Website Teardown #4: Matthew Hayworth and "client-centric" copy
Explicit and implicit trust-boosters, from “Experience you can trust” to “executive level”, “special expertise”, “hundreds of corporate clients”, “convey complex and important messages”, “native knowledge”, as well as mentions of types of content, large numbers, “skills honed to perfection”, “the types of documents you need translated”, mentions of repeat clients and further clarification of why they keep coming back - “they recognize the value of a perfectly crafted message”.
Answers to the “So what?” question, leaving no doubt as to why specific qualifications and feature matter: my experience = “get your message across in flawless and effective English”; “translations that don’t sound like translations” = “effective communication”.
Instead of just listing CAT tools or file formats, give clients reasons to be excited about them: corporate clients are not specifically looking for the information about CAT tools, but they are likely to be excited about error-free translations and QA tools.
Contact me page that considers the interests of the US-based clients (US phone number) and the Germany-based clients (write to me in German), instead of assuming that the latter would opt to switch to the German version.
Maybe not swipe:
A 3-column layout means that it’s not clear where to start reading (left to right?).
Responsive design is not an issue if the majority of the visitors are using laptops or desktop computers, but trying to browse the website on a tablet or a phone might not be a very smooth ride (see for yourself here).
Ekaterina Howard is a bilingual copywriter, the current Administrator of the ATA’s Slavic Languages Division, and a Copy School Graduate. She believes that both freelance translators and interpreters and T&I companies can do better than “great quality at a reasonable price” and blogs about the ways in which they can make their copy more relevant and more persuasive.