per month

Marketing-sourced revenue went from $44k to $123k a month, measured from booked installs in the CRM.

Optimisations That Moved The Numbers

01
The business is now cited in 31 of 60 tracked AI prompts, up from 1.
02
AI assistants started sending referral visits within 8 weeks, and those visitors convert 29% better than average.
03
The shorter 4-field form lifted form conversion rate by 56%.
04
The sticky mobile call bar increased calls from mobile visitors by 29%.

The 6-month timeline

From tracking to scale.

Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering GEO and UX/UI & CRO.
Weeks 3 to 6
Build and launch
GEO and UX/UI & CRO live for residential solar with battery storage, plus battery backup and whole-home backup.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Denver and nearby areas, plus new services with proven demand.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.