Guest post: Website copywriting

Welcome back to our guest post series, dear readers!

I hope your August is going well so far. Remember it’s Women in Translation month and help support the campaign and spread the word about it. For more information, follow the hashtag #WiTmonth on Twitter. And stay tuned, because my post this month (to be published on the 20th) will be special about it.

Now, let’s welcome this month’s guest, Tanya Quintieri, who is a partner of my monthly newsletter and whom I had the pleasure of meeting back in May this year, during the BP19 Conference, in Bologna, Italy.

Welcome, Tanya!


Image provided by the author

Mrs. Divi about writing website copy

First, let me thank you for clicking the link to this post. It means a lot to me to be featured on Caroline’s blog. After all, we read all the big names here and I am honored to join their ranks.

Aside from being a translator (since 2002 — gosh, now I feel old), I am also a web designer and my background is in marketing. In fact, back in 2010, one of my first freelance spinoffs was a consulting agency for social media marketing. Our clients were businesses looking to harness the benefits of social media.

Fastforward to today, I coach my web design clients in writing compelling copy for their websites. I hear you… Why not just hire a copywriter? Well, truth is, most already have perfect copy. They just need a little help adapting it for their websites. As a medium, websites work differently from paper (brochures, social media profiles, etc.). One aspect is SEO. But to me, and this is far more important, focusing on UX is decisive.

But what is UX?

Well, it stands for ‘user interface’. Some even call it ‘user experience’. And that’s the term I’d like to stick to now.

To be found on Google is a noble goal. But doing business online is about more than just being found. Just because someone lands on your website doesn’t mean that they will actually buy from you. I always smile when clients come to me and say: The goal for my website is to land on page one of a Google search when people search for my keywords. To be honest, if you know what you’re doing in SEO, that is the easier part. Actually, converting those website visits is the holy grail. And it’s hard.

Converting visitors with the power of copywriting

Your ultimate goal is to guide your visitors from that first moment they land on your website. Be it through a Google search or by clicking a link to your blog post.

For the latter, it might seem reasonable to ask your visitors for a comment. But that won’t pay your rent. And if your content is worth commenting (i. e. their time), then they will comment or share anyway, even without you asking them to do so explicitly.

For the former, it’s pretty much evident that you won’t turn them into a customer or client after the first visit. Provided they are not pressed for time and their options are thus limited.

What you will want to achieve is the possibility to nurture them as leads. Ask them to sign up to your email list. Offer a freebie that solves their most pressing problem. Get them to book a call with you.

Writing your copy cleverly, with that user experience in mind, you are more likely to gain their attention in the long run. A clever marketing pro once said that a conversion bases on “know, like, trust”. Which is why it usually takes seven touch points for your potential clients or customers to buy from you.

Again, guide your website visitors. From your Home page to your Services/Product page. From your Blog page to your Resources page. From your About page to your Subscribe/Buy page.

“Do this or that” won’t cut it here. Ask questions. Engage your visitors. Rather than saying “Subscribe to my newsletter”, ask them “Are you ready to up your game in Spain?”

Writing copy for a translator’s website

Assuming that your website is up there to attract direct clients (because we all know that agencies have their own onboarding procedures and ask for CVs), focus on how you can make their lives easier. Envision the person looking for what you have to offer. Don’t dwell on diplomas and CAT tools. Explain how your offering saves them time (and thus cash), state that you are responsive, ensure them that you know their business sector (if you are specialized), take away their pain. No direct client wants to see your CV in more words when they come to your website. They want to know how you can make their lives easier.

Learn about writing copy for your website page by page

I’ve coached many of my own web design clients on writing the copy for their websites. Many of them are, in fact, on page one in Google’s search results for their respective keywords. But I also make sure that their success in digital marketing doesn’t stop there. In my course Website Copywriting 101, I explain the purpose of each page on your website, how to write copy for the body and the meta data, what kind of CTAs (Calls to Action) they need, and how to harness the power of copywriting for their onpage SEO.

You can find out more about the course at Website Copywriting 101. If you subscribe to Caroline’s newsletter, you can get a 25% discount.


Aren’t you a subscriber of my monthly newsletter yet? Then subscribe now to have access to exclusive discounts and draws, and be kept in the loop of what is happening in the translation/interpreting market.


