A website for a solar company is an installer's site that tells a visitor within seconds which systems it fits (homes, businesses, battery storage), which areas it covers, which certifications it holds and how to ask for a quote starting from an energy bill. On the pages that 26 Google Maps listings of solar installers in Milan, Rome and Bari link to, none mentions the installer's legal qualification, and only 7 say which areas they cover (Visilay survey of Italian listings, 11 November 2026).
The demand is there. In the UK "solar panels" gets 74,000 searches a month, "solar battery storage" 4,400 and "solar panel installers near me" 2,900. A click on "solar panel quote" costs $28.44 on average (Google Ads UK, 12-month average, DataForSEO, 11 November 2026).
On the Italian sites we opened, three mistakes came up again and again:
- no service area: 19 sites out of 26 don't say which provinces or towns they install in;
- no credentials: zero sites out of 26 mention the installer qualification required by Italian law;
- the listing points somewhere else: in Milan, a listing with 77 reviews opens a "Coming Soon" page under another name, and one with 174 reviews opens the home page of a national energy supplier.
If most of my work comes from referrals, does the website really matter?
Yes. One site in the sample shows a 6.4 kWp system with 10 kWh of storage for €5,750 on its home page, and that is the figure your quote gets compared with.
For Valore Solare, which installs solar panels and battery storage for homes and businesses in Italy, a Google Ads account built from scratch brought 1,506 enquiries at €70.78 each on average. In the first month there were 9 enquiries at €212 each, and the account was counting 15,267 technical site events as conversions against 5,467 clicks.
For Sunscape, which develops solar and agrivoltaic plants, a site organised by region went from 1 to 38 keywords on page one out of 143 in six months. In both cases the work started from what counts as an enquiry and which page speaks to which customer.
Below you'll find what we found on 29 installer listings, what the site has to say about certification, the pages, the form, published prices and what an AI reads. Let's start with the data.
What we found on 29 solar installer listings (none says how the installer is qualified)
On 11 November 2026 we pulled from Google Maps (DataForSEO Business Listings) the 10 claimed listings with the most reviews and a website, within 15 km of the centre of Milan, Rome and Bari, with a primary category of solar energy company, solar photovoltaic power plant, solar energy system service or solar energy equipment supplier. We removed the GSE, the Italian state energy agency: 29 listings.
Three sites couldn't be read (server error, automated requests blocked, text only in JavaScript). We downloaded the 26 readable pages and checked them one by one.
| What we looked for on the landing page | Sites | Share |
|---|---|---|
| Systems for businesses, warehouses or farms | 23 of 26 | 88% |
| Maintenance, support or monitoring | 21 of 26 | 81% |
| Tap-to-call phone link | 20 of 26 | 77% |
| VAT number | 19 of 26 | 73% |
| Incentives or tax relief | 18 of 26 | 69% |
| Battery storage | 16 of 26 | 62% |
| System sizes in kW or kWp | 14 of 26 | 54% |
| Reviews or testimonials | 14 of 26 | 54% |
| Past installations or projects | 13 of 26 | 50% |
| Form in the page code | 12 of 26 | 46% |
| WhatsApp link | 12 of 26 | 46% |
| Finance, instalments or rental | 12 of 26 | 46% |
| Heat pumps | 9 of 26 | 35% |
| Areas, provinces or towns served | 7 of 26 | 27% |
| Savings calculator or simulator | 6 of 26 | 23% |
| Prices in euros for systems or services | 5 of 26 | 19% |
| Energy communities | 3 of 26 | 12% |
| Local business structured data | 2 of 26 | 8% |
| Installer qualification (DM 37/2008 or FER) | 0 of 26 | 0% |
| Built on WordPress | 15 of 26 | 58% |
In Bari, reviews disappear from the website. All 8 sites in Rome show them, 5 of 9 in Milan, 1 of 9 in Bari. Yet the map pack for "fotovoltaico roma" needed between 71 and 381 reviews, as we measured in our guide to SEO for solar companies.
A strong listing can lead to a site that isn't there. The Milan listing with 77 reviews links to a "Coming Soon" page with another business name on it. What to check on domains and renewals is in our guide to website security.
Does your website say where you install and how you're certified?
