The 6 winners.

The landing pages actually worth stealing from.

Winner #1: edge-gogreen.com

edge-gogreen.com/solar/service-and-repair

Solar landing page example from edge-gogreen.com
  1. 1

    What gets in the way

    Top bar is about solar savings

    The bar above the header offers solar costs and savings in minutes. This page is for owners who already have panels and need repairs.

  2. 2

    What works

    Headline lists repairs and monitoring

    The headline says ‘Professional Residential Solar Service’ with a line for repairs, monitoring, cleaning and support. A panel owner can see the page is for them.

  3. 3

    What works

    Opening line is for stranded owners

    The first paragraph is for owners ‘stranded by a company that vanished’. A homeowner with no installer has a reason to call.

  4. 4

    What gets in the way

    Six services in one grid

    Cleaning, repairs, monitoring, support, swaps and plans share one grid. A visitor with a dead inverter has to pick the right card.

  5. 5

    What works

    Three reviews with the state

    Three reviews with stars are side by side. Each has a name and ‘Maryland / D.C.’ under it, so a buyer sees customers nearby.

What to try

Start with the owner's problem

EDGE's first paragraph is for owners ‘stranded by a company that vanished’. Put your own buyer's problem in the first paragraph.

See the original page

Winner #2: rxsun.com

rxsun.com/free-custom-quote

Solar landing page example from rxsun.com
  1. 1

    What works

    Phone number at the top right

    ‘888-817-6945’ is in the header. A buyer ready to talk can call without scrolling.

  2. 2

    What works

    Call agenda above the buttons

    The paragraph lists costs, incentives, rooftop design, equipment, financing and timelines. A buyer knows what the visit covers before booking.

  3. 3

    What works

    Two buttons: book or get a quote

    ‘Book Consultation’ suits a buyer ready to talk. ‘Request Quote’ suits one who needs numbers first.

  4. 4

    What gets in the way

    Deadline with no date

    The deadline reads ‘potentially available for only a few more months’ with no end date. A buyer can’t tell if the deadline is real.

  5. 5

    What works

    Meals donated for every install

    The page says ‘we donate 1,000 meals to local food banks’ for each system. A buyer gets a reason to pick RxSun over a similar installer.

What to try

Say what the call covers

RxSun lists costs, incentives, rooftop design and financing above its buttons. Write the agenda for your own booking page and say how long the call lasts.

See the original page

Winner #3: quote.aurorasolar.com

quote.aurorasolar.com/best-solar-companies

Solar landing page example from quote.aurorasolar.com

The search: california solar panels

Sponsored quote.aurorasolar.com

Get solar quotes in 90 seconds | Get solar quotes instantly

  1. 1

    What gets in the way

    Phone number is small, top right

    ‘(888) 778-6896’ is in small type in the corner. A buyer ready to talk has to look for it.

  2. 2

    What works

    Headline repeats the ad

    The ad said ‘Get solar quotes instantly’. The headline says ‘Discover solar savings in your area instantly’, so the click matches.

  3. 3

    What works

    One box and a Get quotes button

    The first screen has one location box and a ‘Get quotes’ button. A buyer can start with one entry.

  4. 4

    What works

    Three chips under the button

    The chips ‘100% Free’, ‘Secure’ and ‘Low price comparison’ answer cost, safety and price before a buyer types.

  5. 5

    What works

    Help line under the form

    ‘Speak to a real solar expert’ is at the bottom of the screen. A buyer with a question has somewhere to go.

What to try

Answer doubts under the box

Three chips under the box say ‘100% Free’, ‘Secure’ and ‘Low price comparison’. Put your own answers on cost and safety there.

See the original page

Winner #4: sunrun.com

sunrun.com/lp/sunrunquote

Solar landing page example from sunrun.com
  1. 1

    What gets in the way

    No saving or price on the screen

    The screen has a size claim and a ZIP box, and no dollar saving or monthly cost. A buyer weighing a big purchase sees no number.

  2. 2

    What works

    Headline says number one installer

    The headline says ‘Sunrun is the #1 home solar and battery installer in America.’ A buyer comparing companies sees the size first.

  3. 3

    What works

    One ask: a ZIP code

    The page asks ‘Enter your zip code to get a quote directly from Sunrun.’ A buyer can start with five digits.

  4. 4

    What works

    ZIP field with a Next button

    The form is one box and a ‘Next’ button. A buyer sees a small first step.

What to try

Lead with your size

Sunrun's headline says ‘#1 home solar and battery installer in America’. Use the claim you can prove, like years in business or jobs done.

See the original page

Winner #5: landing.energysage.com

landing.energysage.com/g/sunnysavings

Solar landing page example from landing.energysage.com

The search: energysage

Sponsored landing.energysage.com

EnergySage® Official Site - Don't Overpay for Solar - Subscribe to Solar

  1. 1

    What works

    Top bar compares to average price

    The bar says ‘Save 30% below national average pricing’ before the headline. A buyer sees a price benchmark first.

  2. 2

    What works

    Headline repeats the ad

    The ad said ‘Save big on your monthly electric bill’. The headline asks ‘How much could solar cut your electric bill?’ - the same bill, the same promise.

  3. 3

    What gets in the way

    Finance options before any price

    The cards list ‘Cash or loan’, ‘Pre-paid lease’ and a lease option with bullets and no monthly figure. A buyer can’t choose yet.

  4. 4

    What gets in the way

    Alarm paragraph beside the figures

    ‘Electricity costs are skyrocketing, the grid is failing more often’ fills the left column. The right column already lists the rate and outage figures.

  5. 5

    What works

    News logos near the bottom

    ‘As seen in top news outlets’ has Bloomberg and Forbes among its logos. A buyer sees outlets they already read.

