The Formula for Crafting Effective Copy for Your Translation or Interpreting Website
It can be really hard to know what to write when it comes to your translation or interpreting website.
I mean, what do your clients really want to see or know when they land on your site? Will you have anything interesting to say? Will they pick up on the professional vibes you’re putting down?
I’d say that just about every translator or interpreter who takes my website course asks at least one of these questions.
The first thing to realize is that it’s totally normal to question the copy you need to write for your website. If you’re not questioning your copy when you get started, you’re doing something wrong.
Why’s that?
Well, first, it’s really presumptuous to assume that you have all the knowledge a client wants, and to simply write it out in huge blocks of text will not take you very far.
A lot of people are not used to reading long pages of text online anymore.
Take this blog post for example. Do you see how short the paragraphs are? No, they don’t follow traditional rules for writing that you learned in school.
And for good reason.
That’s because people are skimming more often when they read online these days, because there’s simply SO much copy and information out there to read.
So, now that we have that out of the way, let’s get to the good stuff.
How to craft effective web copy for your professional translation or interpreting services website
There’s a very simple formula when it comes to what to write on your translation or interpreting services website.
But before we get to that, I want to remind you about one thing.
It’s something you should remember when you write any copy that is intended for your ideal clients…
It’s not about you. It’s about them.
Make your copy about your customers, not about you.
That means you really need to know who you want to work for and how you can serve them.
Okay, so here’s the copywriting formula for your website copy:
Identify your ideal clients + Say more by saying less + Use words your ideal clients use
Now let’s break the formula down…
Identify your ideal clients. When you know who your ideal clients are, it makes writing copy a LOT easier. You simply cannot write effective copy if you don’t have a good idea of who your ideal website readers are, what their goals and challenges are, and why in the world they’d want to hire someone to help them by providing translation or interpreting services. If you’ve not yet taken the time to identify who your ideal clients are, I’d suggest taking some time away from your work to really figure this out. It’s a total game-changer. For help with this, check out “How to Create an Ideal T&I Client Profile to Market Your Services.”
Say more by saying less. When was the last time you went to a website and read it in its entirety? I’m guessing it hasn’t happened recently… Just like you don’t have time (or perhaps the interest) to read an entire website, neither do your clients! In fact, you probably just visit a website looking for something very specific. You might browse a few of the site’s pages, skim some of the copy related to things that interest you or will answer a question you might have. Let me say it again… your clients are the same!
So, while we all want to be as helpful and informative as possible, transparent even, our clients are not concerned with all the little details.
Trust me.
Think about your website as your one chance to pitch your services to a client.
Are you really going to tell them every detail about how to work with you and what you can do for them?
No. You’re going to give them a bird’s-eye view.
People are incredibly busy and bombarded with information these days. It’s the same reason why a lengthy email might not even get a response from some clients.
Be succinct. Highlight who you serve, what you do well, and how you can help solve your clients’ problems. And leave the rest to the conversation you have once a client requests information about your services.
Our colleague and esteemed interpreter, Liz Essary, put it this way:
Use words your ideal clients use. As translators and interpreters, we are no strangers to specialized terminology and register used in the work we deliver every day. And while we have our own specific jargon that applies to the work we do and how we do it, that doesn’t mean that the terms we use to describe our work will paint a clear picture for potential clients. Each of us has clients with their own set of preferred terms when it comes to the way they talk about processes, deliverables, etc. in their industry. This is why it’s vital to use the words your customers would use when you write your web copy, not the terms we would use as translators and interpreters. When you use words your customers would use to talk about themselves and their work, you have an “in” with them that others who understand less about their industry don’t have. This sets you apart. And while it may seem an obvious trait for a translator or interpreter to have if they’re marketing their services to a particular industry, you’d be surprised how few T&I professionals actually speak to their clients using their clients’ terms. Raise your hand if all of your ideal clients use the words “source language,” “target language,” “fuzzy matches,” etc.? Unless the majority of your ideal clients are translation agencies, I’d guess not many. So, describe the solutions you offer by putting them into words your clients would use themselves. By doing so, you show that you are a match for them. By doing so, you show that you are an expert. By doing so, you show that you are the right person for the job. So, how do you know what words your ideal clients would use? The answer is easy: Talk to them.
Don’t let not knowing how your customers talk do this stop you.
Hang out online and in person wherever your ideal clients hang out. This might include:
Online forums and skimming social media posts… by the way, LinkedIn is a gold mine!
Emails from potential clients—keep a “swipe file”!
Study their websites
Attend the trade shows they attend
Read articles and conference papers they write and attend presentations they give
The possibilities are endless. Get creative!
And remember to always talk to your customers. That means to write in a conversational tone and use the 2nd person pronoun “you.” Yes, really!
Finally, if your copy seems disjointed, you will lose readers very quickly.
It doesn’t need to be complicated. In fact, it should be very simple.
All effective web copy should have these main components:
Name the problem (your client has)
Note the solution to the problem
Mention why you are the perfect person to help solve this problem for them
Do this with confidence.
If you don’t believe what you’re writing or you feel like it’s not “you,” it’s going to show.
When you can write solid copy using words your ideal client would use and market your services through this copy by portraying yourself as their best solution, you know you’ve got winning copy.
Tweak it so it feels original and authentic to you and how you like to interact with clients, but don’t be afraid to toot your own in a way that points out your expertise.
After all, if you don’t tell them, who will?
Even if you lack confidence in your selling skills, now is not the time to let that get the best of you.
Rather than postpone writing your web copy, take a look at what others have said about you when they refer clients to you or mention what you do and who you serve.
Start with their words first and then turn them into your own. You’ve got this!
Just keep the formula in mind:
Identify your ideal clients + Say more by saying less + Use words your ideal clients use
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