A Strategic Approach To Website Adaptation
We bring in our knowledge of digital marketing, to ensure that websites are set up for success, researching keywords and optimising on-page and meta-content to ensure that pages are targeting local language search terms, helping to drive traffic and conversions.
Our translators and copywriters are equally versed creating eloquent and brand focussed creative copy landing pages, as well as pages designed to drive ecommerce performance. This comes from their passion of adapting content that engages, delights local consumers, paired with an understanding of digital marketing, to see how content drives tangible metrics in analytics.
Balancing linguistic quality with cost efficiency and delivery speed.
We place a dual emphasis on linguistic quality and cultural relevance. We can adapt your brand narrative and tone of voice to life across copy and creative assets in any language, while ensuring that there is sufficient content to satisfy the nuanced expectations from audiences in each market.
Our Localisation Planning approach is consultative and collaborative, and defines the type, timing, and recommended investment in localised content, using cross-channel performance data and in-market insights. Tying linguistics with metrics from digital marketing and e-commerce, part of our process is to build agile approaches to international expansion, carefully testing and balancing commercial cost with content quality.
Weaving SEO keyword research insights into the content localisation process
At Locaria, we understand the strategic benefits of a localised website. Beyond simply providing a better customer experience, it drives measurable metrics, such as increases in organic traffic from local language search terms, and increases in onsite conversion rates and enables marketing teams to target broader audiences to drive more e-commerce revenue.
We bring in our understanding of organic search, to ensure that high volume search terms are implemented within the content translations to maximise site visibility for local keywords. We ensure meta-content is shaped to fill the SERP real estate, driving more clicks and traffic. Our landing pages are tailored with persuasive copy and local call-to-action tactics to drive conversions. This process is not static, it is iterative, and is a service which delights both e-commerce and marketing teams.
Read more: Sally Beauty – SEO Led Website Localisation Case Study
We consider content context and leverage multiple methodologies
We always recommend applying a full localisation approach considering important factors. From the core navigation, with high quality content considered to the target market, which allows local customers to feel comfortable with the features on the site; landing pages, with expertly crafted content in order to minimise wastage, drive engagement and maximise conversions; visual assets, which often require an entirely different approach such as a less constricted transcreation, or copywriting new communication from scratch, to convey a specific brand message; blogs and editorial, considering infusing localised keyword research into the process to ensure articles meet long tail search terms which will over time help the website to rank higher on search engines, driving traffic and improving sales; product descriptions, which represent the largest volumes of content for e-commerce sites.
API Connectors & Automated Workflows
Locate is our centralised content intelligence platform where we engage, manage, and grade our talent network and store tone of voice and brand guidelines. It also acts as our CAT tool, with features allowing for in-platform briefing, file review, and workflow automation.
We are experienced in building API connections between Locate, and our clients’ CMS and content delivery platforms. Whether it’s WordPress, Shopify, Magento or a bespoke build, there is rarely an off-the-shelf API that works effectively, and so our team of developers are always up for the challenge of helping us to connect the dots to drive efficiency.
Read more: Printemps – Website Localisation & CMS Integration
Strings & Continuous Software Localisation
We are experienced in working with product and developer teams, using the latest technology platforms to allow for the centralization and automation of requests and creating an ecosystem for continuous content localisation. Our string workflows enable developers, product managers, and translators to seamlessly take part in the delivery process, providing levels of automation, insight and engagement across different aspects.
Our Strings systems facilitate the integration of tech and content teams via a cohesive platform designed for UX challenges. We can manage source copy, integrate with code repositories, provide contextual information, and manage the translation workflow using hooks and calls.We can import content in any available format and export it in any other format, while ensuring content reaches its target destination
Additionally, Strings systems have integration with design platforms like Figma, GitHub, and Sketch built in. This ensures linguists have the maximum context when working on visual assets, and enables design teams to visualise and QA the localised variations, understanding how elements may need to be changed to accommodate longer and short text.
Automating content importing and exporting, launching translation jobs, and distributing content from one platform for quicker release cycles and 50% faster deployment times, while ensuring a standardised and on-demand ability to provide accurate reporting.
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