Bilingual Website Texts for Asset Manager

Granite Group AG is a Switzerland-based, FINMA-certified asset manager with an international team and an exclusive international clientele. The owner approached us because their website was outdated and needed to be redone from scratch, starting with new texts, new images, and a new design. The website had to be bilingual in German and English. We were in charge of writing the texts in German and English and expected to collaborate with the web designer of the client’s choice.

This website was meant to take the role of a business card that presents the company online, because Granite Group does not aim at acquiring new clients via its website. Rather, its website was expected to be representative of the industry, inform on the company’s services, and accurately communicate company values, such as trust, professionalism, and discreetness. This implied that the website was not expected to be written in an interactive tone or include any kind of “call to action”, but rather keep a serious, positively spirited tone that convinces with self-confidence and facts blending the scientific with the corporate style. At the same time, it had to have a calm, rather distant yet very polite tone. Also the design was highly sophisticated and tasteful.

As with most multilingual websites, the texts of this website had to represent the company values in a language that addresses at once the international target clientele as well as Switzerland-based business partners. This meant that our texts in German were written from the viewpoint of Swiss banking, using terms and phrases that are common in Swiss banking. Familiarity with the local context was a must, as was the ability to blend the text into the website’s design. The texts in English were more challenging, as English uses terms that do not fully represent Swiss banking concepts, and because English generally uses fewer characters than German to express the same concepts. Still, we provided smooth versions in English and German, and we collaborated closely with the web designer to ensure the sites were filled with the right amount of meaningful text in both languages. The final version of the website with its sophisticated design is highly representative.

You'll find more information here: Texts for Organizations

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