Win clients with your ITI Directory profile
Your ITI directory profile is one of the most valuable benefits of your MITI or FITI membership. It's a ready-made marketing tool that confirms your professional standing and puts you in front of potential clients who are actively looking for qualified translators and interpreters. But are you making the most of it?
This article offers practical advice to help you create an engaging profile that will attract enquiries and support your wider marketing strategy.
Think of your profile as a shop window
Imagine you're on a high street lined with other translators and interpreters. What would make a potential client stop at your window and want to come inside? Your directory profile works the same way. It needs to be attractive enough to encourage people to click through and learn more about you.
The Directory is also your digital business card. Unlike a traditional card with just your phone number, your profile showcases your skills, experience and professional credentials. Being listed in the Directory confirms that you've completed ITI's rigorous assessment process, which gives clients confidence in your abilities before they even make contact.
First impressions count
When someone searches the Directory, they see a list of results showing each translator's name, assessment status, any logos (CPD, ISO qualified) and the first two lines of your biography. With hundreds of results for popular language combinations, these two lines are your chance to stand out.
Think carefully about what will make a client want to click on your profile rather than scrolling past. What's your unique selling point? What do you offer that others might not? Lead with your strongest credentials and most relevant experience.
Avoid wasting these precious lines on information that's already visible elsewhere. Don't start with "Hello, my name is..." or repeat your particular language pair(s). Clients can already see this. Use the space to tell them something new and compelling.
Learn from others
Take time to look at other profiles in your language combinations. See what catches your eye and what makes you want to click through. Notice which profiles look professional and engaging, and consider how you might apply similar approaches to your own.
What to include in your profile
A friendly, professional photo
If a potential client is choosing between two profiles and one has a warm, engaging photo while the other is blank, they'll almost always click on the one with the photo. You don't need a professional headshot, but choose an image where you look approachable and engaged. Avoid passport-style photos that look stiff, and steer clear of holiday snaps with cocktails in hand. If you'd prefer not to use a personal photo, you could use your company logo instead. Consider, though, that many clients value the personal connection of working with an individual rather than an anonymous business.
A compelling biography
Keep your biography focused and client-centred. Three or four paragraphs is enough. If you haven't convinced someone within the first paragraph or two that you're worth contacting, they won't read the rest. Put your most important information at the beginning.
Proofread carefully. In our profession, spelling and grammar errors stand out more than in most. Ask a colleague to check your text before you publish it.
If you work as both a translator and an interpreter, remember that you only have one profile. Make sure your biography reflects both services so you don't miss out on work because your text emphasises one over the other.
Your location
Including your location is optional but recommended. ITI regularly receives enquiries from clients looking for professionals in specific countries or regions, and some clients prefer to work with someone local. Adding your location helps you appear in these searches.
Specialisms and associated skills
You can select up to 20 specialisms for your profile. While you don't need to use all 20, think about the different ways clients might search for your expertise. A specialism like renewable energy might be covered by several categories, so it can make sense to select more than one.
Don't overlook the associated skills section. Clients increasingly want translators who can also proofread, subtitle, transcreate or provide other related services. Listing these skills helps you appear in more searches.
Some clients specifically search for professionals who use particular CAT tools or other technology. Take a few moments to tick the relevant options on your profile. If you can't find a tool you use, email the membership team with your suggestion.
Keywords
The Directory's keyword search scans all the text in your profile. Think about what terms a potential client might use to find someone with your skills, and make sure those words appear somewhere in your biography. This is particularly useful for niche specialisms that aren't covered by the standard specialism categories. For example, if you offer certified translations for official documents, include this phrase in your biography so clients searching for "certified translator" will find you.
Your badges
Your profile can display several badges that signal your professional commitment.
CPD logo: This appears automatically once you've logged 30 hours of continuing professional development on the ITI CPD dashboard. If you're already doing CPD but haven't been logging it on the website, start now to earn your badge.
ISO 17100 qualified: This badge is particularly important if you work with LSPs that are certified to ISO 17100, as they need to use translators who meet the standard's qualification requirements. If you think you qualify, contact the membership team for an application pack.
ITI Assessed: This confirms which of your language combinations have been formally assessed by ITI. Assessed combinations appear at the top of search results, ahead of non-assessed pairs.
Contact details
Double-check that your contact details are correct and your links work. It would be a shame to lose a potential client at the final hurdle because your email bounces or your website link is broken. If you expect international enquiries, include your country code with your phone number.
What to avoid
Don't leave your profile blank. An empty profile is a wasted opportunity. Even a brief, well-written biography is better than nothing.
Don't mention part-time working. Even if you work part time, saying so in your profile may make clients worry you won't be available when they need you. You can discuss your availability once they make contact.
Don't use capitals for emphasis. Text in all capitals looks unprofessional and is harder to read.
Check your website security
The ITI website is secure (you'll see a padlock icon in your browser's address bar). When someone clicks through from your directory profile to your website, if your site isn't secure (i.e. "https" rather than "http") they'll see a warning message. This can deter potential clients from proceeding. To fix this, you need an SSL certificate. These typically cost less than £100 per year, and some providers offer them free of charge. Contact your web hosting company to set this up.
Keep your profile fresh
Don't set up your profile and forget about it. Review it periodically to make sure it still reflects your current skills and experience. Update your specialisms if your work has shifted into new areas. Check that your contact details and website links still work. Changes you make to your profile should appear immediately. If they don't, try clearing your browser's cache (press Ctrl+F5 on Windows or Cmd+Shift+R on Mac) and refreshing the page.
Using your profile in your marketing
Your directory profile shouldn't just sit there waiting to be found. Use it actively as part of your marketing.
Add your status to your email signature
Download the MITI logo from My ITI, resize it to thumbnail size, and add it to your email signature. Then hyperlink both the logo and your post-nominal letters (MITI or FITI) to your directory profile. Every email you send becomes an opportunity to showcase your credentials. You can do the same with your ISO qualified logo if you have one, linking it either to your profile or to the ITI page explaining what the qualification means.
Optimise your LinkedIn presence
Add your post-nominal letters directly after your name on LinkedIn. This means anyone searching for "MITI" will find you, and your qualification is visible even before someone clicks through to your full profile. LinkedIn articles are indexed by Google, so writing articles about your specialist subjects can help potential clients find you through search engines. Include a link to your ITI directory profile in your articles to drive traffic directly to your professional credentials.
Using "member check"
ITI's member check allows anyone to verify that you're a current member. You can find it under the Find a Professional menu. When someone types your name, they'll see confirmation of your membership status and, if you're an MITI or FITI, a link to your full directory profile. This is a useful tool to point clients towards if they want to verify your credentials. By default, all members appear in the member check, though you can opt out through My ITI if you prefer.
Your ITI directory profile is a powerful tool that's included in your membership. With a little attention, you can turn it into an effective part of your marketing strategy that works for you every day.
Need help? If you have questions about your directory profile or encounter any technical issues, contact the membership team at [email protected].
