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UlatusCase StudiesBurns Coffee Roasters
Burns Coffee Roasters

Burns Coffee Roasters

Content created for nine markets, SEO done country by country, and one multilingual website, for a manufacturer with decades of experience in the art and science of roasting coffee.

Burns Coffee Roasters project
International SEO & content

Project summary

Services:Regional content creation, multilingual SEO, website localization
Languages:English (US and Australia), Mexican Spanish, Korean, Arabic, Portuguese, Vietnamese, Bahasa, Chinese
Word count:63,290 words
Website:burnsroasters.com
Industry:Coffee roasting and processing equipment

About the company

Burns Coffee Roasters, part of Probat Inc. in Lincolnshire, Illinois, has built industrial coffee-roasting equipment since Jabez Burns invented the self-emptying roaster in 1864. Its customers are roasters and processors on every continent, served through a network of regional agents and partners.

The problem

Burns was growing its global footprint, but its website, product content and search presence were English-only. Each new market meant starting from zero.

Invisible in regional search

Roasters in Korea, Mexico, Vietnam or the Gulf searched in their own language and never found the brand.

Product content only in English

Spec sheets, parts catalogs and product videos could not be read or watched by the buyers they were meant for.

Partners waiting on head office

Regional agents had no local-language materials or a secure place to get them, so every enquiry went back to the US.

What we did

We built the brand's presence in nine markets, in nine languages: Australian English, Mexican Spanish, Korean, Arabic, Portuguese, Vietnamese, Bahasa and Chinese alongside the US site.

01

Content created for each audience

Over 63,000 words of product content, catalogs and spec sheets rewritten by our team in each market, with subject-matter linguists in coffee roasting, so the material reads like it was written for that buyer.

02

SEO done per country

Keywords researched in each language for how roasters there actually search, and worked into the content itself. Title tags, meta descriptions, hreflang and image optimization were built around them, with Google Analytics and Business Profile set up for each market.

03

A site that works for partners

WordPress multilingual build with a partner portal, world-map agent locator, CRM-linked contact forms, and product videos on YouTube and Vimeo.

The impact

Burns went from one English site to a brand that is searchable, readable and contactable in nine markets, with partners in each able to serve customers from a secure portal instead of waiting on head office. Every language launched on schedule.

Project overview

Searchable in nine markets, in the language people there use

Content written for each audience, not translated from English

Keywords researched and optimized country by country

Partner portal, agent locator and product videos live in every language

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