Solar marketing that books appointments, not shared leads

People search for a solar marketing agency, so that is the phrase, but it describes the category rather than what Bokrio is. Bokrio builds and runs a customer-acquisition system — website, local and AI search, Google Ads and follow-up — and is measured on held appointments. The difference matters because an agency sells activity by the month and this is judged on what your closers actually drive to.

They are honest about what they sell: the same homeowner, delivered to several installers within minutes. That is fine as a floor under your pipeline and poor as a strategy, because you inherit a price race and own nothing when you stop paying. The useful move is to measure what your own enquiries cost per held appointment first — once that number exists, aggregator spend becomes a decision rather than a habit.

By asking the disqualifying questions before the calendar rather than in the driveway: ownership, roof age and condition, shade, and who the utility is. Lead count drops, which looks bad on a dashboard, and held-appointment rate rises, which is the number that pays. It only works if the reporting moves at the same time, otherwise the change reads as a loss.

Publish the method, not a headline. A specific savings figure you cannot tie to a real system, a real bill and a real date is the fastest way to lose a homeowner who is doing arithmetic — and depending on how it is worded it can be a compliance problem. Show how payback is calculated, what changes it, and let them run their own numbers.

Date the content and own the update. Pages about tax credits and net metering are among the highest-intent things an installer can publish, and they go stale on a schedule you can predict. A page that says when it was last reviewed earns more trust than one that pretends the rules are permanent.

Often, yes — and the audit tells you whether that is the right call before anyone quotes you. The common problem on installer sites is that they are built to capture a form and have nothing to say to a homeowner who is nine weeks from deciding. That is usually a content gap rather than a rebuild. If the site cannot hold that content, a rebuild is seven days and carries the guarantee: live in 7 days or the website is free.

Meaningful movement usually takes months, not weeks, and any specific promise about timing should make you suspicious. What is fast is the diagnosis — the audit runs in about a minute — and the website, which is live in seven days or it is free. Because the buying cycle is long anyway, content published now tends to be read by homeowners who buy two quarters later.

GEO — generative engine optimization — means making a site readable and unambiguous to AI search tools like ChatGPT, Claude and Perplexity, so they can use it as a source. It matters more here than in most trades, because "should I get solar" is exactly the kind of question people now ask an assistant instead of a search engine.

No, and nobody can. Whether an assistant names an installer depends mostly on what the wider web says — reviews, owner forums, certification registers — which no single website controls. What is controllable is whether AI search can reach your site and find the equipment you install, your certifications and the areas you serve stated in plain text. That part is measurable, and it is what the audit measures.

Run the free AI Visibility Audit. Enter your URL and the report opens on the page — your readiness score, what is blocking you, and a ranked fix list. Given how long a solar decision takes, content published this quarter is mostly read by homeowners who buy two quarters out. If the fixes are worth doing, book a strategy call. If they are not, keep the report.