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Nobody buys a pool on a whim. Your future customers read, compare pool types and look at jobs for months before asking for a quote. If your website answers their questions during that time, they come to you with a clear project. I build those answers with you and make sure they get found on Google.
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
Darty
Eurofins
Cegid
EBP
CNP Assurances
Ingram MicroA title that talks about dreams, not pools
A couple in Cognac are looking for someone to build their pool. Your website shows up third, with the title “Welcome” and a vague description. The two lines above announce prices and models. Rewrite your title and description.
Fig. 1. Three results for a pool in Cognac. Only one builder will come and see the site. (You've been digging pools in the area for years. The title just said “Welcome”.)
What this means for you. I rework the title and description of each of your pages to include the pool type, the area and what the visitor will find.
SEO for a pool builder is the work that makes a pool builder appear on Google at every stage of a project: the first idea, choosing between a one-piece shell and concrete, the budget, then the search for a nearby company. It relies on pages by pool type and by service, on documented jobs and on an up-to-date Google Business Profile. Its results show in serious quote requests and signed maintenance contracts.
The problem
The market is competitive and the high basket value attracts plenty of players. Dealer networks, kit pool sellers and lead-generation sites publish hundreds of pages. A local company won't catch them on general searches. It can, however, get ahead of them in its own area and on its own jobs.
When the first fine days arrive, the phone rings non-stop and the order book is already full. In the depths of winter, nothing. Yet people who want to swim the following summer do their research well before. A website that's silent during that season leaves those readers to others.
When the website says nothing about prices or stages, it attracts quote requests sent out of mere curiosity. You travel, you price it up, and the project stops. A few frank details upfront do the sorting for you.
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.
Your dream comes true
Construction, renovation and maintenance: quality serving your wellbeing.
Free quoteFig. 2. Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me.
What your customers type
The six searches below are plausible examples. I check them and add to them with data for your area during the audit.
What works
One-piece shell, concrete, liner pool, small urban pool, lap pool: each family has its own searches and buyers. I build a page for each one you actually install, with your methods and lead times. The ones you don't offer don't need to appear.
Visitors want to picture it. A project sheet gives the town, the dimensions, the type of ground, the duration and shows four or five photos in order. It's content a national network can't write for you.
The decision is made off-season. I plan with you pages and articles that are useful at that time: when to start work to swim in summer, how to prepare the ground, what questions to ask a builder.
Liner replacement, new filtration, fitting a cover, pool heating, annual contract: these services smooth your activity over the year. They're often missing from websites, which only show new pools.
Your shop or depot has an address, opening hours that change with the season and photos to refresh. I keep these up to date with you and post your finished jobs there, so the profile reflects a business that's active.
What costs dearly
The same model descriptions turn up at every reseller of the same range. Google has no reason to prefer your copy. What's yours is your installations, your sites and your customers.
A beautiful image says neither where it was taken nor by whom. Add the town, the pool size and the year. Without those words, the photo serves neither the reader nor the search engine.
Start-up, guarantees, after-sales service, maintenance: buyers think about them before signing. Silence on these points benefits the competitor who talks about them.
Safety rules for private pools worry families. A page presenting the solutions you install, without copying out official text, answers a real question.
The method
Four steps, set by your calendar. Off-season, we prepare what needs to be visible in spring.
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: 350 searches a month for a pool in your area, 2% of visitors make an enquiry, one enquiry in three is signed (this varies a lot from one trade to another), €30,000 per customer. Click-through rates by position are ballpark figures, 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
In Charente, houses with gardens are common, around Angoulême and Cognac as well as in the villages. A pool project takes a long time to prepare, and the owner searches with the name of their town or the nearby town. They want to see pools installed near them, on ground like theirs. Located jobs, on the website and the Google Business Profile, give them that proof.
On limestone ground, excavation can take more work than expected. Explaining how you tackle rocky or sloping ground, backed up by a real job, reassures an owner who dreads extra costs.
Renovated longhouses and manor houses welcome holidaymakers. Their owners want a reliable pool and maintenance taken care of while they're away. A page designed for them, with your maintenance packages, meets that need.
In the towns where building is going on, plots are smaller. Searches focus on compact pools and local planning rules. Your pages can cover these formats and invite people to check the regulations at the town hall.
Beyond Google
A pool project raises dozens of questions, and many homeowners now ask them to an AI such as ChatGPT, Gemini, Claude or Mistral. For example: “I have a gently sloping plot near Cognac, I'd like a pool of about eight metres, which technique should I choose and which local companies should I consult?”. The answer compares the options, then sometimes names builders.
To be among them, the AI needs to find precise, consistent information on your side: the pool types you build, your towns, described jobs, reviews mentioning how the work went. A website that settles for “your dream comes true” gives it nothing usable. I write your pages so they serve the reader, Google and these assistants all at once.
Question asked to an AII want an 8-metre pool built on a sloping plot near Cognac. Whom should I ask for a quote?
Three contacts could look at this project:
Fig. 3. Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description.
Three typical cases
These examples are made up to show how I reason. They describe no existing company.
The network sends him contacts, but his own website produces nothing.
His pools are bespoke and expensive, and he gets too many out-of-budget enquiries.
It builds little and wants to fill its maintenance rounds.
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?
Clickbait titles, fake reviews, copied pages: your market is a jungle. Grab the piece and slide it into the slot.
INSERT COINSLIDE THE COIN INTO THE SLOT
Fig. 4. Sixteen seconds. Ten snakes for one spot, as usual.
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
Because next year's jobs are decided while you're installing this year's. SEO takes several months to settle in. Starting during a busy period means being visible when the order book empties.
On national searches, no, and I won't pretend otherwise. On searches linked to your département, your towns and your types of job, yes. Your strength lies in your local projects, which they can't invent.
At least state what makes up a quote and what makes it vary: site access, type of ground, equipment. You can give a range if you're comfortable with it. The aim is to weed out enquiries that have nothing to do with your prices.
It presents the brand, not your business. The contacts it generates depend on the network's choices. A website and a profile in your name, within the terms of your contract, give you a source of enquiries that belongs to you.
Ask for their written consent and publish neither address nor name. Only mention the town. Most owners are happy to agree when their pool has turned out well. I'll give you a simple consent wording, to have checked if needed.
General, cautious information: that safety rules exist, that people need to check with the town hall, the solutions you install. I don't write any threshold or figure-based obligation without your approval, because these rules change.
It's useful for showing beautiful images to people who already follow you. Google captures those actively looking for a builder. The two complement each other. The same job photos feed the website, the profile and your accounts.
Only if you have something real to say there: a job, a feature of the ground, a review. An empty page per town adds nothing. I prefer a few area pages filled with projects.
We count quote requests, their source and the project type. You tell me which ones went ahead. After a few months, we can see which pages bring in signed jobs and which need reworking.
I think in seasons. It usually takes a full year to prepare the content, go through a spring and measure. After that, you decide whether to continue, scale back or stop, with the figures in hand.
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.