About the author
Mrs Divi ProfileTanya Quintieri is a ProZ Community awarded mentor and German/English translator based in the Czech Republic. She’s the initiator of the 1,000,000 Miles Challenge, the Be The Change initiative, contributing member of The Language Mastermind and The Translation Mastermind, and a mother to three beautiful children. She loves Corsica and Salsa, dislikes online bullies and low quality food, and enjoys networking both online and offline. For more information about her, visit her website.

Guest post: How to market your freelance business

Welcome back to our guest series! Today, we welcome back a guest who has already contributed to our blog, Tess Whitty.

Welcome, Tess!


Your Marketing Plan

Creating a plan might scare you, bore you, inspire you or excite you. Whatever your reaction, what’s in your plan will determine the success of your marketing efforts.

No marketing means that your freelance business will experience feast and famine periods, so making a plan, defining what you want to do with your business and where you want to take it will help to make the work coming in more consistent.

When you develop a marketing plan, you are taking a professional approach that brings opportunities to build relationships with clients, instead of being someone solving an emergency the night before a tight deadline. You market to clients who need and value your services, and you follow up with them to keep yourself fresh in their minds. Your marketing plan opens the door to a whole new type of relationship with clients.

What Is Needed in a Marketing Plan? 

Consider the following steps:

1. Define your current situation

2. Find your target market and ideal clients

3. Decide what services to offer that will help your targeted clients

4. Develop SMART goals

5. Create a marketing budget

6. Define marketing tactics

7. Schedule marketing activities

8. Track and follow up

A market analysis is a great place to start your plan. We can’t go to market without knowing what to bring for the customers in that market. Similarly, in translation, we have to find out who needs our services, but in this case, so that we can bring our offering directly to them. Translation after all is not a commodity, but a service that provides value to clients. And your marketing efforts need to reflect that. At this point you may want to consider the following questions:

What is my market?

Who are my customers?

Who am I competing with?

What is my unique selling point?

Making a marketing plan involves knowing the potential businesses involved in what you are buying and selling. Before deciding on the actions you’ll be taking to reach these clients, you need to understand their businesses and how you can bring value to them.

When you learn about your competitors, keep an open mind. Some great relationships can come from working with other translators – and this can benefit you and your clients over the long term.

Your marketing plan consists of information about the industry, sector, type of company and branch of knowledge that you want to work with. This information gives you insight into your customers’ needs, paving the way for you to provide value to clients who need cross-cultural communication. When you understand your ideal clients, you can create a connection by approaching them with something you know they need. Your next step: customizing your marketing to their needs so that they recognize you as an asset to their business.

Learn more about how you can do this in my Quick Start Guide and you’ll be on your way to a successful freelance career and lifestyle!

Thank you for contributing, once again, to our blog, Tess!

About the author
2013-09-24 12.29.09-2Tess Whitty is an English-Swedish freelance translator since 2003, specializing in corporate communications, software and IT. Her educational and professional background is in marketing and she is a popular speaker and trainer at conferences, sharing her knowledge and experience in marketing and freelance business. She is also the author of the book “Marketing Cookbook for Translators”, with easy to follow “recipes” for marketing your translation services and achieving a successful freelance lifestyle, and the award winning podcast “Marketing Tips for Translators”. For more information, and to connect, go to

Guest post: Creative translation marketing

Welcome back to our guest post series. Today, our guest is Clara Giampietro.

Welcome, Clara!


How To Market Your Translation Services With Creativity

Don’t you want to stand out and be unique?

Obviously, we all want to get recognised, differentiate ourselves and attract new clients.

First impressions count, but we have just a few seconds to grab our readers’ attention.

That’s why, instead of using words only, we can use visual content to market our translation services.


I’ve been using my visual CVs, infographics, creative presentations and the images of my Little Wing’s adventures for a while, and I can confirm that they draw people’s attention.

In this post I’ll share with you tips, resources and tools that will help you spark your creativity for marketing your translation services.


Exactly as when you approach a text to be translated, before designing your visual content you should know your target audience and purpose.

You need to have a clear message and to be relevant.

