The context
The Greta Metehor, a professional training organization accredited by the State, is distinguished by its advanced expertise in the fields of hotels, restaurants and the tertiary sector. Recognized for the quality of its programs, the institution has built a reputation for excellence among professionals and partner companies.
However, despite this sectoral and institutional legitimacy, its digital presence did not reflect the richness of its offer. The website, designed as a simple institutional support, was struggling to generate applications and convert traffic into tangible registrations. The absence of distinct paths for its two main targets - individual candidates and partner companies - diluted the effectiveness of its communication. Its visual identity, dated and not very distinctive, did not make it possible to effectively attract these audiences looking for quality professional training solutions.
Our role: transform a static institutional site into a real acquisition engine and conversion for both strategic targets, capable of valuing the expertise of Greta Metehor and optimizing the paths specific to each audience.
Issues
... masking the real quality of the courses and the educational excellence of the establishment.
... which diluted the user journeys of individual candidates and partner companies, drastically limiting conversions.
... making the site virtually invisible on search engines for strategic queries.
Less than 1% of registrations came from the digital channel, revealing a major dysfunction in the digital ecosystem.
Our mission
Metamorphose the Greta Metehor digital ecosystem to make it a strategic lever for recruitment and conversion, in line with the educational excellence of the establishment.
Solutions provided
Faced with these multiple challenges, we adopted a holistic approach that went beyond a simple “makeover” to completely rethink the digital experience. Our initial diagnosis identified that the issue was not simply technical, but touched on the very essence of the establishment's communication on the web. A strategic overhaul was needed, aligning the digital identity with the educational promise.
We created a new visual identity that embodies Greta Metehor's values of excellence and support. This modern and professional identity was designed to resonate with the aspirations of potential candidates while maintaining institutional trust. Each graphic element was selected to strengthen the brand image and facilitate immediate identification in a competitive sector.
The structure of the site has been completely redesigned to optimize user journeys according to two distinct targets: individual candidates and partner companies. We designed an architecture that specifically meets the needs and search intentions of these two audiences, creating dedicated conversion tunnels for each profile. For candidates, emphasis was placed on quick access to training courses and registration procedures. For companies, we have valued continuing education systems and partnership opportunities. Particular attention has been paid to points of friction, which have been systematically eliminated to make the conversion process smoother. Call-to-actions have been strategically positioned and formulated to maximize transformation rates adapted to each target.
Our SEO approach has been deployed at all levels:
- Technical structure optimized for indexing and performance
- Semantic architecture built around the research intentions of the two main targets: individual candidates and partner companies
- Editorial content enriched to precisely answer the specific questions of each audience
- Internal networking designed to enhance each training course and strengthen thematic authority
- Content strategy with 30 blog posts organized into strategic semantic cocoons, designed to propel site traffic
This strategy made it possible to quickly position Greta Metehor on high-intent search terms in its sector, generating qualified traffic ready for conversion, whether they are future learners or companies looking for vocational training solutions.
Results
The new site, launched in January 2024, has demonstrated its long-term effectiveness. In March 2025, organic traffic reached 3,000 monthly visitors, an increase of 58% compared to the 1,900 visitors in March 2023. Even more impressively, impressions in Google search results exploded, from 6,400 in March 2023 to 23,000 in April 2025 - a 3.6-fold increase.
This increased visibility has directly translated into concrete results: the site now generates 30% of registration requests, compared to less than 1% previously. This transformation allowed Greta Metehor to:
- Conquering a significant position in the search results of its sector for its two main targets
- Efficiently transform visits into qualified registration applications (candidates) and partnership requests (companies)
- Reducing dependence on traditional recruitment channels
- Strengthen its brand image throughout its ecosystem
3 Strategic key points
Aligning digital identity with educational excellence to create brand consistency that generates trust among candidates and businesses.
Structuring web architecture around specific intentions of the two main targets (individual candidates and companies) to optimize each conversion journey.
Deploy a global and segmented SEO strategy to capture qualified traffic ready to engage, whether they are future learners or companies looking for training solutions.
