UNIVERSITY OF WEST LONDON

UK COLLEGE OF BUSINESS AND COMPUTING

Web Design and Develo

Module leader: Anju Bansal

ASSESSMENT 1: WEBSITE DESIGN

Academic year 2023-
2024 PROTOTYPE – www.en-ro-translate.com

SUPPORTING WRITTEN REPORT

IULIA MARIA PARVU

21000722 (UKCBC) / 21521363 (UWL)
Table of Contents

I. Introduction………………………………………………………………………..……………………3
II. Executive Summary……………………………………………………………………………..……..3
III. Business Overview……………………………………………………………………………..……..3
IV. Project Rationale………………………………………………………………………………..……..3
V. Competitive Analysis………………………………….……………………………………………..…3
VI. Marketing Objectives………………………………………………………………………….………4
VII. Client Expectations………………………………………………………………………………...…4
VIII. Target Audience……………………………………………………………………………….……..5
IX. Reasons to Believe…………………………………………………………………………………….5
X. Reasons to Buy…………………………………………………………………………………………6
XI. Marketing Advantages………………………………………………………………………..……….6
XII. Current Beliefs…………………………………………………………………………….………….7
XIII. Geography/Markets………………………………………………………………………...………..7
XIV. Timing………………………………………………………………………………………..………7
XV. Budget………………………………………………………………………………………...………7
XVI. Site Map……………………………………………………………………………………..………8
VII. Wireframes…………………………………………………………………………………..……….9
VIII. Example of User Flow………………………………………………………………………..……11
XIX. Example of Task Flow………………………………………………………………………..……12
XX. Conclusion…………………………………………………………………………………………..12
XXI. Recommendations………………………………………………………………………….………13
XXII. References…………………………………………………………………………………..…….14
I. Introduction

With the imminent launch of its forthcoming website, www.en-ro-translate.com, EN <> RO Translations
is strategically positioned to revolutionize the language services market for English to Romanian and
Romanian to English (EN <> RO) translation. This platform is meticulously crafted to cater to the
evolving needs of both direct clients and translation agencies, offering a seamless and highly effective
experience for individuals seeking superior and specialized EN <> RO translation services. The broad
mission of EN <> RO Translations is to redefine industry norms and provide a comprehensive solution
for linguistic demands in the English <> Romanian language pairs, highlighting the company’s persistent
commitment to excellence and innovation.

II. Executive Summary

In a time when the digital landscape is rapidly evolving, EN <> RO Translations, an established entity
specializing in the EN <> RO language pair, recognizes the critical importance of establishing a robust
online presence (Young, 2017). The imperative to enhance the company’s digital footprint and adapt to
the dynamic interactions of the translation industry underscores the strategic nature of this endeavour. The
ultimate goal within the first six months post-launch is not only to achieve specific growth targets but also
to remain competitive and actively attract both translation agencies and direct clients. The upcoming
website is not conceived as a mere online shop; rather, it is conceived as a dynamic platform ready to
engage users and incorporate the expertise and reliability that have been defining features of EN <> RO
Translations’ deserving 15-year history in the field.

III. Business Overview

Over the course of the past 15 years, EN <> RO Translations has successfully carved out a reputable
niche for itself within the translation market (Young, 2017). Specializing in providing top-tier EN <> RO
language services, the company boasts a clientele that spans both direct clients and translation agencies.
Having solidified its track record, EN <> RO Translations has accumulated respect across various
industries, thereby laying the foundation for a strategic foray into the digital sphere.

IV. Project Rationale

The landscape of the translation sector is undergoing significant changes, and in order to remain up-to-
date with the shift towards digital platforms, adjustments must be made to business strategies (Young,
2017). Recognizing the paramount importance of staying competitive, EN <> RO Translations is
embarking on a comprehensive website development project. The primary objective of this undertaking is
to cater to both direct clients and translation agencies, thus expanding the company’s clientele, while
staying aligned with the evolving demands of the business landscape.

V. Competitive Analysis

The foundation of our strategic positioning is rooted in a meticulous examination of both direct and
indirect competitors (Krug, 2014). The unique selling characteristics of TranslationPros and
LanguageHub Solutions – namely, rapid response times and specialized translator networks – are
scrutinized. Additionally, we delve into the strategies of online translation platforms such as
TranslateNow and indirect competitors like ProLinguo Services, aiming to glean insights into effective
strategies and identify potential market gaps.

