How to Tweak Your Web Copy and Communications during COVID-19 (COVID-19 Series)
It's been about six months since the world seemed to have stopped with the COVID-19 outbreak and consequent shutdowns all over the world.
In a way, it felt like business dried up or slowed down for many overnight. For others, it took several weeks before they ever felt the impact. And still, for some lucky colleagues, the workload never faltered or has actually increased during the past several months.
All that to say, it's been a mixed bag of ups and downs, and it seems that no one has escaped the day-to-day uncertainties that are greeting us around nearly every corner.
I was recently working on some new web copy tips for translators and interpreters. And when I received this question from one of my website course students, I thought it was likely to be relevant for many colleagues right now.
My main target clients have been hugely affected by the pandemic. Can I mention (even generally) the challenges that they might be facing as the result of the COVID crisis somewhere on my website and adjust my web copy after this issue is resolved?
To give you a bit of background, this colleague mostly serves clients in the areas of travel, tourism, museums, and the like.
Yes, all of these sectors have been really hard-hit this year!
But she has recognized how important it is to still show up for her clients, and she's finding ways to write her copy that will be pitch perfect.
This was such a good and honest question. And I'm sure it's one that many translators and interpreters have thought about in recent months.
It's okay if you just aren't sure what to say right now.
After all, no one wants to appear "salesy" or tone-deaf during a global crisis, right?
But if done right, it is possible to appeal to your clients while also showing how much you understand their challenges and goals, both during this crisis and after.
So, back to her question: Can I talk about the effects the crisis has had on my clients in my web copy?
Absolutely, yes, it's okay to mention the crisis.
In fact, whether in your web copy or email communications, try not to skirt the issue. Call it out for what it is. Mention that you know your clients may be going through a hard time (if applicable and where it will read naturally in your copy) and note that you are there to offer them the language-related help they need as they move forward.
This is one of the best ways you can show up for your clients right now.
Don't back into a corner because people are having a hard time right now. They may actually need you now more than ever.
How to update your web copy to appear relevant (not tone-deaf) during COVID-19
If you do want to mention your clients' challenges in your web copy (it's always a good idea to show clients you understand them through well-crafted web copy), I'd suggest looking at your existing copy and seeing what you might tweak.
Before you do, ask yourself:
Does my current web copy appeal to my ideal clients where they are right now?
Does it appear that I understand my clients' challenges, which may have shifted this year?
If you answered "No" to the questions above, then it might be worth reviewing your copy to do a little tweaking.
Now, you may be thinking, "How much of my web copy should I dedicate to this?"
Great question.
Most translators and interpreters really don't have to change much of their web copy to be relevant during this unusual time.
That said, don't overlook this small, but important marketing strategy and human touch.
When you show potential clients that you understand them, they are much more likely to hire you.
This goes beyond pandemic times, of course.
If your web copy is riddled with generic phrases that don't mean a whole lot or don't look all that different from that of other translators and interpreters, how will your clients know you're the best fit for them?
They won't!
So, always be looking for ways you can appeal to your clients, even in just a few words sprinkled throughout your copy naturally here and there.
Here's an excellent example from a very business-savvy translator and colleague. I admire her marketing techniques and the way she truly puts a human touch into her communications with clients.
Natalia Bertelli is a sworn translator in Italy, one of the countries that was hardest hit by the pandemic earlier this year. One of her main groups of ideal clients are individuals looking to become Italian citizens, get married in Italy, etc.
Once things in Italy shut down due to the pandemic, Natalia adjusted the copy on her Home page right away to reflect the challenges her clients were facing.
Later, once offices and courts started to reopen, Natalia adjusted her copy again. She shows that she's not only a translator. She's a problem-solver. She understands the obstacles her clients face and she helps them to overcome them while providing excellent service.
In addition, Natalia made other tweaks to her website while things were a bit slow this year. But one thing that I've always admired about Natalia's business smarts is that she is available to her customers in a way that is convenient for them.
Check out her Contact page.
Not only does Natalia let clients reach out to her via email and Skype, but she has told me that she puts her WhatsApp contact information on her site so that customers can reach out to her directly, for free, and she can reply to their messages with a voice message (not a text!) to show that she is a real, approachable, professional human who is ready to help them. This extra touch is brilliant!
What if you don't want to tweak your web copy to address clients' COVID-19 challenges?
If calling out the hard times doesn't make sense for you or your business, there are other ways you can tweak your copy to appear pitch perfect.
Think about what else your clients might be dealing with right now.
Are they working from home, working reduced hours due to a company furlough, homeschooling their children, navigating budget cuts?
All of these challenges are likely to have a domino effect in the work they do.
And you can still speak to those challenges without mentioning the pandemic at all.
Wait… how? you might wonder.
There are plenty of ways to show your clients that you're the right fit for them and that you understand what they want to achieve as well as the challenges they face.
Here are a few items you can incorporate into your web copy to do just that.
Mention that you're available to work outside your usual office hours to accommodate their schedule. But only offer this if you truly are willing to do this until your clients no longer need this kind of flexibility.
Find a way to state that you're willing to work within their budget (without saying you will reduce your rates!). This shows that you know times are hard, but that it's important to you to keep the business relationship going.
Offer them an additional service option that might make their work life easier. Perhaps if they're working from home, they don't have access to all their typical software, etc. Or maybe their in-house designer was recently laid off due to budget constraints. Could you additionally offer them some design or formatting services that you don't normally offer? Weave this offering into your copy!
Only you know your clients well and it's up to you to find ways that you can be sensitive to what they're facing right now and still show up well for them.
How else can you tweak your communications with clients during COVID-19 the crisis?
If you choose not to tweak your copy in relation to COVID-19, that's also fine. But it's worth thinking about doing so in your email messages and communications (at the very least).
If you haven't talked to a client in a while and you feel a bit uncomfortable reaching out to them, start by sending a simple note to ask them how they're doing.
Related: Check out my email templates for outbound check-in messages to clients. Trust me… they work!
Whenever you send clients a message after a long period of silence, mention that you hope they're doing well and that you understand things are challenging at the moment.
Check in with them regularly and don't ignore (or harp for too long on) the issue.
If you find that your clients are particularly hard-hit right now because of the economic or health crisis, craft your messages in a way that shows how flexible you are and how much you care.
This builds trust and likability. And they will come back to you again and again.
It's true that everyone could use a break right now. If you can take something off a client's plate or make life a little easier or brighter for them, it will be truly welcomed.
There are few times during our lives when everyone is experiencing such a difficult moment at the same time and with such a wide range of challenges and setbacks. You can be sure that most people are feeling the effects of the crisis in some way right now even if it's unrelated to their work.
By showing that you are available and willing to go the extra mile, your clients will remember you for going above and beyond for them during a difficult time.
But if you don't say it, they won't know it. So, be willing to adjust your web copy and communications with your translation or interpreting clients to reflect that you "get it."
Continue to assess the situation as it progresses, and adjust your web copy and communications accordingly. It will come back to you tenfold.
