When it comes to digital agency website design, knowing where your visitors focus and what attracts them in the best possible way makes a difference. 

You should strategically place website elements that drive engagement and conversions, as every detail, from layout to visuals, plays a role in shaping the user experience, eventually impacting the ease you’ll have when getting digital marketing clients.

In this blog post, we’ll analyze 11 real-world examples of agency website designs and provide you with the best digital agency website templates.

But before all, we believe that you must know the tips and tricks of web design given by dedicated researchers.

4 Research-Based Keys to Impactful Website Design

1. Capture Attention: Users focus on high-impact areas like bold headlines. Websites with large, engaging elements like images capture more attention and drive better engagement (Zurawicki, 2010).

2. Responsive and Dynamic Design:  Eye-tracking studies confirm that users tend to follow predictable paths on a webpage, focusing on areas like the top-left or top-right corners where navigation menus or key information are typically located (Djamasbi et al., 2008).

For instance, Onet’s heat map revealed significant user attention in the upper right corner, while BBC’s heat map highlighted the top of the page, emphasizing the importance of strategic placement of key elements. (Weichbroth et al., 2024).

Also, areas with high visual impact, such as the upper right corners of the page or prominent images, often attract more focus. Leveraging these insights, designers should strategically place important information and calls to action in these high-attention zones to enhance user engagement and ensure critical elements are easily accessible (Weichbroth et al., 2024).

3. Think About Your Target Audience: Gen Z shows a stronger preference for visuals over text, unlike Gen Y, who tends to engage more with written content. To effectively reach Gen Z, websites should prioritize high-quality images to maintain their attention (Issa & Issaias, 2016).

4. Content Layout Affects Engagement: Layouts with diverse content characteristics—such as varying sizes, colors, and shapes—affect how much attention users give to each element. 

A well-balanced design that avoids overwhelming the user with too many focal points can significantly enhance the overall user experience (Janiszewski, 1998).

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Where to Find the Best Digital Agency Website Templates

There are several platforms that offer a variety of templates for your digital marketing agency website to suit different styles and needs.  

Let’s analyze four of them with their pros and cons.

Envato

Envato offers a wide selection of customizable digital agency website templates for marketing and web design agencies. You can also find valuable assets like icons and photos, making Envato a convenient all-in-one resource for creating professional websites.

Pros and Cons of Envato

Pros:

• Extensive collection of templates for digital, marketing, and web design agencies
• Fully customizable templates that can suit various industries
• Additional assets like icons and photos to enhance website design
• Access to a wide range of creative resources through the Envato network
• Templates cater to both creative and functional design needs.

Cons:

• Some templates may require advanced customization skills.
• Premium pricing with no free options
• Quality and support can vary depending on the template creator.
• License limitations may apply, especially for multiple uses.
• Additional costs for design assets or advanced features

ThemeForest

ThemeForest, part of the Envato brand, is a well-known platform for purchasing website templates. It offers you a wide variety of options for agencies, from creative to minimalistic designs.

Pros and Cons of ThemeForest

Pros:

• Extensive range of templates, including creative and minimalistic styles
• Templates are available for businesses of all sizes.
• Both premium and affordable options are available.
• High-quality designs with a focus on aesthetics and functionality
• Part of the Envato network, offering access to additional resources

Cons:

• Templates can be complex to customize for users without coding knowledge.
• No free options are available; only premium templates
• Support for customization varies depending on the template author.
• Advanced features may require third-party plugins.
• Quality can vary between template designers, requiring careful selection.

Wix

If you’re looking for a marketing agency website template that’s easy to customize without coding, Wix offers an array of stylish options. You can create professional-looking agency websites with ease.

Pros and Cons of Wix

Pros:

• Enables easy website design with a user-friendly drag-and-drop interface
• Enhances site visibility with built-in SEO tools
• Streamlines design and content creation through AI integration
• Supports e-commerce with tools available across most plans
• Offers a wide variety of design templates for diverse aesthetics

Cons:

• The free version is restrictive, encouraging upgrades to paid plans.
• SEO capabilities may be insufficient for advanced optimization needs.
• Challenges in transferring websites to other platforms
• Potential for slow performance with more complex websites
• E-commerce features are basic compared to specialized platforms like Shopify.

