Home / Industries / Insulation and whole-house renovation
Your customers have been called ten times by strangers promising them almost-free work. They no longer pick up and no longer believe anyone. When they decide to insulate their house, they search for themselves, slowly, for a company they can check. I make sure that search leads them to you, with proof the middlemen don't have.
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 doesn't say what you insulate
A homeowner in Cognac is looking for a company to insulate their walls from the outside. Your site is third, but its title reads “Home” and the summary stays vague. Nothing sets it apart from the two middlemen above it. Fix those two lines.
Fig. 1. Three results for insulating a facade in Cognac. Only one will put up the scaffolding. (You insulate houses in the area. Not one word of the title gave it away.)
What this means for you. I rewrite your titles and descriptions so they announce a company, a type of work and an area, not just a welcome word.
SEO for an energy renovation company is the work that makes it visible on Google when a homeowner in its area wants to insulate their home or start a whole-house renovation. It relies on pages by type of work, documented local jobs, clearly presented qualifications and an active Google Business Profile. It aims for enquiries coming from the customer themselves, and therefore more trusting than those obtained by phone.
The problem
I won't sugar-coat it: your sector has a bad reputation. Pushy calls, offers too good to be true, botched jobs by companies that have since vanished. Homeowners approach every company with suspicion, including yours. Your site has to clear that suspicion before the first call.
Comparison sites, lead-generation sites, calculators: they capture the search, collect contact details and sell them to several companies at once. You pay for a lead that three competitors call back at the same time as you.
When the rules change, enquiries surge or stop. A company that only talks about current grants suffers these jolts. One that talks about comfort, bills and work done properly keeps getting enquiries when everything else goes quiet.
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.
Welcome to Rénovation Exemple
Advisers here to listen for all your building projects.
Request a callbackFig. 2. Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me.
What your customers type
These six searches are given as examples for an insulation or whole-house renovation company. The audit draws up the list specific to your area.
What works
First and foremost, visitors want to know if you are a real company. Depot address, years in business, names of the managers, photos of the teams and vans, insurance, registration: I gather these on one clear page and align them with the Google Business Profile.
Lofts, internal wall insulation, external wall insulation, ground floors, ventilation, windows and doors, whole-house renovation: each of these jobs has its own searches. A catch-all “energy renovation” page answers none of them precisely.
A 1960s house in such-and-such a village, what was insulated, with which material, in how many days, and what the owner says about it. This short format protects you from the middlemen, who have no jobs to show.
Customers will ask you about this. I write a page explaining your role in putting the application together and pointing to official sources for the conditions. No amounts or rates appear, because they change and make you liable.
A logo in the footer means nothing to a homeowner. For each qualification you hold, one sentence says what it covers and until when. You send me the certificates, I use their exact titles.
What costs dearly
That is the cold-callers' message. It draws the curious and drives serious customers away. It can also expose you if the promise isn't kept. Talk about what remains to be paid once the file has been assessed.
Scales change and a forgotten page becomes wrong. A visitor who relied on it will hold it against you. Better to describe the process and offer a personalised assessment.
The visitor fills in five screens and gets no result, just a callback. They recognise the lead resellers' method. A short, honest form inspires more trust.
How many days, how many people, how much disruption, what check at the end: these answers reassure a homeowner who will be living through the works.
The method
Four steps. Trust comes first, because nothing else works without it in this sector.
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: 600 searches a month for insulation or whole-house renovation near you, 3% of visitors make an enquiry, one enquiry in three is signed (this varies a lot from one trade to another), €18,000 per customer. Click-through rates by position are rough orders of magnitude, and they have been shifting since Google started showing AI answers above the results. Run the numbers with your own figures
Possible revenue€0
Close to home
In Charente, old housing is everywhere: stone houses in the villages, decades-old detached houses around Angoulême and Cognac. These two types of house are not insulated the same way, and their owners don't type the same words. All of them want to know who the company is and where it is based. An address in the département, located jobs and reviews from neighbours answer that question.
Rubble-stone walls need solutions that let moisture through. A page dedicated to old buildings, written with your technical choices, speaks to owners who are afraid of damaging their house.
These houses, built several decades ago, share the same layout, lofts and windows. Showing a complete job on this type of house speaks to a whole neighbourhood.
A successful job in a small village gets around fast. Publishing it with the village name, and asking the owner for a review, extends that word of mouth online.
Beyond Google
Faced with such a technical and treacherous subject, many homeowners ask an AI such as ChatGPT, Gemini, Claude or Mistral before contacting anyone. For example: “I have a stone house near Angoulême with a poor energy rating, which works should I start with and how do I find a reliable company?”. The AI explains the priorities, warns against cold-callers, then sometimes names companies.
It favours those whose reliability can be checked across several sources: a site detailing the work, located jobs, dated qualifications, reviews that describe the job, a listing in the official directories of qualified professionals. A middleman with no jobs and no address gives it little to go on. I structure your content so these assistants can describe you accurately.
Question asked to an AIMy stone house near Angoulême has a poor energy rating. Which company should I contact to insulate it without being cold-called?
Three types of business answer this request:
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 cases below are useful fictions. None describes a client, and your plan will come out of the audit.
It depends on paid lead lists, shared with others, and its margin suffers.
It coordinates several trades, but nobody understands what it offers.
Known for facade restoration, not for insulation.
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?
Quote platforms, directories, comparison sites: they swim between you and your customers. Take the coin and slide it into the machine.
INSERT COINSLIDE THE COIN INTO THE SLOT
Fig. 4. Sixteen seconds. No sharks were harmed, only their commission.
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
I won't tell you that you'll overtake them on national searches. On searches that include a town or a type of building, a well-documented local company can rank properly. It also converts better, because the customer chooses it.
Yes, by explaining the process and your role, and pointing to official sources for the conditions. I advise against writing amounts or eligibility criteria. They change, and an out-of-date page becomes a risk.
That is its main job. A homeowner who has read your company page, seen three jobs near their home and checked your qualifications calls you in a different frame of mind. You no longer have to prove you exist.
As long as your direct enquiries aren't enough, yes. Just track what a signed job costs through each channel. In many cases, the comparison leads to cutting back those purchases gradually.
It is governed by strict rules in your sector, which I invite you to check with your trade body. Legal issues aside, it breeds mistrust. SEO does the opposite: the customer comes to you.
Update the relevant page quickly, without commenting beyond what is official. Your pages on the work itself don't change. That is why I build them around comfort and technique, not around grants.
With their exact title, scope and expiry date, on a page that is easy to find. Add the link to the official directory where the customer can check. This transparency is rare, so it gets noticed.
I don't recommend one. An automatic estimate promises a result that only an on-site survey can establish. A form asking for the type of house, the year and the project is enough to prepare a visit.
Yes, if it is the same company, with one section per trade. A customer who insulates their loft may change their windows later. Each section keeps its own pages and its own projects.
A homeowner's decision takes months, and so does getting your pages established on Google. Count on groundwork, not an immediate effect. I show you the enquiries received every month, without promising anything in advance.
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.