What to try

Put a price benchmark in the top bar

EnergySage's bar says ‘Save 30% below national average pricing’. State a benchmark you can prove above the headline.

See the original page

Winner #6: 1sourcesolar.com

1sourcesolar.com/residential-solar

Solar landing page example from 1sourcesolar.com
  1. 1

    What gets in the way

    Eight links in the header

    Home, Services, Resources, Blog, Projects, About Us, Locations and Contact all lead off the page. Each link is a way to leave.

  2. 2

    What works

    Headline and a roof with panels

    The headline is about lowering a home’s energy bill with solar, next to a house with black panels on the roof. A buyer sees the result.

  3. 3

    What gets in the way

    Estimate promised, no figure shown

    ‘Estimate Your Cost Savings’ is the heading, and no dollar amount appears on the page. A careful buyer can’t tell if solar fits.

  4. 4

    What works

    Local loan named for two cities

    The list has a ‘Forgivable loan through Neighborhood Finance Corporation’ for set neighborhoods in Des Moines and Cedar Rapids. A local buyer can check their street.

  5. 5

    What works

    Short list of home benefits

    The page lists resale value, carbon footprint, maintenance costs and state tax incentives. A buyer can scan them in seconds.

What to try

List the local incentives

1 Source Solar lists a forgivable loan for set Des Moines and Cedar Rapids neighborhoods. List the programs open in your own area.

See the original page

What the 6 winners do.

  1. Ask for one small thing first

    3 of 6

  2. Show a phone number in the header

    3 of 6

  3. Put the benefit in the headline

    4 of 6

  4. Show where you work

    3 of 6

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: cdlelectric.com

cdlelectric.com/solar

Solar landing page example from cdlelectric.com

The search: solar companies in america

Sponsored cdlelectric.com

Solar Power Solutions - Solar Company near you

  1. 1

    What it gets wrong

    Headline has no place name

    The ad said ‘Solar Company near you’. The headline says ‘SOLAR INSTALLATION & MAINTENANCE’ and has no town or state.

  2. 2

    What makes it work

    Worker in front of a solar array

    The hero photo shows a worker in a hard hat and red shirt at a ground array. A buyer sees the crew that does the job.

  3. 3

    What makes it work

    Two installers carrying a panel

    The photo shows two installers on a roof with a panel. It shows the crew at work.

  4. 4

    What makes it work

    Company history since 1964

    The page says ‘Since 1964, CDL has provided Railroad, Trade and Manufacturing’ services to 40,000 customers. A buyer weighing a solar panel warranty sees a firm that has lasted.

  5. 5

    What it gets wrong

    Review is about a generator

    The review on the page is for a ‘Generac generator’ install. A solar buyer finds no solar customer in the review.

What to try

Put the town in the headline

The headline says ‘SOLAR INSTALLATION & MAINTENANCE’ and has no place. Add your town or state to match an ad that says ‘near you’.

See the original page

The copy bank.

Headlines

Offers

  • “Save 30% below national average pricing”

    landing.energysage.com

  • “Get a FREE, no-obligation quote today.”

    1sourcesolar.com

  • “Lower the cost of your solar power system by up to 65% with State and Federal Incentives”

    rxsun.com

Promises

Next steps

3 pages that waste the click.

  1. A search for the company’s own name

    Software pricing page in a solar campaign

    The page lists Basic, Premium and Enterprise plans for design software. A homeowner shopping for panels finds subscription prices.

    • Wrong buyerThe top plan lists ‘Unlimited users’, which only a team needs.
    • Per-user pricesThe first numbers are $159 and $259 per user a month.
    • Jargon listBullets about LIDAR, APIs and ‘Dealer configurations’ fill the plans.

  2. utility companies houston tx

    Electricity plans page in a solar campaign

    The first screen lists three fixed-rate electricity plans. A visitor shopping for solar panels finds no solar offer there.

    • Wrong cityThe search was for Houston. The headline says ‘Power Up Your Dallas Home’.
    • Plan titles‘Come & Take It’, ‘Bigger Than Texas’ and ‘Inflation Fix’ are electricity plan titles.
    • Weather copy‘Dallas Weather & Your Energy Bill’ is a block about summer heat.

  3. A search for the company’s own name

    Business and farm page for a home search

    The headline says ‘Solar Energy for Businesses & Farms’. A homeowner searching for panels for a house reaches a commercial page.

    • Business goalThe first screen talks about ‘attract new customers’ for a business.
    • Commercial credit‘Commercial tax credits are still available’ is a deadline a homeowner can’t use.
    • Payback claim‘pay for itself in 5-10 years’ is a business payback figure.

What we learned.

  1. Start with one small ask

    Sunrun asks for a ZIP code and shows a Next button. EnergySage asks for a ZIP code beside its headline, a layout any landing page builder can copy.

  2. Say where you work

    EDGE lists Maryland, DC and Virginia under its headline. 1 Source a losing page lists Des Moines and Cedar Rapids, which suits a buyer typing ‘solar company near me’.

  3. Say what the call covers

    RxSun lists costs, incentives, rooftop design, equipment, financing and timelines above its buttons. A buyer, even one comparing solar panel manufacturers, knows what the visit covers before booking.

The bottom line

The solar pages here that win ask for one small thing first, such as a ZIP code, and keep a phone number in the header. The losers send solar clicks to software pricing, electricity plans and a business page.

Postclick is live

Now point this at your own solar page

Paste the URL your own ads point at. Postclick reads it the way we read these 22 pages, shows what is costing you calls and bookings and draws new versions to look at. Your first audit and two design directions are free.

Audit my solar landing page

No card required.

Visit the live page