TemplateMonster

This platform specializes in offering a broad selection of premium web design templates tailored to different industries, including digital and advertising agencies. With easy filtering options by industry and style, TemplateMonster helps you find a template that aligns with your brand’s vision.

Pros and Cons of TemplateMonster

Pros:

• Large collection of templates for a variety of industries
• Easy search filters to match specific brand needs
• Built-in SEO tools to enhance website performance
• Diverse pricing options for both premium and budget-friendly templates
• Continuous updates and reliable customer support

Cons:

• No free options, only premium templates are available.
• Advanced customization may require coding skills.
• SEO tools can be basic, and lacking advanced functionalities.
• High-end templates can be more expensive compared to competitors.
• Limited assistance for fully custom designs without external help

11 Digital Agency Templates You Should Learn From

From retro-inspired designs to sleek, modern ones, these 11 examples will show you how agencies can show off their creativity while still looking professional. 

While analyzing these agency websites, some designs were praised for features like clear call-to-action buttons and responsive layouts, though a few were noted for feeling a bit busy or less intuitive to navigate. 

Ready?

Marketing Agency Website Template Examples

1.Lounge Lizard

Founded in 1998, Lounge Lizard is an award-winning digital marketing agency; their website design strikes a perfect balance between retro flair and modern web practices, making it visually captivating on their digital marketing agency website.

• Layout: The top-right corner contains both contact info and the menu, which can feel overwhelming, adding to the complexity of the design.

• User Experience: While the dynamic effects engage users, the overall design feels visually intense, which may affect usability.
• Branding: Consistent use of red, black, and white throughout the site supports strong brand continuity.
• Functionality: A well-placed testimonial section is helpful, and having the blog in the main menu enhances accessibility and authority

2.Mobikasa

Since 2010, Mobikasa has been distinguishing itself as a globally recognized full-service agency committed to growth, maintenance, and innovation in digital solutions, especially in the eCommerce field. 

• Layout: Mobikasa’s website sports a structured and clear layout with distinctive sections for services and solutions, ensuring easy navigation.
• User Experience: The site responds fluidly across all devices, providing swift and easy access to information with minimal wait times.
• Branding: The branding is meticulously consistent and sleek, reflecting their dedication to delivering full-spectrum eCommerce solutions.
• Functionality: Strategic CTAs and a comprehensive display of their portfolio underline their deep expertise in eCommerce, app development, and digital marketing.

3.Aumcore

Based in New York, Aumcore is one of the top marketing companies, and their website design can be seen as a testament to their expertise with its well-thought-out aspects.

• Layout: The layout is uncluttered and strategically designed to guide visitors through services and information effortlessly.
• User Experience: The site adjusts smoothly across various screen sizes, ensuring that navigation is hassle-free no matter the device used.
• Branding: Aumcore’s professional and modern aesthetic aligns well with its innovative approach, effectively communicating their expertise in digital marketing.

• Functionality: Intuitive call-to-action buttons and well-organized service sections make it easy for visitors to understand the range of services offered and how to engage with them.

Web Design Agency Template Examples

4.Burst Digital

Burst Digital, with offices in London, New York, and San Francisco, showcases its prowess in digital branding and marketing through its vibrant website. Here’s what their website offers:

• Layout: The site features a dynamic and modern design that highlights their services and expertise.
• User Experience: It ensures a fluid experience across all devices with efficient navigation and quick load times.
• Branding: Burst Digital’s bold and colorful branding reflects their energetic approach to digital solutions.
• Functionality: The website includes interactive elements and comprehensive details about their services, enhancing user engagement.

5.Vrrb

Vrrb, based in Los Angeles, crafts dynamic digital experiences. Their website design strongly reflects their brand’s creativity and cohesion:

• Layout: The homepage features a red, hollow circle as the cursor, complementing their filled red circle logo for branding continuity. Typography also follows the red circle theme for consistency.
• User Experience: As you scroll, text moves dynamically, enhancing user engagement. The two-line menu in the top left corner is easily understood and intuitive for navigating to services and projects. However, displaying the menu openly instead of hiding it behind a symbol would make it easier for visitors to use
• Branding: The cohesive use of bold red, especially in the cursor and logo, reinforces Vrrb’s brand identity.
• Functionality: The case study section features filters for easy navigation, allowing users to quickly find relevant projects.

