Website copy in English and French for Glow Theory
A bilingual website that sounds native in both languages, not translated. A case study by Fatima Zahra El Idrissi, Bilingual Copywriter (English & French).
Challenge
Glow Theory, a clean beauty brand, used machine translation for its French site. French visitors converted at half the rate of English ones.
Solution
I wrote the site in both languages from one brief, adapting idioms, examples and calls to action for each audience rather than translating sentence by sentence.