Stop wasting your time polishing copy
Instead, give your potential clients solid reasons to work with you
You thought it would be easy: your website goes live, lots of traffic starts pouring in, and wonderful new clients start begging you to take on their high-paying projects.
Or something like that.
Only it doesn't work out this way. All you get is a trickle of traffic and no inquiries. Or inquiries that scream “we want translations done dirt cheap.”
To be realistic, it's not like your website is going to be on the first page of search results. Not a huge problem in and of itself — as long as you are targeting a very specific group of potential clients with a specific service.
But do you know many translators who do that?
Everybody wants high quality. It is known
Or was it affordable price?
Have you ever looked at translators' websites in your language pair? Do they all look the same to you? They do to me.
Same structure and layout. Same claims of high quality. (Does anyone ever promise translations that are going to make readers want to claw their eyes out?) Same references to “passion” and “crafting.” Same vagueness on value. (Just saying “I add value” is not specific).
You get the idea.
Most translators seem to be writing to a generic “translation buyer” who needs only a link to “Translation: Getting it Right” and a 300-word post on “How to choose a professional translator” to immediately decide to send work their way.
If only it was that easy.
If your website is a confusing mess, don’t be surprised when the only visitors who spend time reading every page are other translators, while potential clients while potential clients don’t bother finding out if you’re worth it.
Even if you feel like you’re turning into Saul Goodman when you try to write “marketing-like,” you’re not going to get high-quality leads by writing the same thing as everyone else.
If you write for “anyone who wants translation services in my language pair,” don’t be shocked that no one gets in touch with you — you’re just one of many translators out there.
If you are trying to break out of the anonymous masses of “translation vendors,” you need to stop obsessing over Google Analytics and the ideal blogging frequency and focus instead on your ideal clients.
We're telling our clients that they should
speak the language of their clients.
Why do we fail to do the same for them?
Enter conversion copywriting. It is not about having a huge red “Buy now” button on your website (although this helps). It's not about manipulating visitors into buying from you (“Buy my services, you must?” — “Uh, don't think so.”).
It's about figuring out what exactly your ideal clients need to hear to choose you.
Stating clearly what kind of problems you solve for them.
Showing they can trust you.
In short, it’s about doing your homework.
Join me to explore how translators and translation agencies use (or fail to use) conversion copywriting on their websites
As an English to Russian and German to Russian marketing translator and a copywriter, I've long been baffled by the way translators and interpreters represent themselves online.
Learning more about conversion copywriting has helped me understand what goes wrong on our websites and what we can do about it.