For Kitty and Mark

Three advertorial drafts for review

The thinking behind these drafts

Thanks for sending through the advertising and conversion strategy doc. I have read it end-to-end and pulled the relevant proof assets into the three advertorial variants below, including Kevin McCloud, the "more solar installed than any other UK company" position, and the 50,000+ installation figure.

Before you read the drafts, it is worth separating the job of an advertorial from the job of the ad overlay or the landing page.

The strategy doc is mainly built around ads and landing pages. Those are the entry point and the conversion point. Advertorials sit between them. Their job is to warm up the click so the person arriving at the quiz already understands why the check is worth doing.

Ad overlays win when they are short, bold, and specific. A line like "£891/year. Tax-free. From your roof." can work well in an overlay because the space is tight and the job is to stop the scroll.

In an advertorial, that same style can feel too much like an ad trying to look like an article. The reader becomes more guarded, and the quiz click has to work harder.

For advertorials, the stronger route is editorial voice, a useful angle, and proof that builds as the article goes on. The reader needs to feel they have learned something before the CTA appears.

That is why I have led these drafts with honesty and quote-quality, rather than a big savings claim.

Most UK solar advertorials lead with the familiar hooks: "make money from solar," "0% VAT until 2027," "save up to 70%." Those lines can pull attention, but they often attract the least considered clicks. The homeowner we care about most is more skeptical. They are likely 35-65, own the property, have a decent household income, and need to explain the decision to someone else at home. When the first line feels inflated, they tend to pull away.

Project Solar has an advantage the aggregators do not. You are the installer. That means the advertorial can say, in plain English: the number that matters is the one calculated for your home. Roof, postcode, usage pattern, battery choice, tariff, and export rate all change the result.

That fits the quiz we are sending people to. The quiz asks for the homeowner's own details, then gives them a personalised estimate rather than another generic average.

The headline angle I would test first is:

The 5 Questions to Ask Before You Trust a Solar Quote

Three reasons I think this is the right first test:

1. It matches the destination. The quiz is built around a personalised estimate using postcode, roof, usage, and system assumptions. This article prepares the reader for exactly that.
2. It keeps the claims clean. The £891/year saving figure is useful in ad creative when Project Solar has signed it off. In an article about why generic savings claims can be misleading, leading with a generic savings number would fight the point of the piece. This draft lets the article build trust first, then lets the quiz calculate the number.
3. It gives Project Solar a role the aggregators cannot credibly own. A lead-gen middleman struggles to write a piece about how to judge a solar quote, because their whole model is quote collection. Project Solar can write it as the installer who knows what a proper assessment should include.

I have given you three versions of the same idea, with different openings:

• V1, the checklist lead: simplest and most practical. Likely strongest for quiz completion.
• V2, the character lead: more human and story-led. Likely strongest for click-through if we are comfortable using a composite example or can replace it with a real anonymised customer.
• V3, the contradiction lead: the hardest hook. Likely strongest for curiosity and time on page.

Same core article, same CTA, three different starts. That lets us test the hook without changing the whole argument underneath it.

One note from your strategy doc: the line about telling 2,847 homeowners solar was not right for them is very strong. I would save that for the next advertorial rather than burying it here. It deserves its own piece around "Does solar actually work for my house?"

Before this goes live, I would want two confirmations:

1. That Brendan Johnson's homepage testimonial can be paraphrased in the way it appears below.
2. That the trust block is current and approved for this format: 50,000+ installations, since 2010, MCS-certified, 6,000+ Trustpilot reviews, "more solar installed than any other UK company," and Kevin McCloud endorsement.

For V2, the opening uses "Sarah from Bristol" as a composite character to illustrate the quote-spread point. If you would rather use a real anonymised customer or a generalised observation, that is an easy swap.