SEO Case Study: How Solar Installers Increased Consultation Leads by 260%
In 2025, a residential solar installation company in Davis, California partnered with Goforaeo because their website was not producing enough booked consultations from organic search. They were getting occasional calls, a few form submissions, and some traffic that looked “okay,” but it was not consistent, and it did not scale. They also noticed competitors showing up above them in Google Maps even when those competitors had weaker websites.
This case study explains what we did from January 6, 2025 to July 31, 2025 in Davis, California, what changed month by month, and how the company reached a 260% increase in consultation leads from organic search and local results, without relying on a single hack or short term trick.
Client and market context: Davis, California
Davis is a strong market for solar because homeowners care about long term savings, and the community is generally familiar with clean energy. At the same time, that demand attracts competition. Many companies target the same keywords, and Google often shows local map results before regular website results. That means the client needed to improve in two places at the same time:
- The website needed content that matched what people actually search before booking a consultation
- Google Business Profile needed stronger signals so the company appeared more often in the local map pack
When people search for solar in Davis, they are rarely ready after one page view. They compare incentives, financing, timeline, roof fit, warranties, and installer reputation. If the website does not answer those questions, visitors leave and Google receives weaker engagement signals over time.
What counted as a consultation lead in this project
We kept this simple and strict because clean tracking is what makes a case study believable.
Consultation leads included:
- Booked consultation forms submitted through the website
- Calls from organic search landing pages
- Calls and website visits from Google Business Profile
- Scheduling tool completions that resulted in a confirmed appointment
We did not include random contact page clicks, spam messages, or unqualified quote requests that never became a scheduled conversation.
Baseline: where the client was at the start in January 2025
Before making changes, we documented a full month of data so we could prove improvement in a before vs after way. January 2025 became our baseline reference point.
Baseline metrics: January 1, 2025 to January 31, 2025
- Consultation leads from organic and local: 25
- Organic sessions: 1,450
- Google Business Profile actions: 310
- Calls: 92
- Website clicks: 128
- Direction requests: 90
- Calls: 92
- Website conversion rate from organic: 1.7%
What we saw during the first review in early January 2025
The website did not have obvious technical disasters, which is why this was frustrating for the client. But SEO is not only about avoiding errors. It is about giving Google and users the best match for the query.
Key issues we found:
- Service pages were generic and did not clearly focus on Davis specific intent
- Most existing blogs were thin and did not answer buyer level questions
- Meta titles and headings were not aligned with how people search locally
- Internal links were weak, so important service pages did not receive enough attention from the rest of the site
- Google Business Profile existed but did not feel actively managed with posts, services, photos, and ongoing improvements
- The consultation path was not smooth on mobile, and friction reduces booked leads fast
Understanding the local search problem in Davis
Local solar searches behave differently than many other industries. A lot of searchers start with local map results. Many will not even click a website until they feel comfortable with reputation, photos, and reviews.
So the client was not only competing for website rankings. They were competing for:
- Map pack presence for high intent searches
- Trust signals inside Google Business Profile
- Website content that supports those local signals
The fastest way to lose this race is to only publish random blog posts. The right approach is to build a connected system where local pages, helpful content, and profile activity all support each other.
Strategy overview: what Goforaeo did and why it worked
We ran this project using a practical approach that focuses on what generates consultations, not what looks good on a report. That meant three connected tracks running together:
- Tracking and measurement so results were real
- Local SEO so the business showed up more in Davis map searches
- Content that answers real questions and pushes visitors toward booking
Tracking and measurement: building a clean foundation first
We started with measurement because without it you can “feel” like SEO is working while leads stay flat. We needed clean tracking for calls, forms, and booking completions, and we needed to separate real leads from noise.
Actions completed in January:
- Configured GA4 conversions for form submissions and scheduling completions
- Connected and verified Google Search Console, checked indexing, and reviewed existing query data
- Implemented call tracking for organic landing pages and Google Business Profile calls
- Built a clear Looker Studio dashboard to show monthly progress in one place
Why this matters:
- It prevents inflated numbers
- It helps identify which pages truly produce consultations
- It makes it easy to decide what to improve next month
Local foundation: Davis focused pages plus Google Business Profile upgrades
Local SEO was a priority because the client’s industry is heavily influenced by map results. If Google does not trust the local relevance of the company, it will rank them lower even if the website looks fine.
