The Linguist

The Linguist 59,3 - June/July 2020

The Linguist is a languages magazine for professional linguists, translators, interpreters, language professionals, language teachers, trainers, students and academics with articles on translation, interpreting, business, government, technology

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14 The Linguist Vol/59 No/3 2020 COMMUNICATIONS & MARKETING Meg Dziatkiewicz on taking a strategic approach to web design and making it a hub for your marketing activities Building a website G etting a new website can be a fun, exciting and rewarding process. Your website allows you to reach more potential customers, convince them to do business with you and convert them into loyal buyers of your translation and interpreting services. In spite of the benefits, some people find the process of establishing a website stressful. It shouldn't be. So what makes a new (or old) website effective and successful? It is important to take a strategic approach. Nowadays, you can actively influence who visits your website, who sees your content and how you present yourself online. Building a coherent, trustworthy image that will enhance and strengthen your profile as a skilled professional is essential. Many of your competitors will have digital marketing strategies. To stay ahead, you need to educate yourself on the marketing tools that best suit you and your business. Shifting your mindset to an informed and collaborative approach will help everyone involved in creating your website and brand. Since setting up Websites for Translators nine years ago, I have found that the most effective websites are the ones with the most complete briefs and the most dedicated owners. Here are a few key elements that you should understand before starting the website design process. Know your purpose Understanding your target audience is basic to any marketing strategy, and I strongly recommend defining it before you embark on website design. Knowing the area of specialisation you want to target, and the people in the industry you would like to attract, helps steer the focus of your marketing actions. Specialising in a few key areas and targetting a specific audience will not automatically discourage people from approaching you for other types of translation. So craft your website towards your ideal audience but add appropriate sections for the general tasks that you are also able to do. IMAGES © SHUTTERSTOCK

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