Reduce perceived risk
Specific accounts of survey, installation, handover and aftercare give a future customer a more rounded picture than a star average alone.
Review growth guide
Review Marketing for Solar Installers: A Practical UK Guide
A practical UK guide for solar installers who want to collect genuine customer reviews, use them responsibly and build stronger local trust.
UK solar installer guide
Turn completed solar projects into proof that helps homeowners choose with confidence
Review marketing for solar installers is not about chasing five-star ratings or asking only your happiest customers for public praise. It is a repeatable way to request honest feedback after each completed job, respond well when something goes wrong, and use genuine customer experiences to make a high-consideration purchase feel less risky.
A solar PV system, battery or EV charger installation can involve a substantial household decision, roof work, electrical work, scaffolding, paperwork and long-term expectations about generation and savings. Prospective customers therefore look for evidence that an installer communicates clearly, arrives when promised, leaves the site tidy and remains helpful after commissioning. A well-run review process makes that evidence easier to find.
Why reviews matter especially in the solar market
Homeowners are rarely choosing a solar installer on price alone. They are assessing whether the survey was credible, whether the proposed system suits their home, whether the installation team can be trusted inside and around the property, and what will happen if they need help later. Reviews cannot replace technical credentials, a clear quotation or a suitable design. They can, however, show how your business behaves throughout the customer journey.
They can also support discoverability. Google says local results are principally based on relevance, distance and prominence; it notes that a greater number of reviews and positive ratings can help local ranking. That is helpful context, not a promise that reviews will put a business in a particular map position. Accurate profile information, proximity to the searcher, competition and wider web signals still matter. Google’s guidance on improving local ranking explains the distinction. Tips to improve your local ranking on Google
Improve local confidence
A steady stream of genuine, recent feedback helps your Google Business Profile and website look current when someone compares nearby installers.
Find operational gaps
Repeated mentions of delayed scaffolding, unclear export paperwork or excellent electricians identify where your process needs attention and where your team deserves recognition.
The core rule
Ask for an honest review from every suitable completed customer on the same documented trigger. Do not use a satisfaction score to decide who receives the public review link. A fair system is more credible, more sustainable and less likely to breach platform rules.
Build the trust foundations before asking for a review
Review volume amplifies what customers already experience. Before launching a campaign, make sure the information and handover behind your marketing are strong enough to deserve repeatable feedback.
Make your Google Business Profile accurate for a service business
Many solar firms work from an office, unit or home base but carry out the work at customers’ properties. If customers do not visit your address, Google’s guidance says you should hide it and set a genuine service area instead. Service-area businesses should have one profile for the overall area they serve, rather than profiles created for every town. Google allows up to 20 named service areas and advises keeping the overall boundary to roughly two hours’ driving time from the base. Read Google’s service-area business guidance. Google Business Profile guidance
Use your real trading name, a suitable primary category and only services you genuinely provide, such as solar PV installation, battery storage, EV chargepoint installation or maintenance where applicable. Keep hours, telephone number, website and coverage current. Do not add town names, claims such as “No.1”, or marketing slogans to the business name: Google requires the profile to reflect the business as it is known in the real world. Google’s business representation guidelines set out these requirements. Google Business Profile guidance
For a fuller profile audit, use this guide to Google Business Profile optimisation alongside your review programme.
Create a simple project-proof folder
For each completed installation, save the information that lets you follow up professionally and, where permission is available, later turn a review into a useful case study:
- Customer name, preferred contact channel and any communication preferences.
- Completion and commissioning date, plus a job reference.
- Broad project type: solar PV, battery, EV charger, repair or maintenance.
- Town or county only if it is appropriate to use publicly; never publish a full address without clear permission.
- Survey notes, agreed scope, handover confirmation and any open snagging items.
- Permission records for photographs, video, named testimonials and website use.
This is not bureaucracy for its own sake. It helps the office team avoid asking for a review before a snag is resolved, lets you investigate feedback quickly, and provides an evidence trail if you later quote a customer in an advert or on your website.
