Company description on the website – how to make a foreign recipient interested? 

If you run a business providing services or selling products online, you are bound to have a website or online shop. The focus should be put on product descriptions, presentation of the service, sharing knowledge and experience in the blog section, optimisation of the contact form, etc.  

What about the ‘About Us’ section? The place where you introduce the company, the team?  

It shouldn’t just be a bookmark with the date the company was founded and a few photos of the office. This website – both in Polish and in various foreign languages – should be your business card. 

How to prepare the content? What to look out for when translating a website? We invite you to read. 

‘About us’ subpage – How should I introduce myself to the customer online? 

The ‘About Us’ subpage is an excellent place to present the company’s history. Every journey begins with the first step and business is not an exception. Showing what road you have travelled can be inspiring to others. Furthermore, it builds credibility in the eyes of customers (including foreign ones), who will certainly appreciate the company’s development. 

The company’s values and mission are further elements that the content on the subpage should include. The potential customer can then learn what the company’s objectives are. If they are aligned with their own, this will positively influence their purchasing decision. 

It is also useful to show who is delivering the objectives and values on a day-to-day basis, i.e., to introduce the team. Position, contact details, photo – all of these will tell recipients who they are dealing with and who they can approach. Photographs further attract attention and reinforce the credibility of the company. Getting to know the team members will help to build trust between the company and the customer. 

Achievements, such awards or certificates received are not received only to be held in the drawer, away from the sight of potential customers and clients. On the contrary, meeting ISO standards and winning prestigious industry competitions are legitimate reasons for professional pride. They are not only the proof of the team’s competence and serious approach to project implementation, but they also constitute another foundation for the process of building trust and credibility. 

As far as the disclosure agreements allow, feedback from previous customers can also be quoted on the ‘About us’ subpage. A few-sentence testimonial or linking to a case study can be crucial in a customer’s decision-making process. 

It is worthwhile, when working on the text for this sub-page, to focus not only on dry facts about the company’s life. Treat this element of the website as a space to build relationships with customers and audiences. 

Not just a website – the team on social media 

Please remember that the presentation of a company’s team is not just a website, or rather a subpage. Recipients and observers are keen to respond and react to social media posts. They like to get a sneak peek behind the scenes of their favourite producers and service providers. 

When presenting the team on foreign social media accounts, it is good to ensure that texts are properly translated – both in text and any graphical elements. 

Will the localisation process be needed for the ‘About Us’ subpage? Learn about the principles of personalised translation 

The content of a website, or the aforementioned social media posts, should not just be translated following the academic linguistic rules. The localisation of content is important. This is especially important in the case of the ‘About Us’ sub-page, when less attention is paid to linguistic correctness or SEO principles. This subpage is intended to be a representation of the team, the company, values, or non-business activities. 

Metaphors or comparisons used in the description, which are understandable to Polish recipients, need not and probably will not be clear to foreign audiences. Adapting the content, because this is what localisation is, allows to adapt and highlight the text so that the audience finds it relatable. This, in turn, helps to create an advantage over competitors who opt for ready-made solutions that are not necessarily good. 

Error-free web translation 

Wondering whether we translate entire pages or individual tabs, such as the ‘About Us’ presented today? It all depends on what you need at the moment – you and your place on the web. 

Growing in foreign markets, however, requires flawless content, regardless of the amount of content presented on websites, shops, or social media. Both website translation and other forms of translations related to the e-commerce and marketing industries are carried out using modern technologies and under the watchful eye of a translator experienced in a specific industry. 

Artificial intelligence solutions are not enough – we will give you more 

Google Translate or web translation plug-ins are too little to think seriously about entering foreign markets. Ready-made solutions, although they work quickly and are often free of charge, also generate errors. They translate too literally and fail to properly convey emotion, which, in the case of a subpage about the company and the team is important when it comes to the perception of the content. Only the work of a translator or the post-editing of content prepared by language tools gives a sense of the text being error-free. 

This is a sign of respect not only for the foreign language in question, but above all for the foreign audience who is your potential customer, which will help build trust in the brand. And such trust is invaluable in the process of expanding into new markets. 

How one should work on websites and webshops in foreign languages? 

Landing page, or why it is important to translate the landing page of an advertising campaign 

Machine translation in e-commerce – what can you gain from translation automation?