Creative Agency Website Template Examples

6.Major Tom

Major Tom knows the trick of the creative scene, and their website perfectly demonstrates their unique blend of creativity and strategy.

• Layout: The site is clean with a white background, accented by colorful images that draw attention. Clear sections, including “What Makes Major Tom Major Tom,” ensure seamless navigation.
• User Experience: Smooth and responsive across devices, with case studies featured both on the homepage and in a dedicated “Works” section.
• Branding: Bright visuals and a consistent color scheme reinforce their professional yet bold brand identity.
• Functionality: Starting with the phrase “Making client’s brands shine brighter since 2000,” the clickable case studies are easy to navigate, with each image leading to in-depth project insights.

7.Mimosa

Based in Berlin, Mimosa focuses on design. Their website is a showcase of their creative approach. Here’s what makes their site stand out:

• Layout: The clean and modern layout, accented with black frames and bold colors like gray, yellow, black, and white, enhances navigation. The top-right menu is easy to use, providing a structured, professional feel.
• User Experience: Smooth across devices, but the case studies can be harder to find due to the lack of filters.
• Branding: Eye-catching typography, with some italicized letters, adds a creative flair. The minimalist yet bold design captures the essence of Berlin.
• Functionality: Creative banner strips deliver information in a dynamic way, adding to the site’s originality.

8.Together

Together ensures that from brand design to website development, their all projects resonate with the client’s core identity. Their website offers a nuanced and interactive experience that reflects their expertise in serving B2B tech brands.

• Layout: The use of large, single-word headings in bold typography instantly captures attention and encourages users to continue exploring the content.
• User Experience: The user journey is enhanced by smooth scrolling and subtle animations that activate as you navigate, providing a fluid and engaging experience.
• Branding: The use of a monochrome palette with pops of color for emphasis aligns well with their professional but modern brand identity.
• Functionality: Interactive elements, like hover effects and video testimonials, are strategically placed to provide insights without overwhelming the visitor.

Social Media Agency Website Template Examples

9.Ceek

Ceek, established in 2016, reflects both professionalism and user-centered design in their website with great use of black and white contrast. 

• Layout: The homepage is clean and uncluttered, with a simple, highly visible menu in the top right corner for easy navigation.
• User Experience: The large, readable fonts ensure ease of use, and the clear CTA, located in the top right and can be seen in the image above, is strategically placed. Additionally, the use of black-and-white contrast makes it easier for users to read and perceive the text.
• Branding: Dynamic elements like a scrolling list of past clients add movement and highlight key credentials.
• Functionality: Case studies are featured on both the homepage and a dedicated page with filtering options, enhancing usability. Contact details and office addresses are easy to find.

10.Propeller

Propeller’s website has a more classic feel, with a slideshow-style introduction where example projects scroll from left to right. This design adds movement but can be a bit visually busy at first glance.

• Layout: The homepage initially feels dynamic but becomes clearer with more white space as you scroll, revealing past work and partnerships.
• User Experience: While the top-right menu is a bit small, the CTA is well-placed and stands out with a purple highlight.
• Branding: Propeller’s branding is subtle yet consistent. The overall look maintains a professional feel that aligns with their experience of over 20 years.
• Functionality: Scrolling brings clarity, balancing the initial busy elements with a more organized, user-friendly experience.

11.Spark Social Agency

The homepage of Spark Social Agency bursts with dynamic animations and videos, creating an engaging experience. Set against a crisp white background, soft pastel tones deliver a clean and fresh aesthetic that mirrors the agency’s branding.

• Layout: The site’s visuals—featuring case studies from the cleaning, lifestyle, and beverage industries are framed in a social media-style layout, reinforcing their expertise as a social media agency.
• User Experience: Instagram and TikTok links replace a traditional CTA in the top-right, immediately emphasizing their focus on social platforms.
• Branding: The soft color palette and clean font reflect the agency’s modern and aesthetic brand identity.
• Functionality: The functionality of Spark Social Agency’s website is as clean and practical as its design. The homepage flows smoothly with animated transitions and embedded videos, ensuring an engaging user experience. Case studies are prominently featured with visuals, making it easy to explore their work.

