SEO website transcreation (Italian-to-English) | B2B services

Project: an SEO-friendly English website following my client’s rebrand

Client: an Italian service provider

My client offered services to help its clients reach consumers and businesses in Italy and had just rebranded. My job was to transcreate the Italian content into English in a way that matched the company’s fun, playful – but also straight-talking - tone of voice and would make the website more visible to English-speaking search engine users.

After a briefing session, I started with keyword research using an industry SEO tool. My client’s Italian website ranked well, and we needed to do the same for the English version. We couldn’t assume that the best keywords would be a direct translation of the Italian keyword – using the Italian terms as a base, I carried out new research to find the best English keywords to target.

As I transcreated the content for each page, I optimised it for our chosen keywords. For the more creative elements, including the headlines and some call to actions, I offered three versions so the client could decide which they preferred, or could carry out an A/B test. As well as conveying the message and tone accurately, the text was easy and pleasant to read.