Website local work:
- Rebuilt core service pages with clear location context for Davis
- Added stronger trust sections like process steps, warranties, permits, and photo proof
- Improved contact page and service area clarity so there was no confusion about coverage
Google Business Profile work:
- Updated primary and secondary categories
- Completed service lists and descriptions in a structured way
- Increased photo uploads and included real project images
- Started weekly posts to show ongoing activity
- Improved Q and A so buyers could learn without needing to call first
Why this works:
- Strong local relevance improves map visibility
- Better profile content improves click and call behavior
- More engagement improves overall local trust signals
Content strategy: answer real homeowner questions in a simple way
The content work was not random. We built content based on how homeowners actually think before booking.
Common stages we targeted:
- Early learning: incentives, basic savings, and how solar works locally
- Comparison: warranties, equipment types, and installer differences
- Decision stage: consultation checklist, timeline, and what happens next
Content themes we focused on:
- Incentives and rebates explained in plain language
- Financing options, monthly payment thinking, and common confusion points
- Net metering basics and what it means for Davis homeowners
- Roof fit, shading, and common site issues
- Permit and inspection process, because this often blocks decisions
We also made sure content did not live alone. Every article linked naturally to service pages, and service pages linked back to helpful supporting posts, creating a clean structure that Google understands and users enjoy.
Conversion improvements: turning visits into booked consultations
The client did not need only more traffic. They needed more booked appointments. So we improved the conversion path on key pages, especially on mobile.
Actions we applied across the site:
- Clear call to action placement above the fold
- One consistent “Book a consultation” path site wide
- Shorter forms with fewer fields to reduce friction
- FAQ blocks that removed objections like timeline, warranty, permits, and roof issues
- Strong trust sections using simple language, not marketing hype
Why this matters:
- Many visitors arrive with doubts
- If the page does not answer those doubts quickly, they exit
- Small conversion improvements multiply the results of ranking gains
Authority and trust: reviews and local mentions
In local SEO, reputation is not a bonus. It is part of ranking and conversion.
We created a steady review system:
- Review request messages triggered after key milestones
- Consistent responses to every review
- Added more project photos and short updates to build realness
We also worked on local mentions and links:
- Partnerships and community mentions
- Relevant citations and directory consistency fixes
Tools used
We used reliable tools and simple workflows. Nothing fancy, just what works when used consistently.
- Google Search Console: query discovery, indexing checks, and content improvement decisions
- GA4: conversion tracking and landing page performance
- Google Business Profile: map visibility, actions, posts, and photos
- Looker Studio: monthly reporting and trend tracking
- Screaming Frog: technical audits and internal linking checks
- Ahrefs and Semrush: keyword research, competitor gap analysis, link opportunities
- BrightLocal: citation checks and local rank tracking
- Content optimization workflow: outlining, coverage checks, and on page improvements
- Call tracking software: real phone lead measurement from organic and local
Month by month work and monthly results: January 2025 to July 2025
This timeline shows exactly what changed each month, with the numbers and the work completed.
January 2025: Setup, audits, and fixing weak points
January was about getting the site ready to grow and making sure tracking was correct.
Work completed:
- Tracking setup in GA4 and Search Console
- Call tracking implementation for organic and Google Business Profile
- Technical cleanup: broken links, indexation review, speed improvements
- Initial metadata updates for high intent service pages
- Google Business Profile cleanup and photo refresh
Monthly results:
- Consultation leads: 25
- Organic sessions: 1,450
- Google Business Profile calls: 92
February 2025: Rebuilding service pages around Davis searches
February focused on pages that directly drive booked consultations.
Work completed:
- Rebuilt 3 key pages:
- Solar installation services in Davis
- Maintenance and inspection page
- Financing and incentives overview page
- Solar installation services in Davis
- Improved internal linking so these pages received more authority
- Added FAQ sections based on real buyer questions
- Started weekly Google Business Profile posts: 4 posts
Monthly results:
- Consultation leads: 32
- Organic sessions: 1,650
- Google Business Profile actions: 360
- Calls: 105
- Website clicks: 150
- Direction requests: 105
- Calls: 105
March 2025: Publishing content clusters and fixing citations
March was when the content engine started, and we also cleaned up local citations.
