17 Jul 2018

How to Write Content Your Potential Solar Clients Will Actually Read

Your solar company’s website is designed to build trust and establish relationships between potential customers and your practice. One of the most meaningful ways to do this is by providing useful solutions to the problems your potential customers are facing.

This is much easier said than done, however, and many solar companies struggle to convert their website into an effective and profitable lead generation tool.

A particular solar business may be fighting to bring in new customers for various reasons. It is not uncommon for solar companies to be clueless on how a search engine works, or how a prospective customer uses Google to look for a solar provider. Today’s post is not covering this topic, but if you want to learn more about it, check out: A Solar Company SEO #TruthBomb To Save Your Cash.

While there are plenty of solar companies who understand the value of quality content in digital marketing– but they aren’t sure where to start when developing a strategy, or are already producing content with little value to prospective customers.

Stepping Inside the Minds of Your Potential customers

The most reliable way to produce the ideal content for your solar business’s website is to consider your potential customer’s mindset.

Think about the common questions your customers ask (those questions they ask you are the identical to what they ask Google as they try to learn more about symptoms or treatments.) Asking these questions will help you understand what topics your customers will find valuable and helpful.

In this post you will learn about ways you that can fine-tune your efforts in researching, composing, and publishing the content that both current and potential customers will find most useful and engaging, and that Google is more apt to rank in search engine results for related searches.

This is how we do it at AdInfusion:

Begin By Brainstorming Questions and Topics that Relate to Your Solar Company’s Area(s) of Practice

As you start to plan out your content, you will start to ponder what topics to blog about. Starting with broader, more general topics relevant to your specific practice is always a good idea.

For example, take a solar company in California who may begin by listing related topics like:

  • Solar Panel Installation
  • Commercial Solar
  • Residential Solar

After brainstorming the broader topics, consider other related phrased and keywords that could be used by potential customers when they are looking online for a solar company.

As you do this, don’t forget that questions users are asking are becoming increasingly more complex as search engine technologies get more adept at answering such queries.

Oftentimes, a user won’t actually search for the words, “solar company”. They could be making searches like, “How can I get my save money on my utility bills?” or “what are the benefits to switching to solar?” in the place of “Solar Providers California.”

Potential customers can also be looking for answers to particular questions like,:

  • Are there tax incentives for installing solar panels?
  • How long does it take to have solar panels installed?
  • Are there different types of solar panels, and which are the best ones?

If you’re still struggling to come up with a list, check out “How to Do Keyword Research For Your Solar Company Like a Boss

Consider Related Search Terms

By now your list should have multiple short phrases, keywords, and questions that your prospective customers usually ask you.

Take the next step by thinking about terms similar to what your potential customers may be searching for. Your customers may not know all of the technical jargon so determining synonyms and related terms will aid in pinpointing the type of language potential customers use to search for you.

Google has two resources that can be of great help in determining those related terms: “searches related to…” and “People also ask.”

Let’s go back to the search for a solar company in California again. This is what you will find if you searched “Residential Solar Sacramento”

 

related-searches

Example: “Searches related to” section in Google search results

 

“Sacramento solar contractors,” “solar panels Sacramento cost,” “solar companies Sacramento,” and “solar city” are just a few of the possible subjects a solar company can add to their expanding list of customer concerns.

Next, move over to a Google search for each of these topics and you will see even more specific keywords, phrases, and potential questions to add to the list.

Check Out Your Solar Company’s Competitors

After developing your list of questions and topics, check out the other solar businesses showing up on Google Searches for those specific keywords and key-phrases.

If you see that your competition comes up for certain queries on the SERPS, invest some time in reviewing their website to see what kind of content they produced on these topics. It is most likely informational and relevant content of answers to particular questions a prospective customer may be asking.

I do not mean to say that you should plagiarize your competitor’s content, but simply review what is available out there and how you will take the approach to answering the same questions and subjects.

Don’t forget that although your competition is reporting on same questions or topics, it does not mean you can not develop your individual interpretations on the subject that underline the attributes of your solar business and expand on your character that will resound with your ideal customers.

Publish High-Quality content that Addresses the Concerns of Your Potential  customers

Now you are informed on what questions your potential customers are searching for. You have taken the starting step. The next step is to create and publish enticing content directed towards those questions or topics.

Think about the list you have created and start to develop a plan of how you will produce posts and pages for your site to cover those subjects. Don’t engage in keyword stuffing content. If you are successfully publishing posts that are responsive to what potential customers want, the correct keywords will show up organically within your writing.

Do you lack the time to create your own blogs? AdInfusion has top of the industry content writers that can produce and publish engaging content that will attract new customers to your website and convert them into your permanent customers. Let’s talk more about how we can help you expand your solar marketing success. Contact us for more information.

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