1SmartPuppy

B2B Content Strategy and Copywriting

  • Why Choose 1SmartPuppy
    • About 1SmartPuppy
    • Clients
    • Samples
    • Testimonials
  • Content Strategy
  • Copywriting
  • Ongoing
  • Blog

7 Solar and Green Building Customer Stories that Will Make You Rethink Your Website

By Meyer Baron Leave a Comment

7 solar & green building customer stories white paper cover art

As a website copywriter, the more I know about the intended audience, and the more specific the information, the better. Sure, it helps to know the basic demographic profile of the audience, but in order to make the content relevant, engaging, and persuasive, I need to know what makes customers tick.

  • Why do they need the product/service you want them to buy in the first place?
  • What information do they consider when shopping for this product/service?
  • What potential or real obstacles might be deal breakers?
  • What criteria do they use to distinguish one candidate from another?
  • How will they measure the success of the purchase?

Once I know this information, I can write directly to the customer with the ultimate goal of generating more leads and customers.

In an effort to learn more about customers who buy sustainability services, I recently conducted interviews with five buyers of solar photovoltaic systems and two customers of LEED Certified green building projects (one commercial, one residential). The results surprised me, as they might you.

To find my interviewees, I asked for volunteers. One was a friend, one was referred by an architect, one by a copywriter colleague, and four by Facebook friends. Until we spoke, I knew little or nothing about their projects and absolutely nothing about their decision-making processes.

They came from very different walks of life:

  • Prominent Tampa Bay politician’s family
  • Icons of the St. Petersburg, FL music scene
  • Non-profit organization
  • Telecommunications executives
  • Retired expat from the UK
  • Designer of recumbent bicycles
  • College academic coach

While these differences are interesting, they are not particularly informative to marketers of solar and green building services. The meaningful differences (and similarities) had to do with each buyers unique approach to their own project and their feelings about that project after its completion.

My findings are detailed in a new white paper, 7 Solar and Green Building Customer Stories that Will Make You Rethink Your Website, which you can download here.

Key takeaways from the white paper include:

  • Insights into the real factors that drove their buying decisions
  • The differences between and similarities among these seven buyers and why they matter
  • Specific changes you should make to your website starting today

Please note that these customer stories span a wide range of time and several types of services. No attempt was made to create specific, in-depth buyer personas from the interviews. Rather, the true value of the paper is in pointing out where so many websites in the sustainability sector fall short and in suggesting specific measures marketers can implement to improve their own websites.

I hope your reading of the paper is as eye-opening as my writing of it was, and I invite you to share your comments and criticisms in the comments below or via email.

Filed Under: Puppy Ponderings Blog Tagged With: green building marketing websites, solar energy marketing websites

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Meyer Baron

B2B Marketing Content Strategist and Copywriter
Baltimore, MD (remote/hybrid)
CONTACT
727-235-2841
Email

Favorite Posts

Unleash Your Inner Puppy
Confessions of a Mangy Entrepreneur
Customers Say the Funniest Things

Recent Posts

  • A Tale of Two Websites – Why One Succeeded and One Failed
  • How Customers Perceive the Value You Provide and Why That Matters
  • 22 Pieces of Content Gold from One Small Business Website Blog Post

Disclosures

No puppies were harmed in the creation of this website
© 2021 Meyer Baron