Cross-cultural copywriter & transcreator for ethical brands expanding globally
● Available for workCopywriter Code signatory
About
You’ve built a purposeful brand and are looking to expand beyond your country's borders. But when you try to communicate your mission and passion to international customers, the message gets lost.
Avoiding the usual buzzwords and clichés is a challenge, and you have a feeling that the words and copy that sound so natural in your own language feel awkward, confusing or unnecessarily complicated in English. (As someone who also markets their services in Italian, I know how hard this is).
I help ethical European brands expand globally with strategic, culturally fluent English copywriting.
Using my cross-cultural insight, I rebuild your messaging and texts in an English voice that’s natural and on-brand, so your international clients recognise and connect with you.
Many of the businesses I collaborate with communicate with English speakers all around the world rather than specific markets, including those who speak English as a second, third or even fourth language. This takes a different approach to writing copy for a specific English market. Yes, you can play with words. But you need to do it inclusively.
I can help you:
- Build a consistent, confident brand voice you can be proud of (ask about Brand Voice Strategy)
- Give you quick, expert feedback on your English copy, along with three actionable wins you can implement straight away (ask for the Brand Voice Checkup)
- Get found, nurture international prospects and convert browsers into customers through strategic, culturally appropriate English copy (ask for English Copy & Content)
- Help Made in Italy brands win global love (ask for Italian-to-English Transcreation, including SEO translation)
🌿 1% of turnover to the planet
Words matter. But not as much as nature. I donate 1% of my turnover to environmental charities.
In a competitive market place, Vamos Trekking needed to identify its USP and positioning and then work out how to communicate this to her ideal customers, sociable expats curious about exploring Switzerland.
Vamos Trekking was set up by Marisa Galileo to share her love of hiking and connecting with other expats in her adopted home of Switzerland. Now that Marisa was coming to the end of her mountain guide training, she needed a website to act as a shop window for the tours that she offers.
The client
Almatex was founded in northern Italy in the 1940s and is one of the only remaining terry towelling producers in Italy. Having resisted the 1990s textile crisis, they looked instead to innovation and doubled down on their sustainable practices. Today, they sell a wide range of branded and plain terry towelling products to spas, hotels and big businesses in Italy and beyond.
The project
Almatex was rebranding, launching a shiny new SEO-friendly Italian website with copy written by an Italian SEO copywriter. They now needed an English version which would allow them to get their products in front of international clients. It needed to be SEO-friendly to capture organic search traffic in the more competitive English-language market.
The challenge
When localising a website, it’s not enough to simply translate SEO keywords in a traditional manner. This is because the way people search differs between country and language. They may not use the same words and phrases (or even a literal translation of those words and phrases) to search for the same products and services. There may be a number of possible keywords: an SEO translator’s job is to use SEO tools to determine the relevant keywords which have an optimal balance of competition and search volume, while matching the users’ intent in the new market.
This was one of the challenges which I faced when localising the Almatex website: the main keyword they were targeting in the Italian copy had 7 (!) possible translations. Using my SEO tool, I was able to identify which of the possible translations would be the best keyword to centre the copy around, while the other 6 keyword served as synonyms. This data-driven approach meant we weren’t simply guessing which terms would be more popular among searchers looking for towelling products.
The result
Almatex now has an English-language website which showcases its product range to prospective English-speaking clients AND is optimised for the search engines.
What the client said
Vittoria Zambaiti on Almatex’s design team said:
We’re very happy that we worked with Fuschia! She kept to the deadlines and was polite and helpful, willing to work with the team. She is very professional and I recommend her to anyone who wants English copy tailored to their needs!
