American spelling, terminology and imperial units
US English is not simply British English with a few swapped letters. Color, organize, center, licensed replace their -our/-ise/-re/-ised counterparts, but the deeper differences sit in vocabulary: trunk not boot, elevator not lift, apartment not flat, checking account not current account. Product specs run in imperial units — pounds, inches, Fahrenheit, gallons — with metric shown only as a secondary reference where relevant, the reverse of most of the rest of the world. Dates follow MM/DD/YYYY, currency is written $1,250.00, and phone numbers, addresses and zip codes follow US postal formatting exactly, since a foreign-looking address field is a well-documented checkout abandonment trigger. We localize ecommerce translations and website localization down to these formatting details, not just the sentences.
- Native US copywriters, never British or Canadian English passed off as American
- Imperial units, MM/DD/YYYY dates and USPS-compliant address formatting throughout
- Terminology glossary built per vertical to lock in the correct American register
Direct, benefit-led copywriting for the US buyer
American B2B and DTC buyers respond to copy that leads with the outcome, not the process. Where a European market might open with credentials and history, US landing pages perform better opening with the benefit, the number, the guarantee: faster onboarding, lower cost per unit, 30-day money-back. Superlatives and confident claims are culturally normal in US marketing in a way that reads as overpromising in Northern Europe, but they must still be defensible, since FTC substantiation rules apply to every comparative or performance claim regardless of tone. We write bold without writing unprovable, calibrating marketing translations and transcreation so the confidence is real, not just loud.
- Benefit-first structure tuned to US landing page and ad conventions
- Confident, superlative-friendly tone kept within FTC substantiation limits
- A/B-ready variants for Google Shopping, Amazon listings and paid social
FDA, FTC and CPSC-compliant claim language
Regulated US content carries real liability. FDA rules govern how health, supplement, cosmetic and medical device copy can describe function and outcome, with strict limits on disease claims for anything short of an approved drug. FTC guidelines cover endorsements, influencer disclosures, environmental claims and 'Made in USA' labeling, an area where wording errors trigger enforcement actions. CPSC requirements shape safety warnings, choking-hazard language and labeling for children's products and household goods. We translate and adapt pharmaceutical, medical and cosmetics copy with a linguist who understands which verbs and claims are permitted, then flag anything that needs legal sign-off before it goes anywhere near a product label.
- Claim review calibrated to FDA structure/function and disease-claim boundaries
- FTC-aware wording for endorsements, sustainability claims and origin labeling
- CPSC-consistent safety and warning copy for children's and household products
State-level legal and disclosure nuance
The US is fifty separate legal environments layered under federal law, and copy that is compliant nationally can still be wrong in California, New York or Texas. California's Prop 65 requires specific warning language for products containing listed chemicals; CCPA/CPRA dictates exact privacy-notice wording for California residents; New York and Illinois have their own biometric and data-breach notification language requirements. Terms of service, warranty language and arbitration clauses often need state-aware fallback text. We work alongside your counsel to adapt contracts and legal documents so the base US English version already anticipates the states where your traffic actually concentrates, rather than treating 'US English' as a single flat target.
- Prop 65 and California-specific warning language reviewed against product composition
- CCPA/CPRA-aligned privacy notices and cookie consent copy
- State-aware fallback clauses for terms of service and warranty documentation
US search behaviour, Shopping ads and Amazon
Keyword research done in generic English badly underserves the US market, where query patterns lean conversational, question-based and voice-search friendly ('best running shoes for flat feet' rather than 'flat feet running shoes'). Google Shopping and PMax feeds need US-specific product titles, GTINs and category mapping to compete in a saturated ad auction, and Amazon US listings run on their own keyword logic driven by A9/A10 search relevance rather than Google SEO principles. Local pack results and review culture (star ratings, Google reviews, BBB) carry outsized weight in US purchase decisions compared with most other markets. We build US keyword sets from scratch rather than translating a European list, feeding multilingual SEO and digital marketing work with terms Americans actually type.
- US-native keyword research, not a translated European or UK keyword list
- Google Shopping/PMax feed optimization with US titles, GTINs and category mapping
- Amazon US listing copy written for A9/A10 relevance, not general SEO rules
SaaS, medtech and e-commerce localization for the US
Three verticals dominate our US pipeline for good reason. SaaS companies need UI strings, onboarding flows and help-center content that match how American users actually phrase problems, plus pricing pages that read in USD with US tax-handling language (sales tax varies by state, unlike VAT). Medtech copy must navigate FDA device classifications and HIPAA-aware language whenever patient data is mentioned. E-commerce brands entering the US face a buyer trained on free returns, next-day shipping expectations and aggressive discount language (BOGO, doorbuster) that has no clean equivalent elsewhere. We localize SaaS, software localization and ecommerce translations with US-specific UX writing, not just translated strings.
- SaaS UX writing and help-center content matched to US user phrasing
- HIPAA-aware medtech and health content alongside FDA classification review
- US discount, shipping and returns vocabulary calibrated to buyer expectations
