The main perspectives of a solar business are about speed, trust and focus. Yet the question may arise, how to start a solar business?
First, pick the model you can handle. Broker, reseller, affiliate, or direct installer. Each choice has its own cost and reward.
Next, fix the legal side. Get the right license. Add insurance. Use digital contracts to close faster and keep deals safe.
Then, develop your online base. Make the site fast. Show prices. Add reviews. Publish warranty terms. Local pages and small tools like calculators help buyers trust you.
I experienced this personally while working with a solar client. Their site had traffic but no calls. Prices were hidden. No reviews. No project proof.
So, we added clear pricing, project photos and finance options. Within months, inquiries doubled and installs grew. That experience showed me what works.
How to Start a Solar Business
Start your solar business by tapping into green energy, rising market demand, and smart investments for long-term growth.
Set Strong Foundations
How to choose a business model: broker, reseller, affiliate, or direct installer. Let’s go through the activities:
Broker. You match leads to vetted installers. You earn a fee per signed contract. You avoid trucks, crews and stock.
You live on reputation and volume. Check local rules on referral fees. Use written installer agreements. Include service levels and response times. NREL
Reseller. You sell systems from suppliers. A subcontractor installs. You hold the contract with the homeowner.
You manage finance, warranties and support. You keep the margin but carry more risk. Use supplier quality clauses and delivery SLAs. NREL
Affiliate. You publish content and route clicks. You earn commission per sale or qualified lead.
You must label ads and relationships clearly in the U.S. and the U.K. Use plain disclosures at the top of pages and near links. Federal Trade Commission
Direct installer. You hold licenses. You design, permit and install. You carry crews, vehicles and insurance.
You capture most margin but also most duty. Use design and permitting software to cut cycle time. NREL
Legal and compliance essentials
Licenses. Most U.S. states require an electrical or speciality solar license for installs. Interconnection rules also apply. Check utility and city timelines before you sell dates. NREL
Certifications (U.S.). NABCEP adds trust on sales pages and RFPs. NABCEP allows a “Board Eligible” path after 58 hours of training and passing the exam, before full experience is logged. Use this to ramp talent faster. NABCEP
Certifications (U.K.). Use the MCS Installer Scheme. New 2025 documents tighten consumer protection and monitoring. You must follow the MCS PV standard (MIS 3002) and the new Installer Operating Requirements. MCS Certified
Consumer protection (U.K.). MCS is adding central complaints handling and a risk-based audit model in 2025. Many installers must still provide an Insurance Backed Guarantee (IBG) per job. State this in contracts and quotes. MCS Certified
E-sign contracts (U.S.). ESIGN gives e-signatures the same legal force as ink. Use a platform with audit trails and identity checks. Adobe Help Center
E-sign contracts (U.K.). Qualified Electronic Signatures (QES) now work for Land Registry filings. Use QES for high-value works and property documents. GOV.UK
How much capital is really needed to start online?
Shrink soft costs with instant permitting where available (SolarAPP+). Faster permits mean lower cancellations and lower overhead. Some sources in recent cite ~$1/W potential savings from automated permitting. Use it in your pricing model. (NREL+1)
Affiliate. Content site + reviews + email tools. Expect a lean stack. Domain, CMS, tracking and basic legal.
You can start with under a few thousand dollars. You spend on content and ads, not on gear. Disclose commissions.
Broker. Plan for lead gen, CRM, e-sign and design audits. Add budget for installer vetting and customer service.
Software-first keeps it light. The biggest line item is marketing. Use NREL templates for standard contracts to save legal spend.
Reseller. Add working capital for deposits to suppliers. Add a buffer for cancellations and change orders. You still avoid trucks if you subcontract installs.
Direct installer (small crew). Tools, ladders, meters, PPE and one service vehicle. Training and exam fees. First month payroll. Insurance down payments.
Many owner-operators in the U.S. quote five-figure set-ups before vehicles and stock; exact totals vary by state, gear and crew size. Use trusted cost studies to target soft-cost cuts instead of buying more kit.