Make the handover review-worthy
Solar customers often judge the installation by the moments after the panels are fitted. Build a close-out checklist that covers system operation, app access where relevant, isolation and safety information, warranty documentation, next steps for export arrangements, removal of waste and scaffolding, and the route for aftercare. Domestic MCS installers must also belong to an approved consumer code; Ofgem explains the role of these codes and where consumers can check an installer’s membership. Ofgem’s consumer advice for renewable installations provides the current overview. Consumer Advice
Create a review request system that fits the solar customer journey
The right time is when the customer has seen the finished work and knows how to get help, but the job is still fresh in their mind. For most installers, that means making the request part of close-out rather than leaving it to a random marketing push months later.
| Customer moment | What your team should do | What to avoid |
|---|---|---|
| Installation day or handover | Confirm that the customer knows how the system works, has a contact route and has raised any immediate concerns. | Putting a phone or tablet in front of them and pressuring them to post a review while the team is on site. |
| About 3–7 days after completion | Send one short, personalised request with your direct Google review link. Ask for an honest account of their experience. | Suggesting a star rating, supplying wording or asking them to mention a particular engineer. |
| One polite follow-up | If no review has been left, send a single reminder after a reasonable interval. Stop after that unless the customer initiates contact. | Repeated chasing, sending a sequence of texts, or coupling the request with an offer, gift or discount. |
| Early aftercare check | Ask whether the customer has any questions about monitoring, documentation or a practical issue. Record recurring queries for team training. | Turning a support call into a demand for a revised review. |
Google permits businesses to share a review link or QR code, but customers must be signed in to a Google Account to post. It also says the review must reflect a genuine experience. Google’s review-request guidance is useful for creating the link and setting expectations with staff. Tips to get more reviews
Set an objective eligibility rule
A practical rule might be: “Every domestic customer whose solar, battery or EV charger project reaches our completion and handover stage receives the same review request, subject to their recorded contact preferences.” The key is that eligibility is based on a job milestone, not whether an engineer thinks the customer is pleased.
If a customer has a live issue, resolve it promptly and communicate clearly. Do not offer compensation, a free extra or a discount in return for removing, changing or improving a review. Do not run a private survey that directs only happy respondents to Google while dissatisfied respondents are silently diverted elsewhere. Google expressly prohibits incentives, review gating and selective requests for positive reviews. Google’s policy on fake, biased and manipulated reviews sets this out. Prohibited and restricted content: Fake and misleading reviews
Give the office and installation teams one clear script
Installers should introduce the possibility of feedback without asking for it face-to-face under pressure. For example: “You’ll receive a short follow-up from the office once you have had a few days with the system. We welcome honest feedback because it helps us improve.” The office then owns the actual request and any responses.
Email or SMS review-request template
Hello [First name], thank you for choosing [Business name] for your [solar PV/battery/EV charger] installation. We hope the handover has made the next steps clear.
Would you be willing to leave an honest Google review about your experience? Your feedback helps local homeowners understand what it is like to work with us.
If you have any questions or there is anything we need to put right, please reply here or call [telephone number] so we can help.
Data protection note: the legal treatment of a review request can depend on its wording, purpose and the channel used. The ICO defines direct marketing broadly and places specific restrictions on unsolicited electronic marketing. Make sure your privacy information, contact preferences, suppression process and any reliance on consent or the soft opt-in are appropriate to your circumstances; obtain specialist advice if you are unsure. ICO guidance on electronic marketing is a sensible starting point. Electronic and telephone marketing
Keep review marketing legal, fair and credible
Review practices sit at the intersection of platform rules, consumer protection, advertising and data protection. A small installer does not need a complicated compliance department, but it does need a written process and a team that understands the red lines.
Never buy, manufacture or selectively engineer reviews
Since 6 April 2025, the unfair commercial practices provisions of the Digital Markets, Competition and Consumers Act 2024 include a banned practice relating to fake consumer reviews and concealed incentivised reviews. The CMA’s detailed guidance is particularly relevant if you publish reviews on your own website, work with an agency, or run referral and reward schemes. Read the CMA’s fake reviews guidance. Fake reviews guidance
Do
- Invite honest feedback without requesting a particular rating or wording.
- Use the same request trigger for completed jobs, rather than customer sentiment.
- Keep a record of the source and date of a testimonial used in marketing.
- Respond politely, especially where a review reveals a genuine concern.
- Give customers a real route to aftercare and complaints handling.
Don’t
- Offer cash, vouchers, upgrades, charity donations or prize-draw entries in exchange for a review.
- Ask staff, family, suppliers or subcontractors to pose as customers.
- Tell customers to leave a five-star review or provide a copy-and-paste script.
- Ask for a review revision in return for resolving a legitimate issue.
