Localization Academy

Into23 Website Review

Watch this video and have a look at Into23’s website 🌍 Join Andrej as he makes an in-depth review, and shares his first impressions and findings of this LSP website, including insights on what can be improved. 

LSP Website Review is a show in which we perform UX reviews on localization websites. By providing actionable insights and recommendations, we aim to make LSPs aware of how customers might view and feel about their websites 👀 In each episode, we bring you an engaging and informative review that you won’t want to miss.


Andrej Zito

It’s time for me to do another review. This time, I won’t be using the wheel from the Google because I was asked by Richard from in Into23, to have a look at their website. And that’s what we’re going to do in this video starting right now Into23. Online Professional translation for businesses, okay, not for people not for individuals. First impression is it seems to have the nice sort of typical structure that you see, we have a nice hero, big hero image, this one is actually a full width image. Well, actually, most of the cases, if you do a picture, like a photo, you would probably use a full width image. I think that looks good. I think the contrast seems to be fine. And by contrast, I’m referring to the contrast of the text here on top of the background, because sometimes when people use photos, what can sometimes happen is that picture that you use in your text, if it’s let’s say white text, it can be on top of something that’s white or very bright, in which case, the readability of the text is quite poor, because the contrast is not so good. So that’s why when I say contrast, the reason why we want to have a good contrast is so that people can read the text nicely. So I think in this case, it works pretty fine. Of course, if the text was slightly lower, it would not work that much. I mean, the first impression is good. And the first impression, maybe I should clarify that is good, because it looks like a traditional thing. And so while my first impression is kind of good, like it looks modern, it looks clean, my first impression is immediately right after worsened by the hierarchy of the text, I think everything here looks more or less the same size. And what I mean by that is that this text here, this is kind of like a subhead, it looks almost the same thing as the navigational menu. And that’s why I think hierarchy can be better also, like the logo is almost the same size as the main title here. So I think that is my main concern with the first impression here. So let me actually try to change few things here. Just see how it could be okay, they’re using a lot of important here. So I guess means they’re overriding stuff. So let me make this smaller thing. It already looks way better. Maybe let’s do 16 expand this a little bit. I think it looks better. I think we need to do something about this as well. And I think ideally, if I would be able to minimize the whole thing, which I don’t think I will be yeah, there’s so many importance here. I even think the logo is too big. How do I make the logo smaller? I think I can just scale the way I think I could be able to scale the whole thing. What is it scale? There we go.

Andrej Zito

Zero point 75. Okay, so I scaled this a little bit smaller there. So I just did a few

Andrej Zito

changes. I think maybe I would also change the font weight on this one. But this could be just me and my preference. But I think like the smartax is way better. So these are my quick changes. So I quickly scaled down the logo. Of course, if they want to have it full width, that’s fine. But now I think the hierarchy works way better. At least for me, that is my first comment to the first impression. Okay, let’s go back refresh the page. I don’t think it looks good. Okay, so I guess the menu needs to be clicked guess that’s fine. How does it look like here? So on? How are we change the color, I think it looks fine. It’s still on brand. Okay, so we have the logo with a blue color. And our main buttons are green here, you can see some inconsistency with the buttons. So both of them grow in size, but this one changes the text color. And this one doesn’t quickly go down. Okay, so we have also the change here.

Andrej Zito

Yep, so it also changes here, it also changes here. So the color of the font changes pretty much everywhere except for this part. So I would call it inconsistency and the CTAs are quite different. So that’s what I wanted to say, because at first I was thinking that maybe I should highlight this thing, these two buttons are pretty much the same importance. But ideally, you just want to have one main CTA but then I stopped sharing that common with you because I thought it may be these two buttons are actually leading to the same page or result in the same action, but they are actually not the same. So normally, we put the button that’s on the hero section that normally would be considered at least my perspective, the main call to action that you want the people to take, because of course the whole idea of the hero section, it’s that that’s what’s supposed to catch the attention of the person. And that’s why the CPA that you have there is like the most important one. So that’s why I’m considering that request, quote could technically be considered a secondary thing, but it doesn’t look visually like a secondary thing because again, the styling of the button is pretty much the same and this one actually even appears bigger.