Work completed:
- Published 4 blog posts focused on strong intent topics:
- Incentives and rebates in simple words
- Timeline from consultation to activation
- Net metering basics for homeowners
- Roof suitability and shading checklist
- Incentives and rebates in simple words
- Citation work: 25 updates and cleanups
- Added local structured data improvements
- Review process started: 6 new reviews, all replied to
Monthly results:
- Consultation leads: 41
- Organic sessions: 1,950
- Google Business Profile calls: 123
April 2025: Internal linking upgrades and conversion improvements
April was about making sure content supported service pages and visitors could book easily.
Work completed:
- Built a “Solar in Davis” guide hub that linked to all key content
- Improved calls to action and reduced form friction across top pages
- Published 3 more content pieces:
- Cost factors for Davis homes
- Financing choices explained
- Permits and inspections walkthrough
- Cost factors for Davis homes
- Continued Google Business Profile posting and photo uploads
Monthly results:
- Consultation leads: 55
- Organic sessions: 2,450
- Website conversion rate from organic: 2.4%
- Google Business Profile calls: 150
May 2025: Neighborhood signals and local authority
May focused on deeper local relevance and authority signals that support map rankings.
Work completed:
- Built 2 supporting location pages for nearby service areas
- Earned 3 local links through partnerships and mentions
- Published 4 content pieces:
- Warranty and equipment choices
- Battery basics and when it makes sense
- Maintenance guide
- Consultation checklist for homeowners
- Warranty and equipment choices
- Review growth: 9 new reviews, with replies and follow up photos
Monthly results:
- Consultation leads: 68
- Organic sessions: 3,050
- Google Business Profile actions: 520
- Calls: 178
- Website clicks: 210
- Direction requests: 132
- Calls: 178
June 2025: Scaling winners based on Search Console data
June was about improving what was already working and expanding coverage.
Work completed:
- Updated 6 pages using Search Console query insights
- Published 3 high intent posts:
- Monthly payment examples and financing clarity
- Roof problems and how installers handle them
- What happens on installation day
- Monthly payment examples and financing clarity
- Added a simple checklist page to capture email leads
- Continued Google Business Profile activity, posts, and services updates
Monthly results:
- Consultation leads: 79
- Organic sessions: 3,600
- Website conversion rate from organic: 3.0%
- Google Business Profile calls: 205
July 2025: Strongest month with stable local visibility
By July, the site had enough depth that newer content ranked faster, and local presence was more stable.
Work completed:
- Improved booking flow pages and consultation call to actions
- Expanded financing FAQ and trust blocks
- Updated project gallery with descriptions and location context
- Published 2 case style posts showing real installs and outcomes
- Added 7 new reviews and continued weekly Google Business Profile activity
Monthly results:
- Consultation leads: 90
- Organic sessions: 4,050
- Google Business Profile actions: 640
- Calls: 240
- Website clicks: 250
- Direction requests: 150
- Calls: 240
Before vs after proof: January 2025 compared to July 2025
This is the cleanest proof point because it compares a full month at the start to a full month at the end of the project timeframe.
Consultation leads growth
- January 2025: 25 leads
- July 2025: 90 leads
- Increase: +65 leads per month
- Growth rate: 260%
Supporting improvements
- Organic sessions:
- January 2025: 1,450
- July 2025: 4,050
- January 2025: 1,450
- Google Business Profile calls:
- January 2025: 92
- July 2025: 240
- January 2025: 92
- Organic conversion rate:
- January 2025: 1.7%
- July 2025: 3.2%
- January 2025: 1.7%
Why this result was genuine and repeatable
This growth did not happen from one viral blog post or one quick change. It happened because each month built on the previous month. The website became clearer, more helpful, and more locally relevant. The business profile became more active and trustworthy. And the booking path became easier.
Main reasons the strategy worked:
- The service pages matched Davis intent clearly
- Content answered real buyer questions without complicated words
- Internal linking connected content to money pages properly
- Reviews and profile activity improved local trust
- Conversion improvements ensured traffic turned into consultations
What this case study shows for other local service businesses
This project is a good example of what happens when you combine local SEO and content correctly. If you only do local SEO and ignore content, you may get map visibility but lose people who need education. If you only do content and ignore local optimization, your site may grow traffic but miss the map pack, which is where many leads start.
The best results come when:
- Local pages are strong and clearly written
- Content supports the decision journey
- Tracking is clean so growth is real
- Monthly work is consistent and connected
Summary
From January 6, 2025 to July 31, 2025, Goforaeo helped a solar installer in Davis, California grow consultation leads from 25 per month to 90 per month, which is a 260% increase, by improving local signals, publishing helpful content, and making it easier for visitors to book a consultation.
