A digital agency serving three markets
A digital agency lifted qualified leads in the US, UK and Australia with copy written for each
An India-based agency used one set of website copy for buyers in the US, the UK and Australia, and each market converted differently. Our digital growth team rewrote its key pages three times, once for each market, and qualified leads rose in all three.
Challenge
The agency sells web design and digital marketing to clients abroad. Its site spoke in one voice to all of them, and results varied widely by country.
Words that read clearly to a writer in India can land differently with a buyer in Manchester or Melbourne. Idiom, formality and the sense of what sounds professional all change between markets. The problem was not language. It was tone.
Solution
The team wrote the homepage and main service pages three times. The US version leads with speed and measurable outcomes. The UK version leads with expertise, understatement and proof from past work. The Australian version leads with plain speaking and partnership. Calls to action were rewritten too, because a button that feels confident in one market can feel pushy in another.
Proof points were chosen for each audience as well. A buyer in one market wants to see return on spend, while a buyer in another wants evidence of steady, careful work over time. The same facts about the agency were ordered differently on each version of a page.
- Homepage and service pages for each market
- A library of calls to action tuned by region
- A brief for developers on routing visitors to the right version
- A tone-of-voice guide for each market
- Email sequence variants for each market
Results
Qualified leads rose by 38% from the US, 22% from the UK and 41% from Australia. The agency had assumed it needed bigger budgets to convert better. What it needed was to sound at home in each market.