How Multi-Language Landing Pages Helped an Industrial Brand Scale Globally

Globalization has developed into a survival plan for many industrial and manufacturing companies, especially those attempting to compete globally within a changing manufacturing environment. Going beyond simply shipping international products through various channels requires developing trust, awareness, and accessibility within international markets that utilize different purchasing and research methods.

An example of this shift is an industrial equipment manufacturer that was able to scale internationally into six countries by implementing one simple strategy.

Multi-Language Landing Pages.

Through this single change, they were capable of dramatically improving their ability to generate global leads, drive sales conversions, and become a highly recognized global manufacturer.

The Challenge: High-Quality Products, Low Global Reach

This industrial machinery company manufactured industrial machines with high levels of precision. The company had a very positive image in the local market, and therefore spent considerable amounts on exhibits at trade shows, advertising with Google Ads, and conducting B2B marketing.

However, the company's inquiries from around the world were sporadic and inconsistent. Through an extensive audit, three main problems were identified:

1. English-Only Website

While the company's target markets were South America, the Middle East, Europe, and Southeast Asia, their website was available in English only; therefore, they were not appealing to any of these markets.

2. High Bounce Rates From Non-English Traffic

International users were visiting the website but leaving within seconds because:

(a) they did not understand the product specification;

(b) the technical information was not clearly communicated; and

(c) the website gave the impression that the company did not value business in their market.

3. Low Relevance in Local Search Engines

Competitors could be found under multiple languages for specific industry keywords, but the company only showed up when searching for industry-specific keywords in English. Therefore, the company was not less capable than the competition, but rather, the company did not appear to be as relevant or aware of the international market.

The Strategy: Building Multi-Language Landing Pages That Speak to Each Market

We built a variety of landing pages instead of translating our homepage into multiple languages - that's an entire ecosystem of built up landing pages by different markets. The languages created were:

• Spanish (Latin America)

• Arabic (Middle East)

• German (Europe)

• French (Africa & Europe)

• Bahasa (Indonesia)

• Japanese (Japan)

The structure of the landing pages were as follows:

1. Localization: Not Translation, But Transformation

Translation is simply converting the words in one language into the corresponding words in another language. Localization goes beyond translating the words and continues with taking into account the meaning of the words for each individual market. Every market has different focus points – as such, every market's landing page will be configured with:

• Local technical terminology

• Industry standards

• Compliance requirements

• Regional use cases

• Market pain points

• Local certifications & safety guidelines

An example of this is found in the Middle Eastern market, where changing equipment to adapt to extreme heat had a focus, whereas in Europe the focus shifted to energy efficiency and sustainability, then back to comply with EU guidelines.

The results were that relevancy increased, and the bounce rate for landing pages across non-English markets decreased by 58%.

2. SEO in Multiple Languages (International SEO)

Each page is optimized for localised search terms, which include:

• Localised keywords

• Country-specific searching patterns

• Localised metas - hreflang implementation

• Geo-targeted content

• FAQs based on Regions

To illustrate an example; where we targeted only one "industrial packaging machine," we also targeted the following languages: “

• Spanish - máquina de embalaje industrial”

• Arabic - “آلة تغليف صناعية”

• German - “Verpackungsmaschine industriell”

Result:
Organic traffic to sites from Global Markets increased by 241% in 4 months.

3. Multi-Language PPC Campaigns

Google Ads were restructured in native languages to match search intent.

We created:

• Local-language ad copies

• Country-specific landing pages

• Local competitor keyword targeting

• Region-based remarketing lists

The impact was immediate.

Result:
Cost per lead dropped by 37%, while qualified leads increased by 3X.

4. Multilingual Chat & Lead Forms

To enhance conversion rates, we have replaced the English-language chatbot and forms for customers with:

• Automated language detection

• Local-language chat flows

• Multilingual sales support

• Local formatting for phone numbers and country codes

The result was an increase in user engagement (asking questions and requesting quotes) through better understanding.

Demo bookings increased by 52%.

5. Market-Specific Visuals & Case Studies

Every landing page contained:

• Region-focused machinery use cases

• Country-specific testimonials

• Relevant technical documentation

• Local safety certifications

For instance, a prospect located in Brazil would have seen examples of factories utilizing the machinery in that particular region of Brazil, while a prospect located in the UAE would have seen examples from the Middle East.

The Results: A Complete Global Turnaround

Within 6 months, the industrial brand went from struggling with international growth to becoming a strong player across multiple continents.

Here are the numbers:

The brand no longer looked like a local manufacturer trying to go global.
It looked like a global industrial leader that happened to be headquartered locally.

Why This Strategy Works So Well for Industrial Brands

Industrial buyers search differently. They want:

• Accuracy

• Clarity

• Technical detail

• Compliance information

• Case studies from their country

By offering content and experience in their language, you instantly:

• Increase trust

• Improve conversions

• Reduce ad costs

• Outperform competitors

• Build long-term global positioning

This is why multi-language landing pages have become a growth weapon for manufacturers and industrial companies.

If you are wanting to expand with precision, localization, and advanced digital funnels, you can explore our 360 digital marketing service and see how we fix these problems from the ground up. And if you’re ready to turn things around, we got you.