Case study
Here's a great example showing how Effective English Websites helped a well-established Chinese manufacturer to improve their marketing and sales performance.
For this project we produced a completely new website, including the design, the content, and even the product photographs.
Your own requirements may be different, of course. For example, you might just want us to improve the English content in your existing website design. We will work with you to achieve the results you require.
The client
KLD Electronic Co., Ltd (formerly Timefair Electronic Co., Ltd) is a well-established designer and manufacturer of precision digital scales and other injection moulded electronic products.
Their products are supplied either under their trademarked Acc&urA brand or as OEM products.
The company was founded in 1998 and is based in Guangdong.
The problem
KLD realised that their English website was not attracting enough sales enquiries from their target market, which is Western buyers, most of whom communicate in English.
The cause
KLD's old website, designed by a reputable Chinese web design company, simply didn't satisfy the requirements of English speaking buyers. Pages loaded slowly, there was very little content, the content was written in poor English and visually the design was unappealing to Western tastes.
As a result it failed to impress English speaking buyers. Worse still, it actually gave Western buyers a bad impression of the company, which was a very serious problem because the company's products are excellent.
Surveys show these are typical problems for 19 out of 20 English websites promoting Chinese companies.
Although the local web designers and writers did their best, the English website was substandard and ineffective, as it failed to achieve even its basic business objectives.
The solution
Effective English Websites produced a completely new English website for KLD.
The new website is written in perfect English by a native English writer experienced in writing business website content that sells. It is written in exactly the type of clear, accurate English that English speaking buyers want to read.
Not only is it easy to read, but it also works hard to create a first class impression of KLD's products and employees. It inspires buyers to take notice of this company and actively encourages them to contact the Sales Team.
Equally importantly, the English text is carefully written with search engines in mind, especially Google. We put the right words in the right places to give KLD the best chance of a good search engine listing for relevant search terms.
Visually, the design is deliberately simple. There is no need for complicated graphics or spinning, flashing logos. It is the English content that sells the products, not fussy graphic design.
Effective English Websites even photographed many of the products displayed on the website (for example, the digital scales and the power tools), ensuring that buyers can see several large, detailed pictures of most products. This helps the products to 'sell themselves', which is impossible if buyers are only shown a single tiny photograph.
On the old website the product descriptions were too short - often just a few technical specifications. Although KLD would have liked more detailed and helpful product descriptions on the old website, no one was capable of writing them in English to a high enough standard, so they were omitted altogether.
Effective English Websites wrote detailed product descriptions in perfect English, so it is clear to the buyer right from the start what the product is designed to do, where it fits in to the product range, as well as what it's technical specifications are.
Throughout the website, everything is done to make it easy for English speaking buyers to make contact with a friendly, helpful sales person. Buyers are constantly encouraged to phone or email the Sales Team, rather than simply hiding a phone number away on the Contact page and hoping someone will call.
The results
Daniel Zheng, the Foreign Trade Manager, is delighted with the new website, which went online early in 2007.
Numerous customers and potential buyers have told him it is a massive improvement on the previous website, and that they love the clear information and high quality product photographs.
As a result, the number of sales enquiries has increased, and the quality of the sales leads has increased too. This is partly because when buyers phone the Sales Team they already know quite a lot about the products, so the sales person can concentrate on closing a sale rather than wasting time explaining basic information or sending out brochures.
At trade exhibitions too, the new website plays its part in promoting the company and its products. When buyers research the trade exhibition suppliers before arriving at the event, they are immediately impressed by the professionalism of KLD's new website. This encourages them to pay a visit to KLD's stand and talk to the Sales Team.
Later, in the weeks following a trade exhibition, visitors to KLD's stand who then visit the company's website are also greatly impressed by the detailed and inspirational information available.
KLD's appearances at Interweighing 2007, in Shanghai, and Interweighing 2008, in Qingdao, both benefited from the new and improved website. Interweighing is the largest trade show in the world dedicated to the weighing industry, attracting professional buyers from all over the world.
Conclusion
In a business environment where 19 out of 20 English language websites promoting Chinese companies fail to impress English speaking buyers, KLD now benefits from being the 1 out of 20 companies with an English language business website that outperforms the competition and completely fulfils the requirements of English speaking buyers.
You can view KLD's new website at:
If you would like us to build you an effective English website for your company then please don't hesitate to get in touch.