How to Market Your Trade Business for Green Energy Work
Getting MCS certified or OZEV approved is only half the job. The other half is making sure the customers actively searching for qualified green energy installers in your area can actually find you. Most tradespeople who get certified don’t update their marketing to reflect it – and then wonder why the enquiries aren’t coming in.
Marketing for green energy work doesn’t require a big budget or a marketing agency. It requires being visible in the right places, with the right information, at the point when customers are ready to spend.
Understand Who You’re Marketing To
Green energy customers are different from standard domestic maintenance customers – they’re making a considered, planned purchase rather than responding to an emergency. A customer booking an EV charger installation has been thinking about it for weeks. A customer getting a heat pump quote has probably done significant research, checked grant eligibility, and is now comparing installers.
Your marketing needs to work at two stages: first, getting found when they start researching; second, being convincing enough that they contact you rather than a competitor when they’re ready to book.
Step 1: Get Listed on the MCS Installer Finder
This is the single most important marketing step for any MCS-certified installer and it’s completely free. The MCS installer finder at mcscertified.com is the first place most homeowners go when they want to find a certified installer for a grant-funded installation. HMRC and Ofgem both direct customers to this directory when explaining the Boiler Upgrade Scheme.
Once MCS certified, your business is automatically listed – but make sure your listing is complete: add your service area, the technologies you install, a business description, and contact details. An incomplete listing loses enquiries to competitors with fuller profiles. The same applies to the OZEV list of approved EV charger installers.
Step 2: Update Your Google Business Profile
Your Google Business Profile is often the first thing a local customer sees when they search. If it doesn’t mention EV chargers, heat pumps, or solar – they’ll scroll past to someone whose profile does. Make these updates:
- Add green energy services – specifically list EV charger installation, heat pump installation, or solar PV as services using the exact terms customers search for
- Update your business description – mention your MCS certification and OZEV approval explicitly
- Add photos of completed green energy jobs – before and after photos of installed EV chargers or heat pump units build credibility instantly
- Post updates regularly – a post about a recently completed installation or the BUS grant deadline creates urgency and shows you’re active in this space
We cover the full process of optimising your profile in our guide on how to get more work from Google Business Profile.
Step 3: Add a Green Energy Page to Your Website
If you have a website, add a dedicated page for each green energy service you offer. Most trade websites don’t have these pages yet – which means there’s a real opportunity to rank in local search for terms like “EV charger installation [your town]” or “heat pump installer [your county]” before competitors catch up. Each page should cover:
- What the service involves in plain English
- Your relevant certification – MCS number for heat pump and solar, OZEV approval for EV chargers
- The grant available and how it works – the £7,500 BUS grant for heat pumps is a powerful selling point
- Typical costs in your area
- A clear call to action – phone number, contact form, or quote request button
Step 4: Build Green Energy Reviews Specifically
Generic five-star reviews help – but reviews that specifically mention heat pump installation, EV charger fitting, or solar PV work are significantly more powerful for green energy marketing. When a potential customer reads “fantastic job installing our EV charger, very knowledgeable about the OZEV grant process” they get both social proof and keyword relevance in one.
After every completed green energy job, ask the customer to leave a Google review and specifically mention the type of work. Five green energy-specific reviews within your first few months will make your Google Business Profile significantly more visible for green energy searches locally.
Step 5: Use the Grant Deadline as a Marketing Trigger
The Boiler Upgrade Scheme runs until March 2028. That’s a genuine deadline – and deadlines drive action. Homeowners who have been considering a heat pump but haven’t committed are more likely to act when they understand the grant has a finite end date. Use this in your marketing without being pushy: a Google Post saying “The £7,500 BUS grant is available until March 2028 – book your free survey now to secure funding before demand peaks” is informative and creates legitimate urgency.
Step 6: Build Referral Relationships
Green energy installations often involve multiple trades on the same job – an electrician and a heating engineer on a heat pump, or an electrician and a roofer on a solar installation. Building referral relationships with complementary trades creates a pipeline of warm leads at no cost beyond the relationship itself.
Estate agents and letting agents are another underused referral source. Landlords facing minimum energy efficiency standards by 2030 need heat pumps, insulation, and solar across their properties. A letting agent who recommends you to their landlord clients can be worth dozens of jobs over a year.
Managing Enquiries Once the Marketing Works
Green energy marketing done properly generates enquiries – but enquiries only convert to revenue if you follow up quickly and professionally. A customer who submitted a heat pump enquiry on Monday and didn’t hear back by Wednesday has already moved on to your competitor. A job management system that tracks every enquiry, flags ones that haven’t been followed up, and reminds you to chase quotes is what turns marketing investment into actual booked jobs.
Try Tradify Free – Never Miss a Green Energy Enquiry AgainThe Bottom Line
Marketing for green energy work is fundamentally about being visible and credible in the right places – the MCS finder, Google, your website, and your review profile. Most certified installers underinvest in this and then underperform on enquiry volume despite having the right qualifications. The tradespeople winning the most green energy work are the ones who made themselves easy to find, clearly communicated their credentials, and followed up enquiries quickly.
Frequently Asked Questions
The highest-priority steps: ensure your MCS installer finder profile is complete with your service area and technologies; update your Google Business Profile to list your green energy services and MCS certification explicitly; add a dedicated page on your website for each technology you install; ask customers to leave reviews that specifically mention the type of green energy work you did; and use the Boiler Upgrade Scheme grant deadline as a marketing trigger in posts and follow-up messages. None of this requires a marketing budget – just consistent effort in the right places.
The main channels are: the MCS installer finder at mcscertified.com (where Ofgem and HMRC direct customers for grant-funded work); Google search results including the map pack and organic website rankings; word of mouth and referrals from other tradespeople and estate agents; and social media – particularly Facebook local groups and community pages. Being listed and visible across all of these channels simultaneously gives you the best chance of capturing enquiries at whatever point the customer starts their search.
Four things make the biggest difference: being visible on the MCS installer finder with a complete profile; ranking in Google for local searches like “heat pump installer [your area]” through your Google Business Profile and website; having reviews that specifically mention heat pump work (not just generic five-star ratings); and using the £7,500 Boiler Upgrade Scheme grant as a selling point in all your marketing – customers searching for the grant find installers through that lens.
Not strictly, but a website with dedicated service pages significantly increases your chances of ranking in Google for specific local searches. A customer searching for “EV charger installation Bristol” or “heat pump installer Manchester” will find websites ahead of most directory listings. Even a single-page site covering your green energy services, certifications, and service area will outperform having nothing at all – and the return on a single heat pump enquiry more than justifies the setup cost.
Include the £7,500 grant as a key selling point in all your marketing materials: your Google Business Profile description, your website, your Google Posts, and your quote follow-up messages. The grant runs until March 2028 – use this deadline to create legitimate urgency without pressure. Customers who have been considering a heat pump but haven’t committed are more likely to act when they understand there is a genuine end date. Framing the grant as information rather than a sales tactic works best – you are helping them understand a real financial benefit they might miss.
Introduce yourself to complementary trades in your area who work on the same types of jobs – if you’re an electrician doing solar and EV charger work, connect with MCS-certified heating engineers who need an electrician for every heat pump installation. If you’re a heating engineer, connect with solar-specialist electricians. Letting agents are another strong source – landlords facing the 2030 minimum energy efficiency standards need multiple properties upgraded, and a letting agent who trusts you can refer dozens of jobs over a year.
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