Wrapping Up

So, now you all know what it takes to build a killer digital agency website. 

But before saying goodbye we want to ensure that you don’t miss the must-haves:

• Bold headlines and visuals for maximum impact
• Responsive layouts for a seamless experience
• Key information is placed strategically for easy access
• A clean, balanced design that keeps users engaged
• Tailored content to resonate with your target audience
• Integrate SEO to boost search rankings

With these in place, your website will work hard for you!

This article outlines five practical tips to enhance your agency’s video approach and improve conversion rates.

Increasing your video conversion rate can significantly impact your overall marketing campaign performance. Even when a video is well-produced and has a solid audience, conversions sometimes fall short. 

For example, imagine launching a product video that drives tons of traffic to your client’s website, but only a small percentage of their viewers actually sign up for the free trial at the end. 

What’s missing? 

While video content might engage users, there are often overlooked elements that prevent them from taking that next step. 

In this article, we’ll explore three straightforward ways to fine-tune your agency’s video strategy and optimize for better conversions. 

Whether you’re focusing on CTAs, user experience, or timing, these tactics will help you bridge the gap between views and conversions.

Let’s dive in.

In this article:

• Benefits of Video Marketing
• How To Create a Video Marketing Strategy 
• How To Use Video Marketing To Increase Conversions
• Best Practices for Video Ads Marketing
• Measuring Video Ad Results
• Summary & Key Takeaways

Benefits of Video Marketing

Video marketing has become one of the most effective tools for digital marketers. And it’s not just about aesthetics or keeping up with trends. Video advertising drives real results that help brands connect with their audience on a deeper level. 

Here are nine key benefits of incorporating a well-executed video strategy into your agency’s marketing efforts.

1. Expanded Audience Reach

Videos have an unmatched ability to attract attention and connect with a wide variety of viewers. Compared to other content formats, videos are shared more frequently and have a greater chance of going viral.

2. Higher Engagement

Video content encourages viewers to engage more by liking, sharing, and commenting. Its immersive format keeps viewers invested in the message, making it easier to foster a connection with the audience.

3. Boosted SEO Performance

Search engines, particularly Google, favor websites that incorporate video. Adding videos to your client’s site improves their ranking and makes it more likely for the content to land on the first page of search results.

4. Increased Conversion Rates

Videos play an important role in driving conversions. Whether it’s a product demo on your client’s website or a testimonial in their email campaigns, video content tends to generate higher click-through and conversion rates.

5. Improved Retention

People are more likely to remember video content than text or static images. Using videos strengthens brand messaging, leading to greater recall among audiences.

6. Building Trust

Videos provide a platform for authenticity, allowing brands to create personal, relatable content. This builds trust and helps establish stronger relationships with viewers.

7. Clearer Product Explanations

For complex products or services, video offers an opportunity to explain details more effectively. Demonstrations and overviews clarify usage, making it easier for customers to understand the value.

8. Enhanced Social Media Presence

Social media platforms like Facebook, Instagram, and TikTok prioritize video content, giving brands a better opportunity to reach and engage their target audience.

9. Better Storytelling

Videos allow for more dynamic and emotive storytelling. Brands connect with viewers emotionally and explain complex ideas in a way that’s more digestible and engaging than text-based content.

Capitalizing on these benefits helps marketing agencies improve their clients’ online presence and achieve better results.

How to Create a Video Marketing Strategy 

Creating a solid video marketing strategy requires careful planning and understanding of your goals. Below you’ll find a strategy that drives real results:

Set Clear Goals Aligned With the Buyer’s Journey

To start, define specific goals for your video campaign based on where the audience is in the buying process. 

Videos for the awareness stage should focus on introducing the brand, while those in the consideration phase should offer more in-depth information. Decision-stage videos should guide viewers toward taking action, such as making a purchase or signing up.

Know the Target Audience

Understanding who the audience is will shape every aspect of your video. Consider factors like demographics, interests, and behaviors to create content that resonates with the right people and addresses their specific needs.

Agency Tip: Have an in-depth discussion with your clients beforehand. They might think their target audience is someone completely different which may cause their video ad results to suffer. Try using checklists or surveys to gain a better understanding. 

