In my last post I talked about the fact that, in my mind, a website is essential for every freelance translator because it is our opportunity to set ourselves apart from other translators and to provide information to potential customers. Today I want to look at how we can get the most out of our websites, how we can add value with them and make them work to our advantage.
When a potential customer arrives at your website whether this is via a search engine or via a link from a translation association directory or other list, the potential customer will first look for information to ascertain whether or not you are a good fit for his needs. One of his first questions will be whether your language combination and subject field match his requirements? Once he has ascertained that this is indeed the case, the next thing he is going to want to try to determine – and still just by looking at your website – is whether or not you are credible.
At this point in the sales cycle a potential customer knows what you do but still doesn’t know whether he can trust you. Are you really that great translator you say you are? Do you really deliver the accurate and reliable translations you say you do? In order to convince himself, the potential customer is going to start looking around your website for evidence that these statements are true.
There are many ways in which you can provide this evidence to potential customers:
You can include testimonials – the word of others, particularly happy customers, is much more effective than your own subjective statements.
You can write a blog – not for translators but a subject-field-specific blog (perhaps with a focus on translation) for your customers and use this as an opportunity to demonstrate your knowledge and to position yourself as an expert in your field.
You can write information products containing interesting and useful information which potential customers can download and use.
All of these methods are opportunities for you to show that you know what you are talking about and know what you are doing and this is ultimately what will convince a potential customer that you are the right person for the job.
Podcast – Information products and added client value with your website
I recently had the opportunity to talk about this subject in a 30 minute interview with Tess Whitty for the podcast series Marketing Tips for Translators. If you would like to listen to this interview (episode 022) and many more interesting interviews with other freelance translators go to www.marketingtipsfortranslators.com.