CLL — Centre de Langues

The challenge: traffic that wasn't converting enough

CLL — Centre de Langues de Louvain-la-Neuve — is one of Belgium's leading language schools, in a market dominated by global platforms like Duolingo (54,800 monthly searches) and Babbel (4,800). As a local player, CLL was never going to out-spend or out-rank the apps on brand terms. But it had real traffic coming in — and that traffic wasn't converting into leads.

So the brief wasn't just “more SEO.” It was a growth question: win the searches CLL could realistically own, then make the pages actually turn that traffic into enrolments.

Our approach: acquisition first, then conversion

We ran the project as a growth engine in two connected axes — acquisition first, then conversion — and transferred the capability to CLL's team along the way.

Axis 1 — Acquisition: win the searches CLL can own

Rather than fight global brands head-on, we focused on local, high-intent queries where proximity and quality beat brand recognition — “apprendre le néerlandais,” “apprendre l'anglais,” “apprendre le français” — and the level-test cluster (“test de néerlandais,” “test d'anglais,” “test de français”). We mapped the competitive landscape, then ran a sustained campaign: netlinking to the dedicated SEO landing pages, refreshing the copy and content, and enriching the level-test theme. Targets were concrete — top 10 on the core “learn a language” queries, top 3 on the test queries — while holding the positions already won.

Axis 2 — Conversion: make the traffic count

Traffic only matters if it converts. We built a three-month landing-page optimisation plan: a structured test calendar iterating on each page to find the right mix, lead-capture blocks (level tests, contact prompts, gated content), and a clear path toward the commercial offer. We measured click behaviour and on-page performance with Mouseflow, ran the test cycles, and reduced bounce while lifting lead capture.

Transfer — leave the team able to run it

Alongside the campaigns, we trained CLL's team on SEO — fundamentals, tools (GA, Search Console), strategic planning and execution — illustrated entirely with CLL's own cases. We piloted the campaigns first, then handed the wheel over through coaching, so the capability stayed in-house once we stepped back.

What we delivered: from competitive analysis to lead capture

• Competitive SEO analysis — keywords, brands and search-intent mapping
• Keyword strategy targeting high-conversion, local-intent queries
• Netlinking campaign and content refresh on the SEO landing pages
• Three-month landing-page optimisation plan with lead-capture blocks
• Conversion measurement and test cycles (Mouseflow)
• SEO training and coaching for the CLL team — from pilot to autonomy

Results: +30% traffic, up to +200% on lead pages

• +30% growth in organic traffic
• Up to +200% traffic on lead-generation pages
• High engagement rates maintained throughout — and the capability transferred to the team