Neotec Web design and SEO for a technical diving academy in Luxembourg
Neotec is Sébastien Wilem's technical diving academy in Luxembourg: caves, mines, gas mixes and CCR rebreathers. It had world-class training and no digital presence. I designed its WordPress website starting from the architecture, built the technical foundation and worked on the SEO in French and English for the Greater Region.
- ClientNeotec · Sébastien Wilem
- Year2025
- Project typeWebsite from scratch and SEO
- ServicesArchitecture and web design · Multilingual SEO
01The beginning
An audit that turned into a complete project.
I came to Neotec through my family circle. Sébastien Wilem, the academy's founder, needed an audit of his digital presence. What I found was more than a website to improve: an elite technical diving school, with world-class training and no real digital presence. No website, no professional email, no visibility on Google.
The audit turned into a complete project: building everything from scratch.
Sébastien Wilem, Instructor Trainer and founder of Neotec.
02The challenge
Organising the most complex part of the sector so every diver finds their starting point.
Neotec doesn't teach generic diving courses. Its catalogue runs from the first contact with the water to the most demanding technical programmes: cave diving, gas mixes, CCR rebreathers, crisis management. Each category has its own levels, certifications and prerequisites.
The problem wasn't visual, it was architectural: making sure someone who has never dived finds where to start, and that an advanced instructor reaches the Hypoxic Trimix course without wasting time. Before designing a single screen, I studied the whole catalogue.
03Web architecture
Hierarchy before design: five sections, a logical progression for every level.
- 01Plongée Loisir
The entry point: from the first certification to Rescue, with SDI certifications.
- Levels
- Open Water Diver ≤ 18 m
- Advanced Adventure
- Rescue Diver
- Specialities
- Nitrox · Dry Suit · Deep
- Wreck
- Scubility (reduced mobility)
- 02Plongée Technique OC & CCR
The most complex category: three distinct environments.
- Overhead environments
- Cavern · Intro to Cave
- Full Cave / Mine
- Depth
- Advanced Nitrox · Helitrox
- Extended Range · Trimix
- CCR technology
- Divesoft Liberty · ISC Megalodon · Tiburon
- 03Secourisme & Gestion de Crise
First aid and emergency management underwater.
- Cursus DAN Europe
- First Response Training Int.
- TECC Tactical Emergency Casualty Care
- 04Go Pro · Devenir Instructeur
The IDC programme for SDI/TDI certified instructors.
- Divemaster · Assistant Instructeur
- Instructeur IDC · de Spécialité
- Crossover · Course Director
- Tech Instructor
- 05Notre Équipe
The instructors behind all the training.
- Sébastien Wilem · Instructor Trainer
- Alain Margrève · Instructor Trainer
- Guy Zimmer · Instructor
Five sections. A clear progression. A user who knows exactly where they are and where they can go.
04Plongée technique
How to structure what few people understand: a progression by depth.
Technical diving has its own logic, its own terminology and its own hierarchy of risk: Hogarthian configurations, sidemount, DPV, Hypoxic Trimix. Each course has its own page with prerequisites, maximum depth and the natural next step. Advanced divers don't need diving explained to them: they need to find their course in as few clicks as possible.
MotionMovimiento
From the cave
to the screen.
Launch reel: from a real cave dive to the neotec.lu home page.
Reel de presentación de la web: de una inmersión real en cueva a la portada de neotec.lu.
05Design
Clean, technical and genuine: real photography, a precise interface and zero stock images.
A technically demanding sector can't put up with generic images. The website was built with Neotec's real photography: real dives, gear and environments. The interface is direct, with no decorative effects: the information reaches those who already know what they're looking for and those who are visiting for the first time.
The Plongée Loisir (recreational diving) home page, animated: the first contact with the water.
06French and English for the Greater Region
Search visibility isn't local. It's regional.
The Greater Region is a unique cross-border market: people from Luxembourg, Belgium, France and Germany share the same territory and hobbies. The website was built in French, the sector's main language, and in English, with correct hreflang on every page so Google serves each visitor their own version.
07Infrastructure and SEO
The foundation many projects skip, built before launch.
Before publishing a single page: professional email on the neotec.lu domain, Google Search Console and correct indexing of every course. After that, a full SEO audit with the fixes applied: alt text, keywords for each page, local business structured data and FAQs.
- 58→ 80+neotec.lu SEO score after the audit and fixes.
- 5countriesOrganic visits since launch, with no ad spend.
- 103Images with descriptive alt text (from 0% to 95%).
- 9Course pages with their own keyword and optimised title.
A website that didn't exist. Now it exists and it ranks.
08What the project includes
Web design for a diving academy, from the first audit to launch.
Neotec didn't just need a nice website: it needed every course to be understood, found on Google and lead to an enquiry. This is all the work behind neotec.lu.
- Starting auditA review of the academy's digital presence: what existed, what was missing and what its students were searching for on Google.
- Information architectureFive sections and a level-by-level progression, from recreational to technical diving, first aid and instructor training.
- WordPress web designA custom interface with Neotec's real photography, designed for mobile and easy to update without touching code.
- Course pagesEach course with its prerequisites, maximum depth and next step, so students know where they are and where they can go.
- Multilingual SEOFrench and English with hreflang, an optimised keyword and title on every page, alt text and local business structured data.
- Technical foundationProfessional email on the domain, Google Search Console, indexing of every course and an SSL certificate.
09Who this kind of website is for
Schools, centres and academies that sell training and knowledge.
The Neotec method works for any business with a catalogue of courses by level: diving schools and centres, sports clubs, vocational training or language academies. The challenge is always the same: organising a lot of information so everyone finds their course in a few clicks, and Google shows it in the searcher's language.
If your school has great courses but a website that doesn't explain them, or no website at all, I start with a free audit and tell you where to begin. And if you need a new website, here's how I work on web design.
10FAQ
What schools and academies usually ask me.
Do you design websites for diving schools and academies outside Spain?
Yes. Neotec is a technical diving academy in Luxembourg, and its website and SEO were designed for an international audience, in French and English. I work from Granada with businesses in any country.
Can you make the website multilingual?
Yes. The Neotec website is in French and English, with hreflang on every page so Google shows each visitor their own language. SEO is handled separately for each version, with its own keywords.
How do you organise a website with lots of courses and levels?
Before designing, I study the whole catalogue and organise it by level and type of course. Each course has its own page with prerequisites and a next step, and the menu takes every student to their starting point in a few clicks.
Will I be able to update the courses and dates myself?
The website is built on WordPress, a content management system that lets you change text, images and courses without touching code.
What does SEO include on a project like this?
An initial audit, the keyword and title for each page, alt text on the images, local business structured data, FAQs, Google Search Console setup and the indexing of every page. For Neotec, the SEO score went from 58 to over 80.