Berlitz UK · 2026
A seasonal offer with a deadline on it, and a WhatsApp route for people who will not fill in forms.
A Berlitz UK offer campaign: 20% off London group English courses, a closing date in the bar, and a WhatsApp route beside the form. One in five leads enrolled.
The challenge
Berlitz UK competes in London against schools that will take an enquiry over WhatsApp in thirty seconds. A discount alone does not beat that, and a discount with no end date is no discount at all.
The audience is also specific. These are people who understand English already and freeze when they have to speak it, which is a different problem from not knowing the language.
The approach
The headline says the actual problem rather than the product. You already know more English than you use. The body names the reason, which is that nobody makes them practise.
The deadline sits in a bar above everything, with the closing time as well as the date, and again in the meta description so it shows in the search result.
Two routes out. The form asks five fields and a course, and promises a call within one working day. WhatsApp sits beside it for anyone who would rather not type into a form at all. A second form variant was built for testing.
The work
The results
Berlitz UK reports a lead to enrolment rate of 21%. One in five people who filled in that form ended up paying for a course, on a campaign that ran to a fixed close of 17:00 on 30 September.
The lead and enrolment volumes are Berlitz UK's and stay with them.
Our own measurement, on a mobile profile in September 2026: the page renders its largest element in 0.45 seconds and weighs about 832KB.
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