For a receiver leading the Bills in snaps, Keon Coleman’s stat line has become a cause for concern. Over the last three games, he’s caught just eight of twelve targets for 58 yards. That’s not what is expected from the guy leading the Bills’ wide receiver room in snaps (138). But as questions about his role intensify, Buffalo’s leadership is sending a clear, unified message.

“Continue to grow. This past week, he took a step in terms of playing in a two-dimensional type of approach with making some catches in the pass game, making some key blocks for us. And when you’re trying to move the ball, it takes all 11. And his role from play to play may change.”

In Week 8, Coleman showed flashes of that potential again, catching three of four targets for 30 yards in the Bills’ 40-9 blowout win over the Panthers. It was solid, but it didn’t completely silence the noise. Then came Week 9 against the Chiefs, where Coleman hauled in two catches for 17 yards.

And once again, the questions resurfaced about his role in the offense. But just like McDermott, GM Brandon Beane is right there in his corner.

“Microscope is on Keon… There’s been some good things, and there’s things he can continue to do better. I think he has taken another step this year. He has shown maturity of how he can help our offense even away from the ball and in the run game and things like that. But I think he’s catching the ball well…He wants his opportunity. He’s working hard. He’s not complaining.”

And this backing means a lot, especially when Coleman was benched a month ago.

Sean McDermott benched Keon Coleman for a disciplinary issue

In Week 5, Coleman found himself on the sideline against the New England Patriots. Sean McDermott called it a “discipline” move, and it wasn’t random. The wideout sat out six plays, watching the drive end in a fumble on a botched handoff from Josh Allen to Dawson Knox. Up until that point, Coleman had started every game this season.

After the game, McDermott didn’t dodge the topic. He told reporters the issue came from “something that happened during the week leading up to the game” but refused to share details. When asked if he was disappointed that another issue led to Sunday’s benching, McDermott didn’t hesitate. “Yes.”

While Coleman has produced (29 catches, 284 yards, two touchdowns), McDermott is demanding more steadiness, emphasizing that consistency, not just flashes of talent, is what the team requires.

“We expect more, and he has shown growth this year. We’re looking for more consistency.”

When pressed on what that meant, McDermott added, “Growth, maturation. That leads to consistency more than anything. And like anything else if you have winning habits, it leads to winning on the field. And so that’s really what we’re trying to create. And that’s what we’re here to do, is help young men in this case grow and mature and develop and become professionals.”

So Coleman has to adapt fast and be consistent to shut the criticism.