Project DescriptionThrough reviewing website analytics and data collected from its call center operators, Keck Medicine of USC determined that it should translate key service line content into most commonly requested foreign languages.
The goal was to provide enough information about priority service lines (Orthopaedic Surgery, Urology, Neurology, and Cancer) to drive new appointments. Also, newly translated landing pages would serve as destinations for future display and SEM ad campaigns.
1.) To make foreign language content accessible within the existing Wordpress templates, widgets were created allowing users to select a language.
2.) Foreign language landing pages were constructed to showcase all of the English website's critical information to avoid having to recreate a multi-page website. Each of these included a simple button in English to return the user to the full English site experience.
This solution was created around:
- The Keck Medicine of USC web team's desire to use a translation service for the most accurate translation instead of Google Translate.
- The Keck Medicine of USC web team's limited resources for updating foreign language content frequently, or maintaining multiple pages of foreign language website content.