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There are lots of coaches, and their websites look alike: the same words, the same photos, the same promises. Someone looking for support doesn't know how to choose, so they take the first name in a directory. I work on your website and your Google Business Profile so people understand in a few lines who you support, on what subject, and how the first session goes.
15 years in SEO
4 books on SEO and GEO
200+ sites tracked every day
1M / month visits to my e-commerce site
They trusted me with their visibility
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Someone is looking for a coach to help with a career change in Angoulême. Your site shows up third, with the title “Home | Coaching and support”. Nothing tells them you support career changes. Fix those two lines.
Fig. 1. Three results for a career change. Only one is a coach who sees clients in Angoulême. (You support career changes all year round. Your title just didn't say so.)
What this means for you. I rewrite the title and description of each page using the searcher's own words: their subject, their town, how the coaching works.
SEO for a coach is the work that makes a coach visible on Google and in AI answers when someone looks for specific support: a career change, a new role, getting back into sport, a period of doubt. It rests on a clearly written speciality, one page per type of coaching, an up-to-date Google Business Profile and client reviews. It's judged by the number of first sessions booked without a middleman, not by the number of visitors.
The problem
“Unleash your potential”, “become the best version of yourself”: these lines appear on a great many coaching websites. Google can't tell apart two pages that say the same thing, and neither can a visitor. The coach who writes who they work with and on what subject stands out straight away.
For “coach” followed by a town, the top results are often directories and matchmaking platforms. You appear in a list, among many profiles presented the same way. The visitor compares photos and prices there, not methods.
A business coach, a life coach and a personal trainer have neither the same clients nor the same searches. A website that mixes everything up, or stays vague so as not to close any doors, shows up for no specific search. The requests that do arrive are then poorly matched.
An audit, for real
The site below doesn't exist, but its flaws do: they're the five I spot most often. Hover over a number.
Support that reflects who you are
Bespoke, caring coaching for individuals and professionals.
Get in touchFig. 2. Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me.
What your customers type
Here are six plausible searches for a coach. They're examples. Yours, with their real volumes, will show up in the audit.
What works
You may support several audiences, but your website should name one or two as a priority. “Coach for executives starting a new role in Angoulême” gives Google and the reader usable information. I help you choose those words from real searches, then place them in titles and opening sentences.
Career change, new role, exam preparation, race preparation: each type of coaching matches different searches. A dedicated page describes who it's for, how it runs and how long it lasts. A single “my services” page answers none of those searches.
Before writing to a coach, people wonder what's going to happen. This page tells them: how long the chat lasts, whether it's paid or free, the questions you ask, what the person decides afterwards. It's often the page that triggers the contact.
Coaches' bios all look alike, and the reader has few markers to judge by. So they look for facts: your training, your job before coaching, your supervision if you have any. You give me these details, and I use your exact titles without adding anything.
Coaching is personal, and many clients don't want to talk about it publicly. I help you ask for a review at the right moment, leaving the person free to stay discreet about their subject. A few specific reviews on how you work are enough to reassure the next reader.
What costs dearly
“Stance”, “alignment”, “full power”: these words speak to your peers. Your future client types “changing careers at forty” or “getting back into sport after a long break”. The website needs to use their words.
Writing that someone will regain confidence or succeed in their career change commits you to things you don't control. Describe your method, the work involved and what the person can reasonably expect. On wellbeing struggles, make no promises and state clearly that you're not a health professional.
A reader who finds neither a price nor a number of sessions assumes it's expensive and leaves. A price range and a sample programme are enough to start the conversation.
A post drops out of the feed within two days. A web page that answers a search stays findable for a long time. The two complement each other, but your website is the only place you fully control.
The method
Four steps. We start by clarifying what you offer, because everything else depends on it.
One-minute test
Five frank questions to find out whether support makes sense in your situation. Sometimes the answer is no, and I'll tell you.
What it brings in
A ranking doesn't pay a salary. What counts is what it brings: enquiries, customers, revenue. Move your page up and see what it could bring in.
Example assumptions, open to challenge: 300 searches a month for a coach in your town, 3% of visitors send a request, one request in three is signed (this varies a lot between industries), €900 per client. Click-through rates by position are rough orders of magnitude, and they've been shifting since Google started showing AI answers above the results. Redo the maths with your own figures
Possible revenue€0
Close to home
In Charente, a coach may see clients in Angoulême or Cognac and also support people living in small towns, sometimes half an hour's drive away. In town, people search for a coach with the town's name. In a small town, they add the name of their commune and check the distance. A few precise pages saying where and how you see clients answer both ways of searching.
