PARAN CNT: Bilingual platform for a digital-twin consultancy
Client: PARAN CNT Year: 2024 Services: Web Design & Development, Bilingual Content Architecture Duration: Roughly 6-8 weeks Tech: WordPress, Elementor, WPML
The problem
PARAN CNT sells three things that sound unrelated to a first-time visitor: shipbuilding and marine plant design, digital-twin construction services, and disaster-and-safety system development. Their buyers (HD Heavy Industry, Daesun, Sejin Heavy Industries are on the partner row) know exactly what those mean. Someone landing on the homepage cold does not.
The old site had the services, but burrowed them behind generic corporate copy. A procurement manager from a shipyard needed to click through five pages to find out whether PARAN could actually build a digital twin for their facility. A safety-engineering lead had to read the whole About page to notice "disaster simulation" was on offer. The result: the site was a static brochure while the business is a specialty consultancy, and the gap between the two was costing inquiries.
The brief was bilingual (Korean primary, English for exporters), and had to treat "digital twin construction services" as a first-class menu item rather than a buried paragraph.
What we built
A bilingual corporate site that leads with the three specialties and gets the buyer from homepage to a consultation form in two clicks.
- Top-level service taxonomy: Shipbuilding and Marine Plant Design, Digital Twin Construction Services, Disaster and Safety System Development, Procurement and Supply Chain
- Consultation-request popups on every service page. Phone, email, inquiry form, all in-line
- Leadership section with experience framing (senior engineers who came from the heavy-industry side, not agency-style marketing bios)
- Partner logo row anchored by HD Heavy Industry, Daesun, Sejin Heavy Industries
- Korean and English builds through WPML, with parallel content paths
- Footer with direct phone and email for urgency inquiries
- Development vs. maintenance split on the services page (buyers in this vertical frame the budget differently for each)
How we built it
Weeks 1-2. Discovery and content audit. We sat with PARAN's senior engineers to understand how a shipyard procurement team actually reads a services page. The answer: they scan for one specific phrase (digital twin, disaster simulation, piping design), then they want the smallest amount of context possible before they call.
Weeks 3-4. Information architecture and Korean-first content draft. Nick and the PARAN team worked through the service menu item by item, tightening the language and separating the "what we do" from the "what a buyer gets" framing.
Weeks 5-6. Elementor build, WPML setup, English translations. We did the Korean first and treated English as a genuine second pass rather than a machine-translated mirror.
Week 7-8. Consultation-form integration, leadership photography, partner-logo curation, QA across browsers and on Korean mobile devices.
What it changed
The inquiry form started collecting questions that matched the service menu, not generic "we saw your company" messages. That's a small thing and a real one. When a potential client lands on a page called "Digital Twin Construction Services" and then fills out a form asking about digital-twin construction services, the sales conversation starts two steps ahead of where it used to.
What we learned
Korean industrial buyers scan for keywords, then call. Long-form explainer copy on service pages got skipped. The reader wanted a four-line description plus a phone number. Everything beyond that was padding. We stripped copy by roughly a third between the first and final drafts.
"Digital twin" is a menu item, not a marketing claim. PARAN wanted their own services menu to carry the phrase at the top level rather than dressing it up as "smart industrial visualization" or similar. That decision did more for the brand than any hero image could. If your client sells the unfamiliar specialty, make the unfamiliar specialty the headline.
WPML with a Korean-first build is easier than English-first. Several of our earlier bilingual projects started in English and retrofitted Korean. PARAN went the other way and the content lined up faster, because Korean has the denser technical vocabulary in this industry. English trimmed naturally to match.
Stack
- WordPress
- Elementor
- WPML for bilingual delivery
- Custom consultation-form plugin tied to PARAN's internal inbox
- Korean hosting with CDN on static assets
Want something similar?
Specialty-consultancy sites where the buyer knows exactly what they need and just wants to confirm you do it. We build these often. Look at our web design and development service page for how we scope them, or send a two-sentence email to hello@cclemang.com.
