Project Overview
St Giles International, a leading English language school, wanted to expand its online reach to attract international students more effectively with a multilingual website. The challenge was to implement five new languages across a dedicated 20-page site map.
The project went far beyond simple translation. It required full website localisation, image localisation, and metadata optimisation to ensure cultural relevance, improved search performance, and increased engagement from global audiences. To give St Giles a multilingual website that ranked well in local search and drove leads to their courses from new markets.
Implementation Approach
Native-Speaker Content Localisation
Content was created and refined by native speakers, ensuring natural, culturally accurate language. Beyond translation, the text was adapted to match user expectations in each target market. This approach safeguarded the school’s brand voice while increasing credibility and conversion potential.
Image and Visual Localisation
Images featuring text, cultural references, or student representation were adapted for each market. Alternative images were sourced where necessary, and all alt text and captions were translated to reinforce both accessibility and SEO.
Localised User Experience
Course descriptions, visa guidance, and testimonials were tailored to reflect the priorities of students in each region. This removed barriers to enquiry and created a user journey that felt personal and relevant in every language.
Metadata and SEO Optimisation
Metadata, page titles, headings, and URLs were fully localised. Dedicated keyword research was conducted for each language to ensure alignment with actual search behaviour, not just direct translations. Hreflang tags were also implemented to signal the correct language version to search engines.
Results and Outcomes
The multilingual site map delivered significant improvements:
- Enhanced international search visibility through targeted multilingual SEO.
- Increased organic traffic from key global markets.
- Stronger brand positioning as a student-focused, globally aware organisation.
- Improved engagement, reduced bounce rates, and higher enquiry conversions.
The Importance of Multilingual Content
Multilingual content is critical for organisations seeking international growth. Users are more likely to trust and convert on websites available in their own language, and search engines prioritise native-language content in rankings.
For St Giles International, multilingual localisation did not just remove language barriers; it created stronger connections with prospective students, establishing the school as a credible choice in a competitive global market.
Multilingual Marketing
For over 20 years, ExtraDigital has made multilingual marketing a core part of its business. Unlike many agencies that treat translation as an add-on, multilingual capability is at the heart of how ExtraDigital operates.
- In-house native speakers form the backbone of our multilingual service, ensuring accuracy, fluency, and cultural understanding across a wide range of languages.
- Our valued network of localisation partners allows us to scale quickly and maintain high standards, even for highly specialised content or emerging markets.
- With expertise in multilingual SEO, content strategy, design, and UX, we provide a fully integrated approach to international marketing.
This unique combination of long-standing expertise, in-house resources, and trusted localisation networks makes ExtraDigital the natural choice for organisations looking to enter or expand in new markets.
Best Practices in Multilingual Localisation
This project highlights several best practices:
- Use native speakers rather than relying on automated or non-specialist translation.
- Adapt visuals and cultural references alongside text for full localisation.
- Conduct market-specific keyword research to accurately capture real search intent.
- Implement robust technical SEO, including hreflang tags and optimised URL structures.
- Treat multilingual content as an ongoing strategy, not a one-off project.
In Summary
The successful implementation of five new languages for St Giles International demonstrates the tangible benefits of multilingual localisation. By providing content that resonates with international audiences, the school achieved stronger visibility, engagement, and conversions in new markets.
With over two decades of multilingual expertise, in-house native speakers, and a trusted network of localisation partners, ExtraDigital is uniquely positioned to help organisations expand globally.
Our multilingual capability is not an afterthought; it is a core USP and a proven driver of international growth. Find out more today!