Andrej Zito

because the text is longer, so I think the size of the text is the same but visually appears stronger. That’s why I think, again, it’s a conflict. So again, I think it’s the same thing as I did before. It’s the hierarchy issue. So same as with text with CTA, we also don’t have a clear hierarchy of what is the main CTA. And I think at the bottom, I saw a button that is blue, I think it will, if this was blue, I think it would be probably more suppressed, because then it would have the color of the remaining text. So let me see how it will look like quick change. And I think the hierarchy here now is better. Because this whole page or this part of the page that can see right now, the only thing that’s kind of like screaming with a different color is to get in touch. So this is again, another thing that I think should be changed. Now, if I’m looking at this a little bit further, when it comes to the hero image, the text is centered, I think, potentially, this could be improved, because the people are looking to the right side, at least the first lady. And usually you can use that as a navigational thing to basically lead your visitors to look in a certain way, I’m pretty sure you have seen it somewhere. So if she’s looking here, it makes you like first thing, like when you if we remove the text, you probably first focus on the lady she’s looking here. So if you have the text here, then I think it would be even more clear or it would work better with the hero image. Because right now it’s kind of like it’s a nice image. But it doesn’t work visually, I would say with the layout of the copy. So something like this, just to illustrate, of course, you would probably push the whole thing and center it a little bit. And what I mean by that is that let’s say this is our main content that we want the center, right, so now you can see that there’s a lot more space on the left side, and there, it’s on the right side. So I would probably just shift this a little bit to be in the center it kind of like a wrapper. And hopefully now you understand what I meant by this thing. And I think it makes the lady certainly the only person who is in focus, because the rest is kind of like getting blurry and blurry. So she is pretty clear. And she’s looking at this. So I think this is what I would consider standard on many of these pages that have people that are looking into certain direction. Alright, let me refresh again. And maybe let’s move past the hero section thing. The rest is good in the act like thing like the hierarchy is just putting me off next section. Why into 23 quality translation to beat deadlines, personal account manager, first thing that stands out to me, and I’m not sure if this was intentional, is the alignment seems the alignment is aligned to the top.

Andrej Zito

Which I guess is okay. Although I think my preference is usually with icons to have it centered. So moving the icons higher, let’s see if I can change it. So I removed some of the space below which can be easily added. But this is what I would say would be my preference or though it doesn’t look the best could be just me, what is the next thing? I think it would be also interesting to see if we want to have the huge margin here. Or if it’s better if it’s right under again, this could be very preferential I think we have so much text here. And so maybe it is better if it’s the way it was before. The reason why I commented on this current alignment of the icons with the title is that sometimes your icon can actually like the physical physical image actually ends on top, which may be aligned with the text. But sometimes on the top, you only have like these little I don’t know kind of things optically, I can look slightly slightly lower. So that’s why it may be bothers me a little bit the alignment but I don’t think it was that way better if I centered it. Alright, let’s move on to the next part. Now we have a blue section. So color wise, I think color wise it looks good. I’ve seen this color combination somewhere else, which is of course not a critique because there are only that many color combinations that you can come up with. And I think this one looks good on the blue one. Like it’s a nice combination, like this lighter green on the darker blue. One thing that I wanted to maybe say is that I’m not sure about the contrast. I can still read it fine. But if you see how it looks like when it’s black, I think the black text gives it a better contrast than the white one. Anyway, bridging the gap between East and West international translation services company we help Asian we connect people cultures and companies Asian company let’s get you global global company. Welcome to Asia. Okay, so this is like they’re like why they are the ones for you. This one. I think after I read it, it explains their customer profiles like it’s either

Andrej Zito

Asian company that wants to go global or a global company that wants to come to Asia? I think at first it wasn’t that clear to me started on Gobo. Journey contact contact. So both of them lead to the same thing. Is that something that is probably makes sense. Let’s see about typography. I think this one looks good. This one looks good as soon as good. Okay, so I guess it’s like, I’m scrolling like, Oh, I’m Asian company. But I’m a global company thinking the only thing that I’m wondering what I should it should be changed. This, to me kind of looks like a tagline. I would say that this is the main important thing, like, Okay, this is the title like we have here. And then we have the main text. This one has the same typography as the main text. So the two, I’m wondering whether it’s in a way you make it look like this one has two paragraphs. And the first one, where is there? Actually, I think it’s misaligned. Am I tripping? I think I’m not tripping. Can you see it? Okay. I cannot draw a straw straight line. Let me do is with shares.