Competitors’ SWOT analysis:

Company Strengths Weaknesses Opportunities Threats

Rapid Response Limited Expand Emerging
Times, Diverse Specialization, Specialization, Competitors,
Language Pairs, Possibly Higher Global Market Technological
TranslationPros Established Reputation Costs Expansion Changes
Specialized Translator Competitive
Networks, Customized Possibly Longer Niche Market Pressure,
LanguageHub Solutions, Quality Turnaround Times, Dominance, Advancements in
Solutions Assurance Higher Costs Collaborations Technology
Potential Lack of Continuous Resistance to
Advanced Technology, Human Touch, Technological Technology,
Cost-Effective, Global Limited Advancements, Cybersecurity
TranslateNow Reach Specialization Collaborations Concerns
Comprehensive Possibly Higher Niche
Language Services, Costs, Potential Competitors,
ProLinguo Flexible Solutions, Overemphasis on Diversification, Economic
Services Established Clientele Variety Client Retention Downturn

VI. Marketing Objectives

Scope of the Project

The goals of the project extend beyond the creation of a virtual retail space; they encompass the
development of a modern, user-friendly website that functions as a dynamic platform for engagement
(Walter, 2011). The website will actively encourage interactions to drive increased queries and customer
acquisitions, while simultaneously showcasing the language skills of EN <> RO Translations.

Marketing Goal

Within the initial six months post-launch, the target is to achieve a 15% increase in new client acquisition
and a 25% rise in online inquiries. The strategic development and positioning of the website play a
pivotal role in realizing this ambitious marketing goal.

VII. Client Expectations

The expertise and dependability of EN <> RO Translations should be prominently demonstrated on the
website (Norman, 2013). The acquisition of new business and the establishment of trust are contingent
upon the fulfilment of these expectations.

VIII. Target Audience

Demographics

The target audience comprises individuals, businesses, and translation agencies in search of EN <> RO
translation services. Tailored landing pages and case studies for various industries, including legal,
literary, marketing, IT, and creative translation, will be crafted to address their needs, showcasing
flexibility and expertise.

User persona

Name: Elena Rodriguez;

Age: 35;
Occupation: Marketing Agency Project Manager;
Location: Madrid, Spain;
Language: Spanish, English;
Education: Bachelor's degree in Marketing.

Unique Characteristics
 Requires English to Romanian and Romanian to English (EN <> RO) translations for marketing
materials;
 Values accuracy and cultural nuances in EN <> RO translations;
 Comfortable using digital platforms.

Goals and Motivations

 Seeks high-quality EN <> RO translations for effective marketing;
 Values clear and prompt communication;
 Prefers transparent information on EN <> RO translation services and pricing.

Pain Points
Identifying pain points in the client's journey, such as communication barriers and concerns about
accuracy, will inform the websites design and content. Currently, there are:
 Concerns about accuracy and cultural nuances in EN <> RO translations;
 Difficulty finding translators with expertise in EN <> RO translations for marketing;
 Ambiguous pricing structures for EN <> RO translation services.

Consumer Insights
 Aware of the growing demand for specialized EN <> RO translation services in marketing;
 Values a strong online presence and user-friendly websites focused on EN <> RO translations;
 Places a strong importance on previous clients’ feedback, credentials, and proven track record of
similar projects;
 Content production and marketing strategies will be informed by recent market research showing
an increasing need for professional EN <> RO translation services, especially in the legal and
marketing industries (Norman, 2013).

IX. Reasons to Believe

 Trusts 15 years of expertise and successful projects in EN <> RO translations;

 Positive client testimonials provide social proof for EN <> RO translation services;
 Industry certifications showcase professionalism in EN <> RO translations;
  15 Years of expertise: a “Expertise” section showcasing the business’ evolution, milestones, and
projects over the past 15 years (Young, 2017);
 Client testimonials and reviews: strategically placed testimonials with case-specific details as
social proof of EN<>RO Translations’ commitment to quality (Krug, 2014);
 Industry certifications: a prominently displayed section highlighting relevant certifications and
affiliations (Norman, 2013).

X. Reasons to Buy

 Attracted to personalized and adaptable EN <> RO translation solutions for marketing;

 Values clear communication on pricing based on document type for EN <> RO translations;
 Personalized service: a “Services” section elaborating on the commitment to cover as many fields
as possible, our communication process, client involvement, and flexibility (Walter, 2011);
 Transparent pricing and fees: a dedicated page highlighting EN <> RO Translations’ commitment
to transparency through clear communication of prices based on the type of documents needing
translation (Garrett, 2010).
 Privacy respected and fast responses: the documents needing translation are easily uploaded on the
platform, and a pricing quote is provided within a couple of hours. The privacy of the documents
is ensured by the existence of the Privacy Policy that pops-up on each page of the website. There
is also a Cookie Policy in place.

