130 years of craftsmanship, finally visible online
- Client
- Charpenterie Extrat · 18 employees · Saint-Romain-d'Urfé (Loire, France)
- Services
- Brand strategy · Website · Google Business Profile · Press · Film · Social media
- Launch
- September 2026
Results after 1 month
2,023
Google impressions in the first month
178
Appearances in Google's AI answers
97/100
Mobile site speed (Google score)
The Challenge
Founded in 1895 and taken over in 2020 by brothers Aurélien and Alexandre Vallas, Charpenterie Extrat (18 employees) is a local institution in the Roanne area.
Yet it was completely invisible online: a website dating from 2016, no social media profiles, and a Google listing with ten-year-old photos and a lower rating than its competitors.
Extrat had never spent a single euro on communication, because word of mouth had always been enough to fill the order book.
But they had to think about the future. Generations pass, and whatever is not written down is bound to disappear. Newcomers don't know the local institutions. They ask Google or AI assistants to recommend companies.
The 130th anniversary was the perfect moment to anchor their story and prove to everyone, long-time and new customers alike, how solid Extrat is.
Without an online presence, the question of choosing you never even comes up:
you are not one of the candidates.
The Aurea Strategy
Brand & story
It all started with in-depth interviews with Aurélien and Alexandre, to understand what makes Extrat strong, what sets it apart from competitors and what worries its customers before they sign. One concern quickly emerged: "My roof structure has to last 100 years, but I have no way of judging its quality." What these customers want above all is a company they can trust. And what better proof than 130 years of landmark buildings still standing in the region? That became the common thread of the entire communication strategy.
What makes this project special: the two brothers also run La Charpenterie des Bois Noirs, in the same area. So that the two companies don't compete with each other, we gave each one its own identity (see the Charpenterie des Bois Noirs project).
Finding what makes you unique is the heart of what we do at Aurea. It's what lets you stand out where everyone else looks the same.
The website
Every page was designed to turn a curious visitor into a quote request. The service pages answer all of the customer's questions (how a project unfolds, how the quote is drawn up, guarantees) while reassuring them with concrete proof (certifications, recent projects, photos of the team). The About page builds credibility and a personal connection by telling Extrat's story, while the Projects section shows the full range of their skills.
The extrat.fr site is built to capture strategic local searches (carpenter, roof renovation, joiner) both on Google (SEO) and in AI-generated answers. Finally, every page is structured to host potential advertising campaigns (Google Ads) effectively and maximise the conversion rate from day one.
In parallel, we optimised their Google Business Profile: a keyword-rich description of services, photos of recent projects, and a template message sent after every job to make collecting customer reviews systematic.
One message across every channel
Alongside the website, the 130th anniversary was the perfect opportunity to spread Extrat's message as widely as possible, across several channels.
- A brand film: conceived and scripted by Aurea, then shot and edited by OS Production, premiered at the anniversary evening in front of more than 200 guests.
- Two press articles: written by us from two strategic angles. The first, an interview, gives the floor to the two managers for the very first time since the takeover; the second, a profile, showcases a local institution in full growth.
- A social media presence: Facebook and Instagram pages created, with a 6-post launch strategy to build buzz around the anniversary and support the website launch.
The Results
Extrat is the perfect illustration of the Aurea method. We never create a website or posts at random: we first lay solid strategic foundations. Who are we talking to? What message should we convey? What makes the company truly unique? On that basis, we roll out channels that tell the same story and multiply the overall impact.
In just one month, Extrat went from invisible to a complete, consistent and effective online presence:
- Immediate visibility: more than 2,000 impressions on Google in the very first month.
- Growing awareness: a clear increase in brand searches, driven by press coverage, the anniversary event and social media.
- Stronger online reputation: the Google rating rose from 3.8 to 4/5, along with the first recommendations generated by AI assistants.
Since organic search takes 3 to 6 months to fully rank service pages on Google, a full SEO review will be carried out at 6 months.
“Nous avons eu la chance de travailler avec Camille, qui est une personne très agréable, professionnelle, disponible… Elle arrive à comprendre nos attentes dans des délais très rapides. Je recommande cette personne à tous ceux qui veulent un résultat au top !”
Aurélien Vallas, co-manager of Extrat and La Charpenterie des Bois Noirs
Avis Google
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