How to Improve Your Translation or Interpreting Website Copy

Having a business that allows you to work remotely for your customers requires a certain amount of discipline, creativity, flexibility, and innovation. It's easy, as a freelancer, to become completely consumed by the assignments our clients send us and let things like our online marketing and web copy fall by the wayside. 

I know I've been guilty of this! I'm looking at you, two websites that currently need updates!

Our websites are one of the main digital venues where our clients can go to learn more about us and the services we provide. And yet, if we neglect this important piece of our online marketing— thinking we'll get to it when we can get to it—we might leave these updates until we have little to no work in the queue. But, by then, it's too late. 

Before you can write better web copy, you need to consider your obstacles to this point. 

Recognize what's holding you back from writing your web copy

Even though we are "word people," a lot of translators and interpreters struggle to write their web copy.

Many don’t know what to write or how to talk about their services. Imposter syndrome kicks in, and we can stall out.

Many people admit to leaving their website untouched for years, avoiding making updates because they're not sure what direction to take.

All of these issues are valid. But we can't allow them to hold us back from using our websites to attract the right clients for us.

Accepting that writing good copy isn't an easy task is the first step. Maybe you don't know a lot about what makes for solid web copy. That's okay!

Rather than continuing to avoid your copy, take some time to learn the basics that will put you on your way to developing copy that feels authentic to you and reflects the business you want to share with your clients.

How to write better web copy for your translation or interpreting website

Words are powerful. We know this as translators and interpreters. 

When it comes to your website, the virtual welcome mat for your business, you want to get them right.

Here are 5 ways to avoid the struggle and do just that.

1. Identify who you’re talking to in your web copy.

In our line of work, we know that the audience who reads our translations or listens to our spoken interpretations must always be considered in the delivery of the message.

The same holds true for your website copy.

If you're a literary translator who works with independent authors, your web copy ought to read quite differently than that of a literary translator whose primary clients are book publishers and editors. Similarly, if you prefer to work with direct clients, your web copy should not include language that only agency project managers and owners would use. In other words, write your copy for your intended audience, the clients you want to work with long-term.

2. Don’t share your life story or show all your cards.

There’s no need to tell clients everything about your business upfront or before they ever get a chance to speak with you.

When clients visit your website, they only want to know one thing: Can you help them overcome a problem or achieve a goal they have?

Many people make the mistake of going into too much detail when it comes to their background, their services, or even their processes. Write this content succinctly. You can quickly lose a reader’s interest by going on too long about yourself or the way you handle your work.

Instead, show your client what it’s like to work with you. Use your words to paint a picture of success. Get to the point and call out the most important points—the ones your clients want to know!

3. Keep it simple.

Try not to get to overdo it with the words you choose. Yes, you want to show your clients that you have a way with words, but your web copy is not the place to be overly artsy or use complicated words or sentence structures. If a potential client reads your website and is confused, you will not achieve your goal.

Keep things clear and appeal to your clients' interests first and foremost. Speak directly to what's on their mind: their goals, their challenges, their reason for looking at your website in the first place. By showing your clients you understand them, you will inevitably attract the right ones.

4. Avoid coming across as a jack of all trades.

Mention what you do best. Be specific and get to the point. Remember that you cannot please everyone and it's not your place to try to serve all clients. Your web copy is not the place to appeal to the masses. Trying to do so could get you into trouble.

Make what you do and who you serve clear. Doing so lets potential clients know right away if you could be a good fit for them.

I always tell my website course students to add a line to their contact page or services page that demonstrates their willingness to help. Something like "If I can’t help you, I will gladly refer you to a colleague who can." shows that you understand your limitations and provide a professional, specialized service for specific clients. It also demonstrates professionalism and generates trust. Try it!

5. Create a logical flow.

A potential client should be able to follow a logical path that leads them from one page of your site to the next, ideally concluding to take action.

Each page of your website should give readers options that lead to the next step. Create a flow that offers them what they're looking for based on who they are and what they need. What's the end goal? If they're a good fit, they should naturally come to the conclusion to contact you about their next project or assignment.

If you’ve been thinking about updating your web copy, or if you're starting fresh, consider these five tips before you begin. 

Rather than updating your website during your slowest season, I'd encourage you to work on it in smaller increments. Make time for it once or twice a month until you're happy with how your words represent your business.

Finally, don't forget that your web copy will always be a work in progress. You can update them at any time, adjust them as your business changes, and pivot when you need to. The most important step is to start.

If you struggle to write web copy for your own business, check out the T&I Website Blueprint Course. I teach an entire module about writing your website copy: what elements to include and how to get your copy in shape to appeal to the right clients. I'll walk you through detailed steps to drafting web copy that reflects your business, using your own words to market in a way that feels authentic to you (and not one bit like a hard sales pitch).