Industry · Training organisations
Growth for training organisations: answer the obligation, then the course
Most training is bought because something requires it: a regulation, a job, an exam, a client. People search for that requirement, not for your brand. We build one clear page per course and per obligation it meets, run Google Ads on the exact searches that show intent to enrol, and make the sign-up or quote request work in a minute on a phone.
Who searches, and for what
Three people can be behind the same enrolment. The learner searches for the requirement ("mandatory training for …", "renew certificate …", "exam date …"). The employer searches for a provider who can train a team on a date, in a place or online. The funder or HR department checks the provider's credentials before saying yes.
Each needs a different answer on the page: what the obligation says and who it applies to, what the course covers and how long it takes, when the next sessions are, what proof the learner receives, and what to do if the course is funded. When those answers are clear and sourced, the same page also serves people who ask an AI assistant "which training do I need for …".
What we do for a training organisation
- One page per course, built on the real obligation: the official text it relates to, who must take it, how often, the format and the next dates. Every legal reference linked to its official source, every figure dated. See SEO.
- Google Search ads on enrolment searches only: exact keywords for the course and obligation, negatives for "free", "PDF", "job" and other searches that do not enrol, a daily cap and a stop rule written in advance (for example: stop a course whose ads have spent a set amount without a sign-up). See Google Ads.
- Sign-up and quote pages that are short: dates, price as you set it, one button, the minimum of fields, tested on a 390-pixel phone; a separate quote path for employers. See landing pages.
- Short explainer videos: what the course covers, in 9:16 and 16:9, with voice-over in the language of your learners. See video ads.
- Tracking that counts sign-ups, not page views: GA4 events on begin_checkout and purchase or on the quote form, behind a fair consent banner.
Rules and pitfalls in this sector
France: no cold prospecting of CPF holders. Law no. 2022-1587 of 19 December 2022 bans commercial prospecting of holders of a personal training account (CPF) by phone, messaging, email or social networks (article L6323-8-1 of the Labour Code), except within a training action already under way and directly linked to it. Breaking it exposes the company to heavy fines set by the law. We therefore build demand from searches and ads people choose to click, and we never buy or use contact lists of account holders.
Write the obligation exactly. Overstating a legal requirement ("compulsory for everyone") brings sign-ups that end in refunds and complaints. Each page states who the rule applies to, quoting the official text.
Session dates must be true. An ad for a session that is already full, or a date that has passed, wastes budget and trust. We tie ads and pages to your real calendar and pause what is full.
What we need from you
- Your course list with durations, formats, prices as you set them and the next dates.
- The official references for each obligation you train for, or the name of the person who knows them.
- Access to your booking or payment tool and to ad accounts in your name; you pay ad spend directly to Google or Meta.
- A trainer available to review each course page and record a few minutes of video.
Questions we get
Should we advertise every course?
No. We start with the two or three courses where people already search with clear intent and your sessions have room. Other courses can grow through their pages first.
Can you contact people who have training credit to use?
Not in France: prospecting CPF account holders by phone, messaging, email or social networks is banned by law. We bring people to you through search and ads they choose to click.
Will AI assistants recommend our courses?
No one controls that. What we can do is make your pages easy to read and quote: the answer first, the facts sourced, structured data that matches the page, and AI crawlers allowed in robots.txt.
Do you write the course content itself?
No. We write the pages that present your courses and help people choose. The training content and its quality remain yours.
Sources
- Mon Compte Formation: end of commercial prospecting of CPF holders (checked 2026-10-06)
- Légifrance: Law no. 2022-1587 of 19 December 2022 (checked 2026-10-06)
- Google Search Central: AI features and your website (checked 2026-10-06)