Insurance and risk management for a digital-first solar company
Core policies (U.S.). General liability, workers’ comp, commercial auto, inland marine (tools) and umbrella. Many carriers also offer E&O and cyber. Clients often require GL and COI on file before site work. Travelers
Core policies (U.K.). Public liability, employers’ liability, professional indemnity and tool cover. Provide an IBG for domestic jobs under MCS/consumer codes. Show IBG terms in your quote pack. hiesscheme.org.uk
Practical setup. Ask for certificates listing each subcontractor. Require limits in subcontractor contracts. Capture e-sign insurance clauses. Add auto requirements for any crew vehicle. Travelers
Why it matters online. Most disputes come from scope, delays, or roof damage. Clear SOW, photo logs and e-sign checklists reduce claims. Use design software and standard forms to cut errors. Aurora Solar
What niche fits your resources and skills best?
Low capital, high content? Start as an affiliate. Cover pricing, financing and permits for U.S. and U.K. regions. Disclose relationships. Track conversions.
Sales-led, no trucks? Start as a broker. Build a vetting framework. Publish service levels. Use instant quotes and calendar links.
Brand + supply deals? Become a reseller. Lock pricing with two or three distributors. Protect delivery dates with penalties.
Hands-on and licensed? Go direct installer. Win on local search permits speed and neat craft. Offer storage options and clear timelines. Use SolarAPP+ where allowed to cut cycle time.
Expert Thought
“We’re raising standards and focusing on outcomes for consumers. The redeveloped scheme makes expectations clearer and strengthens accountability.” — Ian Rippin, CEO, MCS. HPM Magazine+1
“Automated permitting can remove about $1 per watt in costs on typical rooftop projects.” — SolarAPP Foundation. solarpowerworldonline.com
Case study (contracting model + online stack)
Otovo — Online marketplace and installer network (otovo.com)
Otovo sells solar and batteries online across Europe, including the U.K.
The platform matches a homeowner to multiple local installers. Otovo reports unit sales up 34% in Q1 2025 vs. Q4 2024 after a slow 2024.
The partner page shows 980+ installer companies on the network. The marketplace model shifts capex from trucks to software, vetting and service SLAs. That fits brokers and resellers who want scale without crews.
Why should You Build an Online Presence That Converts
You win trust, traffic and leads with clear pages, fast sites and proof. Keep it simple. Keep it verified.
Website as your digital shop: what must it include to gain trust?
Fast pages. Hit Core Web Vitals: LCP ≤2.5s, INP ≤200ms, CLS ≤0.1. INP replaced FID, so fix the input delay first.
Visible contact + service area. Show phone, email, map, hours and cities you serve. Add LocalBusiness and Organization schema. Test it.
Clear pricing signals. Publish $/W bands, sample system totals and what affects price. Add Review snippet schema where you host first-party reviews.
Trust badges that matter. Add license numbers, NABCEP/MCS mentions and warranty terms on the page. Keep it human and specific. Use Google’s people-first guidance as your writing rule.
Proof and safety. SSL (HTTPS), privacy policy, finance disclosures and e-sign terms. This reduces form drop-off and meets U.S./U.K. norms.
Zero-friction actions. Put “Get estimate,” “Book roof check,” and “See financing” above the fold. Keep forms short.
SEO for solar businesses: keywords, location targeting, content strategy
Target how people search
Build pages for “solar panels [city]”, “battery install [city]”, “commercial solar [city]”. Use the LocalBusiness schema and a Service Areas block on each location page.
Earn the local pack
Fresh reviews and fast owner responses correlate with better local visibility. Ask, reply and show ranges on-page.
Write for people and AI
Use short answers, tables and FAQs that engines can cite. Follow Google’s people-first content page. Update after core updates.
Cover the full topic
Add pages for roof readiness, interconnection steps, battery attachment and O&M. Cite sources in-line. Link to spec sheets and warranties. (AI features surface concise, sourced facts.)
Performance first
Improve INP, compress images and lazy-load embeds. Rankings tie-break on experience when content is close.
Social media positioning
LinkedIn (B2B). Decision-makers live here.LinkedIn is the most-used video platform among marketers after years of YouTube dominance, so post short video explainers and carousels with specs and ROI.
