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Case study · Content strategy & localisation

A website that reads like a stay feels

A luxury Bodrum resort with villas, a spa and its own theme park. We wrote its website in English and localised it into Turkish, German and Russian.

Client
Vogue Hotel Supreme Bodrum
Sector
Hospitality · Luxury resort
Market
International guests · EN, TR, DE, RU
Timeline
From May 2025 · 28 working days
Our roles
Content strategy, brand voice, English copywriting, localisation, SEO metadata and content entry
  • Content strategy
  • Copywriting
  • Brand voice
  • Localisation
  • SEO metadata
words of English master copy
~8,000
website sections, from villas to the theme park
18
languages: English, Turkish, German, Russian
4
working days from brief to final copy
28

Project scope, contract signed 27 May 2025.

The brief

One resort, one voice, four languages

Honeymooners, families and event planners book the same resort. The site had to sound like one brand to all of them, in every booking language, and still rank.

What we had to deliver
  • A brand voice built on modern luxury and Aegean eleganceTone guide agreed
  • English master copy for every section of the site18 sections
  • Publish-ready Turkish, German and Russian versions3 localisations
  • Meta titles, descriptions and URLs for every pageFull SEO set

  • Many audiences, one brand

    Families, couples and corporate guests look for different things. Each section had to speak to its own guest without breaking the brand.

  • Translation is not enough

    German and Russian guests search and decide differently. The copy had to be localised for each market, not translated word for word.

  • Luxury that can be found

    Evocative copy rarely matches the words people type. Keywords had to sit inside the story, not on top of it.

How we worked

28 working days, three phases

Strategy first, so every page followed one plan. Then the English master copy, review and revisions, and localisation against the approved English.

Project phases28 working days
  1. Research & strategy5 working days

    Who the guests are and how they search

    • Competitor review, guest personas and an SEO content gap analysis.
    • Brand voice, tone and key messages agreed before a word of copy was written.

    OutcomeOne plan for every page: audience, message and keywords.

  2. Writing15 working days

    English master copy for 18 sections

    • Copy written to the site's hierarchy: rooms and villas, restaurants and bars, spa, beach and pools, meetings, the sports academy and Candyland.
    • Each page built around the guest's reasons to book, with search terms woven into the story.

    OutcomeAbout 8,000 words, ready for review.

  3. Review & revision8 working days

    Client feedback, then final copy

    • Five working days of review by the hotel's team, then three days of revisions.
    • Turkish, German and Russian versions localised from the approved English, then a three-stage quality check.

    OutcomePublish-ready copy in four languages.

Project phases28 working days
01Research & strategy5 working days

Who the guests are and how they search

  • Competitor review, guest personas and an SEO content gap analysis.
  • Brand voice, tone and key messages agreed before a word of copy was written.

OutcomeOne plan for every page: audience, message and keywords.

02Writing15 working days

English master copy for 18 sections

  • Copy written to the site's hierarchy: rooms and villas, restaurants and bars, spa, beach and pools, meetings, the sports academy and Candyland.
  • Each page built around the guest's reasons to book, with search terms woven into the story.

OutcomeAbout 8,000 words, ready for review.

03Review & revision8 working days

Client feedback, then final copy

  • Five working days of review by the hotel's team, then three days of revisions.
  • Turkish, German and Russian versions localised from the approved English, then a three-stage quality check.

OutcomePublish-ready copy in four languages.

On the live site

Copy that sets the tone

Headlines and copy we wrote, as they appear on voguehotelsupreme.com.

  • The Spa & Wellness page on the Vogue Hotel Supreme website
    Renew Your SoulSpa & Wellness
  • The Rooms page on the Vogue Hotel Supreme website
    Find your place of calmRooms
  • The Bodrum resort introduction on the Vogue Hotel Supreme website
    On the shores of BodrumResort
  • Spa ritual sections on the Vogue Hotel Supreme website
    Unwind and RenewSpa rituals
  • Dining sections of the Vogue Culture page
    A Culinary VoyageVogue Culture

What we delivered

  1. 01

    English master copy

    About 8,000 words of SEO-ready website copy across 18 sections, written to the site's structure.

  2. 02

    Turkish, German and Russian versions

    Publish-ready localisations adapted to how each market searches and books, not word-for-word translations.

  3. 03

    SEO metadata and URL matrix

    Meta titles, meta descriptions and URLs for every page and sub-section, in every language.

  4. 04

    Quality and terminology file

    Every file checked in three stages for grammar, spelling, brand tone and SEO, with a shared terminology list.

  5. 05

    Content entry and image direction

    Support at launch: structuring the content in the site and matching each section to its imagery.

What we learned

  1. Agree the voice before the first page

    Five days on personas, tone and messages meant 18 sections read as one brand, and the review round was about detail, not direction.

  2. Localise from an approved master

    Writing the German and Russian versions only after the English was signed off kept four languages in step and changes in one place.

  3. Luxury copy still has to be searchable

    Search terms placed inside the story, and in the metadata around it, let a page stay evocative and still match what guests type.

Your brand, in every language your guests speak?

Tell us about your property and your markets. We'll come back with a content plan, a voice and a timeline.

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