As Dengie Horse Feeds expanded their reach into European and worldwide markets, they recognised the need to create a strong digital presence tailored to each region. A one-size-fits-all approach simply wouldn’t cut it—customers in different countries expect content in their own language, messaging that resonates with their culture, and a seamless user experience that feels native to them. To support Dengie’s ambitious international growth, we developed a strategy to create localised versions of their website, ensuring each market had a digital presence that was both relevant and impactful.

Designing a customisable international website

To achieve this, we designed and developed a flexible international website framework that could be adapted for each individual market. Instead of building multiple separate sites from scratch, we created a scalable solution that allowed for customisation based on regional needs. This approach ensured that each territory could showcase the specific mix of products available in their market while maintaining a consistent brand identity across all locations.

Each website was designed with adaptability in mind, ensuring that as Dengie expanded further, new markets could be integrated seamlessly. Whether it was minor design adjustments or significant content variations, our approach provided the flexibility necessary to accommodate Dengie’s growing global footprint.

The power of localisation: More than just translation

Localisation isn’t just about translating words—it’s about adapting content to suit the cultural nuances and preferences of each audience. We partnered with a professional translation agency to ensure high-quality translations of website content, making sure that every product description, call-to-action, and piece of information was clear and compelling in the target language.

Beyond translation, we worked closely with native speakers in each region to refine the messaging and ensure authenticity. This step was crucial in making sure that the content felt natural to local audiences, avoiding any awkward phrasing or cultural missteps that might alienate potential customers. By focusing on linguistic accuracy and cultural relevance, we helped Dengie create an online presence that felt native to each audience rather than like a simple translation of an English website.

Driving traffic with localised PPC advertising

A great website is only effective if people can find it. To maximise visibility, we implemented Pay-Per-Click (PPC) advertising campaigns tailored to each market. While the content of the ads was localised for relevance and effectiveness, the campaigns themselves were strategically managed from the UK. This centralised approach ensured consistency in campaign execution while still allowing for market-specific adjustments based on performance data.

Localised PPC campaigns allowed us to target customers with the right messaging at the right time, using region-specific keywords and ad copy that aligned with local search trends. This approach significantly increased engagement, driving more traffic to each site and boosting Dengie’s brand presence in international markets.

Expanding beyond Europe: A blueprint for global growth

The success of the initial European websites was clear from the increased engagement and customer response in each market. As a result, Dengie has ambitious plans to extend this strategy even further. With a proven model in place, additional localised websites are being planned across Europe, as well as in the United States and Asian markets.

By creating a scalable, adaptable, and culturally relevant digital presence, Dengie is well-positioned to continue its expansion and connect with customers around the world. Our approach has not only helped them establish a foothold in new markets but also laid the groundwork for future growth.

A strategic approach to international digital success

Expanding into new markets is a complex process, but having a well-structured digital strategy makes a significant difference. By developing a flexible international website, ensuring authentic localisation, and leveraging targeted PPC campaigns, we helped Dengie build a strong global presence that resonates with customers worldwide.