Instagram (awareness). Instagram reached 3B monthly users in Sept 2025. Reels dominate attention and ad spend. Use 15–30s clips: roof checks, before/after bills, battery myths.
YouTube (education). Host longer walk-throughs: quotes, timelines, shade studies, inverter swaps. Pair each video with a matching blog page for SEO. (Video remains a core channel.)
Paid ads vs. organic reach: when to invest in each
Use paid when you need the pipeline now. Home-services CPCs stay high in 2025; plan bids and tight geos. Match each ad to a city page with the same promise.
Guard your CAC. Benchmarks show rising CPC and mixed conversion rates. Keep budgets on service-intent terms and brand terms. Pause vanity clicks.
Compound with organic. Publish people-first pages and videos weekly. Most clicks still go to local + organic on mixed SERPs.
Always fix speed and message match. Faster landing pages and consistent copy lift ad conversion more than extra spend.
Content ideas that turn visitors into leads
Instant quote flow. Form + roof image + bill upload. Return a price band and timeline. (Keep it honest on contingencies.)
Payback calculator. Simple inputs. Monthly bill, roof azimuth, battery add-on. Show 10-year cash flow and warranty milestones.
Local “how it works.” One page per utility with steps, fees and typical days to PTO.
Spec tables. Panels, inverters, batteries with real numbers and warranty years.
Short case studies. One photo, one quote, one number that matters.
Rich results ready. Add Review, Product and Event schema where relevant (open houses, webinars). Test with Google’s tools.
Case study (digital presence → higher conversions)
Project Solar UK — nationwide installer (projectsolaruk.com).
What they changed: focused regional media, plus a tighter web funnel and tracking.
Result: 26% lift in sales conversion rate in a crowded market after campaign changes; conversion lift tied to clearer messaging and demand capture.
Partnerships and Digital Supply Chains
You grow faster with trusted suppliers and clear partner terms. Keep checks tight. Keep money terms simple. Protect the brand at every hand-off.
Find trustworthy solar suppliers: how to verify quality remotely
Be prepared for the following activities to do this:
1 . Ask for UL/IEC test reports. Check UL 61730 for safety. Check IEC/UL 61215 for performance. Reports must show the exact model and BOM.
2 . Use independent stress tests. Look at the PVEL 2025 PV Module Reliability Scorecard. Search for Top Performer marks in hail, mechanical stress, PID and LID/LETID.
3 . Request third-party audits. Ask for factory witness reports from groups like Kiwa PI Berlin. This stops cherry-picked samples.
4 . Keep a traceability chain. Map each step: polysilicon → ingot → wafer → cell → module. Use SEIA’s Supply Chain Traceability standard. This aligns with UFLPA rules. Save serial logs and chain-of-custody docs.
5 . Check bankability signs. See if the brand appears in BNEF Tier-1 or other finance listings. Use it as one signal, not proof.
6 . Confirm warranty and service terms. Get PDF copies. Note RMA steps and swap timelines. Lock in DOA swap terms before payment.
What are the structural partnerships?
Revenue share. Pass a qualified lead. Get a fixed fee or a percentage at NTP or PTO. Add caps and claw-backs for cancellations. Write a 12-month non-circumvent clause.
Dropshipping. You sell. Distributor ships direct. Lock prices for set periods. Add SLA credits for delays or damage. Choose distributors with 24/7 portals and live stock feeds.
White-label. You brand the portal. Partner does the install. Be clear who answers service calls and who owns the warranty.
Add a QA appendix. List test criteria, pallet rules and photo checks. Tie payments to proof of these steps.
How to Collaborate with installers, engineers, or local contractors
Join OEM networks. Example: the Enphase Installer Network. It offers training, tools and lead referrals.
Use distributor engineers. Many distributors in the U.S. and U.K. now draft plan sets, review stringing and supply BOM kits. Some even have full engineering teams.
Keep field work consistent. One scope of work. One set of photos. One commissioning sheet. One RMA path.
Set geo rules. Assign clear zip or postcode ranges. This avoids partner conflict and wasted ad spend.