Andrej Zito

Yeah, it is misaligned. Not sure why. So here we didn’t have it miss aligned. I believe it looks straight. This one is a little bit offset. I’m not sure why can I’m not only doing review, but I’m also doing bug fixing here is the space between maybe overshot it. But I think here we go. Now I think it’s more aligned. But anyway. So that’s another thing that I noticed. And I think this one would be probably a mistake, I’m not sure why it would be offset a little bit. But let’s get back to what I wanted to say. And that is the that is this paragraph. This is the first thing that I was thinking to make it either like, so it’s slightly different. That’s one option. Option number two, is to simply make the text smaller. This is what I’m talking about. Okay, next section. So I already mentioned about the button text, I think I never mentioned the fact that all the buttons are growing. I’m not personally a fan of that. But since its use consistently, I think it’s fine. All right, next action story of two worlds, the world is becoming more connected, blah, blah, blah, Richart. This is the guy who messed me. So restart. So I think this whole section, the layout of this whole section is very poor, it looks like something that I would have done. When I started with the design, it’s I don’t know, the whole layout doesn’t the whole layout. And the hierarchy doesn’t make sense to me. And I will explain, I’ll try to explain what I mean by that. There are a couple things. First thing is the whole big gap here, like this picture looks very disconnected from what you’re saying. That’s number one. Next thing that I think kind of throws me off is the your key. Or maybe it’s not even the hero key because I considered this thing as a one section simply because it seems that so far, all the sections have different colors, which is what you would normally do. But in each section, we just have one main headache.

Andrej Zito

In this case, we have two headings, right? So I’m talking about

Andrej Zito

this thing, and I think it would maybe be even okay, if it was the same one. But the reason why it doesn’t work for me is the layout of this section. So here if we consider this as kind of like, I don’t know, the heading, and then we have another heading, and this one is here, kind of like where is it? I think it’s maybe slightly in the center. Is it supposed to be the center? If I take the video as the center, assuming the video is centered, which I’m not sure if it is because it looks like okay, maybe the the video is centered. Okay, so if the video is centered, then yes, I think this is aligned to the center on the right side. So I think this part works. The reason why the whole section doesn’t work for me is that then this part is aligned to the left sides on the left. Now after I say it kind of makes sense, because you align this part on the right side to the left. And this one, you align it on the left side to the left, but it still when I remove my drawings, it still looks very much of because Okay, I think maybe that is the reason why I didn’t like it, because this one kind of like gives you the two column grid while this one is just one all with grid. Does that make sense? Maybe it’s also the picture that throws me off. I don’t know. Another thing that could be throwing me off is the fact that here we have the icon while this one doesn’t have the icon. And again, the reason why I’m comparing these two is because they have the same typography. So they look the same, but they’re just inconsistently style. So this whole section looks very, very poor. I would say here we have a difference on size. And I think we haven’t seen before I think it’s mostly because the text is longer and more

Andrej Zito

Maybe it’s a quote, I’m not sure about spacing. I’m wondering if the spacing is trying to be consistent everywhere. So h2 has hitting bottom 40 pixels, this h2 as well should be Yeah, this is h2 with 40 pixels at the bottom. And if this is h2, I was actually right. So it is h2, but it has an extra 10 pixels margin at the bottom. So that’s why I was thinking like, why is this gap bigger? To me, it doesn’t make sense, I’m going to try to see how it would look like if it was slightly smaller, I think it looks better than with the wide gap. I talked about this thing. The two titles in the section, think about, I talked about the spacing, I talked about the picture, that it’s kind of like here, just like randomly, okay, everything is aligned to the left side, but I don’t think it works. Like if you split something into two grids. Again, let me try to illustrate if you split something into two

