Midland Solar: 31 Reviews. Beating 2,400. And 8 Closed Jobs in 2 Days.
Lost 90% of his work overnight. SEO replaced everything within weeks.
The Problem
Myles Whitehead runs Midland Solar from Tamworth in the West Midlands. MCS certified. TrustMark endorsed. NAPIT approved. A quality installer with a growing reputation.
But Myles had a problem that almost every solar company in the UK faced in 2025: his business was built on eco grant schemes. When homeowners qualified for ECO4 or GBIS funding, they called Myles. The work was steady. The pipeline was full.
Then the grants got pulled. Overnight.
90% of Myles' work disappeared in a matter of days. His entire pipeline — built on government-funded installations — vanished. He went from a full diary to an empty one. No leads. No enquiries. No work on the horizon.
Myles was not alone. Thousands of solar installers across the UK faced the same cliff edge. The difference is what happened next.
The Numbers
| Metric | Before SEO Dons | After SEO Dons |
|---|---|---|
| Lead source | 90% eco grants | 100% organic Google |
| Daily enquiries | Near zero (post-grant) | 6 per day |
| GSC clicks (3 months) | Not tracked | 497 |
| GSC impressions (3 months) | Not tracked | 39,700 |
| Jobs closed from SEO leads | Zero | 8 in 2 days |
| Google reviews vs biggest competitor | 31 vs 2,400 | Midland Solar ranking higher |
| Location pages | Zero | 50 |
The Strategy
We built Midland Solar's organic presence from nothing. 50 location pages, each containing 2,500+ words of unique content specific to that town or city. Not template content with swapped place names — genuinely unique data for every location. Real postcodes. Real council climate declarations. Real solar irradiance figures. Real local employer names and housing developments.
This depth of content is what separates our approach from every other SEO agency. It is also what allows a company with 31 Google reviews to outrank a competitor with 2,400.
Project Solar UK has 2,400 Google reviews. Midland Solar has 31. That is a 77x difference. And Midland Solar is ranking above them on Google.
How? Because reviews are one ranking signal out of dozens. Google also considers content depth, technical health, schema markup, location relevance, page experience, and internal linking. When you get all of those right, 31 reviews beats 2,400. Every single time.
The Results
The organic enquiries started replacing the lost grant work within weeks — not months.
Myles went from wondering where his next job was coming from to closing 8 jobs in 2 days. All from organic leads. Not 8 quotes. Not 8 surveys. 8 closed, paid jobs from people who found Midland Solar on Google, read the content, used the solar calculator, and were ready to buy before they picked up the phone.
Then 6 new enquiries landed in a single day. One of them was a homeowner who had used the solar calculator — 7kW system, estimated cost £8,800 to £15,100, projected 25-year savings of £67,438, marketing consent yes. That is not a tyre-kicker. That is a buyer.
Google Search Console shows 497 clicks and 39,700 impressions over three months. The trend line is a hockey stick — still climbing. And those numbers do not include direct emails or phone calls. Add another 30% on top.
Myles is now hiring a sales rep because he cannot handle the volume alone. From empty pipeline to needing staff. From wondering where the next job is to being snowed under with enquiries.
In Their Own Words
"Snowed under with enquiries. Sold 2 jobs today."
— Myles Whitehead
"6 enquiries through today"
— Myles Whitehead
Raw Client Voice Notes
Unedited. Sent directly from the client. No scripts, no retakes.
The Proof
Search for solar installers in the West Midlands. Find Midland Solar. Then find Project Solar UK. Compare the review counts: 31 versus 2,400. Note which one ranks higher. That is not a fluke. That is the result of 50 deep location pages, proper technical SEO, and a framework built specifically for the solar industry.
The Bigger Picture
Midland Solar's story is a warning to every solar company still relying on a single lead source. When the grants disappeared, the companies without organic presence had nothing. The companies with SEO kept going. Their leads came from Google — and Google does not care about government policy changes.
If your pipeline depends on one source right now, ask yourself: what happens when it disappears?
Is Your Area Still Available?
We only work with one solar company per region. When that slot is filled, it is filled. Your competitor cannot undo that.
Takes us 10 minutes. Costs you nothing. We will send you a screen recording showing exactly what Google sees when it visits your website.
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