Website Teardown #2: Nimdzi's Services page
Things you should swipe...
... and 2 biases that make your copy less persuasive
Yes, I know Nimdzi are not freelance translators. Consulting and research companies sometimes have the same biases “just freelancers” do.
In this case, being an expert makes it hard to see the copy from the standpoint of a potential buyer.
Extra challenging in this case: 4 distinctive target groups: LSPs, enterprise clients, language technology companies, industry investors.
How does one speak directly to each one of them and present services in a way that makes buying from Nimdzi a no-brainer?..
This is the point at which, as Nate Kornell describes it, “bias prevents her from seeing that to you, it's not obvious at all”.
Which means that the services page contains only descriptions of services, but it most cases does not go far enough to explain the why.
This is frequently seen on websites of freelance translators and interpreters: diving up your services into kinds of services without separating them by specialization means resorting to “this is what I do” (aka features), instead of “this is what you get out working with me” (aka benefits), just because you are trying to talk to everyone.
In Nimdzi’s case an additional challenge is that the subscription (aka Nimdzi Partner Benefits) are added into the mix.
Along with speaking engagements and advisory roles.
The services page reminds me of the foreword to Cris Goward’s “You should test that!”, where he describes an example of how a senior executive believed that having a big red button for buying the unbelievable awesome product they were selling would be enough.
No descriptions of benefits.
Just the button.
Spoiler: the button failed in the A/B test.
Nimdzi’s copy is kinda like that.
Just without the big red button, no separate intake forms, and no way to buy even productized services from the website.
What to swipe: large font, clear visuals, distinctive colors
What not to swipe: hero sections and headlines that act as placeholders instead of hooking readers to keep them scrolling
What not to swipe: dumping info for 4 different target audiences on one services page to let visitors sort through the information on their own (because making customers think introduces friction)
What to swipe instead: how to talk to 1 target group at a time (TCC website is so awesome, and now they even have dinosaurs on it!)
Bonus: what to add to make even the longest services page work at least a little bit harder
Hint: this is why there are copywriting formulas.
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.