Not sure what type of content to create that will drive sales?

Don’t over complicate how to provide value to your audience that will elevate you above your competitors.

Simply think, what would you want to see as doubtful, distrusting prospect?

Take the solar niche for example.

Most everyone runs ads to the same lander in Google Ads.

Recently we’ve been prioritizing creating sitelinks that differentiate us.

Sitelinks allow advertisers to link to additional pages to help give more information to the prospect about your product or service.

It’s very important you test different sitelinks!

In solar, we found 84% of our competitor sitelinks go to the same landing page.

They merely change the messaging of the sitelink, and still link to the same lander.

We do this as well to re-phasing call to actions. And it works!

However there is still room for improvement…

Prospects want to see the numbers – proof of concept.

So develop pages and visuals that breakdown and explain the financial investment for solar:

Pro-forma table comparing solar financial models – (more recently how this will look post the ITC in 2026)

Solar Bill Breakdown – breaking down the various charges on a solar bill post solar installation to explain how net metering accelerates ROI.

Solar Incentives Page – An up to date page explaining available incentives in the area and how they affect cost.

Solar Calculator – Basic inputs of a home or business that spit out a simple table with recommended system size, estimated cost, and a pro forma table that breaks down timeline ROI.

Not only do these provide useful information to the prospect, creating warm feelings toward the brand, as we educating, not gate keeping, it elevates us above our competitors in the bid auction yielding improved lead flow and cost.

In summary, create educational assets that you would like to see before giving up your information to a company.