--- title: "Bathroom SEO: fitters and renovators · Kévin Papot" url: https://kevinpapot.fr/en/seo-salle-de-bain author: Kévin Papot, SEO and GEO consultant language: en updated: 2026-10-15 --- > SEO and GEO consultant for more than fifteen years. I only recommend what I've made work on my own websites, on Google and in AI answers. [Home](https://kevinpapot.fr/en/) / [Industries](https://kevinpapot.fr/en/metiers) / Bathrooms, fitting and renovation # SEO for bathroom businesses: get full renovation enquiries in your area. 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. [Book a call](#contact)[See my method](https://kevinpapot.fr/en/methode) 1. Rattle your competitors. 2. Overtake them. 3. Protect you from their attacks. A vanity unit. [Photo: XanderL, CC BY-SA 4.0, via Wikimedia Commons](https://commons.wikimedia.org/wiki/File:Modern_Bathroom_Countertop.jpg) **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 DartyEurofinsCegidEBPCNP AssurancesIngram Micro ## What is SEO for a bathroom fitter? 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 ## Where bathroom fitters get stuck. Symptom 1 ### The big retailers own the general searches 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. Symptom 2 ### Quote platforms sell the same lead to several firms 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. Symptom 3 ### The website doesn't show the whole job 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 ## What I see in thirty seconds on a bathroom company's website. The site below doesn't exist, but its flaws do: they're the five I spot most often. Hover over a number. Home | Baths & Bathrooms https://votre-entreprise-bains.exemple **YOUR BUSINESS**Home · Our brands · Configurator · Contact Your dream bathroom awaits Solutions for every taste, every wish and every budget. Launch the configurator **Showers**Manufacturer image **Furniture**Manufacturer image **Baths**Manufacturer image **Fig. 2.** Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me. 1. *1***A title with no trade and no town**“Home | Baths & Bathrooms” matches no search. “Bathroom renovation in Angoulême: strip-out, plumbing, tiling” says what you do and where. 2. *2***“Our brands” before “Our projects”**The visitor isn't looking for a manufacturer, they're looking for a business. Put your completed jobs as the first menu entry and the brands on a secondary page. 3. *3***An advertising line**“Dream” tells nobody anything. Write the service: full renovation, a single point of contact, towns covered. 4. *4***A photo-studio bathroom**No socket, no window, no radiator: you can tell the room doesn't exist. Show a finished bathroom in a client's home. 5. *5***Sorted by product**Showers, furniture, baths: that's a shop aisle. Sort by project, the way the client does: replace, renovate, adapt. What your customers type ## What your clients type before redoing their bathroom. 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. *1*“bathroom renovation” followed by the name of the town : This is the search of a homeowner who has made up their mind. They want a nearby business and a single point of contact. Your page should state the town, the trades you take on and how the first visit goes. *2*“replace bath with shower price” : They want a ballpark figure before bothering anyone. A page that explains what makes the amount vary, without a misleading table, does them a service. It leads them to ask for a price tailored to their room. *3*“walk-in shower elderly person” : The request often comes from a son or daughter worried about a parent. They're looking for a safe solution and a patient business. Describe the low-profile shower tray, the seat, the grab rails and how long the room will be out of use. *4*“small bathroom 4 m² layout” : They're short of space and afraid of getting it wrong. Two real jobs in narrow rooms, with the before and after plans, are worth more than an article of general advice. *5*“turnkey bathroom reviews” : They've spotted two or three names and are checking. They read the reviews, look at how long the business has been around and look for photos that don't come from a catalogue. Everything they find must add up. *6*“create a shower room in a bedroom” : The project involves waste pipes and ventilation. The reader doesn't know whether it's feasible in their home. A short page says what you check during the visit and in which cases you advise against it. What works ## The five levers of a bathroom business. Lever 1 ### One page per type of project 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. Lever 2 ### Before-and-after jobs, each with its own page 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. Lever 3 ### The business's Google Business Profile 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. Lever 4 ### The schedule in writing, day by day 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. Lever 5 ### The accessible shower, treated seriously 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 ## Common mistakes on bathroom websites. Mistake 1 ### Manufacturer photos instead of real jobs 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. Mistake 2 ### A configurator as the only way in 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. Mistake 3 ### Advertising a price per square metre 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. Mistake 4 ### Using grants as a sales pitch 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 ## What I put in place for a bathroom fitter. Four steps, in this order. I start with what you already have: your finished jobs. 1. **The jobs.