Italian-to-English transcreation
Made in Italy, loved globally
Taking your Italian brand global? Then you’ll already know how motivation and behaviour can differ between markets — and how vital first impressions are.
Copywriting is writing that sells. And transcreation is translation that sells.
More effective than translation, more culturally sensitive than standard copywriting, transcreation is a unique blend of both.
When you’re expanding into English-speaking markets, brand voice, creative wordplay, cultural references and even product names may need to shift. Sometimes a little. Often a lot.
You’ve spent hours refining your Italian messaging and brand voice. You’ve crafted every headline, tagline and product description with intention. Let’s not lose that momentum in the English translation.
I honestly loved Fuschia’s approach, and working with her on an Italian-to-English transcreation project taught me a lot about what I can do to make the client experience better. Fuschia’s suggestions also helped me improve the Italian copy."
- Sara Tirabassi, Italian life sciences translator
Italian-to-English transcreation services
Italian brand targeting English speakers? First impressions are vital. Stand out from AI-translated slop with English copy that feels like it was written specifically for your chosen market.
This service includes:
Strategy session & planning
Keyword research for your chosen English-speaking market (or global English searches)
SEO-friendly adaptation of your Italian website copy
Three options for key headlines (such as the hero copy on the Home or About page) plus an Italian translation so you can show your boss and rationale to guide your decision-making process
Meta titles & meta data
Optional extras: ingredient glossary, sustainability page, FAQs
From £900
You’re have spent time and money crafting the perfect tagline or strapline in Italian. Now you need to make sure the English version is just as strong and sparks the same associations in the English-speaking world (and let’s face it, the rest of the non-Italian-speaking world).
This service includes:
Strategy session & planning
Three proposed taglines or straplines. Typically I’ll suggest one that is relatively close to the original, and two that go in different directions.
A literal translation of the copy in Italian, so you can assess whether the cultural references will work for your brand (this is known as a backtranslation).
Accompanying commentary to explain my thinking and help you make an informed decision.
Two rounds of amends.
From £400
In collaboration with Lumin Websites and French market entry expert Nathalie Reis. Launch your products or services in a new market with a full website refresh in English and a professionally translated, culturally localised version in your target language. Full website, two languages
This service includes:
Project management and a single point of contact
Full website strategy phase
A website redesign that reflects your values and positions you as a trusted leader
Technical on-site SEO and a high performance, low-carbon website build in Webflow
Fresh, SEO-focused English copy — UK English or international English for multiple markets
Professional translation and localised copy in your target language
Implementation of website localisation (sub-domains, copy, design adjustments, SEO)
Keyword research for both English and your target language
Linguistic review in both languages
Cultural consultancy — so the site lands the way you intend
Price on request
If you simply translate your adverts into English, they’re unlikely to bring the results you need. Commercially sensitive material like adverts need to be adapted for the market (or markets) they’re targeting and fit into the cultural narrative.
This service includes:
Strategy session & planning
Three proposed English versions of the Italian copy. Typically I’ll a version that is relatively close to the original, and two that go in different directions but still work with the visual assets.
A literal translation of the copy in Italian, so you can assess whether the cultural references will work for your brand (this is known as a backtranslation).
Accompanying commentary to explain my thinking and help you make an informed decision.
Two rounds of amends.
From £700
In collaboration with Lumin Websites and French market entry expert Nathalie Reis. Test new markets without a full website overhaul. You don't need to localise your whole site to test a new market. A strategically designed landing page can gauge interest and generate leads.
This service includes:
Project management and a single point of contact
Low-carbon landing page design and build (Webflow)
SEO-focused English copy for the landing page
Professional translation and localised copy in your target language
Implementation of website localisation (sub-domains, copy, design adjustments, SEO)
Linguistic review by a native speaker
Price on request
"Fuschia gave several alternative Italian-to-English transcreations to ensure that the English version of my website reflected my tone of voice. I hope to work with her soon on future projects and recommend her to anyone who needs content in 'proper' English."
- Ester Mignani, La Copy SEO
How it works
"Fuschia’s work enabled my clients to position better on Google and even improve the copy in the original language!"
- Eleonora Monoscalco, Interpreter
Frequently asked questions
What is transcreation?
Transcreation is rocket fuel for your international ad campaign. More effective than translation, more culturally sensitive than copywriting, it’s a unique blend of both.
Transcreation takes inspiration from the Italian copy but is not a faithful replica. The aim of transcreation is to captivate English-speaking readers and motivate them to take action.
Content, style, or copywriting techniques may need to change. Creative wordplay or cultural references may not have the same impact outside Italy. The transcreator may need to adapt the tone of voice to achieve the right emotional response.
At every stage of the transcreation process, the transcreator will ask themselves whether the copy meets the brief and the needs of the English-speaking market. These skills take time to develop and fall closer to the remit of a copywriter.
What type of texts can be transcreated?
Transcreation is suitable for any text that needs to sell or persuade, including adverts, taglines, straplines, press releases and SEO-friendly websites. In the past I’ve even transcreated whimsical wine labels!
Can you optimise my English copy for SEO?
Yes, and if your Italian website is SEO-friendly I would strongly recommend that you optimise your English one too. Simply translating your website from Italian to English doesn’t mean it’s optimised for search.
Search behaviour differs between countries and languages. Users may not use the same phrases to search for the same products and services. Keyword research identifies terms which your customers are searching for and your competitors may have missed.
If you or your SEO agency has already identified your English keywords (with keyword research tools, not a simple translation) then I can use them to optimise your copy. Or I can carry out the keyword research myself.
Can you collaborate with my Italian copywriter?
I love working with Italian copywriters! Having access to the brief they were given gives me a strong understanding of what they were trying to achieve with the Italian copy, and helps me link it to the goals for the English copy.
How much does Italian-to English transcreation cost?
I’ll quote you a project fee so you have a clear picture of the investment before going ahead with the project. I price each project according to a number of factors, including time, value and objectives. My rates are in line with Procopywriters’ average rates.
How long does Italian-to-English transcreation take?
I’ll propose a realistic deadline based on scale, objectives and my availability.
How do you translate a product description from Italian-to-English?
Firstly, product descriptions should be SEO-friendly so your target audience can find them either through traditional search engines or generative AI. Once the user has clicked through to your product, you want them to stick around long enough to read it. You’ll need to sell the benefits of the product, not just the features and ideally make the reader understand how the product will improve their life. Features can come later and it’s often a good idea to list them as bullets for scannability.
These days, we’re seeing a lot of AI-generated product descriptions. They’re popping up everywhere, from professional websites to reseller platforms (where AI removes a barrier to use so not necessarily and negative). If you’re able to infuse your product description with a bit of brand personality and a distinct brand voice then you stand a higher chance of converting and making that sale.
For this reason, I’d recommend transcreating product descriptions to make them truly captivating for international audiences.
Do I need copywriting, transcreation, editing, or a combination of all three?
Every project is different. Some clients need copy written from scratch, others need existing content adapted for English-speaking audiences, and many need a blend of writing, transcreation and editing. Together, we can determine the right approach
Read more about Italian-to-English transcreation
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Your marketing department needs transcreation
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7 ways to get more English-speaking visitors to your website
Let’s work together
Book a free 30-min call and let’s explore how my copywriting services can help your ethical brand stand out on the international stage.