Andrej Zito

column grids, if the things are aligned to the left side, which you can consider consistent, I just don’t like it, it looks weird. I think usually, when I do a two column layout, you would maybe have some I don’t know padding here and padding there. And then you would stick things to the left side, and you would stick things to the right side. So that then they look symmetric from the center. And then like round it, things are around the center, okay, because now the spacing from the center is just different, right? Because this one is stuck to the center. And this one has a huge gap, the center. Okay, I think I already talked too much about this section. So let’s move on what we have here. And this one I talked about, also the fact that we have an icon here, and here, we have just an embed of YouTube video, I will not comment on the video, because that’s something else, I see that this was made by some I don’t know, like, it’s an illustrated thing. So we don’t have, the thing that I would point out is that I don’t think this is a 16 to nine ratio of the embed. So that’s why you see these

Andrej Zito

black things here.

Andrej Zito

So I think he’s just fully stretching to the container width. And for some reason, I’m not sure if the height is fixed or something. But normally, if you just don’t hardcoat the height in pixels or some units, then it should it preserving the original ratio. So even if it was full width, or it’s still imagined that it would be maybe slightly taller, so that then the video fully covers the whole section, which in this case doesn’t happen. And this part, I think I was also struggling with this, like how to add a video into your section, I think there are so many things that just don’t work here. I’m not sure how to make it better. But this to me looks very cheap, and very basic way how to add a video because you just put the section title and then you put the video into it and kind of like is very basic. I’m just going to repeat myself, I don’t know how to express this better. Okay, if I just look like this would be the section maybe it’s okay ish. But I think there are more interesting ways how to add a video to your page, not that I have found the solution. But looking at this whole section again, it’s pretty poor, I think Well, so far. It’s definitely the worst one what we do next section. Again, this thing here looks like it has even more space. So see here we have an extra 30 pixels.

Andrej Zito

I think like on its own, it looks good. I’m just wondering why we have the inconsistency. Because in a way, it’s the same thing as this thing, right? We have the section title. And then we have these things, which actually do we have. So this one is just 40 pixels. This one is 40 plus 30. And then there’s also some space in here. So yeah, it looks inconsistent for sure. And again, as you can see already, this is misaligned.

Andrej Zito

So the title is slightly pushed to the right, what else do we have here? What we do translation, okay, I can actually click weights, okay, all of these leads to what we do.

Andrej Zito

Which looks like the same layout as on the homepage, but just

Andrej Zito

more text, okay, I usually I don’t want to go into reviewing another webs web page. But I see here that there are actually links for for each. Let’s see different service, which I don’t understand why here. This leads to what we do, which looks like what I see here, but just with more text. And then when I actually want to find out about translation and localization. I have to click here to go to the page, which talks specifically about translation and localization.

Andrej Zito

That to me, doesn’t make sense, but otherwise it looks okay. Here we have the links. Kay, the hover actually changed

Andrej Zito

Is it too blue? I think it’s fine. misalignment, the links are not making sense to me. I think overall, it looks good. I think maybe it could be just the icon or whatever. But yeah, I think like, you know, like previous like here in this section, I was saying that the alignment, like normally I would align this thing, maybe with the icon.

Andrej Zito

Maybe it’s not immediately obvious, but when you look at the spacing between where this part ends, and where the next part starts, because the icon is kind of chunky space is actually not that much. So I usually prefer things are slightly more spacious, especially if you have so much content here, like the copy is quite big, I would say. And that goes actually, for everything like this one, you have, I don’t know, 123412344 sentences for each paragraph, I’m not sure if there was, I’m pretty sure there is a way how you can reduce it slightly.

Andrej Zito

But copywriting is for someone else more experienced. Okay, so that was my comment. On this section. Here, we have a link to more services, which actually you can see, this one makes sense to go into the page, which is what we do, these other things don’t make sense to me. Next thing we have customer logos.

Andrej Zito

depends on your preference. Many times you see the customer logos up here, because

Andrej Zito

okay, like you should saying like why you are good, and what customers you are good for and your story. I think it’s fine. But like if he maybe I don’t know, I’m a new customer, maybe I just want to see the other strong brands like your clients that you already work with. I think that’s in general, probably the philosophy behind putting this higher. But of course, I’ve seen this place lower, I guess its preference, or even better A B testing. But when it comes to the actual implementation how this looks like.

