Institut de Français — Villefranche

The Institut de Français has taught French by total immersion on the Riviera for more than 55 years, with press coverage and decades of testimonials to show for it. Its site had to carry that reputation to an international audience while answering every practical question a student asks before committing four weeks and €5,800 — method, levels, a typical day, meals, accommodation, calendar, even the weather — in the student's own language, and take the application online.

• Programme built around the three intensive formats — 4 weeks / 160 h, 3 weeks / 120 h, 2 weeks / 80 h — with fees stated openly rather than on request
• The method explained the way the school teaches it: small groups, language laboratory and practical sessions, role plays, films and songs, continuous speaking, individual correction of characteristic errors, eight levels
• Everything a student wants to know before booking: daily schedule and meals, recreation and weather, teachers, the location in Villefranche-sur-Mer, accommodation, calendar
• Proof before the pitch: The New York Times and TIME coverage, Google reviews and testimonials, an Instagram feed straight from the classroom
• Application form and online enrolment on WooCommerce, plus newsletter capture
• Six languages — English, Russian, Ukrainian, German, Italian, Spanish — with hreflang so each market lands on its own version
• Cross-promotion of the new Nice school from the header, and a blog and FAQ aimed at the long-tail searches: learn French in France, French immersion courses

A site that reads like the institution it represents: a prospective student can compare the three programmes, see what a day looks like, check fees and dates, read what the press and former students said, and apply — without a single email — in any of six languages. It also became the launch pad for the school's second campus in Nice.