Project Goal
Google needed clearer, more culturally resonant messaging across its regional Google Ads, Grow with Google, and MSME program pages. I worked across market research, UX writing, and localisation to create content that felt tailored, trustworthy, and impactful for users across a range of regions and needs.
Market Research: Uncovering What Matters to Local Users
I partnered with regional designers to dive deep into market behaviors, uncovering insights like:
- Indian small business owners’ misconceptions about Google Ads' pricing models.
- How success stories drove MSME registrations across emerging markets.
- Different emotional drivers across countries, from cost concerns to national concerns.
Outcome:
These findings shaped our content to speak directly to real user fears,
hopes, and needs.
These findings shaped our content to speak directly to real user fears,
hopes, and needs.
UX Writing: Turning Complex Products into Tangible Success Stories
Building on the research, I then:
- Audited and restructured key pages for better flow and clarity. This included discussing and aligning with Google's global TOV playbook.
- Wrote scalable content recommendations that directly tackled user misconceptions (like cost fears).
- Integrated visuals that showed users exactly how the tools would work for them, thereby making abstract services feel real and approachable.
Example:
Using imagery and testimonials to make Google Ads feel less intimidating and more like a growth partner.
Outcome
Users felt more confident exploring and adopting Google’s tools, seeing them not as abstract tech products but as real, functional solutions to help grow their businesses.
Using imagery and testimonials to make Google Ads feel less intimidating and more like a growth partner.
Outcome
Users felt more confident exploring and adopting Google’s tools, seeing them not as abstract tech products but as real, functional solutions to help grow their businesses.
Localisation: Giving Each Market a Voice of Its Own
To truly resonate, I tailored content with a local-first mindset. Some aspects included:
- Adjusted messaging to fit local tones, attitudes, and pride — without losing the global Google brand voice.
- Created culturally specific headlines, like a distinctly Aussie phrasing for Grow with Google Australia that still felt unmistakably "Google."
Outcome:
Content that felt both authentically local and still notably Google - building a space for deeper engagement while maintaining trust.
Content that felt both authentically local and still notably Google - building a space for deeper engagement while maintaining trust.
Key Takeaways
Good global content doesn’t just translate, it transforms.
By combining user research, strategic UX writing, and localisation, we curated and
delivered global experiences in a way that felt personal, powerful, and proudly local.
By combining user research, strategic UX writing, and localisation, we curated and
delivered global experiences in a way that felt personal, powerful, and proudly local.
