Bridge Pages

Market penetration is tough. Especially if you don’t speak the language. It takes lots of market research, all your materials need to be translated and adapted to a new culture – and there’s no guarantee that the fish will ever bite. It’s no wonder many companies stick to the markets they know well, and close the door on fresh opportunities.

With our new market bridge service, all this can change. We offer a way to step safely across the raging river and explore new markets on a low-risk, low-cost basis. By introducing your product or service to customers in their native language – and making sure to appear in their search results – you can reel in visitors that would otherwise never find your content online.

This gives you the opportunity to explore the potential of new markets before you make any huge financial commitments, potentially paving the way for seamless expansion and growth. Continue reading to learn more.

What is a bridge page?

A bridge page is a simple version of what is commonly known as a white-label website – a website that we develop and maintain on your behalf. This simple page will contain an engaging description of your product, service or company, translated and localised for the market or markets you want to target. The text will end with a call to action, encouraging the user to click through to your English language website where they can complete their customer journey with you.

In other words, it is a simple, low-effort page that you can cast out into cyberspace, where it has the potential to find new customers and convince them to choose your business over the local competition.

Why are bridge pages necessary (when everyone speaks English)?

Research has shown time and time again that internet users predominantly search in their own language, and that they are more likely to click into websites in their mother tongue than pages in English. This is true even of the Nordic countries and other cultures in which English is used daily and proficiency levels are sky-high. Ultimately, what this means for you is that, all over the world, internet users are searching for the products and services you sell, but without ever seeing your content online.

Bridge pages aim to close that gap. They are written in the language of your target market and adapted for both local culture and search-engine optimisation. This gives them the best chance possible of showing up in the search results of potential customers, allowing new markets to discover your company.

Once the initial, localised introduction reels them in, it will then be little problem for potential customers to click through to the English language version of your website and finish the process there. This is because the issue at heart is not one of language proficiency but of searching habits – it is the comfort of using a native language that prevents them from finding you, not their ability to understand a common language.

Bridge pages are therefore a great in-between solution – they are nowhere near as costly as having an entire website translated, and yet the offer similar potential for increased turnover. They also represent a great, low-stakes way to test the waters and see which markets may warrant yet further investment, and which ones are likely to remain lukewarm.

How do I get started?

The process for creating a bridge page is simple. It goes like this:

1. You brief us on your profile and needs

This could be a Zoom call or an email exchange in which you tell us about your products and services and provide us with all the information we need to create the page. We will also ask you questions about your ambitions with the page and share our insights into the markets you want to target.

2. We create the page text in English

We will send you a copy of the draft for your input and approval, and you will have an opportunity to provide feedback and request changes before we proceed to publish the text online.

3. We localise the text and launch the page

Our team of translators, proofreaders and SEO experts will then transform the initial text into suave, engaging content for each of your target markets. Finally, you purchase the domain name recommended by our SEO expert, and we will then launch the pages. Each one will contain a link to your main website in English.

What does it cost?

The cost of your bridge page may vary depending on the market and how many pages you order. For companies interested in reaching the lucrative Nordic region, we recommend our Nordic package which includes Swedish, Danish, Norwegian and Finnish. Alternatively, you can tailor your own package depending on which markets you are interested in reaching, or you can order a bridge page in just one language. Our pricing structure is as follows:

Get in touch!

If you would like to learn more about the process or talk with us about how a bridge page might work within your specific industry, please don’t hesitate to reach out for a no-obligation chat and quote.

We will be happy to answer your questions and start providing you with some initial ideas about how your bridge page might look and feel – so get in touch and let’s begin your journey today!