Ekaterina Howard, Pinwheel Translations
Bilingual copywriter helping US-based companies who want to unlock the potential of the Russian e-commerce market and attract more clients by adapting their Russian copy to the desired target audience, by using conversion copywriting framework
I’ve been working in translation since 2006, focusing on marketing content.
I’ve worked on high-end real estate copy, brochures, and website materials, including transcreation and copy adaptation.
This is what I believe:
You absolutely can “just” translate marketing collateral. You can use untrained machine translation on your e-commerce website. You absolutely can add a “Translate with Google Translate” button.
If you do, you should not then expect your localized website to do its job.
This is why: your Russian audience is different from your US audience — and requires a different approach to be effective. For example, Russian buyers will want to make sure that your website is the “official” one (i.e., not a knock-off website selling counterfeit goods).
Online customer behavior
Voice of customer research
Understanding of your Russian customers’ motivations, pain points and expectations
Localized for conversions
I approach localization as a copywriting project. That means going beyond “sounds good”, “flows well” or “matches the source”. It means researching your Russian target audience and adapting your copy accordingly...
...so that your audience can connect with the copy and convert.