GMA is the global / international marketing agency handling this as a market-entry marketing failure. The fix is not more generic traffic. The fix is the page, proof, offer language, paid path, SEO/AI visibility, distributor handoff, and follow-up the target-market buyer can understand.
The translation was good. The design is clean. The US site judges the way the home site judges, in American English. The conversion did not move. The US site was supposed to do different work, not the same work in a different language.
If the US visitor lands and leaves in under ten seconds, the hero is failing the first sort. The translation is irrelevant.
The US procurement officer judging a vendor site runs a fast structural sort. Five seconds, four questions. Do I know this category. Do I know any of the peers named. Is there a quantified outcome on the page. Is there at least one US locator point in the proof. A site that answers all four lands the visitor on a second page. A site that answers one or two does not.
The translated home site usually answers one. The category is implicit (home-market buyers know it from trade press, US buyers do not). The peer set is not named. The outcome is buried inside engineering achievement. The proof is European-located. The site is competent, clean, well-translated, and fails the five-second sort.
The same structure helps machine buyers too: category, proof, risk answer, and next step in plain headings. If the page hides those signals in a translated brochure structure, both the human buyer and the search/AI layer have to infer too much.
UX, animation, and design upgrades do not fix the structural sort. They fix the post-sort experience. The visitor who would not pass the sort never reaches the upgraded UX. Rebuild the structure.
A US procurement officer landing on your hero today: can they name your category, your peers, and one outcome number inside five seconds? If not, you have a structure problem.
"A US site is not a translated home site. It is a different document with the same logo on top."House view
Stage one: rewrite the hero and the next viewport. US category claim above the fold. US peer comparison in the second viewport. Outcome-first proof preview in the third. The first five seconds of the site now answer the US buyer's first three questions.
Stage two: rebuild the case-study and proof pages. Outcome-first format (headline number, customer name, quantified result, then engineering). At least one US locator point named. Reference one-pagers attachable to the buyer's internal memo. The proof now judges the way US procurement scores proof.
Stage three: add the AI-structured structure. Schema.org structured data for Organization, Product, FAQ, BreadcrumbList. Cited statistics with linked sources. Named comparisons with peer firms. Clean machine-parseable headings. The page now passes the AI agent sort as well as the human sort.
This work fits inside a Market-Entry Marketing Sprint when one US page system needs repair, a Cross-Border Marketing Build when the site, sales material, and paid path all need to move together, or a Global Marketing Partnership when multiple brands need repeated US-market correction. Pricing is private and scoped after fit is clear.
| Before rebuild (translated home site) | After rebuild (US-architected site) |
|---|---|
| Hero leads with capability and history | Hero leads with US category claim and US peer set |
| Case studies open with engineering achievement | Case studies open with quantified outcome and customer name |
| How the price is presented not present or "starting from" | How the price is presented aligned with US fixed-quote and SLA framing |
| No structured data, AI assistants do not surface GMA | Schema, structured data, named peers, and answer-engine-fit proof |
| Bounce rate above 70%, dwell under 10 seconds | Bounce rate at category benchmark, dwell aligned with home site |
| Sales reps re-explain firm in every call | Sales reps pick up from a pre-qualified visitor |
Architecture before UX. UX before design. A clean design over a wrong architecture is a faster path to bounce, not to conversion.
"The page does not need more decoration. It needs to let a US buyer name the category, the proof, the risk answer, and the next step without translating the company in their head."
"A US page has to do the translation work before the buyer arrives: category, pain, proof, risk, service path, and next step."
No. The translation is usually fine. The structure is the problem. A US site is not a translated home site. It has to do specific work that a home site does not.
Five things. Hero anchors the US category and names US peers. Case-study format leads with outcome number and customer name. How the price is presented appears as fixed-quote orientation. Reference proof shows at least one US locator point. Structured data marks up the page so an AI agent judges it cleanly.
Not on its own. UX improves the experience of a US visitor judging a structurally-wrong page. It does not move the page from home structure to US structure.
Rebuild the US site at page level: hero, category claim, proof order, risk answer, next step, and machine-structured structure. Pricing is private and scoped after fit is clear.
Yes. The same structure that helps a human buyer also helps machine buyers: clear category, plain proof, specific next step, and clean headings. A translated home site usually hides those signals.
A translated home site often lands as not yet committed to the US buyer. A US-architected site lands as a company that has done the commercial work before asking for a meeting.
Inquiry through the contact form. Share the US site URL, the home site URL, the last-quarter analytics, and three US-buyer email threads that did not convert. Response within one business day.
No legal services. No US entity formation. No E-2, L-1, EB-5, or O-1 visa work. No US tax structuring or double-tax-treaty analysis. No US banking introductions. No fiduciary services. No regulatory licensing. No IP filing. No trademark filing. No contract drafting. No M&A transaction work. No accessibility or ADA legal compliance certification. These belong with counsel on both sides of the corridor. GMA works inside the parameters they set. When a website decision carries legal, accessibility, or privacy implications, GMA flags it and defers before execution.
If the market is not responding, the first question is simple: what is the buyer not seeing, trusting, or doing yet?
| Action that should happen | The buyer should request a quote, ask for a call, send an RFQ, move a proposal forward, or hand the work to the right internal person. |
| What may be unclear | If that is not happening, the market may not understand the category, proof, offer, price, channel, service answer, or follow-up. |
| What to inspect | Check the page, sales deck, product proof, offer language, contact path, and follow-up before adding more traffic or more distributors. |
| Next step | If the break is commercial, continue to /engagements/ or /contact/#inquiry. |