Tailor the Message With Engaging Storytelling

Effective storytelling is at the heart of any successful video. Make sure the message is clear, compelling, and tailored to the audience’s pain points or interests. A well-crafted narrative will keep viewers engaged and more likely to respond to the call to action.

Choose the Best Platforms for Video Placement

Where a video ad is placed is just as important as the content itself. Whether you choose YouTube, Facebook, Instagram, or TikTok, select platforms that align with the audience’s habits and preferences to maximize reach and impact.

Decide on the Right Video Format

Different types of videos work for different campaign goals. Product demos, testimonials, explainer videos, and short social media clips all have their place, so choose the format that best suits the client’s objectives and target audience.

Launch the Campaign With a Clear Plan

Once the video is ready, launch it with a clear strategy in place. This includes setting up tracking tools, scheduling the release, and ensuring everything runs smoothly across all platforms.

Evaluate the Results

After the video ad has been live for a while, assess its performance by reviewing key metrics like views, engagement, and conversions. Use this data to refine future video marketing efforts, ensuring continuous improvement and success.

How to Increase Video Conversion Rate for Clients

According to the AgencyAnalytics Marketing Agency Benchmarks Survey, the metrics that matter most to agency clients are those that demonstrate conversions. 

Agencies always want to show a good return on ad spend (ROAS) and the best way to do this is by focusing on the video metrics that clients care most about. 

Here are a few tips for optimizing your clients’ video ads to boost conversions:

1. Improve Video Viewability

Ads with a viewability of 70% or more perform better. If the viewability of your client’s online video ads falls below this mark:

• Identify where users spend their time and move video players to those positions on the page.
• Configure a video player to autoplay only when it is in viewport.
• Ensure your video ads are well-positioned:
  • For above-the-fold placements, place ads near the bottom of the screen (right above the fold).
  • For below-the-fold placements, place ads on the left or right side of the screen and if possible, in a separate column from the page content.
  • The logic of ad placement is simple: If people can’t find your videos, they can’t become viewers of it. If they aren’t viewers, your metrics stop there.
• Increase the size of the video player. The larger the video player, the more viewable the video content.
• Address the load speed. Slow-loading ads are less likely to be viewed.
• Optimize websites for:
  • Speed and Responsiveness
  • Mobile Devices

2. Improve Video Completion Rate

Bear in mind that only 53% of viewers will watch a video to the end. But, there are still options for improving the completion rate of your clients’ online video ads:

• Improve viewability (as above).
• Shorten the length of the videos. The less there is to watch, the faster completion is reached. 
• Include subtitles in the videos. Most people opt for silent viewing on mobile devices, so tailoring your clients’ videos to the preferred viewer experience is a good move. 

3. Improve Video Engagement

If the engagement rate of your clients’ online video ads is lower than 1-5%: 

• Change the video thumbnails to be more eye-catching. Since it’s the first thing to be seen, it’s important that it captures the viewer’s attention. 
• Start videos off strong. Include a compelling hook in the first three seconds that will draw viewers in.
• Make the videos interactive. Include gamified, shoppable, or virtual reality elements to elicit viewer engagement.
• Ensure that all video ads include a strong CTA to increase the likelihood of viewers clicking through.

Save your agency’s billable hours every month by using a YouTube report template. This report combines PPC video metrics with a variety of other marketing platforms to give clients a complete picture of your agency’s efforts. 

Best Practices for Video Ads Marketing

To get the best results from video ads, it’s important to follow a few proven strategies. Focusing on concise messaging, mobile optimization, and consistent branding will help maximize engagement and conversions. 

Here are the best practices to keep your client’s video ads on track:

Highlight Benefits and Solutions, but Keep It Brief

The most successful video ads are concise and focus on delivering clear benefits to the viewer. For example, YouTube ads under 10 seconds see the highest completion rates, with engagement staying strong up to about 30 seconds. Keep the messaging direct and impactful.

Optimize for Mobile and Use Closed Captions

A large portion of video content is viewed on mobile devices, so make sure the ads are optimized for smaller screens. As mentioned above, adding captions is essential to ensure the message is understood, even when muted.

Tell a Story and Stay On-Brand

Building an emotional connection with viewers is key to encouraging action. While storytelling can create engagement, it’s just as important to ensure your client’s brand is visible and consistent throughout the ad. Striking a balance between engagement and brand recognition will improve both awareness and conversions.

