Website copy for a freelance project manager
Project: full SEO website copywriting
Client: Najat Keaik, localisation project manager and Arabic translator
Positioning yourself as an expert can be tricky when you offer several different, but complementary, services. Present them all as equally important, and you dilute your offering, making it harder for people to know what you stand for. Lead with one, and you risk minimising the others – and this can be a problem if those services are targeted at different types of clients.
Najat Keaik is an Arabic linguist based in Italy. She has three strong, interconnected specialisms: project management for translation and interpreting projects, translation itself, and community interpreting. All three services target slightly different clients with different needs. Her work stems from a deep passion for helping others, which led her to work with NGOs, humanitarian organisations and migrants.
We started our collaboration with a briefing call. From inside her own business, Najat wasn’t sure how to position her services. We decided to lead with her project management services, while creating links to the other two services. However, we also decided to create a memorable, snappy tagline which spoke to her second specialism: ‘the humanitarian translator ’.
Najat originally asked me to combine all three services in one page. However, I knew this would make it harder for search engines to understand what the page was about. This would also dilute her priority positioning and visitors could end up confused about how she could help them. Instead, we agreed that I’d write a separate, targeted page for each service.
Linguistic service websites often fall back on overused clichés like ‘building bridges’. They also tend to claim to cover all language combinations, a strategy which can seem smart and like they’re covering all bases, but in reality makes it harder to stand out.
Instead, I took a storytelling approach to demonstrate exactly how Najat’s proactive, hands-on approach made a real impact on both her clients and the people they help. Each service page opened with a short, specific story from her real experience, her solution, then the transformation, instead of abstract claims. To create coherence across her site and brand story, I emphasised the common factor between all three services: striving towards a better, fairer world for all.
Like many translation agencies, Najat can cover all language combinations due to her extensive professional network. However, to make this feel like more than an empty claim, I added that she has particular experience sourcing linguists for minority, lesser-known languages. This then supported her positioning as the humanitarian translator.
Najat’s full website launched this September. She said, ‘Fuschia was referred to me by a colleague, and I feel very lucky to have had her work on the copy for my website launch, including the SEO-friendly texts. She managed to capture and articulate some of the ideas I couldn't quite put into words myself, while also helping me bring more clarity and structure to my services when everything was still a little cloudy in my head. Her precision, punctuality and responsiveness helped me shape and launch my website in less than a month. I especially appreciated her reliability, her talent for putting my values and services into words that genuinely felt like me, and how smooth and enjoyable the whole collaboration was. I would wholeheartedly recommend working with her!’
Thank you, Najat, for trusting me with your website launch!
