Forging a Digital Identity for Lattice International

Lattice International's LATTICE Pressure Vessel technology makes it possible to store liquefied gases safely and efficiently, and the companies that need it are spread across the world, from Asia to Europe. After the launch of the new website we optimised its language versions for search: English, German, Spanish, French, Italian, Japanese, Korean, Chinese, Hindi and Indonesian.

Each version targets what engineers and buyers in that market actually search for, with titles and descriptions written for that language rather than translated word for word. That way the technology shows up in Tokyo and Seoul as naturally as in Oslo.

For a technology company with a global market, being found in the right language is often the first step towards a conversation with a buyer on the other side of the world. In four weeks the site gained 70% more impressions, and the strongest growth came from exactly the markets where the language versions were optimised.

At the same time, anyone who searches for the company by name finds it right at the top: an average position of 2.4 for “lattice international”, where two out of three searchers click through. That is what a strong digital identity looks like in practice.