On 26 installer sites in Milan, Rome and Bari, 19 don't say which areas they cover and none states the installer's qualification. Let's check yours together: Google listing, home, business and battery pages, quote form and enquiry tracking.
Book a strategy callWhat a solar installer's website has to say (company details, certification, dated incentives)
In the UK, a limited company's website must show the company's registered number, registered office address, where it is registered and the fact that it is a limited company, as GOV.UK sets out. In Italy the equivalent rule is the VAT number on the home page under article 35 of DPR 633/1972. Certification isn't a website requirement, but it is the first thing a careful customer looks for.
In Italy solar falls under letter a) of DM 37/2008. Article 1 of the decree covers systems for the production, transformation, transport, distribution and use of electricity, and article 15 of Legislative Decree 28/2011 sets the professional qualification for installing solar photovoltaic and thermal systems on buildings. None of the 26 Italian sites mentions either.
In the UK the shorthand is MCS. MCS calls itself the UK's quality mark for small-scale renewables and runs a public "Find an Installer" search. In the UK results we read, one installer puts "MCS certified" in its snippet and a comparison guide ranks installers on MCS certification. One line is enough: certification and number, on the home page next to the phone number, NOT in the footer.
The incentives page goes out of date every January. 18 of the 26 Italian sites talk about incentives or tax relief. Italy's Agenzia delle Entrate states that for 2026 the renovation tax credit is 36%, 50% for a main home, on up to €96,000 per property, with different terms for 2027 (checked 11 November 2026). An undated incentives page is wrong by February, in any country.
The form collects bills and addresses, so it needs a privacy notice under the GDPR, or UK GDPR, reachable from the form.
The pages a solar company needs (homes, businesses and batteries are three different customers)
A solar company's website works with one page for each type of system you want to sell and one for each area you really cover, because that is how searches split. These are UK volumes measured on 11 November 2026:
| Search | Monthly searches (UK) | Average CPC (dollars) | Page that answers it |
|---|---|---|---|
| solar panels | 74,000 | $5.20 | Home |
| solar battery storage | 4,400 | $4.63 | Battery storage |
| solar panels cost | 3,600 | $6.68 | Prices |
| solar panel installers near me | 2,900 | $14.16 | Home and Google listing |
| solar panel quote | 1,000 | $28.44 | Quote request |
| commercial solar panels | 1,000 | $48.70 | Solar for business |
A business click costs more than a home click. In the UK "commercial solar panels" costs $48.70 a click against $5.20 for "solar panels"; in Italy the gap is $7.72 against $2.74. At Valore Solare homes and warehouses landed on the same page with the same ads: separating them was one of the four changes that took cost per enquiry from €212 to €49.
Battery storage deserves its own page. It's the job you sell to people who already have panels. 16 of the 26 Italian sites mention storage on the landing page.
Area pages only hold up if they say something true. Google's spam policies list as doorway abuse "having multiple domain names or pages targeted at specific regions or cities that funnel users to one page". A page about Bristol with the systems you fitted there holds up; thirty copies with the town name swapped don't. Valore Solare's campaigns exclude three regions where it doesn't install: the website should say the same, and the Google listing can too, with a service area.
Past installations are proof if they carry numbers. 14 of 26 sites quote sizes in kW or kWp and 13 have a projects section. A card for each job with town, size and first-year output beats ten photos of panels. Why the price page wins on page one is in the same guide to SEO for solar companies.
Form, calculator or phone? (an energy bill qualifies better than "contact us")
A solar company needs a form that asks for town, property type, energy bill and timing, plus a tap-to-call number. In the Italian sample the tap-to-call link is on 20 sites out of 26, a form in the page code on 12, a savings calculator on 6.
Name, email and message aren't enough for a quote. Without usage and location, sales calls back to ask the same things. If you have a calculator, its result should land in the form, already half filled in.
Measure enquiries, not visits. At Valore Solare, with 15,267 "conversions" on 5,467 clicks nobody could tell which page brought quotes. We counted only form, call and email as conversions, connected to the CRM. From 9 enquiries at €212 each in October 2025 the account reached 250 enquiries at €49 each in August 2026. Advertising is covered in our guide to Google Ads for solar companies, cost per lead in the one on lead generation for solar. If enquiries don't come, start from the guide to a website that doesn't generate leads.
