Websites built for the primary market, structured to adapt for others
International companies often have websites that were written in their home language and then translated for other markets, or English websites that were never adapted at all. In both cases, the copy is working against conversion in secondary markets because it is making assumptions that are specific to a different buyer context.
We write global website copy in a layered approach: first, the strongest possible copy for your primary market, structured with adaptation in mind. Every section is written so that market-specific elements are clearly identified and can be swapped without disrupting the page architecture or the overall conversion logic.
The full scope covers: homepage, about page, all service or product pages, case study pages, and contact page. Each page includes a copy framework document explaining the strategic reasoning behind each section, which elements are market-specific, and how to adapt them for other territories.
We also provide a meta and SEO layer: page titles, meta descriptions, and H1 structures for each page that align with search intent in the primary market, with guidance on how to adapt them for multilingual SEO.
- Homepage through contact page
- All service or product pages
- Case study page framework
- Copy framework per page
- Market-specific element annotation
- Meta and SEO layer included
Relaunch and refresh projects
For website relaunches, we can work from existing copy as a starting point. We audit the existing site against the current audience, identify which sections need structural changes versus tone adjustments, and rewrite accordingly. A relaunch audit is available as a separate project if scope needs to be confirmed before full copy engagement.