How to Take Your Profile From Good to Great


Increase conversions, drive traffic to your profile, and help learners get the information they need about the training you provide.

At, making your profile on our site a success is one of our greatest ambitions. A profile optimized with relevant and updated course content can go a long way towards helping our users find their ideal professional development program. A profile with enriched content adds visual data that offers unique selling points and increases trust. That’s why we analysed the profile and course content across our site to determine what elevates a profile from good to great!


We analysed 1001 URLs with the highest number of page views for their conversion rates across several goals including click-throughs, information requests, and brochure downloads or bookings using the SPSS statistical software. We then grouped the course pages by their conversion rates:


  • 12%+ is ideal

  • 5 - 8.5% is medium

  • 2.5 - 5% is low



What Can You Add to Achieve a “Medium” Conversion Rate?

All course pages include a basic course description, but what can you add to your course pages to make them perform even better? Course pages with a medium level conversion rate, which we define as a conversion rate between 5 - 8.5%, include the following:


An “outcome/qualification” section


When people search and compare training programmes, they’re looking for courses that certify the skills they gained. Adding information about what professionals can learn in a training course or what kind of qualification they will receive will help training buyers make a better decision.


An “expenses” section


Course cost is another basic consideration. What does the course fee cover, and are there any additional costs students should be prepared to pay?






Listed at the top of the course page, the course price tag is an easy way for training buyers to sort courses that are in their price range.




What Can You Add to Achieve an “Ideal” Conversion Rate?

To achieve an ideal conversion rate of 12% or higher, we recommend adding content not only to your course pages but also to your profile page. Our top-performing profiles included the following:


Unique Selling Points


Tell training buyers why they should trust your institute by listing your Unique Selling Points, or USPs, under the “Why Choose Provider Name” section.


Awards and Accreditations


All things equal, a course offered by an accredited, award-winning training provider will probably be chosen over a course offered by a non-accredited provider. Use this section to list your awards or accreditations to increase your conversion rate.


General Trends and Recommendations


Beyond our conversion rate groupings, we were able to pinpoint some trends that lead to a higher conversion rate and trends that can lower your conversion rate. Here are our general recommendations for your pages.


Word Count

Including too much information or too little information about your courses has an impact. We calculated the ideal word count range based on our analysis and it shows that too few or too many words can negatively impact your conversion rate.

Word count

Your primary institute or course description should comprise between 286 and 656 words, with a sweet spot just under 500 words. Secondary institute or course descriptions (why choose your institute, who should attend, training course content, etc.) should be shorter, between 100-300 words.



Pages without an image at the top have a lower conversion rate, and high-quality images are more engaging.

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On you can have one image (940x420 px) on each course page. Displaying high-quality images that are aligned with your brand will go a long way when a user is considering your institute.




Testimonials and positive feedback from previous training buyers are a great way to give insight into your course or institution and grow trust in users. Plus, reviews on third-party websites like are a great way to boost your position in Google search results!



Ready to Enhance Your Profile and Increase Your Conversion Rate?

Now that you know what can bring your profile from good to great, feel free to fill out our content enrichment form to add engaging and relevant content to your profile!

Content Enrichment Form


Picture of Keely Witherow
Keely Witherow

Keely Witherow is a Digital Marketing Specialist who works across marketing media, from email and social media to SEO and paid advertising.