Localization Services Pages

Optimizing the digital experience for B2B language and localization services

Intro

Acolad’s service and solution pages help procurement professionals and decision-makers at mid-to-large companies in Europe and North America learn about Acolad’s language and content localization services. These pages inform prospects and generate sales leads.

Team

Dragos Nicu, CMS Authoring
Radu Angelescu, Visual Design
Inês Pimentel, Copywriting
Amexio, Development

My Responsibilities

UX Design Lead

Visual Design

Wireframes

Research

Prototype

Content Populatation

Confusing in-page navigation

Problem

Through multiple high-speed acquisitions and brand consolidations, our product solution pages grew outdated, disorganized, and were not attracting the right visitors. They used legacy content, a patchwork of layouts and inherited tech, which made them difficult for users to navigate and find the information they needed. Internally, we needed a system that could support all of our solution types and generate leads—while working with minimal dev support available for implementation.

Goal

Redesign solution pages to be organized, informative, and attractive to the right visitors, with the goal of increasing lead conversion rates by 12%.

Research

Through user interviews, stakeholder interviews, and brainstorming sessions, we identified pain points to better understand and establish our ideal customer profile. We also conducted competitive analysis and ran accessibility audits. Using website analytics, we learned that the top performing pages in terms of SEO were not well-aligned with the shifting strategy of the organization. Additionally, the keywords leading people to the site were not consistent across solutions, geographies, or the new strategy. We we were generating traffic, just not always the from our ideal profiles.

We learned that most prospects arrive organically through article pages and not through the homepage.

Research

Through user interviews, stakeholder interviews, and brainstorming sessions, we identified pain points to better understand and establish our ideal customer profile. We also conducted competitive analysis and ran accessibility audits. Using website analytics, we learned that the top performing pages in terms of SEO were not well-aligned with the shifting strategy of the organization. Additionally, the keywords leading people to the site were not consistent across solutions, geographies, or the new strategy. We we were generating traffic, just not always the from our ideal profiles.

We learned that most prospects arrive organically through article pages and not through the homepage.

Insights

Our most trafficked pages are not always the most relevant.

Our most trafficked pages are not always the most relevant.

Our most trafficked pages are not always the most relevant.

Information is difficult to find within the pages.

Information is difficult to find within the pages.

Information is difficult to find within the pages.

Ideal prospective customers have a hard time organically finding us.

Ideal prospective customers have a hard time organically finding us.

Ideal prospective customers have a hard time organically finding us.

Ideation

Simplify page architecture

As users get lost navigating across our different solutions and sub services, it may be easier for users to understand how to navigate if we reorganized our top solution pages into clearly defined pillars while clustering sub solutions and supporting content around each pillar.

Clear and consistent page content

I created clear section divisions with distinct purposes and applied them consistently across all solution pages, resulting in a more organized and cohesive experience.

Bringing the right content forward

Related resources like case studies and blogs for anyone looking to dig deeper into a topic. Remove any older, less useful

webpage mockup with simple menu

Wireframes + Low Fidelity Prototypes

To validate the user journey and page flow, I developed wireframes and conducted tests with internal users. These sessions helped identify usability issues, confirm intuitive flow, and collect valuable feedback to inform the next design iteration.

collage of web page in various layouts
collage of web page in various layouts
collage of web page in various layouts

Accessibility

Multilingual

01

Layouts and content structures supported multilingual experiences, ensuring clarity and consistency across 12 supported languages.

Responsive Layout

02

Used a mobile-first approach with progressive enhancement to ensure layouts are accessible and usable across all screen sizes and devices.

Color + Contrast

03

Followed WCAG guidelines to apply accessible color palettes and contrast ratios, improving readability for users with visual impairments.

Screen Readers

04

Used semantic HTML and ARIA labels to ensure screen reader compatibility, enabling clear, structured navigation for non-visual users.

Results

0
0
0

Languages

Languages

0%
0%
0%

Organic Growth

Organic Growth

0%
0%
0%

Increase in Engagement

Increase in Engagement

collage of web page in various layouts
collage of web page in various layouts
collage of web page in various layouts
CTA sections localized showing their design consistency
CTA sections localized showing their design consistency
CTA sections localized showing their design consistency

“

“

Thanks for driving this mission critical project. I know how much effort you and the team had to invest to deliver this and the result looks amazing.”

Thanks for driving this mission critical project. I know how much effort you and the team had to invest to deliver this and the result looks amazing.”

— Acolad CEO

Takeaways

Working with limited access to real user data, I relied heavily on internal feedback to shape early decisions—highlighting the importance of testing assumptions. I gained deeper insight into the complexities of language management, especially how structure and flexibility must coexist in multilingual experiences. This project also reinforced the value of scalable design systems and cross-team alignment when balancing branding, UX, and localization needs.

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