We often hear the same story: “We have the best product in the sector. We have a translated website. We run ads. But nobody in Germany is buying.” Is the market broken? No. Your tone is.
In this case study, we analyze how a Spanish industrial manufacturer (let’s call them “Client X”) increased their lead conversion by 40% in just three months—simply by rewriting their localized content.
The Diagnosis: Correct Grammar, Wrong Vibe 📉 Client X used a standard translation for their technical catalogue. Grammatically? It was perfect. Culturally? It was a disaster. The Spanish text was persuasive, emotional, and full of superlatives (“El líder indiscutible”, “Máxima calidad”). In Germany, this tone sounds suspicious and arrogant. German B2B buyers look for technical data, precision, and modesty. The “salesy” translation was scaring them away.
The Swift Lingua Solution: Cultural Adaptation (Transcreation) 🛠️ We didn’t just correct typos. We changed the strategy:
- Tone Shift: We stripped away the marketing fluff and focused on technical specs.
- Terminology: We used the specific industry jargon that local engineers use, not dictionary definitions.
- Trust Signals: We adapted the “About Us” page to highlight certifications and logistics (what really matters in that market) rather than history or passion.
The Result: Trust = Sales 📈 Six weeks after relaunching the localized content:
- Bounce rate on the landing page dropped by 25%.
- Requests for quotes increased by 40%.
- The client stopped paying for clicks that didn’t convert.
Don’t just translate words; translate trust. If you are entering a new market, ask yourself: Does my brand sound like a local expert or a foreign tourist? Client X chose the expert route. What about you? Let’s audit your international content today.