How much a solar company website costs (published Italian price lists, 11 November 2026)
In Italy a website for a solar company costs from €750 for a single page to €2,500 and up for a professional site, according to the only sector-specific price list we found published. For comparison, price lists for electricians, the closest trade, start at €49 a month on subscription:
| Offer | What's included | Price |
|---|---|---|
| Websquare (Italy), one-page site for green energy | One page; for the sector it offers a quote builder or guided form, incentive pages and case studies with numbers | from €750 |
| Websquare, brochure site | Up to 5 pages | from €1,500 |
| Websquare, professional site | More pages and features | from €2,500 |
| ABCreate (Italy), site for electricians | Landing page with domain and hosting for the first year; multi-page brochure site | from €400; from €700 |
| SitoPro (Italy), plans for electricians | Subscription: Base, Premium, Pro (custom domain only on Pro) | €49, €69 or €99 a month |
A single page can't serve three customers and a projects archive. And a subscription is rent: €99 a month is €3,564 over three years, and if you stop paying, the address on your vans isn't yours.
The comparison by type of site and the three-year cost are in our guide to how much a website costs; the technical choices in the one on building an SEO-friendly website; electricians' sites, where many installers start, in the guide to the electrician's website. How we work is on our web development page.
Websites and AI answers: what ChatGPT reads when someone looks for a solar installer
ChatGPT, Gemini and Google's AI Overviews can name an installer when they find it clearly written, on the site and on the listing, who the business is, what it fits, where and with what numbers. On 11 November 2026 an AI Overview sat at the top of the Italian mobile results for "sito web fotovoltaico", and of the UK results for "solar installer website".
For Google that search means "find me a company". In Italy, below the AI Overview there was a map with four installers, a block of nine related company sites and the pages of E.ON and ENGIE. In the UK, the Energy Saving Trust, E.ON Next and directories such as TrustATrader. Among the related questions in the US: "How to get solar without getting scammed?".
We asked ChatGPT, in Italian, how an installer's website should look to bring in quotes. It recommends separate pages for homes, businesses and storage and a form that asks for the bill and the town. It cites ten sources: web agencies, consultants and installer software. Not one installer's site among them.
An AI can't read a photo of a roof. Areas covered, installed sizes and certification belong in the text, the same on the site and on the Google listing. We found local business structured data on 2 sites out of 26. For AI features in Search Google asks for no extra optimisation beyond SEO. How AI chooses which local businesses to name is in our guide to local AI visibility.
Frequently asked questions about solar company websites
Yes. GOV.UK says a limited company's website must show its registered number, registered office address, where it is registered and that it is a limited company. In our Italian sample the VAT number is missing on 7 sites out of 26.
It depends: no rule requires it on the site, but none of the 26 Italian sites we checked does it, so one line next to the phone number sets you apart. In the UK, MCS runs a public installer search.
It depends: for standard home system sizes, yes. "Solar panels cost" gets 3,600 UK searches a month, and only 5 of the 26 Italian sites show prices in euros.
It depends: only for areas where you really install, and only if the page shows jobs done there. Copies with the town name swapped are doorway pages for Google.
It depends on pages and features: the only sector-specific price list we found in Italy starts at €750 for one page, €1,500 for a brochure site and €2,500 for a professional site (11 November 2026).
Solar company website, in short (and the check to do today)
Certification and number on the home page, next to the phone.
One page for homes, one for businesses, one for battery storage.
Areas covered in writing, the same on the site and the listing.
A form that asks for the bill and the town, tracked as a conversion.
Incentives with a date and a source, updated every January.
The check to do today: open your Google listing on your phone and tap "Website". If your site opens, look for the number to call, the areas you cover and the line with your certification, scrolling no more than twice.
One last thing that agency pages about solar websites don't say: an installer's website should be written when nobody is searching. In the UK "solar panels" reached 110,000 searches in March and April 2026 and 40,500 in December 2025; in Italy "fotovoltaico" hit 74,000 in May and August 2026 and 22,200 in December and February. New pages, project cards and updated incentives go live in January: Google gets two months to read them before the phone starts ringing again.
