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Translation fixes the surface and none of the argument
The words become correct and the case stays wrong, because the proof that persuades a buyer at home is frequently not the proof that matters somewhere else.
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- Typical duration
- 6 to 10 weeks
- Source
- Interviews with your own technical team
- Includes
- Claims discipline
- Not
- A translation service
What localisation actually has to change
Four layers, and only the first survives translation.
- The language. The layer everyone thinks about. Necessary, and by itself it changes very little.
- The proof. References, certifications, installed base and test data that carry weight in that market rather than at home. Frequently a completely different set.
- The commercial logic. Minimum order, lead time, warranty, service terms and pricing signals differ by market and their absence filters out serious buyers.
- The questions. Buyers in a new market arrive with different anxieties. Content that answers your home market's questions is silent on theirs.
What gets produced
Built from your own technical team rather than invented, which is the only version buyers find credible.
Engineer interviews
Forty minutes each, recorded, converting into application pages, articles, FAQs, diagrams and sales emails. A quarter of material from a morning.
Market-specific proof
The references, certifications and data that matter there, assembled and made findable.
Claims discipline
What may be said, with what evidence and whose approval. Particularly where a claim could reach a tender or a customer audit.
Application library
What you have made, for which industry, solving what. Anonymised where needed and specific regardless.
Translation management
Where local language is genuinely required, briefed and quality-controlled against a glossary you own rather than left to a vendor.
A content calendar
Realistic against your team's actual availability, with the approval path agreed before the first interview.
One interview, six assets
Asking a technical person to write is how content programmes die. Asking them to explain, while somebody records, works every time and takes forty minutes of their week.
The multiplication is the point. One conversation about a difficult application becomes a page, an article, an FAQ entry, a diagram, a sales email and sometimes a conference talk.
Content programmes in technical companies die in approval queues rather than in production, which is why the approval path gets agreed before the first interview.
Questions overseas teams ask
Can AI do the translation?
For a first pass on straightforward material, increasingly yes, and it still needs a human review against a glossary. For persuasive copy and technical claims, no. The failure mode is confident and wrong, and in these categories one wrong technical statement ends the consideration.
Our engineers have no time.
Forty minutes each, once. Frame it that way rather than as a content commitment and the answer is usually different.
Do we need a local writer?
For consumer copy in local language, yes, and I brief and manage them. For B2B technical content in English, the constraint is subject knowledge rather than nativeness, and your engineers are the source either way.
How much content is enough?
Fewer pieces with more depth. Twenty genuinely useful application pages beat two hundred posts in a category where the audience is a few thousand people.
Send me one page you have already translated
I will show you the parts that translation could never fix, which is usually the argument rather than the wording.
Get a localisation review See case studies
Kunal Waghmare · Padmavati Hills, Mokai Vasti, Bavdhan, Pune, Maharashtra 411021, India
office@quiamo.com · +91 90216 02686 · English