Director at Milestone Localization
More about her here
Your online presence has a massive impact on the success of your business. Every business, regardless of industry, needs to have their information available online to grow and acquire clients.
A good website helps build credibility, defines your brand and lets potential clients find information about your business.
For language companies, an informative website showcasing your work, services, language capabilities and contact details is essential for marketing and lead generation.
I head Milestone Localization and our marketing team spends hours examining our website metrics, visitor behaviour and website leads. We make changes and add new information to our website every week. Our website is one main source for new leads- both organic and paid.
I’ve learnt a lot from building our site. Here’s 10 simple things you can implement right now to increase conversions from your website:
- Make sure visitors know what you do within 3 seconds
When someone visits your website, there should be no ambiguity about what your company does.
Many language companies have vague wording and imagery. For example, some companies write ‘grow your business’– this could be used for a marketing company, a global compliance company or even a web development company.
Many companies have an image on their homepage of people saying hello in different languages. This could give the impression that you are a language school, your company has a global presence or that you provide language services.
The ‘first screen’ or ‘first look’ is what a person sees when they open your page. It is the section of your page visible without scrolling.
The first screen of your home page should convey what kind of languages services you provide. Within a few seconds, a visitor should know that a) you provide languages services and b) what type of language services you provide.
To do this, make sure you include the words translation, localization or interpretation in your copy. This makes your purpose clear and visitors know what step to take next
- Have a clear CTA
A clear Call-to-Action or CTA lets visitors know what they need to do next. If your site doesn’t have a CTA, visitors will likely leave without accomplishing what you want them to.
Here are some examples of CTAs for language companies:
- Book an interpreter
- Order translations online
- Get a quote
- Contact us
- Subscribe to our newsletter
- Request a call
CTAs should stand out on your page. They are typically big buttons on a contrasting background. Most websites place CTAs on the header of their page on the top right corner.
Once a visitor has finished their research and wants to take the next step, there should be an obvious one in the form of a CTA.
Milestone Localization uses ‘Get a Quote’ as a CTA. It’s on the top right corner of our floating header with a bright pink background. This means that it is present on every screen of our site and visitors can click on it when they’re ready to speak to us.
- Multiple channels for communication
It should be incredibly easy for website visitors to get in touch with your company. The easiest way to achieve this is to have multiple options for communication.
We offer phone, whatsapp, live chat, email, form submission and a book a meeting option.
You can also add Facebook Messenger, text message and website bots. Just make sure that you’re able to attend to enquiries from all these channels!
Different people prefer different forms of communication based on their age, location, type of enquiry and urgency of request. With more options for communication, you can increase conversions from your website.
- Have a separate line of communication for translators and jobseekers
Translation companies receive several enquiries from freelance translators and jobseekers every week.
Have a separate email, form or phone number for these types of communications. This makes it easier for your sales team to focus on client enquiries. Linguists also find the right person to send their details to for future assignments.
- Include testimonials and case studies from clients
Adding client logos, testimonials and case studies to your website helps build credibility. Getting testimonials and creating case studies can be time consuming, but it’s completely worth it.
Add client logos and testimonials to your home page and landing pages. You can even create a separate page with client testimonials so you can send this to people who ask you for references.
Logos are intellectual property- so make sure you have permission from your client to display them on your website!
- Make sure you cover the basics of SEO
If you want potential clients to find your website. You need to optimise it for search engines. This process is called SEO or search engine optimization.
SEO is a long term investment that can take 6 to 18 months to pay dividends. You might need to work with a specialist to cover all bases, but there are some simple things you can implement.
Cover these basics so people can find your site:
- Using relevant keywords on your headings and text
- Business listings on key websites
- Robots.txt files so search engines can crawl your website
- H1, H2, title and alt tags
- Update your site with new content often
- Avoid adding too much text- use images, videos and graphics instead
Don’t make your pages too text heavy- use images, videos and icons to convey your message. Visitors aren’t going to read long paragraphs of text explaining your services.
The most popular format is short informative headings followed by icons or videos. Save long text form content for your blogs, case studies and reports.
- Add social proof
Social proof, especially a link to your LinkedIn profile is a must for building credibility. Customers want to see that you are a real business with an online presence on different platforms.
Translation companies can include links to their ProZ profile, add membership badges for industry bodies as well as ISO certifications.
Make sure your social profiles are updated regularly! We post at least two times a week on all our social media accounts.
- Check your site speed
If your website doesn’t load in 4 seconds, more than 50% of visitors will abandon your site. A fast website is essential for a seamless browsing experience.
Speeding up your site often requires technical expertise. Invest in a professional developer to speed up your site- all your other efforts will be in vain if clients abandon your site because it is too slow.
- Ensure it looks good on mobile
Most users, and especially users in India will visit your website on their mobile. Make sure your website looks great on screens of every size.
The process of creating a seamless mobile experience is called Mobile Optimization. You can test your site’s mobile optimisation score here.
If you use a CMS like WordPress or Wix, the templates are usually already fully mobile optimised. Every time you build a new page or add new content to your website, review it on a handheld device to make sure it works well everywhere.
This is just the bare minimum for a good online customer experience. Once you’ve implemented these changes and see a difference in website traffic and leads, you can move on to bigger (and more complicated) things.