XI. Marketing Advantages

Unique Selling Proposition (USP)

By highlighting the special qualities of the English to Romanian and Romanian to English language
combination, EN <> RO Translations maintains a unique position in the market. The unique selling point
of the business is its ability to offer customized, flexible solutions in addition to precise translations. EN
<> RO Translations stands out from its competition with its emphasis on quality and customisation,
making it the go-to option for customers looking for excellent translation services. Also, the company
offers real-time responses, outstanding availability and prices below the industry average, making it the
perfect choice for client’s needs.

Focus on Key Markets

For English to Romanian and Romanian to English translation services, EN <> RO Translations
strategically concentrates on important markets in Europe and North America in addition to the United
Kingdom. The company seeks to leverage the need for language services in these attractive sectors by
customizing marketing techniques and content for these locations, so guaranteeing a focused and efficient
approach.

Timely Website Launch

The website launch time coincides with the growing need for internet translation services. EN <> RO
Translations wants to respond quickly to the changing needs of its clientele, who are turning more and
more to digital solutions. The company’s prompt adoption of digital technology establishes it as a
receptive and progressive participant in the market.
XII. Current Beliefs:

Addressing Misconceptions

EN <> Misconceptions regarding the materials that are available and reliable are being deliberately
addressed by EN <> RO Translations. The business is aware that prospective customers might be wary
about using a freelance translator or doubting the veracity of online translation services. The website and
promotional materials will stress the advantages of working with seasoned and committed specialists,
emphasizing the benefits of individual service. The goal of EN <> RO Translations is to increase potential
clients’ trust and confidence by dispelling myths (Chaffey & Ellis-Chadwick, 2019).

Emphasizing Personalized Service Benefits

The value of individualized service is currently the central belief. EN <> RO Translations thinks it can
satisfy each client’s particular needs by providing customized and adaptable solutions. Personalized
service is prioritized in communication procedures, client engagement, and flexibility in different
domains, demonstrating a dedication to comprehending and meeting specific client needs (Ogilvy, 2017).

XIII. Geography/Markets

Launch Location and Global Outreach

Even though the website caters to a worldwide audience, EN <> RO Translations understands the value of
using SEO techniques and customized content. But first, major markets in North America and Europe will
be the focus. This two-pronged strategy opens the door for future market expansion while ensuring a
robust local presence. In order to improve user engagement and relevancy, the website’s features and
content will be modified to speak to the unique language and cultural quirks of these particular locations
(Chaffey & Ellis-Chadwick, 2019).

XIV. Timing

Strategic Launch Date

The debut date was carefully chosen to coincide with the rising demand for internet translation services.
Launching at a time when demand for digital language solutions is increasing, EN <> RO Translations
hopes to go ahead of the curve and realize the dynamic nature of the market. This insight guarantees that
the business will be in a strong position to seize market share and create a competitive advantage in the
changing language services industry (Chaffey & Ellis-Chadwick, 2019).

XV. Budget

As EN<>RO Translations begins to construct its revolutionary website, strategic financial resource
allocation is essential to guaranteeing a thorough and successful launch plan. A number of factors,
including as website construction, hosting, and first marketing campaigns, are budgetary considerations
that must be carefully considered for best use.

1. Website Development
 Budget Allocation: £300 - £500
Example: hiring knowledgeable web developers to design a website with features like
mobile responsiveness, smooth navigation, and user-friendly interfaces that is both
aesthetically pleasing and functionally strong.
2. Hosting
 Budget Allocation: £100 - £200
 Example: Choosing a reputable hosting company will provide the best possible website
speed, security, and performance, resulting in an enjoyable user experience. Scalability
must be taken into account in order to handle future growth.
3. SEO Optimization
 Budget Allocation: £50 - £100
 Example: putting money into Search Engine Optimization (SEO) techniques to improve
accessibility and exposure online. In order to raise search engine ranks, this may entail
keyword research, on-page optimization, and backlink development.
4. Promotional Activities
 Budget Allocation: £50 - £200
 Example: launching early marketing activities to create awareness and increase traffic to
the just established website. These campaigns may include email marketing, social media
promotions, and targeted online advertising.

EN <> RO Translations allocates a budget between £500 and £1,000 in an effort to balance cost-
effectiveness and quality in every aspect of the website creation process. This careful financial planning
highlights the dedication to a successful launch and guarantees that the resources allotted help build a
strong web presence, draw in prospective customers, and establish the business as a major player in the
EN <> RO translation services market.

