Urgel Bourgie / Athos
Large-Scale Website Translation for a Client-Facing Platform
Overview
Translation of a 30,000-word client-facing website for Urgel Bourgie / Athos, carried out as part of a broader rebrand marking the company’s 120th anniversary.
The project was delivered in collaboration with the marketing agency Erod, and formed part of an initiative focused on modernizing the brand and improving how services are presented to clients.
The rebrand was featured in industry media, highlighting the company’s evolution and positioning.
The challenge
This project involved translating a large and varied body of content within a sensitive and client-facing context.
The website addressed multiple audiences, including:
- individuals pre-arranging their own funeral services
- families making arrangements for a loved one
Each required a distinct tone:
- clear, informative and reassuring for advance planning
- supportive and empathetic, with appropriate signposting, for families
The scope of work included:
- service and informational pages
- a public-facing lexicon explaining key terms in clear, accessible language
- blog content on topics such as ecotherapy and funeral traditions around the world
In addition, the project required:
- maintaining coherence across a large volume of content
- adapting tone appropriately depending on context and audience
- integrating SEO considerations, including translated metadata for each page
My approach
I approached this project with a focus on tone, structure and clarity across different types of content.
- Adapting tone to audience and context
I ensured that each section reflected the appropriate level of formality, sensitivity and clarity, depending on whether the content was informational, supportive or explanatory. - Working with structured and explanatory content
The lexicon required particularly clear and precise language, making complex or unfamiliar concepts easy to understand without sounding simplistic or patronizing. - Translating editorial and SEO content
Blog articles and web pages were translated with attention to both readability and search visibility, including the adaptation of metadata. - Managing a large-scale website project
I implemented a structured workflow to ensure coherence across all pages, maintaining alignment in terminology, tone and style.
The result
The final English version delivers a clear, structured and user-focused website, adapted to a sensitive context while maintaining a professional and reassuring tone.
The project supports the company’s repositioning by presenting its services in a way that is easier to navigate and understand, particularly for a new generation of users who are more active online. It contributes to a more modern, transparent and digitally oriented user experience.
It also demonstrates the ability to handle large-scale, multi-layered content across different formats, audiences and communication objectives.
Key takeaway
This project highlights the importance of adapting tone, structure and language to different audiences within a single platform, particularly in contexts where clarity, sensitivity and trust are essential.