- Publish an edited customer quote as though it were their exact review.
Be careful when reusing solar reviews in adverts
A Google review may be public, but that does not automatically make it suitable to turn into a website hero quote, social advert or printed leaflet. Ask permission for the new use, retain evidence that the testimonial is genuine, and avoid identifying details beyond what the customer has agreed to share. The ASA and CAP say marketers must hold documentary evidence that testimonials used in marketing are genuine, and factual claims within them must not mislead. CAP guidance on testimonials and endorsements explains the standard. Testimonials and endorsements
This matters acutely for energy-bill and generation statements. “The team were punctual and tidy” is a personal opinion. “Our bills fell by £1,800 in year one” is likely to be understood as an objective savings claim. Do not treat one household’s experience as proof of what every customer can expect; hold appropriate evidence and present material assumptions and qualifications clearly. CAP notes that testimonials do not, by themselves, substantiate objective claims. CAP guidance on claims in testimonials explains why. Claims in testimonials and endorsements
Use reviews across the buying journey, not just on Google
The best review marketing makes it easier for a homeowner to take the next sensible step: check credentials, understand the survey process, compare suitable options and request a quotation. It does not turn every page into a wall of anonymous praise.
On your website
- Create a small, clearly labelled customer-stories section grouped by useful project types: solar-only, solar plus battery, EV charger, commercial roof or aftercare.
- Place a short, permissioned quote near the relevant service page, with the project type and broad location where consent permits.
- Link a review to its original platform where possible rather than rewriting it. Keep the quote faithful to what was said.
- Pair experience-based feedback with practical proof: survey process, products offered, insurance-backed warranties where applicable, accreditation details and aftercare route.
A domestic installer in Bristol might show a short story about planning around scaffolding access and a customer’s explanation of the handover. A commercial installer in Leeds may instead emphasise site coordination, safe working and communication with the facilities manager. The common principle is specificity: show the type of work and service experience without claiming universal savings or outcomes.
In estimates and follow-up
Use one or two relevant, genuine comments near the explanation of your process, not as a substitute for a clear design, price, assumptions or terms. A homeowner should still be able to understand the proposed system without being persuaded by a testimonial. This approach also helps sales staff use reviews as reassurance rather than as pressure.
On your Google Business Profile and local pages
Replying to reviews shows prospective customers that the business is present. Add fresh, consented project photos that demonstrate tidy work, safe access and finished systems, but never include house numbers, vehicle registration plates, monitoring-app screenshots or other personal information without permission. For the wider visibility work that supports your profile, see this practical local SEO guide for UK businesses.
Respond to reviews in a way that protects customer privacy
Your reply is part of the public record. Google notes that review replies are public and that the reviewer is notified, so write each response with future customers in mind as well as the person who posted it. Google’s guidance on managing customer reviews covers replying and reporting. Google Business Profile guidance
Positive review response
“Thank you for taking the time to share this. We are pleased that the installation and handover were clear, and we will pass your kind comments to the team. If you need help as you get used to the system, please contact us.”
Critical review response
“Thank you for bringing this to our attention. We are sorry to hear that your experience has not met the standard we aim for. We would like to look into this properly; please contact [name or team] on [telephone number/email] with your job reference so we can help.”
Do not reveal account details, property information, payment history, technical diagnoses or the customer’s full name in a public reply. Do not accuse a reviewer of lying in the heat of the moment. If the review breaches Google policy — for example, it is clearly from a competitor, contains personal information, is off-topic or includes abusive content — preserve evidence and use the reporting route. A negative review that is relevant and honestly expresses dissatisfaction is not automatically removable.
1
Acknowledge quickly and calmly
Thank the reviewer, recognise the concern and avoid debating facts in public. A same- or next-working-day acknowledgement is a sensible internal service target, not a platform requirement.
2
Investigate through your job record
Check survey notes, installation records, photos, calls, handover and any subcontractor involvement. Give one person ownership of the response.
3
Resolve the issue on its merits
Offer the remedy that is appropriate under the contract and your complaints process. Once resolved, you may thank the customer for the opportunity to put things right, but never make the solution conditional on an amended review.
Measure whether the process is healthy
A review programme should be measured like an operating process, not a vanity project. The goal is consistent, authentic feedback and faster learning — not an artificial target that encourages staff to bend the rules.
Eligible completed jobs
How many jobs reached the normal request trigger this month?