XVI. Site map

The site map is easily accessible from the landing page of the website, bottom of the page. This intuitive
site map will enhance the user experience and encourage visitors to explore the website's various features
and resources.
XVII. Wireframes
XVIII. Example of user flow
XIX. Example of task flow

XX. Conclusion

This paper presents a strategy plan for creating an effective website in an effort to take EN <> RO
Translations into the digital sphere. With a dynamic platform that meets the unique demands of both
translation agencies and direct clients, EN <> RO Translations, founded on 15 years of industry
experience, strives to reshape the EN <> RO language services environment.

The business’ ability to adjust to the changing dynamics of the digital landscape is demonstrated by the
strategic need of building a strong online presence. The website that is being envisioned is more than just
an online store; it is intended as an interactive medium that can stimulate conversations, generate leads,
and bring in new customers.

The project’s scope is based on a careful examination of the competition and a deep comprehension of the
expectations of the customer. Achieving a 25% rise in online inquiries and a 15% gain in new customer
acquisitions during the first six months of the launch is an ambitious aim. Through industry-specific
landing pages and case studies showcasing EN <> RO Translations' expertise in a range of disciplines, the
target audience - which includes translation agencies, companies, and people looking for EN <> RO
translation services - will be engaged.

Recent market research has yielded consumer insights that highlight the increasing need for professional
EN <> RO translation services, especially in the legal and marketing domains. The website’s design and
content are informed by a SWOT analysis and pain points, which tackle issues of accuracy and
communication hurdles (Steiner, 1979).
The most important lesson is to present EN <> RO Translations as a dependable partner that provides
knowledge, experience, and customized solutions. A strong “Reasons to Believe” section that highlights
15 years of experience, customer endorsements, and industry credentials serves as evidence for this story.

The website will highlight transparent pricing and fees, as well as tailored services, in order to increase
conversion. Because of its Unique Selling Proposition (USP), which emphasizes the significant
distinction between the EN <> RO language pair, EN <> RO Translations is the go-to option for high-
calibre, individualized translation services.

Targeting consumers worldwide, the strategic launch site focuses on important markets in North America
and Europe. The timing guarantees a prompt reaction to market demands and is in line with the growing
demand for online translation services.

Even with a £500–£1,000 budget cap, EN <> RO Translations is dedicated to a thorough and successful
launch strategy that includes design, development, SEO optimization, and marketing initiatives.

This research establishes the foundation for a revolutionary voyage that will place EN <> RO
Translations at the forefront of the EN <> RO language services sector with an inventive and captivating
web portal.

XXI. Recommendations

1. User Engagement
Incorporate interactive features for a more dynamic user experience.
2. Market Research
Conduct ongoing research to stay updated on new industry trends.
3. Regular Website Updates
Keep content fresh with regular blog posts and case studies.
4. Social Media Integration
Use social platforms for wider reach and community engagement.
5. Client Feedback Mechanism
Establish a robust system for collecting and showcasing client feedback.
6. Localized Content Expansion
Translate key pages for broader international appeal.
7. SEO Monitoring and Optimization
Regularly optimize for relevant keywords and search engine algorithms.
8. Diversify Marketing Channels
Explore email campaigns, collaborations, and online forums for brand awareness.
9. Client Onboarding Strategy
Develop a seamless onboarding process with tutorial resources.
10. Cybersecurity Measures
Prioritize security protocols to safeguard client data.
11. Adapt to Technological Changes
Stay agile and explore emerging technologies for efficiency.
12. Client Education Initiatives
Provide educational resources on the translation process and industry best practices.
XXII. References

1. Garrett, J. (2010). The Elements of User Experience. User Centred Design for the Web and
Beyond. 2nd Edition, New Riders.
2. Walter, A. (2011). Designing For Emotion, A Book Apart.
3. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing Strategy: Implementation and
practice.
4. Young, M. (2017). Ogilvy on Advertising in the Digital Age, Goodman.
5. Krug, S. (2014). Usability Consultant Author of Don’t Make Me Think and Rocket Surgery Made
Easy. 2nd Edition, New Riders.
6. Norman, D. Nov (2013). The Design of Everyday Things. Basic Books.
7. Ogilvy, D. (2017). Ogilvy on Advertising in the Digital Age.
8. Steiner, G. A. (1979). The strategy and business policy planning process. Irwin/McGraw-Hill.