Home / Industries / Bathrooms, fitting and renovation
Redoing a bathroom is expensive and ties up the house for several days. Before calling, your future clients look at photos, read price ranges and look for who handles everything, from the strip-out to the last joint. The big retailers and quote sites answer them first. I work on your website and your Google Business Profile so that the business that actually does the job is visible at that moment.
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 MicroSeven results, only one business that will come to your home
A couple in Soyaux want to redo their bathroom. They start searching and see shops, a magazine, a comparison site and a directory. Your business, based a few kilometres away, appears seventh. Move it up.
Fig. 1. Seven results for a bathroom to redo. Six sell products or lists. (The couple were looking for a team to do the work. They were mostly offered catalogues.)
What this means for you. I publish what the first six don't have: your finished bathrooms in the urban area, your job schedule and your area.
SEO for a bathroom fitter is the work that makes a local business appear on Google when someone in its area is planning a renovation: replacing a bath with a shower, a new shower room, a room adapted for an elderly person. It relies on one page per type of project, before-and-after photos of jobs and a complete Google Business Profile. It is judged by the number of survey visits requested by homeowners in your towns.
The problem
I'll say it plainly: for “bathroom” on its own, you won't get ahead of the DIY superstores, bathroom showrooms and home decor magazines. They have thousands of pages and advertising budgets. Your ground is elsewhere: the defined project, in a specific town, by a team people can meet.
A homeowner fills in a form and gets three or four calls within the hour. You pay for a prospect who is mostly comparing prices and doesn't know what you do better than the others. An enquiry that comes through your own website isn't shared with anyone.
A bathroom involves plumbing, electrics, tiling and sometimes partition walls. The client wants to know whether you coordinate everything. Many websites show a list of trades and ten uncaptioned photos. They say nothing about the duration, the order of works or who holds the keys.
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 bathroom awaits
Solutions for every taste, every wish and every budget.
Launch the configuratorFig. 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, quoted as examples. I don't yet know the ones for your area: the audit establishes them, with their frequency.
What works
Bath replacement, full renovation, new shower room, room adapted for disability or old age: each project has its own audience and its own questions. One page per project lets Google put you forward for each of these searches, instead of a single “our services” page that answers nothing specific.
For each completed job, I ask you for four pieces of information: the town, the floor area, the duration and what was replaced. With two photos taken from the same angle, that makes a page the big retailers can't write. It's your proof, and it renews itself with every job.
Exact category, detailed services, service area, recent photos: the profile decides whether you appear on the map when someone searches near home. I complete it with you and set up a simple review request at handover.
The client dreads weeks without a shower. Writing down the order of works and the role of each tradesperson answers their main worry. This page also helps your salesperson, who no longer has to repeat the same explanation at every appointment.
This subject attracts middlemen who promise almost free works. You can do the opposite: describe the job, say that current grants exist depending on the household's situation, and refer people to the body that processes the application. No amounts on the website, so no promises to walk back.
What costs dearly
Catalogue images are beautiful and everyone has them. The visitor has seen them on ten websites. A photo taken with a phone, in a real house in your area, holds their attention longer.
An online tool for choosing your basin is fun for a few minutes. It doesn't replace a page that explains your method and makes people want to have you round. Keep it if you're attached to it, but not on the first screen.
Two rooms of the same size don't cost the same, depending on the state of the walls and the pipework. A single price attracts enquiries you'll disappoint. Explain the cost items; it's more honest and more useful.
The rules change and depend on each household. A website that shows a percentage covered ages badly and leaves you open to complaints. Say that you direct the client to the right contact, nothing more.
The method
Four steps, in this order. I start with what you already have: your finished jobs.
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: 500 searches a month for a bathroom renovation in your area, 3% of visitors make an enquiry, one enquiry in three signs (this varies a lot from one trade to another), €9,000 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. Rerun the calculation with your own figures
Possible revenue€0
Close to home
Charente has old stone houses, town houses and modern detached homes. In Angoulême or Cognac, people search for a business with the name of the town. In a small town like Jarnac or Ruffec, they type the name of the town and want to know whether you come that far. I co-founded Newp near Cognac. I know the département, and we can meet there.
In a flat or a town house, the bathroom can be small. A page devoted to narrow bathrooms, illustrated with jobs from the urban area, speaks to people searching for “small bathroom” with the name of the town.
Around Cognac, buildings are made of limestone, with thick walls. If you renovate for owners who live elsewhere, say so. Explain how you keep a client who doesn't live locally informed.
An accessible shower is sometimes searched for on behalf of a parent who wants to stay at home, with the name of their town. The accessible shower page, written simply, with the towns you cover, answers this search.
Beyond Google
Some of your clients now put their question to an AI like ChatGPT, Gemini, Claude or Mistral, with all the details. For example: “my mother is eighty, her bath is becoming dangerous, we live near Cognac, which business can install a safe shower and what should we plan for?”. The AI describes the solutions, then sometimes names a few businesses.
It names the ones it can describe precisely. A website that details the type of job, the duration, the towns and shows completed work gives it that material. A big retailer gives it a catalogue; a quote form gives it nothing. I write your project pages so that a homeowner can read them and these tools pick them up correctly.
Question asked to an AIWe want to replace my mother's bath with a safe shower, near Cognac. Who should we contact?
There are three types of contact, from the least specific to the best described:
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 made up to show where I would start. Your plan will come out of the audit of your website.
He makes his living from call-outs and does six bathrooms a year, which he shows nowhere.
It depends on a quote platform and signs little of what it buys.
Families recommend him, but he doesn't show up in any search related to old age.
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 copycat, the price-slasher, the big chain: they all want your spot. Grab the piece and slide it into the slot.
INSERT COINSLIDE THE COIN INTO THE SLOT
Fig. 4. Sixteen seconds, five opponents, only one first place.
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, for searches that include a town or a specific project. A big retailer sells furniture and shower trays to the whole of France. You sell a finished job within thirty kilometres of you. I promise you no ranking; I build the pages that match that ground.
Not straight away. Keep them as long as your website doesn't bring in enough enquiries. For each signed job, note where the client came from. After a few months, you'll know which channel costs you least and you'll decide with your own figures.
Publish what explains them: the strip-out, the state of the walls, moving the waste pipes, the product range. You can give an example of a job with its overall budget if the client agrees. A single price displayed in large type matches no real bathroom.
You can say that current grants exist and that eligibility depends on the household. I advise against writing an amount, a rate or a condition. Refer people to the relevant body and have the wording checked by your trade association.
No. What the client mainly wants to know is who is accountable to them. Write that you coordinate partner tradespeople and that you remain their single point of contact. That frankness reassures more than a “we do everything” that the visit will contradict.
Start with five or six, well described. Add one a month if you can. Regularity matters more than volume: a website whose latest job is three years old looks like a business that has stopped.
Ask for consent before the work starts, in writing, specifying that neither the name nor the address will appear. Most agree. For the others, a before and after plan and a description are enough to make a useful page.
It helps the Google Business Profile, because it provides an address people can visit, opening hours and photos. If you don't have one, the profile works with a service area. Your published jobs then act as the showroom.
Only for the areas where you have completed jobs to show. A page that names three bathrooms redone in the same district is credible. Twenty identical pages where only the village name changes are not.
The Google Business Profile responds within a few weeks in most cases. Project pages take several months to take hold. I guarantee no timescale. We track enquiries together and fix what isn't working.
See also
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