Andrej Zito

I don’t like it.

Andrej Zito

I don’t like it, I think, again, we have Hiraki problem. But I think so far other than the header, which is full width, I think all of the content is kind of wrapped in the container, which I was or I cannot draw a straight line.

Andrej Zito

So in this container.

Andrej Zito

But when we go

Andrej Zito

to

Andrej Zito

this place,

Andrej Zito

this place, sorry. So here we have the logos go forward, which I don’t think would be such a huge thing. I think it could still work. I think it’s not a problem if you mix container with with a full width, although maybe it would look better. But I think the main issue here is again, the hierarchy. And what I mean by that, again here is that, to me, the logos look almost the same height as the section title. And I think they’re not moving

Andrej Zito

unless I missed something.

Andrej Zito

So yeah, I feel like if it’s full width like this, I think maybe it would be make more sense if the customer logos were part of a carousel where it would be moving. Since it’s static. I think it would be nicer if it was maybe even two rows, but kept within the container because if I scroll down, the rest of the page is still within the container. So this is the only thing that goes outside of the container, which again doesn’t make sense to me so okay, it’s just one big image. So this again is I think, a poor implementation or you have everything as like all the logos as one image. So I cannot even change anything about it because I thought that if it was like individual images, maybe then I could organize it into two rows with a flex but now I cannot do that.