Start asking yourself these questions:

  • What is your product/service?
  • With whom do you want to connect?
  • What do you want to accomplish?


I can hear some of you saying “I am not creative.”

I’ve never thought of myself as a creative person too. I was that kind of girl who really liked reading or doing Maths homework rather than making a piece of art.

Take a look at my first attempts (scroll down the page).

I leave them online to remind me where I started out – with no natural talent, creative power or storytelling ability – and where I am now.

They demonstrate that everyone is creative to some extent. Creativity is part of who we are. It’s a way to express ourselves and our unique personality.

Remember that your goal is not to market your creative projects but to create visuals to market your translation services. You can improve them over time if necessary.

Start cultivating your creativity now. Figure out what time of day you are most creative and schedule regular time every week for your creative work.


Start collecting images, designs, colours and fonts that you like to stimulate the creative flow of ideas for your visual content.

Sources of inspiration:


If you have a website and logo, use the same colours and fonts.

Otherwise, choose two to three colours and fonts. They are enough.

Build trust through repetition of the colour and font palettes of your choice. Consistency is the key. It helps your audience recognise you and connect with you across the web.

Save your fonts and HEX/RGB codes for colours in a file, and always stick to them when creating new visuals.

Colours and fonts are important elements of your brand. If you don’t know where to start, I definitely recommend you to hire a professional designer to help you with this process.

Read more:

Tools for choosing colours and fonts


Images and graphics help your audience visualise your words.

I always try to use my own photos and graphics to create unique content. When I don’t have what I need, I use Pixabay, iconmonstr and flaticon.

If you need more inspiration, there are several places where you can find great, free images and icons.


You are what differentiates you from others. Your background, experience, knowledge, values and all the things you’ve learned make you the unique person and professional you are.

You are the main character in your story, but remember that the goal of your story is to create a connection with your audience.


Types of visual content you can create:

  • CVs, portfolios, brochures, leaflets, flyers, invoice templates, etc.
  • Infographics and presentations.
  • Images for your blog and social media channels.

When designing your visual content keep in mind the following:

  • Keep texts legible and respect simplicity.
  • Provide adequate spacing and align all the elements.
  • Coordinate the colours and harmonise visual elements and texts.
  • Use icons and graphs to illustrate your texts and engage the audience.
  • Personalise your visuals adding your logo, website, signature or social media channel of your choice.
  • Add unexpected texts or images to surprise the reader.
  • Ask friends or trusted colleagues for advice and feedback. Then do your own editing based on that advice, if necessary.

For designing my visuals, I normally use PowerPoint and Xara Designer Pro.

Other tools:

  • GIMP and Inkscape, PicMonkey and BeFuncky – Two free software and two online tools that let you apply photo effects and enhance, edit and filter photos.
  • Canva – Great for combining texts and images.
  • Google Slides – A free alternative to PowerPoint for presentations and images for your social media channels.
  • HaikuDeck – It doesn’t let you personalise colours and fonts, but it’s a very easy to use tool to create beautiful and effective presentations. Perfect for beginners.
  • Phonto – When I want to add text to an image (on mobile) the fastest and easiest way to do that for me is Phonto, a free app available for iOS and Android.


Once you have designed your visuals, it’s time to share them.

Use infographics and presentations on your website or blog. Upload them on LinkedIn, Pinterest, SlideShare and Visually.

Send your CV, brochure and portfolio to clients and prospects.

Share your images on your social media channels.

Read more:
58 places to promote your visual content for free

Now that you have some tools and resources, it’s your turn.

What will you start creating first?

Versione in italiano: Come promuoversi online in modo criativo

Thank you so much for accepting my invitation and taking the time to write such a useful and informational post, Clara! 🙂


About the author
Clara Giampietro

Clara Giampietro is a professional English and Spanish to Italian translator. Since 2004, she has been translating technical, law and marketing texts. She loves working for technology and industry clients, and her mission is to help them expand their business by making their words fly in Italian. She is a qualified member of AITI (Italian Association of Translators and Interpreters) and a member of AITI’s Board of the Regional Chapter for Piedmont and Valle d’Aosta. Clara is also a member of IAPTI (International Association of Professional Translators and Interpreters). To learn more and to connect, visit her website.