Opportunities and Challenges
Differentiation within a saturated market
With many translation companies/online tools out there offering similar services at highly competitive rates, identifying and articulating a unique value proposition is key to differentiation.
Diverse target audience
Prospective customers seeking translation services span a wide variety of industries, company sizes, as well as business functions (e.g. marketing, legal, etc.), making it difficult to identify specific target audience groups and their buyer journeys.
Create Quality Content
Most companies don’t have in-house translation teams, so creating quality content to educate prospective customers on the localization process is an easy way to increase visibility and establish credibility.
Our Approach
Website optimization
- Reduce site load speed: optimize image size, enable caching, and leverage content delivery network (CDN) based on technical SEO best practices.
- Site architecture: reorganize over 500 pages of existing content to create a simple, SEO-friendly site structure – connecting the homepage, category pages, and individual subpages through internal linking and minimizing orphan pages.
- User experience: Leverage heatmap tools and site analytics to redesign the homepage and core service pages, improving user navigational experience and reducing friction to conversion.
Google Ads Restructuring
- User behavior: map out the user journey and touchpoints to ensure ad campaigns are tracking and optimizing for important business conversion goals (contact forms, whitepaper downloads, etc.)
- Ad/landing page relevance: structure campaigns to reflect website organization, segmenting based on client industries, business functions, translation languages, and technological solutions
- Full-funnel strategy: leverage Google’s suite of search, display, and video ad products to create campaigns ranging from top-of-funnel (e.g. generic terminology, webinar promotion), mid-funnel (e.g. industry and solution-specific KWs, retargeting), to bottom-of-funnel initiatives (e.g. long-tail KWs, brand)
Content Strategy
- Topics & Keyword research: conduct landscape research to identify relevant content, shortlisting primary, secondary, and long-tail keywords based on factors such as search volume, competition, and relevance to the client’s core business
- Link building & outreach: manage internal and external linking (paid and unpaid partnerships with other websites’ content) to and from the company site in order to increase site credibility and authority rankings
- Content promotion: leverage paid and organic LinkedIn and Google strategies to promote webinars, press releases, white paper downloads, etc., in efforts to drive brand awareness and position the company as an industry expert
QoQ inbound leads
* Lead quality verified by client’s internal sales team
Our strategy was successful because we drastically increased the upfront value provided to prospective customers on the website by creating relevant content that addresses their needs, improving the overall navigational experience, and reducing friction to conversion.