How to Build referral networks and joint ventures online
Join city group-buy programs. Example: Solar Together. It worked with 200+ councils. Installed 276,000 panels. Delivered major CO₂ savings.
Form dual offers with OEMs. Co-market panels, batteries, or EV chargers. Link their locator to your booking page.
Build B2B alliances. Work with roofers, facilities firms, or retail groups. Share a revenue share and use one CRM lane.
Publish referral rules. Pay on clear stage gates: survey booked, NTP, PTO. Show timelines. Audit the lead source.
How do partnerships reduce startup risks?
Partners cut capital needs. You use their stock, trucks and staff.
Partners cut cycle time. Pre-tested modules and trained crews shorten installs.
Partners cut compliance risk. Traceability docs, UL/IEC files and BOM audits protect against customs issues.
Partners raise close rates. Network badges and council links build trust on ads and local pages.
Case study: Lidl GB × Segen × Square 4 Solar
Websites: segen.co.uk
What they did: Distributor Segen handled modules and logistics. Square 4 Solar is installed across Lidl supermarkets.
What happened: Over 20,000 panels were installed at more than 60 stores in England, Scotland and Wales. Reported by Solar Energy UK.
Why it is important: The Retailer did not carry stock or crews. The distributor and installer ran the supply chain. The model shows how a new entrant can scale with strong partners and clear terms.
Why is Online the New Frontier for Solar Business?
More people search online before speaking to an installer. They use Google, Bing and AI chat tools to ask about cost, payback and incentives.
Chrome now has Gemini built in, so the browser itself is a research hub.
Global clean energy investment is set to reach $3.3 trillion. Solar takes the largest share at $2.2 trillion.
That means more traffic, more ads and more competition online. If you don’t show up with useful facts and clear pricing, buyers skip you.
Shifts in consumer behaviour: buyers research and purchase services online
Homeowners check reviews and trust ratings before making contact. They expect to see prices upfront, not after a call.
EnergySage data shows residential solar prices dropped to record lows in late 2024. Early 2025 has been uneven but buyers still compare quotes.
Buyers want add-ons like storage and EV charging listed with costs.
B2B buyers also begin online. Reports show long and complex buying cycles frustrate them.
If your site has spec sheets, ROI examples and demo booking, you cut that friction.
Identify where the demand lies
Homeowners: In the U.S., millions of quotes flow through platforms like EnergySage. Costs dropped and batteries are now common in quotes.
Europe’s Solar Rooftop Standard begins in 2027 and will cover new builds and upgrades through 2031.
Businesses: U.S. commercial installations hit a record in 2024.
Companies like warehouses, retailers and schools are active buyers. They want clear financing and power savings data.
Governments: The EU mandates rooftop systems in public projects.
This opens demand for installers who can handle paperwork and provide complete proposals.
Choose your lane
Online sales: Sell solar kits or system bundles directly online. Offer finance checks and transparent shipping or installer handoff. Show total costs in simple tables. AI prefers structured data for answers.
Consulting: Act as a trusted advisor. Compare products, finance and warranties. EnergySage has shown that neutral advice with multiple quotes attracts homeowners.
Full installation services: Use local SEO to appear in “near me” searches. Publish step-by-step guides for permits, grid connections and inspections. Customers complain most about delays, so show your timelines clearly.
Perceive global vs. local opportunities
United States: Incentives vary state by state. Federal credits exist, but local rebates often close the deal. Linking your website to DSIRE and updating pages builds trust.
Europe: The rooftop rule guarantees steady growth from 2027. Build content for new builds, renovations and apartments. Contractors who prepare now will benefit first.
Case Study: EnergySage (energysage.com)
EnergySage runs a solar marketplace online. Homeowners compare installer quotes in one place.
The site worked with SGE Solar to expand reach. This raised trust and gave clear pricing.
