Two people read the same page and neither is the other: whoever pays and whoever attends. The site has to answer the practical questions of the first — cost, term dates, how to get there — without boring the second.
With no dates, a course looks like a course that does not exist. Next start, places left and the application deadline belong at the top of the page, not inside a PDF brochure.
What people are buying is what comes after: the certificate, who recognises it, and whether the course can be funded. Said plainly it turns a browse into an application; left vague it turns into a call nobody makes.
Group size and who teaches decide more enrolments than the syllabus. Twelve to a class with a named teacher is a different product from thirty with an unnamed one, and only one of the two is worth saying out loud.
Publish where graduates go. Named kitchens, hotels and the kind of roles obtained is the proof a prospective student wants, and vague employability statistics are the opposite of it.
Say how much time is hands-on. Hours in a kitchen against hours in a lecture room, and the number of students per station, decides how much anybody actually learns.
Explain the placement properly. Which businesses, how long, whether it is paid and who supervises it is the part of the course a student will remember and talk about.
Be honest about the industry. Split shifts, weekends and the physical reality of a service kitchen: a school that says so attracts students who last, and loses the ones who were going to leave in month three anyway.
The kitchen is the classroom, so show it. Hours actually spent cooking or on a service, the equipment available and how many students per station is what tells somebody whether they will learn or watch.
Placements make or break these courses. Which restaurants take students, whether the placement is paid and how it is supervised is the practical detail behind every serious enquiry.
The site is written for somebody choosing between a course and a job: where graduates ended up, how many hours are hands-on and what the placement is. The industry described honestly rather than glamorised.
The most convincing page is a list of names: the kitchens where last year's students are working now.
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