Web Content Review
English Language Support for Translated, Technical, and/or Scientific Web Content
Build trust and engagement through clear, compelling, and accurate language that speaks to your audience
What is the purpose of web content?
Your online content can have several purposes, such as:

  • To communicate your company or organization's mission and values
  • To position the company or organization as a leader of a field, product, and/or service
  • To deliver a seamless and positively impactful
  • information experience for visitors
  • To inspire trust and confidence with potential clients, customers, or information seekers through clear and evidence-based communication
  • To empower potential clients, customers, and information seekers to make well-informed decisions
Three common language errors create barriers to engaging with your audience:

1) Unclear, incorrect, and/or imprecise language - The least harmful potential consequence is a confused audience. If they are unable to understand what the content is trying to communicate, they will likely give up and move on to another provider of the information, product, or service.

A worse and more severe consequence is undermining credibility. When terms have a specific meaning in a discipline but you misuse them, you may lose trust - or lose the opportunity to build trust with your audience. They will move on.

2) Overly technical language - The ideas may be communicated in language that is too technical for the audience. Think cardiac disease rather than heart disease or pulmonary disease rather than lung disease. Who is your audience? Are they other experts in your field, experts in a field related to yours, all together non-scientific but in need of your service or product? Or somewhere in between?

Willingness and effort to express ideas and information in the language of the audience shows respect. It says - "I would like you to understand and be able to use this information."

3) Culturally incompatible syntax - Every language has idioms, and while some translate into English, many do not.

One example is "Let's cross that bridge when we come to it," meaning, we'll address a potential issue when we actually reach it. It is usually expressed with a collaborative tone, seeking agreement between counterparts.

In Chinese, there is a phrase "度橋先過" that means the same thing. Translated word by word, it says "Arrive at bridge, then cross". This version is grammatically correct, yet it does not convey the same tone. It may sound imperative, like a command, rather than like a proposal or agreement. There are several possible effects on the reader - from becoming aware of weaknesses in the writer's communication to misinterpreting the writer's meaning altogether.

Inappropriate syntax is the most common cause of internet memes featuring translation mishaps. Consider partnering with a language expert to reach your audience the way you intend to and to avoid unwanted attention!
What are some common issues with web content, especially for science and technology-based startups and organizations?
How can we work together to improve your website?
We will be at your service during the process:
  • Third-party review - We will clarify your goals and strategize on how to speak to your audience through your web content
  • Expert technical review, if applicable - You will work with a Ph.D. scientist with a multidisciplinary background who will provide rigor and tough questions
  • Language review - Beyond grammatical correctness, we will advise on syntax, morphology, semantics, and pragmatics - the social effects from different ways to use the language. You are working with a communication coach who is acutely aware of these aspects.
  • Consistency in meaning - We will work with your team to check for consistency between different language versions of your content.

Types of web content include:
- University departmental pages
- Government research pages for the public
- Technical reports
- to an expert audience to another
- from one expert scientist to non-scientist stakeholders
- Social media content (LinkedIn and Facebook)

Fields of expertise, include:
- Health, well-being, and society
- Biotechnology – incl. genomics, Covid-19, and medical devices
- Professional development – incl. diversity, equity, and inclusion
- Climate and sustainability
- Nanotechnology and materials science
- Scientific instruments – incl. imaging & spectroscopy

What languages do we work in?
We work in English with native and professional proficiency.
We are happy to consult with you in English and/or Cantonese.


Ready for a consultation?

Please tell us more about you through our Contact Form.

We get up to speed fast and translate across disciplines.