Test and Optimize for SEO and Visibility

Experimenting with different versions of a video ad will reveal what resonates best with the audience. Vary elements like the length, messaging, music, or visuals, and monitor which versions perform better in terms of engagement and conversions.

By following these best practices, you’ll ensure your clients’ video ads are optimized for success, driving both engagement and meaningful results.

Measuring Video Ad Results

After spending so much time crafting the perfect video ad campaign, you want to show off your agency’s results in a report that looks just as good. 

It can be difficult to determine the success of video ad campaigns without proper tracking and measurement tools. For agencies, having these tools that scale with their growth is key to continually optimizing and tracking multiple client campaigns at the same time. 

Key Video Advertising Metrics

Agencies need to measure the success of their video marketing campaigns and make data-driven decisions to maximize their clients’ return on investment. So what are the most important video advertising metrics to track? 

Here are the top six video ad metrics:

• Engagement
• Conversion Rate
• Impressions (View count) 
• Click-Through Rate (CTR)
• Follower/Subscriber Growth 
• Average View Duration 

But how do you prove to your clients that their ROI is worth it for all these video ad campaigns?

This is where a strong client reporting platform makes a difference—consolidating all your clients’ important metrics in one place, saving your team valuable billable hours so they can concentrate on the creative side of marketing. 

With AgencyAnalytics, you’ll:

• Put all your clients’ PPC metrics under one roof–without logging in and out of multiple platforms 
• Instantly combine over 80 platforms into a crisp marketing reporting dashboard that updates in real-time
• Drag and drop the most important sections you want to showcase to clients
• Have a historical view of your campaign results at your fingertips
• Flip your client data into easy-to-read client reports in minutes

Track and report on your clients’ video ad metrics with their other marketing platforms in a single report. Get started with your 14-day free trial of AgencyAnalytics.

Summary & Key Takeaways

Video marketing is a powerful tool that drives meaningful results for your agency’s clients, but optimizing for conversions requires a strategic approach. 

By focusing on clear CTAs, concise messaging, and mobile optimization, you will significantly improve engagement and conversion rates. It’s also essential to continually test different video elements, such as length and placement, to see what resonates best with the target audience.

The benefits of video marketing go beyond vanity metrics such as views. Video ads increase audience reach, build trust, and improve SEO. When combined with the right strategy, video content becomes a key driver for both brand awareness and conversions.

Reporting on video conversion metrics doesn’t need to be complicated. Use AgencyAnalytics to track, report, and analyze key conversion metrics in no time. 

Content localization can be a time-consuming, research-intensive process, which is probably why it’s often overlooked — even by big brands that otherwise have highly robust and effective SEO strategies in place. But that’s also what could make it such a key differentiator for you.

When you take the time to accurately localize your content, your brand won’t just feel like another option for your audiences. Instead, you’ll feel like a brand that actually understands them and takes the time to speak to them on their own terms (literally). You’ll stand out from your competition, form more authentic relationships with your audience, and drive more qualified traffic to your web pages. All it takes is a little extra work on the front end.

If you’re wondering whether it’s worth localizing your content for different regions, that’s already a pretty good sign the answer is yes. 

What is content localization?

Content localization is the process of creating or editing content for a specific region. Though localization is related to — and frequently conflated with — content translation, the two are separate undertakings that require separate expertise.

Where translation is about converting the text of one piece of content from one language to another, localization can be thought of as converting the meaning of a text. Localizers are in charge of rewriting text to ensure its message makes sense to and resonates with the localized audience they are attempting to communicate with.

Compared to translation, content localization is much broader in focus. It could involve any number of alterations to content, including changes to:

• Spelling, such as changing American English to British English (for example, changing the spelling of “color” to “colour”).
• Measurements, such as switching from the imperial measurement system to the metric system (for example, changing feet to meters).
• Time and date formatting, such as changing the MM/DD/YYYY format used in the US to the DD/MM/YYYY format used in most of Europe.
• Idioms and phrases, which may rely on cultural knowledge that makes them difficult to translate to other cultures, requiring a replacement or analog instead.
• Hyperlinks, including any links to other webpages or websites you include in the content. You don’t want to localize one page only to send your visitors to an un-localized, irrelevant webpage when they want to learn more.
• Images and other media are often overlooked by localizers, but swapping out images and videos with media that’s more relevant to a local audience is a great way to make a page feel more targeted.
• Emojis, which can have different connotations in different cultures and regions. For example, the smiley face emoji actually symbolizes contempt or distrust in China.
• Keywords are also highly affected by localization. Using localized keywords is an opportunity to rank highly in the locales you’re targeting, significantly boosting your visibility to the right audience. Keyword localization is an important part of international SEO.

