Good at the work, quiet about it
Geo is a UK translation and localisation company. Its linguists are native speakers who also know the sector they work in. A contract goes to someone who understands law. A clinical document goes to someone who understands medicine.
The old website didn't get that across. Geo wanted a new tone and a clearer case for choosing them over the next agency in the search results.
AI made it harder. Buyers are asking whether they need a translation agency at all. Geo uses AI in its own work, so it needed to talk about it honestly without making its people look optional.
Getting clear before writing a word
Understanding the industry
We started with a workshop. We looked at the translation industry, who buys from Geo, how the team likes to write, and what the new site had to do. Then we audited the existing site to see where it was falling short.
Values, principles, and selling points
We defined two core values and four key principles for Geo. Every page written afterwards had something to check against.
Next came the selling points for each sector and service. A pharmaceutical company and an energy firm don't pick a translator for the same reasons, so each got its own case.
Talking about AI
We set out how Geo would talk about technology like AI. The site says plainly what AI does in their process. It's just as clear that expert linguists are the reason the work can be trusted.
Rethinking the structure
Geo came in with firm ideas about how the site should look. We questioned some of those assumptions and rethought the structure, layout, and hierarchy from the ground up.
Then we wrote all of it
We wrote every page on the new site: 36 sector pages, 17 service pages, the home page, the about us page, and the rest.
That's usually where consistency slips, and page thirty ends up sounding nothing like page three. Here the values, principles, and selling points were agreed first. Each page had a brief before it had a sentence.
Olena TrifanCreative Technologist · Runware