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A homeowner who wants to redo their façade is already heavily targeted. They get calls from cold callers, leaflets and offers from quote platforms. They're wary, and rightly so. When they search Google themselves, they want to find a business they can check: an address, finished façades near their home, clear explanations. I build that presence with you.
15 years in SEO
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Darty
Eurofins
Cegid
EBP
CNP Assurances
Ingram MicroThree profiles, no scaffolding in town
A homeowner in Angoulême wants their house's façade redone. They look at the map. The three profiles shown belong to a network, a platform and a company with no precise address. Yours, with a depot in the area, comes fourth. Get it onto the map.
Fig. 1. A façade renovation needed in Angoulême, three profiles, no depot in the area. (Your scaffolding was up two streets away. The profile showed no façade.)
What this means for you. I complete your profile with your address, your services and your finished façades, then I organise asking for a review at the end of every job.
SEO for a façade specialist is the work that makes a façade renovation business visible on Google when a homeowner in its area wants to clean, repair, render or insulate their exterior walls. It relies on one page per service, on façades shown before and after the work, and on a Google Business Profile that the neighbours of your jobs can look up. It is judged by the number of quotes requested by people who found you themselves.
The problem
Competition is fierce and part of it works by phone and door to door. National networks, quote platforms and fly-by-night firms take over the results and the letterboxes. Clients no longer know whom to trust. An established business has to prove online that it isn't one of them.
Many façade specialists pay intermediaries for quote requests. The same contact is often passed to several businesses. You travel, you put together a detailed quote, and the client chooses on price. Enquiries from your own website go only to you.
Cleaning, painting, render, crack repair, external wall insulation: these are very different jobs and budgets. A single “façade renovation” page answers none of these searches precisely. It costs you the high-value enquiries.
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.
Give your home a new lease of life
Façade renovation, insulation, painting: our craftsmen are here to listen.
Write to usFig. 2. Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me.
What your customers type
These six phrasings are illustrations. I compare them with the data for your area at the audit stage and drop the ones that don't concern you.
What works
Full renovation, cleaning and treatment, render, façade painting, crack repair, external wall insulation, cladding: I write a page for each service you sell. Each one describes the wall, the method, the duration and the type of house concerned.
This proof convinces quickly, and it's simple to produce. Two photos taken from the same spot, the town, the type of wall and the chosen finish. The reader recognises a house like theirs and calls you.
Depot address, years in business, insurance, up-to-date qualifications, salaried team: these set a façade specialist apart from a cold caller. I place them where the visitor looks for them, with dated, verifiable details.
Scaffolding can be seen from the whole street. The neighbours type your name within the week. If the profile is complete, with recent photos and reviews, that job brings others. I set up with you a review request at every handover.
Dressed stone, rendered rubble walls, breeze-block houses, town-centre façades: each wall type has its own questions. Pages written for local buildings show you know the houses in your area. A national network can't write them.
What costs dearly
Putting financing at the top of the page makes you look like the cold callers the client is running from. Talk about the work first. Then mention the grants currently available, without amounts, pointing to the official sources.
A close-up of fresh render doesn't show the result. Step back, frame the whole house and keep the same angle before and after. Add the town in the caption.
The client wonders how long their house will be cluttered and whether the neighbours will be bothered. A short page on how a job runs answers this worry before it blocks the signature.
Changing the appearance of a façade may require a formality at the town hall, and some towns regulate colours. The site can point this out and offer your help, without quoting a specific rule.
The method
Four steps, ideally started before the busy season, when your teams still have time for photos.
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 façade specialist in your area, 3% of visitors make an enquiry, one enquiry in three is signed (this varies a lot from one trade to another), €12,000 per client. Click-through rates by position are rough orders of magnitude, and they have been shifting since Google started showing AI answers above the results. Redo the calculation with your figures
Possible revenue€0
Close to home
Charente houses are recognisable by their pale limestone, in towns and villages alike. You find it in Angoulême, Cognac and small towns such as Jarnac, Barbezieux, Ruffec or Confolens. Around the two cities, more recently built houses have different walls, and people there are more likely to look for a renovation or insulation. If you work on both types of wall, your site should talk about them separately.
On an old wall, the choice of render matters a lot. Explaining your method on stone and rubble, with a job done in a Charente village, attracts owners looking for a tradesman who respects the building.
Around Cognac and Jarnac, people search for a façade specialist with the name of their town. Pale stone gets dirty over the years, and its owner wants to know how to clean it without damaging it. A page dedicated to stone cleaning, with the towns you cover, answers that question.
In a historic centre, the town may regulate the appearance of façades. Your pages can point this out, suggest checking with the town hall and show a renovation carried out in that setting.
Beyond Google
A wary homeowner will readily put their question to an AI like ChatGPT, Gemini, Claude or Mistral before calling anyone back. For example: “my stone house near Cognac has a blackened façade and cracks, which local firm can redo it without selling me something else?”. The answer explains the options, then sometimes cites businesses.
To appear in that answer, your business has to be described the same way everywhere: the same services on the website, the Google Business Profile and in reviews, the same towns, real jobs with their wall type and finish. An AI sets aside pages that only talk about financing. I write yours so that they describe a trade and a territory.
Question asked to an AIThe façade of my stone house near Cognac is blackened and cracked. Which firm should I call out for a quote?
Three contacts are possible, with different approaches:
Fig. 3. Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description.
Three typical cases
The three examples below are fictional. They show where I would start, without pointing at anyone.
He depends on a quote platform and wants direct enquiries.
Its site looks like a cold caller's and visitors leave.
His skill is rare, but nobody finds him outside word of mouth.
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?
Google doesn't rank Kévin Papot. Kévin Papot ranks Google. Take the coin, slot it into the machine.
INSERT COINSLIDE THE COIN INTO THE SLOT
Fig. 4. Sixteen seconds. The facts are slightly exaggerated.
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
Yes, in your territory. They dominate general searches and I won't tell you otherwise. But they have neither a depot in your town nor finished façades to show. On the Google map and on searches with a town name, a well-presented local business has its place.
With things people can check: an address, a landline number, photos of the team and vehicles, located jobs, detailed reviews. Stating that you don't cold call, if it's true, is also an argument people read carefully.
Yes, with caution. You can say that grants exist for certain work and under certain conditions, and point to the official sources. I don't write any amount, ceiling or precise condition. These schemes change and a mistake would be held against you.
Yes, if they're up to date. Give their exact title and expiry date, as they appear on your documents. I'll ask you to provide them. I never mention a qualification I haven't seen.
They look alike to you, not to the client. The wall, the starting condition, the colour chosen and the town change every time. Four lines and two photos per job are enough, and each sheet adds a piece of local proof.
I don't recommend it first. A price calculated without a visit is rarely accurate and invites cut-price comparisons. A page that explains the items in a quote prepares the appointment better.
Reply calmly, with facts, without giving any personal details about the client. A critical review surrounded by many positive ones and a proper reply doesn't worry readers. Having no reviews at all worries them more.
Only where you have jobs to show. I prefer pages by area, filled with finished projects, to a series of identical pages where only the town name changes. Google spots that trick, and so do readers.
The Google Business Profile often improves first, within a few weeks, when it was incomplete. Renovation and render pages take several months to rank. I don't commit to any position in the results. I commit to the work done and to clear reporting.
It's more of an opportunity. Homeowners plan their façade renovation during the cold months for work in spring. Winter is the right time to publish the year's jobs and your in-depth pages.
See also
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