Our article “Is it Really That Easy Going Green” was published in Renewaable Energy World October 2009 (http://www.renewableenergyworld.com/rea/news/article/2009/10/is-it-really-that-easy-going-green).

We all know that person who fashionably expresses concern for the destruction of our environment – and then they drive off in their gas-guzzling SUV to their home that’s lit up like a Christmas tree, all while drinking from a coffee cup made from non-recycled paper. Are they lying about caring? I’d like to believe most people would prefer to be environmentally responsible; however, the fear of the associated costs paired with the confusion as to how to actually go green is enough for many to hopelessly throw their hands up in the polluted air.

This is why it can be a challenge for renewable energy companies to convey the value of their services. In addition to the presupposed higher price tags, perplexing industry jargon serves as another roadblock, as it only further bewilders potential customers trying to navigate an already ambiguous industry.

In short, renewable energy companies are often communicating too much data and not enough useful information, which is scaring away potential customers. And if a renewable energy company can’t convince the consumer of the financial, environmental and personal value of their investment, there simply is no sale.

That being said, many renewable energy companies have proactively created an online presence to better communicate to potential customers, but they are still lost in how to best deliver their message. Because of the distinct challenges these companies face in the sales process, the bar is constantly being raised in terms of creative Internet solutions designed to attract and capture valuable customers. It’s really no longer enough to just have a presence online.

Here are four specialized strategies that renewable energy companies should consider in their online