Average costs dropped about 20%. Installers received steady, qualified leads. The case shows how comparison with data cuts costs and speeds adoption. Read the case study PDF
What are The Challenges to Start a Solar Business
Solar firms face rising noise, trust gaps, fast tech and complex installs. But do not worry. Of course, each has a fix. Short, sharp moves keep your business alright. Still, let’s discuss what issues may arise:
Rising competition online
Europe expands under rooftop laws. Competition online is heavy. CPC for home services keeps rising. Generic ads and broad SEO pages now get buried.
Fix: Pick a small lane. Focus on one group—high-income homes, commercial rooftops, or local tenders. Build service pages only for that group. Add maps, permits and local proof. This sharp focus cuts costs and lifts conversions.
Trust gap in digital sales
Homeowners want upfront quotes before they share data.
Fix: Publish $/W ranges and sample system totals. Add warranty PDFs. Show your insurer or IBG provider in the U.K.
Mark up reviews with schema so stars show in results. Fresh reviews each month raise rank.
Offer guarantees people care about—timelines, workmanship and service cover.
Tech changes fast
Panels now hit 24%+ efficiency. Batteries use new chemistries. Design software uses AI.
Fix: Train teams every quarter. Use NABCEP or MCS updates.
Publish a “What’s new this year” page. Keep it fresh so AI results can cite it.
Host webinars on new modules, inverters and finance. Post the replay on YouTube for search.
Logistics and installation coordination
Most delays come from permits and poor scheduling. Digital PM cut install times by 15–20% in U.S. projects.
Fix: Use solar-focused tools like Aurora, Scoop, or SolarNexus.
Track each stage: site survey, permit, install, inspection, PTO.
Ask crews to upload photos and sign checklists.
Give clients portal access to track progress. This cuts calls and disputes.
Future-proofing
EV charger installs rise in U.S. and U.K. new homes.
Fix: Add a battery page with clear prices and warranty terms. Add EV charging with utility incentives.
Bundle solar + storage + EV. Show a 10-year chart of costs and savings.
Expand into smart home: load-shifting, demand response, connected thermostats.
Expert Opinion
“Solar keeps setting records. But firms that package storage and electrification lead the market.” — Abigail Ross Hopper, SEIA,
“Digital tools now decide project speed and customer trust.” — Aurora Solar note
Case study: Sunrun (sunrun.com)
Sunrun grew beyond panels into storage and EV chargers. They rolled out Brightbox storage and linked it to grid services.
What happened: By mid-2025, 35%+ of new Sunrun customers added storage. They also signed deals with utilities to use these batteries for grid support.
Bundling solar with storage and EV protects margins. It also meets new buyer demand. Sunrun proves diversification is now a survival move, not an option.
Conclusion
Starting a solar business is like launching a stock that never stops trading. Panels are the assets, partners are the equity and customers are the dividends. Growth comes when the books stay transparent and the deals stay fast. In this market, sunlight is profit and those who act with clarity write the strongest balance sheet.
FAQ
Do I need industry experience to start a solar business?
No. Many start with sales or marketing backgrounds. You can partner with certified installers and suppliers while you learn the technical side.
What is the first step before registering a solar business?
Research the demand in your target city or region. Check how many households or businesses are adopting solar each year.
Can I run a solar business fully online without a physical office?
Yes. Many operate remotely with digital tools, using local contractors for site work.
How do I decide if I should target residential or commercial projects?
Review average system sizes in your area. Residential is smaller but has a higher volume. Commercial is larger with fewer clients but longer sales cycles.
Do I need to import panels or can I work with local stock?
Both options exist. Many distributors already stock panels, inverters and batteries in the U.S. and U.K. Importing adds cost and compliance steps.
What type of team do I need at the start?
At minimum: a sales lead, a finance/admin role and access to certified installers. You can outsource marketing and design in the early stage.
How do I find the best financing options for clients?
Contact banks and clean-energy lenders in your region. Many now have solar-specific loan or lease products.
Can a solar business be combined with other green services?
Yes. Many bundle energy audits, insulation upgrades, or heat pump installs with solar packages.
What kind of training improves credibility when starting?
Short certification courses in sales, project management, or energy efficiency add trust even if you’re not the installer.
How long does it take to close the first solar project after launch?
It varies, but many report 2–4 months from the first lead to the first completed installation.