Home / Industries / Conservatories, pergolas and glazed extensions
A conservatory is a big budget and a long decision. Your future clients spend weeks reading, comparing materials and wondering whether they're allowed to build. Meanwhile, the national networks send them a catalogue and a salesperson. I make sure your business is there from the very first searches, with clear answers and finished projects visible near where they live.
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 workshop in the department
A couple near Angoulême wants a conservatory. Their search brings up networks, a kit seller, a comparison site and a guide. Your business, which builds twenty minutes from their home, sits on the seventh line. Move it up.
Fig. 1. Seven results for a conservatory in Charente. Only one builds in the department. (The first six send a catalogue. You're the only one people can go and watch at work.)
What this means for you. I put online what the other six can't show: your conservatories installed in the department, your workshop and your answers to the project's questions.
SEO for a conservatory and pergola maker or installer is the work that makes a local business visible on Google throughout a home extension project: the initial idea, the choice between conservatory, pergola and extension, the budget, the permits, then the search for a nearby installer. It relies on one page per product, on located and dated projects, and on a well-kept Google Business Profile. It is measured by the survey requests received for homes in your installation area.
The problem
I'd rather be clear: this market attracts organised groups, with dealerships everywhere, big ad budgets and websites with several hundred pages. Add to that pergola kit sellers and quote platforms. A local business doesn't win on their ground. It wins on its own, at the scale of a department.
Between the first idea and signing, several months often go by. The client reads a lot during that time. If your site is just a gallery and a form, they get their information from your competitors and contact you last, or not at all.
Too hot in summer, cold in winter, sold with pushy methods: many people stopped there. As long as you don't answer these objections on your pages, they stay in the visitor's head and hold back their enquiry.
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.
Expand your living space
High-end conservatories and pergolas, built to last.
Get a free quoteFig. 2. Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me.
What your customers type
Six searches serve as examples here, chosen because they mark the stages of a conservatory project. Yours will be established by the audit, with figures to back them up.
What works
Aluminium conservatory, solid-roof conservatory, bioclimatic pergola, glazed extension, conservatory renovation, terrace shelter: the client arrives through the product they have in mind. Each page describes what use it suits, its limits and what you build or install yourself.
A conservatory is judged on site and over time. For each job, I ask you for the town, the year, the orientation and how the room is used. Placed on a map of your area, these project sheets show visitors that one of your conservatories stands a few kilometres from their home.
Heat, cold, condensation, the noise of rain, maintenance: these questions cause hesitation. One page per objection, with your technical solutions explained simply, clears the doubt before the appointment. It also answers searches that many competitors leave unanswered.
You can describe your help: survey, plans, application documents, submission. You should avoid stating a planning rule, which varies by town and can change. This restraint protects you, and it reassures a client who has read everything and its opposite.
A project of this size almost always involves a visit. The profile should make people want to come: photos of the workshop and the models on display, exact opening hours, appointment booking. I also list each product as a separate service.
What costs dearly
Those descriptions already appear on the websites of all their customers. Google has no reason to keep your copy. Write what only you can say: your workshop, your installations, your region.
Fifty anonymous photos look like a catalogue. The visitor doesn't know whether these conservatories are yours. A caption with the town and year changes how they read it.
Asking for a phone number on the very first page recalls the cold-calling the client dreads. Inform first, then offer a home survey. Enquiries will be fewer and more serious.
Some sites say so to make the sale easier. It's risky for you and wrong in many cases. Say that the town decides and that you support the client with their application.
The method
Four steps, designed for a long sales cycle. The client needs to come across you several times before writing to you.
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 conservatory or pergola in your installation area, 2% of visitors make an enquiry, one enquiry in three is signed (this varies a lot from one trade to another), €25,000 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 is a department of detached houses with gardens. In Angoulême and Cognac, people search for a conservatory or pergola with the town name. In a small town like Barbezieux or Confolens, they type the town's name and want to know whether your team travels that far. My agency Newp was born near Cognac, and we can meet in the department.
The towns around the city are made up of detached houses with gardens. A page on extending with a conservatory, with jobs from the area, speaks to families who want an extra room without moving.
Attaching a glazed structure to an old stone façade takes care, and the town may require permission. Show successful integrations and say that you prepare the application for the permission the town requires.
In front of a longhouse or a village house, people may want to cover a terrace or link two buildings. Pergolas and shelters suit this well. State how far your installation team goes.
Beyond Google
A conservatory project raises many questions, and AI tools like ChatGPT, Gemini, Claude or Mistral receive a good share of them. For example: “our house near Cognac faces due south, we're torn between a conservatory and a bioclimatic pergola, which should we choose and who can install it?”. The AI compares the two options, then sometimes names businesses.
It draws its answers from content that explains, not content that sells. A network catalogue gives it range names. Your pages on orientation, summer comfort and your projects in the area give it facts it can reuse while citing you. I structure this content for Google and for AI at the same time, with the same demand for precision.
Question asked to an AIOur house near Cognac faces due south. Conservatory or bioclimatic pergola, and who can install it?
Three types of business can take on 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
Here are three textbook cases, unrelated to any real business. They show the kind of first actions I suggest.
They have been building to measure for a long time, but their site reuses their profile supplier's texts.
The network's site gives them one page and sends them few enquiries.
He fits windows and wants to add bioclimatic pergolas to his business.
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 big chain has sat up there for years, hogging every click. Grab the piece and slide it into the slot.
INSERT COINSLIDE THE COIN INTO THE SLOT
Fig. 4. Sixteen seconds to topple a giant.
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, at the scale of your installation area. A network writes for the whole of France and can't show twenty jobs in your district. You can. I don't promise you'll overtake them; I help you be the credible local result alongside them.
It depends on your contract, and that's the first thing to check. If a website is off limits, you still have your premises' Google Business Profile, your reviews and sometimes a local page on the network's site. Those three things already count for a lot.
Give examples rather than a price list: this conservatory, this area, this level of finish, this overall budget, with the client's agreement. Explain the items that make the amount vary. The visitor can place themselves, and you avoid enquiries that are out of reach.
That the permission required depends on the town, the plot and the project, and that you help prepare the application. No thresholds, no timescales, no guarantee of approval. I recommend having this passage checked by a legal professional or your trade body.
They take the ones who want a low price first and are happy to assemble it themselves. The others want professional installation and someone to talk to. A page that fairly compares the two options brings you that second group.
Yes, if you do it. Owners of old conservatories are actively looking for a solution and find few answers. The job is smaller than a new build, but it's decided quickly and often leads to other work.
We don't just measure enquiries. We also look at which pages are read, where visitors come from and which searches you appear for. These signals move ahead of orders and tell us whether we're heading the right way.
Yes, using the exact wording of your contracts and insurance certificates. Don't add any duration or promise that isn't in them. I copy what you send me; I don't rephrase it.
They're still useful for meeting people. But a trade show visitor goes home and types your name. If they find a thin website, the contact made at the stand goes cold. The website extends the show; it doesn't replace it.
For a product with a long cycle, I think in terms of a full year, to cover a whole season of projects. The first signs come earlier, on the profile and the question pages. No result is guaranteed in advance, and I'll remind you of that at every stage.
See also
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Together we look at where you stand on Google and in AI, and what should change first.
