When thinking about marketing your translation or interpreting business, you might think about your website, your email marketing, your social media channels or networking events. 

What about customer service?

For many small business owners, customer service isn’t a marketing tool they consider right away. It’s something they know they want to do well but don’t often give it much thought or don’t actively look for ways in which they can improve it.

But consumers nowadays have come to expect a certain customer service standard which, when not met, translates to lower revenue and brand loyalty, among other drawbacks. 

The importance of customer service for your business

If you’re still unsure whether customer service should be at the top of your marketing hierarchy, here are some interesting statistics that might sway you to change your mind:

• Investing in new customers is between 5 & 25 times more expensive than retaining existing ones

This one is especially important for small businesses, for whom client retention is often key to a stable revenue. A client that has used your translation or interpreting services once is very likely to need them again and you want to make sure they continue to choose you for the job.

• If the company’s customer service is excellent, 78% of consumers will do business with them again after a mistake

No matter how professional and attentive you are, you’re still human, and as such you’re prone to human error. Again, this rings especially true for freelance professionals, who often handle all areas of their business activity on their own. How you handle those situations – i.e., customer service – is incredibly important for customer retention and loyalty.

• 68% of people will pay more for services from a brand with a strong record of good customer service

As your business grows, you want to be able to become more selective when it comes to the projects you accept. To do that, you need to attract high-value clients – those looking for premium services and willing to invest in them regularly.

Customer service: beyond direct customer interaction

Not only is customer service vital for your business, it also goes way beyond direct client interactions and instead extends to cover all the different channels you’re on, off and online.

One of the most important of those channels is your website as it’s often how clients first find you, get to know you and form an impression about you.

So how can you ensure your website is customer-centric?

5 tips to make your website more customer-centric

1. Make your website clear, transparent and easy to navigate

Websites that are too busy, badly-structured and confusing are a nightmare for its visitors and are sure to put any potential clients off working with you.

You want to make sure your website is first and foremost clear. Any creative tweaks you want to put on it to make it stand out should layer on top of that clarity, not replace it.

How can you do it?

• Split each page into short sections using headings, subheadings and visuals
• Have a clearly visible menu bar, ideally not extending beyond a single line to ensure all subpages are visible at all times
• Describe the process clients can expect to go through when working with you, from sending over documents, through translation, to quality checks, delivery and payment
• Use fonts that are reader-friendly (fonts like Open Sans, Poppins, Roboto or Lato are among some of most readable fonts you might want to consider)
• Use short, active sentences, paragraphs and bullet points to add levels of differentiation to your text, making it easier to digest

2. Use your website texts to show your clients you know them

With so many language service providers to choose from, how do you convince your target clients to work with you? By letting them know you understand their needs, anticipating their problems and offering fitting solutions.

While one-size-fits-all translations will appeal to some, most clients, especially high-value ones, often look for more tailored solutions. Use your website texts to communicate that you can provide those.

How can you do it?

• Include information about the most frequent challenges clients might face in a particular region or field you specialise in and tell them how you can help them overcome those.
• Use language that speaks to your target audience. If you’re targeting high-level government organisations, you might want to use a more formal, lucid tone. Legal experts are likely to appreciate a voice that’s plain and clear-cut. Fashion or cosmetics brands on the other hand might like something more vivid and stylised. 
• Use your blog to share content your clients might find helpful. Explain frequently used or misunderstood translation-related terms, share tips on how to choose a translator to work with, or write about a specific geographical region and what companies should keep in mind when expanding their services to that market. Your knowledge and experience and are an endless supply of share-worthy content – use it!

3. Feature client testimonials prominently

Unsurprisingly, 83% of people trust reviews over advertising. What is surprising is how many businesses fail to showcase their customer reviews on their websites. 

People seek out reviews before they decide whether or not to use your service. Making it easy for them to find them will make a good impression and help you establish good rapport right from the get go.

Apart from making your site more customer-friendly, testimonials have been shown to increase conversion rates on sales pages by 34%, so making them easily accessible to your site’s visitors is not only convenient but also profitable.

How can you do it?

• Have a dedicated Testimonials page
• Alternatively, feature a testimonials section on your Homepage or/and other subpages. Make sure the section is near the top of the page so that visitors don’t have to scroll all the way down just to see it.
• Add new testimonials on a regular basis. Keep reaching out to the clients you’ve worked with, asking for a review – the majority of them will be happy to provide it! (To learn more about the importance of customer feedback, read: Customer feedback: why you need it + 3 free tools for creating your own surveys)

4. Optimise your website for mobile viewing

With mobile accounting for approximately half of web traffic worldwide, making your website mobile-friendly is vital and plays a large part in helping your business earn conversions. It also keeps your brand relevant and helps you reach clients on the go.

How can you do it?

• Invest in website design that can be optimised for mobile viewing (one of the reasons we use WordPress.org to build our clients’ sites is that it offers responsive themes and advanced customisation options, including mobile optimisation)
• Choose a reliable hosting provider (the providers we currently recommend include SiteGround, Bluehost and Hostinger)
• Adjust your site’s structure for mobile devices. The way people browse websites on mobiles is different to how they do it on desktop. On desktops users usually scan websites in an F-shaped pattern. On mobiles users tend to immediately focus on areas relevant to their search, then read the content downwards.
• If your website has any pop-ups, consider removing them from the mobile version or changing their format to something less disruptive, like a CTA button
• Consider using video on your site – video is one of the biggest driving forces behind mobile traffic and it’s only predicted to grow further. Use it to your advantage!

5. Offer multiple contact options

Everyone has their preferred method of contact. While some like to use email, others would rather pick up the phone, and others still might want to use a contact form. Make sure to offer those different options so that all potential clients can choose the one they’re most comfortable with.

How can you do it?

• Include an easy-to-use contact form with design that’s consistent with the rest of your website. It looks more professional than just your email address, it allows people to contact you immediately, without leaving the page, and it gives them a chance to provide more information which can prevent unnecessary back and forth emails.
• Include your email address and phone number as well as information about your business hours so that people know when is the best time to contact you
• Add links to your social media channels as sometimes people want to contact you there for fast responses. It also gives your visitors a chance to learn more about your business.
• Include links to FAQs, if your website features them. It can help clients clarify things before reaching out, making your communication more efficient. 
• Consider adding your contact info to your site’s footer. It can make it quicker and easier for people to click through when browsing your site.

Quality customer service across the board

Last but not least, don’t forget to make your customer-centric approach shine in direct client interactions too. No amount of website tweaks can ever make up for a lack of warm and personalised approach in your customer communications! Be friendly and responsive, offer advice or reassurance when needed, and make your clients feel heard and well taken care of – it really makes a world of difference!

For more ideas on how to improve your overall customer service, read: How to deliver extra value to your customers ? 7 tips to win clients and keep them

Is your website customer-friendly?

Have you considered customer service when creating your website? What tactics have you employed to optimise your site for customer experience? Are there any tips you’d add to the list? Share those in the comments section!