** We sort your photos and write a page for each bathroom delivered. 2. **The projects.** One page per type of renovation, with the schedule, common questions and a short form. 3. **The map.** Google Business Profile completed, service area specified, review request at the end of each job. 4. **Enquiries.** At the monthly review, we count the survey visits obtained and the project that brought them in. One-minute test ## Is SEO right for you? Five frank questions to find out whether support makes sense in your situation. Sometimes the answer is no, and I'll tell you. Close to home ## Bathrooms in Charente. 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. ### Angoulême: flats and town houses 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. ### Cognac: stone houses and second homes 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. ### Small towns: staying at home 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. The rooftops of Angoulême. [Photo: JLPC, CC BY-SA 3.0, via Wikimedia Commons](https://commons.wikimedia.org/wiki/File:Angoul%C3%AAme_16_Vue_toits%26Charente_depuis_bd_Pasteur_2014.jpg) The historic centre of Cognac. [Photo: Jacques DASSIÉ, CC BY-SA 4.0, via Wikimedia Commons](https://commons.wikimedia.org/wiki/File:Cognac_Centre_historique.jpg) [SEO consultant in Charente](https://kevinpapot.fr/consultant-seo-charente)[Angoulême](https://kevinpapot.fr/consultant-seo-angouleme)[Cognac](https://kevinpapot.fr/consultant-seo-cognac) Beyond Google ## What AI changes for a bathroom business. 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. [Find out more about GEO](https://kevinpapot.fr/en/consultant-geo) Question asked to an AIWe want to replace my mother's bath with a safe shower, near Cognac. Who should we contact? Answer There are three types of contact, from the least specific to the best described: 1. **Our client**— local bathroom business near Cognac: bath replaced with a walk-in shower, job duration stated, seat and grab rails fitted, before-and-after photos of completed work, towns covered listed. 2. — DIY store with a fitting service, fitters assigned after the order. 3. — matchmaking site, several tradespeople call you back after a form. Business websiteGoogle Business ProfileCustomer reviews **Fig. 3.** Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description. Three typical cases ## Three bathroom fitter situations. These three cases are made up to show where I would start. Your plan will come out of the audit of your website. ### A plumber who wants to sell full renovations He makes his living from call-outs and does six bathrooms a year, which he shows nowhere. 1. Photograph and describe the last six jobs. 2. Create a full renovation page separate from call-outs. 3. Add the service and the photos to the Google Business Profile. ### An eight-person business with a showroom It depends on a quote platform and signs little of what it buys. 1. Measure what a signed job costs through each channel. 2. Publish one page per type of project, with appointment booking. 3. Cut back on buying leads as direct enquiries rise. ### A tradesperson specialising in accessible showers Families recommend him, but he doesn't show up in any search related to old age. 1. Write the walk-in shower page, without any grant amounts. 2. List the towns covered and the usual lead time for a visit. 3. Ask the family for a review once the shower is in use. In practice ## What you get. - One page per type of bathroom project, written in your words - Before-and-after job pages, sorted by town - A complete Google Business Profile, with your services and recent photos - A written job schedule your clients read before the appointment - A monthly review of the survey visits requested through the website Pricing ## How much does an SEO consultant cost? The fee depends on four things. I give you a precise amount after a free first thirty-minute conversation. - The size of the site: ten pages or ten thousand - The competition on your queries - What you can do in-house, and what needs producing for you - The pace you want [Request a quote](#contact) Who you're talking to ## Your SEO consultant: a business owner, not just an SEO. 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. [Read my story](https://kevinpapot.fr/en/kevin)[See my method](https://kevinpapot.fr/en/methode) FAQ ## SEO and bathrooms: your questions. The big retailers are everywhere on Google. Is there room for a local business? 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. Should I stop buying leads from quote platforms? 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. Should I publish my prices? 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. Can I talk about grants for adapting a home? 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. I subcontract the electrics and tiling. Should I hide it? 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. How many jobs should I show? 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. My clients sometimes refuse to have photos taken in their home. What can I do? 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. Does a showroom help SEO? 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. Do I need a page for every town? 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. When do bathroom enquiries start coming in? 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. --- Source: https://kevinpapot.fr/en/seo-salle-de-bain · Kévin Papot, SEO and GEO consultant, Charente (France).