Angoulême and its surrounding area on one side, Cognac and its vineyards on the other: people search there with the name of their town. If you see clients in both, each deserves its own page, with the address and the days. Naming these two towns and the situations you come across there makes your pages more precise.
In Ruffec, Confolens or Barbezieux, the first question is about the journey. The person wants to know whether you travel, whether you see clients near them on certain days, or whether you work by video call. Write it down, commune by commune if needed.
A personal trainer may work at clients' homes, outdoors or in a community hall, and their client searches with the name of their commune. A page saying where you travel to and with what equipment answers the client's first question.
Beyond Google
Some people now describe their situation to an AI such as ChatGPT, Gemini, Claude or Mistral before looking for a name. For example: “I was made team leader two months ago, I feel overwhelmed, is there a coach for that near Angoulême?”. The AI explains what new-role coaching is, then sometimes cites one or two coaches.
It picks those names from what it can read: your website, your Google Business Profile, your reviews, your public profiles. A coach who writes “I support new managers, over six to eight sessions, in Angoulême or by video call” gives it an answer ready to reuse. A coach who writes “I help everyone reach their full potential” gives it nothing to cite. As soon as the question touches on mental distress, AIs become cautious: they favour signed pages that state a qualification and refer people to a health professional when needed.
Question asked to an AII've just started a manager role in Angoulême and I'm struggling to find my feet. Which coach should I turn to?
Three options for this kind of coaching:
Fig. 3. Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description.
Three typical cases
These three cases are fictional. They show the format I suggest depending on the situation, from the lightest to the most hands-on. I'll tell you which one fits you after a first chat.
Starting point: an audit of the Google Business Profile, to start off on the right foot.
Starting point: a few hours of SEO coaching, or a short training course to run the website on your own.
Starting point: monthly support, because the offer is growing.
In practice
Pricing
The fee depends on four things. I give you a precise amount after a free first thirty-minute conversation.
Fancy a game?
The big chain has sat up there for years, hogging every click. Grab the piece and slide it into the slot.
INSERT COINSLIDE THE COIN INTO THE SLOT
Fig. 4. Sixteen seconds to topple a giant.
Together, let's devour your competitors.
One by one, and in order. Every spot gained makes the next one easier to take: that's why it keeps growing. See the method
Who you're talking to
My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month.
Before we talk tags, we talk margin, average basket and profitability. When you book a call, I'm the one who picks up.
FAQ
No, not straight away. Keep the ones that send you requests and check that your name, address and speciality are written the same way as on your website. Once your own pages bring in contacts, compare what each directory costs and brings in, then decide.
You can keep supporting a variety of people. The website, though, should highlight two or three subjects, because Google ranks specific pages. Other requests will keep coming through word of mouth.
I recommend it, at least as a range or a sample programme. The people who then write to you know what to expect. For corporate coaching, a sentence explaining how a quote is put together is enough.
Nobody is forced. Some are happy to leave a review that talks about how you listen and your method without saying why they came. Others prefer an anonymous testimonial on the website, published with their written agreement. Both are useful.
Yes, for two reasons. Some people prefer a coach from their own region, even remotely. And searches with a town name are often less contested than national ones. You can target both, with a page on remote coaching and local pages.
Generally yes, as long as you follow Google's rules on addresses. Depending on your case, the address is shown or replaced by a service area. I go over this with you before creating anything, because a wrongly declared profile can be suspended.
With the smallest format. An audit of the Google Business Profile, a few hours of SEO coaching or a short training course are enough to set out your speciality and your first pages, which you then run on your own. If all your clients come through referrals and that suits you, SEO isn't your priority, and I'll tell you so. Monthly support becomes useful when you launch workshops, training courses or an offer sold online.
Your packages, where your sessions take place, your hours and the credentials your activity requires. I don't name them here: you know which ones apply to you, and you pass me the exact titles. Photos of real sessions, taken with clients' agreement, round off the page.
You can say that people come to see you with these concerns. You must not write that your coaching solves these difficulties. I'd advise stating what coaching isn't and referring people to a doctor or psychologist when the distress is established. Google and AIs look at these pages more strictly than others.
It depends on your town, your speciality and the state of your website. A completed Google Business Profile often takes effect before the website pages, which need several months. I promise neither a ranking nor a timeframe. With ongoing support, you see what has moved every month.
See also
30 minutes · video call · with me
Together we look at where you stand on Google and in AI, and what should change first.
