The verdict in three sentences
For a solar installer in Berlin targeting industrial clients, the website must qualify the prospect before a sales rep picks up the phone. A B2B site with a savings calculator, quantified case studies and an audit request form costs between 15,000 and 30,000 EUR in 2026, delivered in 7 weeks (the same scope in Rabat runs 30,000 to 70,000 MAD excluding VAT). With an average project of around 250,000 EUR and a cost per lead of 40 to 120 EUR, a single signed contract repays the investment several times.
The savings calculator, the core of lead generation
A plant manager in Brandenburg or a warehouse operator near Leipzig wants to know in two minutes what a rooftop system would save. The calculator asks for the monthly electricity bill, roof area and consumption hours, then displays a recommended capacity, estimated cost and payback period. To see the detailed report, the prospect leaves contact details: that is the lead.
| Industrial profile | Monthly electricity bill | Recommended capacity | Estimated investment | Payback (2026 order of magnitude) |
|---|---|---|---|---|
| Garment workshop | 6,000 EUR | 80 kWp | 70,000 EUR | 6 to 7 years |
| Cold storage warehouse | 15,000 EUR | 200 kWp | 165,000 EUR | 5 to 6 years |
| Food processing plant | 30,000 EUR | 400 kWp | 310,000 EUR | 5 years |
| Private clinic | 10,000 EUR | 120 kWp | 105,000 EUR | 6 years |
| 80-room hotel | 18,000 EUR | 220 kWp | 180,000 EUR | 5 to 6 years |
| Farm (irrigation pumping) | 7,000 EUR | 100 kWp | 85,000 EUR | 5 to 6 years |
These figures are estimates: the calculator must say so clearly and offer a free site survey to confirm them.
Budget and acquisition channels in 2026
| Item | Essential version | Complete version | |
|---|---|---|---|
| Design and pages (10 to 20 pages, DE/EN) | 6,000 EUR | 9,500 EUR | |
| Savings calculator | Simple calculation, 4,000 EUR | Sector profiles and PDF report, 8,000 EUR | |
| Quantified case studies | 3 cases, 2,000 EUR | 8 cases, 4,500 EUR | |
| CRM integration and alerts | 1,500 EUR | 3,500 EUR | |
| Technical SEO and sector pages | 1,500 EUR | 4,500 EUR | |
| Indicative total | 15,000 EUR | 30,000 EUR | |
| Channel | Estimated cost per lead | Lead quality | Time to first leads |
| Google Ads ("commercial solar Germany") | 80 to 150 EUR | High | 1 to 2 weeks |
| LinkedIn Ads (plant managers) | 100 to 180 EUR | Very high | 2 weeks |
| SEO sector pages | 15 to 50 EUR | High | 4 to 8 months |
| Meta Ads | 30 to 70 EUR | Medium | 1 week |
| Referrals and trade fairs | Variable | Very high | Ongoing |
On average, a balanced mix gives a cost per lead between 40 and 120 EUR. The real goal is qualification: the calculator filters out residential requests that are too small.
Case studies, the proof industrial buyers expect
An industrial buyer does not sign on a promise. Each case study must show installed capacity, annual output in kWh, savings measured over 12 months and a photo of the roof. Sector pages (food processing, cold chain, textiles) also rank for high-intent searches.
Mini case study
Lukas, sales director of a solar installer in Berlin, invests 24,000 EUR in the site and 4,000 EUR per month in advertising. With an average cost per lead of 80 EUR, he gets 50 leads per month. If 25 % lead to a site survey and 20 % of surveys to a signature, that is 2.5 contracts per month. With an average project of 250,000 EUR and a 12 % margin, each contract yields 30,000 EUR. The site and three months of advertising are covered by the first contract.
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FAQ
How much does a lead generation website for a solar company in Berlin cost?
Expect 15,000 to 30,000 EUR depending on calculator depth and the number of case studies. The complete version with a personalized PDF report sits around 30,000 EUR.
What cost per lead should we target for industrial clients?
Between 40 and 120 EUR on a balanced mix, with paid channels at 80 to 180 EUR. Sector SEO brings this down to 15 to 50 EUR after about 6 months.
Does the calculator need to be very precise?
No, it should give a credible order of magnitude (capacity, investment, 5 to 7 year payback) and lead to a site survey. Too many fields push conversion below 1 %.
Do we need a bilingual site?
German is essential, and English helps with international groups and their subsidiaries. Each extra language adds roughly 15 % to the budget.
What is the delivery timeline?
About 7 weeks, including 2 weeks for the calculator and its calculation tests.
Let's scope your project. Share your target sectors, installed references and monthly ad budget, and we will price a site between 15,000 and 30,000 EUR, deliverable in 7 weeks. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
