How to scale a training organization through web design and SEO/AEO?
Educational excellence at the service of performance.
Kepsom is a modern training organization that is rethinking professional learning.
Positioned on themes with high added value, Kepsom supports companies and learners in their skills development. Their challenge: to transform a complex training catalog into a fluid, aesthetic and ultra-efficient digital platform.
Get out of the “filter trap” to conquer search engines.
Like many training organizations, Kepsom was facing structural and regulatory challenges:
- The SEO glass ceiling: A training catalog managed by classic filters, invisible to Google (no URL, no H1, no specific metas).
- The Qualiopi requirement: The need to present accurate and compliant information without sacrificing user experience and design.
- Brand image: An often austere sector where it is difficult to stand out visually while remaining credible to HR decision-makers.
Reconciling cutting-edge design, regulatory compliance and an aggressive SEO strategy.
- Disruptive Art Direction: Create an “incredible” visual universe that breaks the codes of professional training.
- Granularity architecture: Transform training categories into real indexable landing pages.
- UX/UI design: Streamline the registration process and the consultation of the catalog.
- Qualiopi compliance: Integrate mandatory information in an elegant and ergonomic way.
The power of content granularity.
Rather than leaving training categories as simple search filters, we applied our method of CMS granularity :
- Catalogue explosion: Each category (Management, Sales, Soft Skills...) has been transformed into a unique CMS page.
- Semantic optimization: Each new page generated has its own H1, its tailor-made content and its meta tags optimized for precise search intent.
- Smart internal mesh: Creation of an ecosystem where each training reinforces the authority of its parent category.
- “Training-Ready” Design System: A modular visual framework that allows you to add training courses in a few clicks while maintaining a premium aesthetic.
The Webflow CMS used as a growth driver.
- Breakthrough design: A strong visual universe, with careful interactions and bold typography to affirm Kepsom's premium positioning.
- Catalog automation: The client adds training to the CMS, and the site automatically creates links, updates categories, and optimizes SEO.
- Conversion-oriented UX: Strategically integrated quote and brochure request forms to maximize lead collection.
Structuring knowledge for AI.
By finely segmenting Kepsom's offer, we facilitated the work of search engines and AIs (ChatGPT, Perplexity):
- Clear educational entities: Each training course is identified as its own entity with specific attributes (duration, objectives, prerequisites).
- AI ready™: A semantic structure that allows LLMs to precisely cite Kepsom as an expert on a given training theme.
Total autonomy to scale.
We gave the Kepsom team the keys to manage this “monster” of granularity:
- How to create a new training category in 2 minutes
- Maintain incredible design consistency when adding new content.
- Manage Qualiopi updates centrally via the CMS.
A training organization armed to dominate its market.
With the redesign of Kepsom, we proved that a training site can be both a work of visual art, a tool that meets the most stringent standards (Qualiopi) and an SEO war machine.
By focusing on granularity, Kepsom no longer only has a site, but a real network of optimized landing pages that capture traffic where it is located.
Et si votre site devenait lui aussi un levier de croissance ?
Découvrez d’autres réalisations :
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Tout ce que vous devez savoir avant de lancer votre projet
Nos clients nous posent souvent les mêmes questions avant de se lancer. Voici les réponses essentielles pour avancer sereinement.
We work on both, but our area of genius is clearly located in the redesign.
Working from an existing site allows us to analyze what is already working, identify real points of friction, and optimize structure, content, and performance with precision.
The result: decisions based on concrete data, not on hypotheses.
Each project starts with a strategic framework phase.
Then, we design the structure, content and interface in a logic of measurable performance, with clear support until the launch and beyond.
Yes.
SEO, content, and structure are never treated separately.
We work on architecture, messages and content to respond to both search engines, AI engines and end users.
We work mainly with startups, scale-ups, SaaS, firms and B2B businesses, in France and internationally. The common point: a need for clarity, credibility and performance.
Webflow is our core expertise, but never isolated. We also work on the strategy, brand identity, SEO/AEO, migration and post-delivery growth.
See our services of Webflow site creation And of maintenance & growth.
Norry supports B2B companies, SaaS and demanding services on Webflow projects with high business challenges. Our combined approach strategy, UX, branding, SEO/AEO and Webflow development, with a clear objective: to transform your site into a growth driver.
To find out more, discover our approach in strategy and positioning.