Depending on the nature of the content itself, even more substantial changes may be necessary. For instance, if you’re writing about celebrations or cultural events that aren’t observed in every region you’re targeting, then it won’t make much sense to publish that content in those regions. Instead, your content team should consider creating an alternate piece of content for those regions — or scrapping the idea entirely in favor of something with broader appeal.

Content localization best practices

No matter your audience, your content, or the region you’re localizing to target, you should always take the time to follow each of these best practices.

Get to know your regions first

The earlier you start your localization process, the more effective it will be. If possible, make thoughtful localization a part of your content and SEO market entry strategizing. As you develop audience personas, take note of where these audiences are located, and gather insights such as the following:

• Languages spoken in the regions
• Formatting styles used in the region (for date, time, measurements, spelling, etc.)
• Average demographics in the region (including age, education, income level, etc.)
• How people within this region typically find and interact with content online
• Major competitors in the region and how they approach content creation
• Audiences most likely to be interested in your product 
• Major holidays celebrated in the region
• Unique cultural factors to be aware of within the region
• Specific words, phrases, and subject matter to avoid 
• Anything else your content creators should know about the region

The later you implement your localization strategy, the more content you’ll have to retroactively localize, which can be a time-consuming and resource-intensive process. If you already have a great deal of existing content you’d like localized, it’s worth taking the time to conduct an SEO content audit with your new regions in mind.

Create (and maintain) regional style guides

Once you’ve researched the regions you’re targeting, build out separate style guides for each. These style guides should contain all of the information you found during your research and will serve as a source of truth for your content and SEO specialists.

Consult these style guides frequently and continuously update them as you learn more information about the region in question. If and when you conduct additional customer research, cross-check your learnings with your regional style guides and update them accordingly. If you maintain them properly, your style guides should continue to become more accurate and useful the longer you have them — just like your personas.

Don’t think of your regions as “primary” and “secondary”

Chances are, you probably do most of your business in one or two major regions. It’s tempting to think of these regions as your “primary” regions and narrowly focus on them. But by deprioritizing “secondary” regions, you risk stifling their potential for growth.

Take the time to consider all of these regions a primary source of traffic and potential revenue, and create content for them accordingly. Doing any less will only serve to alienate your “secondary” regions — which is exactly what localization aims to avoid.

Measure success for continuous optimization

Track all the localization changes you make to content closely so you can measure their success. Detailed, regionally segmented reporting will help you understand the specifics of progress and opportunities. 

Keeping a close eye on how your localization efforts affect your success within target regions can inform your ongoing content approach. Include learnings in your regional style guides to build out more informed and impactful localization strategies for each of your regions over time.

Ask for local guidance

There’s nothing more valuable than local insight for any stage of your content localization. If you’re just starting out, ask locals to review your research and style guide and add anything they can come up with. Have these locals review any localization edits you make to your content on an ongoing basis to ensure a higher level of authenticity and effectiveness.

You’ll find that your brand gets out of content localization what you put into it. If you take the time and invest the resources to accurately and thoughtfully localize your web content per target region, you’ll see just how valuable localization can be.

Want to learn more about advanced content strategies that can help your brand get ahead? Check out our full content marketing hub.

About the author

Harry is one of TopRank Marketing’s Content Strategists, and has been a professional digital content specialist since 2016. During this time, he has honed his content writing skills and worked closely with SEO and SEM experts to enhance his understanding of how to most effectively create high-quality content that performs well on both search engines and social media. Harry is passionate about creating content that represents the voice of his clients well and provides genuinely relevant, insightful information that his client’s customers will find helpful and entertaining to read. When Harry isn’t writing content, he’s usually reading it, or watching movies. He watches a lot of movies.