A customer needs training for her team
A team leader is looking for an Excel course in English from a fictional training provider. The German website lists the content; the English page only advertises “tailored training”. She cannot tell whether it suits her team.
Both languages need to answer the same essential questions: what will the team learn, what should they already know and what information does the provider need to prepare a suitable quote?
- The English page leaves scope and prerequisites unclear.
- A generic contact form tells the provider little about training needs.
- Changes are currently reflected in only one language.
From a customer question to a relevant enquiry
Fictional training provider and invented enquiry for illustration. The training described is not a Peak Pioneers offer.
- The prospect’s question
- “We prepare monthly reports in Excel. Is there a course in English where our team can learn pivot tables? Do we need to know how to code?”
- The service information in German
- «Excel-Monatsberichte für Teams: Sie üben das Bereinigen von Tabellen und das Erstellen von Pivot-Auswertungen. Vorausgesetzt werden einfache Formeln und sicheres Arbeiten mit Tabellen. Programmierkenntnisse sind nicht nötig. Durchführung auf Deutsch oder Englisch; Termin, Ort und Umfang klären wir anhand Ihres Bedarfs.»
- The same information in English
- “Monthly Excel reports for teams: practise cleaning spreadsheet data and creating pivot tables. Participants should be comfortable working with spreadsheets and basic formulas. No programming knowledge is required. Available in German or English; dates, location and scope are agreed based on your needs.”
- The completed enquiry
- “We are eight people in sales based in Bern and would like training in English. We use Excel for Microsoft 365 and basic formulas, but not pivot tables yet. Our goal is to analyse our monthly reports ourselves. Ideally on site in February; dates are flexible. Our team leader is the contact for the quote.”
- What the provider can do with this
- The provider can compare the needs with the course and discuss duration and dates with the team leader. The enquiry already includes the goal, existing skills, team size, language and preferred location. It is not a booking yet.
From the service page to a working contact route
Start with one important service in both languages. Use it to check the complete journey through to receipt of an enquiry.
Match the offer to customer questions
Agree with the person responsible for the service who it suits, what is included and which prerequisites apply. These statements form the basis of both language versions.
Build the page and form
Have translations reviewed for accuracy, connect language pages and let visitors switch to the equivalent page. Ask for the goal, team size and preferred language in the form; request other details only where needed to respond.
Try the journey in both languages
Read the page on a smartphone and submit a test enquiry. Check clear error messages, confirmation of receipt and delivery to the responsible person.
Improve the existing website or build a new one?
If language pages, copy and forms can be maintained reliably in the existing system, updating one service page may be enough as a first step. A single landing page suits an offer with a clearly defined scope.
A relaunch or new website may make sense if navigation, mobile usability or language maintenance are difficult to improve with the current setup. Compare the effort involved and retain useful content and URLs. Plan redirects when addresses change.
Who keeps both languages up to date?
Assign someone responsible for the service information and someone to review translations. If the Excel course prerequisites change, for example, review both language versions, the related questions and the form together. Keep a record of which version is approved.
AI can draft a translation, but it is not a requirement for this website. Someone needs to check accuracy and natural wording in each language. A translation must not promise an additional service.
What Peak Pioneers can contribute to the website
Our website development offer covers SME websites, relaunches and landing pages: page structure and agreed content, design for smartphones and desktops, technical SEO foundations, suitable forms and agreed integrations. You approve factual service information; languages, maintenance, hosting and upkeep are agreed before implementation.
Useful content and accessible technology provide the foundation for a usable website. They do not guarantee rankings or a particular number of enquiries. More visitors alone do not show whether people understand your offer.
Three different questions to ask about the website
Record where difficulties occur before making changes. After publication, compare the same journey in each language:
- Discoverability: which search queries bring prospects to the relevant service page?
- Clarity: can someone from the target audience correctly explain the content, prerequisites and next step after reading?
- Enquiry: does the message arrive and include the details needed for a useful response?