Speaker: Alessandra Martelli Once upon a time, a professional website was a “nice to have” feather in the translator’s cap – and essentially an extended version of an online CV. But the online world has changed drastically since, and so are the expectations of prospects that browse the web on the hunt for the perfect translation partner. In this presentation, we’ll dive into the case for designing your business website from the angle of end clients rather than industry insiders. And we’ll explore the “whys” and “hows” of conversational website copy that helps you connect with your audience, promote your translation services with confidence, and increase conversions.

1. CONVERSATION TO
CONVERSION
Tuesday, July 21st
5:10 pm (GMT+3)
Alessandra Martelli

2. 2
Mark Jones PhD MA E.V.I.L. YMCA SOS
• 10+ years of experience
• Solid CPD record
• CAT tools proficiency
• Credentials and qualifications
• Publications
• …

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CHALLENGE > Find clients
DEADLINE > ASAP
PROBLEMS > Competition up
> No luck in agency
outreach
ACTION PLAN > Create website
to attract direct
clients
> Get rich

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DIFFERENT TARGET
=
DIFFERENT
UNDERSTANDING

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DIFFERENT TARGET
=
DIFFERENT
NEEDS

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DIFFERENT TARGET
=
DIFFERENT
MINDSET

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THE MINDSET SHIFT
Getting hired
Selling

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WEBSITES FOR AGENCY CLIENTS
• Specific content & structure
• Jargon-packed language
• Formal “business” tone
• Focus on “selling the features” of YOU

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WHEN A PROSPECT
DOESN’T
UNDERSTAND
OR DOESN’T FEEL AT
EASE,
HE DOES NOT BUY

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SALES
START WITH
CONVERSATIONS

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CONVERSATIONAL
COPYWRITING
Sales copy that sounds and flows
like a conversation

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BENEFITS OF CONVERSATIONAL
COPY
• More natural and engaging
• Promotes trust
• Stronger empathetic reaction > connection

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BENEFITS OF CONVERSATIONAL
COPY
• More natural and engaging
• Promotes trust
• Stronger empathetic reaction > connection
• More personal > differentiation & connection
• Makes it easier to sell without being pushy
• Clarity and simplicity

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CONVERSATIONAL
=
UNPROFESSIONAL
???

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HOW TO WRITE
CONVERSATIONAL
COPY

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1. Don’t write
like you talk

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2. Write to
one person

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3. Use contractions
and transition words

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4. Steal your
client’s words

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5. Mind the rhythm
& pace of your writing

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6. Weave in your
go-to words and
phrases

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7. Use questions
in your copy

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Questions?
Time to speak up!