If you’re in the translation business, you will undoubtedly have a professional translation website to promote your language services. But here’s an important question: Does your site have a blog section which is regularly updated with relevant and engaging posts? Most small businesses hugely underestimate the importance of blogging, believing this to be a non-essential activity that requires more time, money and upkeep than it’s worth.
Whether you’ve never really given a blog much thought, or you have one but only post infrequently, here are some sobering statistics to prompt you to review your strategy. According to recent industry figures, companies who blog regularly are 13 times more likely to have a positive return on their efforts and get 97% more links to their websites.
A well-written and carefully maintained blog should be a vital part of your digital marketing strategy. It can help to enhance customer and industry perception, increase your SEO performance, attract visitors to your website, and provide a wealth of content to be shared on social media. Let’s take a look at some of the main reasons why your translation website will benefit from having a blog.
People Buy From People
Professional translation is a highly specialized service industry. Like any other service sector, customers must have confidence and trust in the brand before they’re ready to make a purchase. Clearly, this is much harder to achieve online than in person. The overall look and feel of your translation website can only take you so far. It’s essential to invest in a website’s look, in a logo maker and create an overall appealing visual effect.
A regular blog, on the other hand, is the perfect tool to show your audience who you are. This is where you have a golden opportunity to humanize your brand, share your opinions, insider tips or how-to guides, or provide ‘behind the scenes’ information – all of which adds an extra dimension that allows potential customers to connect with you as a translation provider on a deeper level.
Better SEO Performance
When someone looks for information about translation services online, you want your web page to be the one that appears in the search results. Increasing traffic to your website means more potential customers for you! But search engine optimization (SEO) isn’t just about the right keywords and technical tweaks to make your site perform better.
In the eyes of Google, content is always king, which means a steady stream of rich and relevant blog posts can do wonders for your website rankings. The trick is to ensure the quality of your content is consistently high – no keyword stuffing, spammy links, duplicate content or other corner-cutting exercises that are sure to backfire and damage your site. Work out who your target customers are and provide them with the best possible information via your blog.
Become a Thought Leader
Make a real effort to share your professional knowledge with your audience and to position yourself as an expert in the field by using your blog effectively. It’s a great channel for providing useful answers to your target customers’ most pressing questions and concerns. There’s a huge range of translation topics you can choose to show that you are a credible authority in your industry. Also, you may need to create a visually appealing and user-friendly blog using computer mockups to customize blog themes and create responsive layouts.
From false friends and translation conundrums in particular language pairs to sector-specific vocabulary and glossaries, CAT tools and general linguistics, as well as industry developments and innovations such as ChatGPT and the impact of AI on translation services, write openly about your niche and share details of what you do, what you know and what you think, so that everyone can see that you really know your stuff.
Create Content for Social Media Sharing
Once you’ve spent a lot of time and effort crafting an informative and engaging blog post, don’t just post it on your site and forget all about it. Make your blog work harder by sharing it widely on LinkedIn, Twitter, Facebook and any other socials you use for your business.
Social media marketing should be a crucial part of every digital marketing strategy. Like blogging, it doesn’t have to cost a lot and the return on your investment can be massive. Having original and relevant content to share is the cornerstone that will increase exposure for your translation business, widen your audience reach and drive traffic back to your website.
Should Your Translation Website Be Multilingual?
If your translation business is geared towards one or more specific language combinations, it makes sense to have several language versions of your website that your customers can access. And while perhaps not every piece of content on the site may need to be fully translated, making your blog content available in the target languages(s) can extend its reach and play a crucial part in developing your company’s international growth strategy.
Localize the multilingual versions of your website with the help of multilingual SEO, utilizing target keywords in other languages and increasing your overall SEO ranking.