Requests delivered
How many customers actually received the invitation through an appropriate channel?
Reviews received
Track count, recency, rating and useful written detail, not rating alone.
Reply discipline
Monitor percentage replied to and typical time to first response for critical feedback.
Review request completion rate = reviews received from invited customers ÷ delivered review requests × 100
Use this as a process indicator. If it falls, check whether staff are completing handovers, whether the link works, whether messages are reaching customers and whether the timing still feels appropriate.
Also code recurring themes in a simple monthly sheet: communication, survey clarity, installation quality, tidiness, punctuality, paperwork, app support, scaffolding and aftercare. A pattern of three or four similar comments deserves a process review even if the star rating remains high.
A 90-day action plan for a solar installer
Days 1–14
Set the rules and repair the basics
Audit your Google Business Profile, confirm service areas and ownership access, generate the review link, write the review policy and agree the completed-job trigger. Check the handover pack, aftercare contact route and complaints process before any requests are sent.
Days 15–45
Pilot with every new completed project
Train office and field staff on the same neutral script. Send the request and one reminder through the agreed process. Review replies twice each week and log feedback themes without filtering invitations by sentiment.
Days 46–90
Improve and reuse responsibly
Fix the most common operational issue, obtain permission for a handful of representative customer stories, and add those stories to the relevant service pages. Review request delivery, response times and recent-review flow monthly.
If the team lacks time to administer requests, reminders, responses and reporting consistently, a fully managed review programme can be a practical next step. Firms that want to retain day-to-day control can instead consider DIY review management software. In either model, the non-negotiables remain the same: genuine experience, fair invitations, careful responses and reliable follow-through.
Start with consistency, not a big campaign
Choose one completed-job trigger, one honest request template and one person responsible for checking feedback. Then make the handover, aftercare and complaint process worthy of the reviews you hope to receive. A steady record of specific, genuine customer experiences is more valuable than a short-lived burst of ratings.
Frequently asked questions
Can solar installers ask customers for Google reviews?
Yes. Google allows businesses to ask customers to leave reviews by sharing a review link or QR code, provided the review reflects a genuine experience. Ask for honest feedback and do not request a particular rating or wording.
Can we offer a gift card or discount for a solar installation review?
No. Google prohibits incentives such as payment, discounts, free goods or services in exchange for reviews, review changes or review removals. Concealed incentivised reviews also raise consumer-protection concerns in the UK.
What is the best time to ask for a solar panel installation review?
Usually shortly after completion and handover, once the customer has had a few days to raise immediate questions. The exact timing matters less than using a consistent trigger after every suitable completed job.
Should we only ask satisfied solar customers for reviews?
No. Selectively requesting reviews only from customers who appear happy is review gating and conflicts with Google’s policy. Use an objective completion-based trigger rather than a satisfaction score.
Can a solar installer show Google reviews on its website?
You can use genuine customer feedback responsibly, but obtain permission for the new marketing use, keep a record that the quote is genuine and do not materially edit it. Any factual claims in a testimonial, including savings claims, need suitable evidence.
Do Google reviews guarantee better local rankings for solar installers?
No. Google says reviews and positive ratings can help local ranking, but local results also depend on relevance, distance and prominence. No business can buy or request a guaranteed position in local search.
How should we respond to a negative solar installer review?
Reply professionally, acknowledge the concern, avoid sharing customer or job details publicly and move the investigation to a private channel. Resolve the issue on its merits; never make a remedy conditional on changing the review.
Can we remove a bad Google review about our solar business?
Only if it breaches Google’s content policies, such as being fake, off-topic, abusive, a conflict-of-interest review or containing personal information. A relevant review that expresses genuine dissatisfaction may remain even if you disagree with it.
Sources and further reading
The guidance in this article was checked against the following current sources. Platforms, laws and interfaces can change, so confirm important details before acting.
- Tips to improve your local ranking on Google — Google Business Profile Help
- Tips to get more reviews — Google Business Profile Help
- Prohibited and restricted content: Fake and misleading reviews — Google Maps User Generated Content Policy Help
- Fake reviews guidance — Competition and Markets Authority
- Consumer Advice — Ofgem
- Electronic and telephone marketing — Information Commissioner’s Office
- Testimonials and endorsements — Advertising Standards Authority and CAP
- Claims in testimonials and endorsements — Advertising Standards Authority and CAP
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