The Solar Co
Case Study

Digital: Building an EEAT-Driven Solar Brand

We restructured The Solar Co’s digital presence around Google’s EEAT principles (Experience, Expertise, Authoritativeness, and Trustworthiness) — ensuring every touchpoint, from blog to local page, reflected real installation experience and customer credibility.

• Created 22 local landing pages optimised for both visibility and conversion.

• Expanded FAQs from 4 to 9 questions per page to directly answer user intent.

• Built a blog content strategy anchored in quality, not keyword density — avoiding “digital landfill.”

• Improved user experience and conversion flow, increasing quote enquiries from organic search.

• Integrated review management processes to keep GBP responses within 24 hours and maintain strong local trust signals.

Data: Turning Search and Lead Data into Insight

We separated Google Business Profile data from overall organic reporting to better understand the customer journey from discovery to quote. This revealed where high-quality leads originated and allowed us to:

• Attribute conversions more accurately across local and national campaigns.

• Identify which South-East regions (like Woolwich and West Wickham) were driving the highest intent searches.

• Use keyword-level insights from Semrush tracking to maintain dominance in #1 positions for local installer terms.

Partnerships: Powering High-Intent Lead Generation

We connected The Solar Co with The Energy Shop — integrating TSC’s quote engine into TES’s energy comparison journey.

This partnership delivered high-quality, bottom-of-funnel leads from users already searching for ways to reduce energy bills.
It marked a new phase in TSC’s growth — moving beyond traditional SEO into cross-platform demand generation.

• Created an Introducer Agreement to formalise the partnership and scale to new affiliates.

• Leveraged The Energy Shop’s 2M+ annual traffic to drive awareness and conversions for TSC.

• Developed a framework to roll this model out to other trusted partners within the Stonechat Network.

Platforms: Building the Foundations for Scale

Behind the scenes, we laid the groundwork for scalable content and lead delivery:

• Built dynamic location templates designed for mass rollout without compromising on quality.

• Integrated tracking systems across GBP, SEO, and lead gen to create unified reporting.

• Introduced structured data to support AI Overview inclusion and improve SERP coverage.

• Supported TSC’s own calculator and quoting platform with CRO testing to improve user flow and enquiry rate.

Conclusion

By activating every pillar of our DDPP framework, Stonechat Digital transformed The Solar Co from a regional installer into a nationally visible solar brand trusted by both consumers and media.

From top-tier PR coverage and AI Overview visibility to new lead pipelines via The Energy Shop, The Solar Co now stands as a benchmark for how quality, data, and partnerships can drive growth in the renewable energy sector.

Next step: expanding the partnership model to additional energy affiliates and scaling local dominance across every major South-East postcode.