Switching Aiter to your language used to change the product and leave most of the marketing site behind. The homepage in particular looked translated and was not: three of its biggest sections had never asked for a translation at all, so they printed English no matter what you picked. That is finished.
The homepage was still English underneath
The four before-and-after cards, the scrolling wall of things Aiter makes, and the whole worked example near the bottom were hardcoded. They were also the parts a first-time visitor reads most carefully, which is an unfortunate combination. All three now read in whatever language you are on.
One section was worse than untranslated. The comparison block was asking for text that did not exist, so instead of a heading it printed the internal name of the heading. In every language, English included. If you ever looked at our homepage and wondered what landing.comparison.title was selling, that was us.
The sample campaign is a real one for your market
The worked example on the homepage shows a campaign Aiter generated for a real company. Translating that word for word would have been the wrong move: you would see German labels wrapped around English keywords and English headlines, which tells you nothing about what you would actually get.
So the brief, the keyword sets, the headlines and the descriptions in that panel are now written per market. A German visitor reads German keywords a German marketer would bid on.
Chinese ads get the limits Chinese actually gets
Google halves its ad text limits for scripts that take up double the width, so a Chinese headline gets 15 characters where an English one gets 30. Our homepage sells respecting those limits, and it was printing the English numbers on the Chinese page. It now prints the real ones.
Twelve guides, seven languages
Every article in the blog exists in all seven languages, recreated for each rather than run through a translator. The interactive pieces inside them came along too: the calculators, the pickers and the checklists were drawing English labels around translated data, and one of them managed to print "Watch on YouTube" seven times on a page that was otherwise entirely German.
Money is formatted properly now as well, so a budget table reads 1.000 $ or 1 000 $ depending on where you are.
One thing we left in English on purpose
Plan names stay English everywhere. You meet that same word again at checkout and on your invoice, and a page promising one name beside a receipt showing another helps nobody.
→ Switch languages from the footer, or see what each plan includes on pricing.