Andrej Zito

What our customers say about us right now I’m not doing anything could be again preference to me. The testimonials are sliding too fast. Let’s see. It’s like three four seconds. I think it just way too fast. Do they have the option where ice? Yes. Okay, so when I mouse over, it stops. That’s fine. What I don’t understand is the spacing here. Maybe I would understand the space from this part this part but then I don’t understand the spacing between the section let’s see subtitle and the actual testimonials because the subtitle is related to these things. So I think it shouldn’t be closer to it. Let’s see how it looks like when we put it together. I think it looks better for me. Okay, what else do we have here? We have the slider. So okay, I’m going to mouse over because I cannot comment on this when it’s moving so fast. To me the testimonials don’t look trustworthy, because I’m not sure if you’ve noticed we only have the name how to say the first letter As of the names so you don’t even know if it’s a real person. I assume that these are not fake, but I don’t think it adds to the trustworthiness. Ideally, you want to have the name and a picture to show that it’s like a real person. This is really just first letters without a picture. So I think it doesn’t work for me when it comes to the style. I think the style is okay, we have the cards. Are we using cards anywhere else? We are not. I still think the contrast is pretty good. Like we have the shadows slip kind of like pops out from the white background. I think it looks okay. The thing that kind of throws me off, and I’m not sure why because it’s on brand. Is these arrows. I don’t know. I think I don’t like the fact that it has this background color. I think normally, maybe because like this whole thing is white. Maybe I would just imagine just the simple arrow. I don’t know why it is doesn’t make much sense to me go. So only change it here. I don’t know, maybe it’s not the best change, because it kind of makes it look less prominent. But I don’t know, for some reason, I don’t like this. That’s just me. Okay, so moving on, what do we have here reviews are these reviews, okay, so these are probably just embedded somehow, I’m not sure how this works, I never use this thing. Because you can see, the height of this thing makes our H jump, which I think I mentioned previously, I don’t like so you can see that the Google ones, let me show you. So our section is here. And when I clicked to Google, it’s slightly higher. So it moves the whole page, and even the next section higher. So that’s why I think it’s maybe better, in my opinion, to have some sort of like a min height that would stick to that height, even if the content is smaller. Now. Okay, this is interesting, another inconsistency. So I was talking about these buttons, you can see their style, I think this might be from some I don’t know if it’s like in or something here, we have like full circle. This is just like a rounded box. And even the arrow looks different. So we have the same functionality. But it looks different. And even these things are not aligned. So these things I think are going outside of the content box. These things, as you can see are inside the Content box. So they are even overlapping the review. So I think it’s not good. Like this section again here doesn’t look like it has much thought behind it. Now when it comes to how the reviews are displayed. I think that’s mostly coming from the login, or I don’t know how this is done. And I think they just look fine. They’re pretty standard. The only thing that I don’t like is this thing and may be kind of like this sub menu here where you can, these are kind of like a taps, or you can switch between the different sources of the reviews, I think because it looks kind of like the cars here. That’s why I don’t like it like this section is very similar to this section, like the layout for this section is weird. And the layout for this section is also weird. I’m pretty sure there’s a better way how to do it. Okay, finally, we have the get in touch thing. Again, we have here mega huge space, I’m not sure why here we have another think I’m sure you can see that. The form, for some reason is not aligned, I really don’t understand because there’s so much space for the message, even if you make it like this. So it doesn’t make sense to me. By default, these fields kind of look, I understand why they’re like this, but they look disabled because of the gray background color. So I can put in stuff just fine. I understand why it’s gray because it’s on the white background. But I don’t know if it would be easier to just change the background color to something grayish, like off white. So that then the fields could be white and stand out. But I have also seen some nice forms, which I think look pretty good, even if it’s a white form on a white background. But yeah, what do we have here? Submit. Okay, the standard I think also, I’m not sure why you can see that this title is here. But it’s not aligned with the form the form is not aligned with anything tweaked really, really weird. Alright, that’s that thing finally we have the footer anything that can be highlighted from the footer into 23 BE UNDERSTOOD contacts on Kong. Wait, what? This is confusing. I don’t understand why this part oh wait, maybe this part okay. Maybe this part is related to this thing. I actually thought initially that this part is kind of like a continuation of this thing. Wait, but it is is it it has to I think is Hong Kong then you have the United States. So this to me is weird, very weird. So if it was supposed to be aligned with this one kind of like into 23 and this is like the main information then I think this part should be moved slightly lower. So it looks like it’s part of the contact section. Because the Hong Kong here we have another big space. So that’s why to me, I don’t know this is so confusing. So let’s say that this part was supposed to be just like general contact for India 23. Then if we have contact, it means that the United States are part of this section, I would say, because this section starts with the country. Well, okay, it sounds with country here, we have other countries, these countries are not aligned, they are aligned to the contact, but we have this big gap. So this is very confusing. And if it was meant to be like a continuation of this one, then it’s even more confusing, because why it’s not here. I understand. That’s weird. If I don’t consider this part, I think this looks cleaner. Even though I would still wish this one lower links, we have links, which are not highlighting. So again, inconsistency. Well, is it inconsistency? We had green links here on this blue one? But I don’t understand why these links don’t hover and change color. To me. It’s weird blog. Here we have something I don’t know, what is this thing if it just weird character? Or what is this, but I have no idea what this is supposed to be this object, if it’s some weird character doesn’t make sense to me. So again, we have our container here, right? As you can see here. But why do we have so much space here, because this here looks so close to each other. It doesn’t make sense why it’s so grouped together, if you can just space it out a little bit more. So it’s better to read and you have so much space here. So you can actually use it, you could ever use this page to edit some image from your blog to these things. Or even better just leave the text but don’t have it span over three lines. That’s I think, isn’t matter. It’s thick here that the line height is almost the same one as the space between the different articles. So this is very oral readability. Elting. Finally, here, we have, I don’t know links to Facebook, YouTube and LinkedIn. Alright, that’s it. That is the end of my thorough review and some fixes that I would do for into 23. Now, when it’s time to give it a score, what would this be? I think there are many, many things. But when it comes to if I compare this to try to Tech, I think this one is better than Georgia Tech, for sure. But there are many, many things that could be improved. So I would give it there for a three and that’s it. Thank you for watching and listening to my review of the into 23 website that was requested by this beautiful person. Richard, where is he right here, Richard. So Richard, I’m giving you three that are still things in my opinion, personal opinion that could be improved. So again, hope that this was somewhat useful to you. And by any chance you want to get reviewed in our series, and you want me to critique your website, feel free to get in touch with me and I’ll do it for sure. Okay. Until then, bye.

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