In a global industry projected to surpass $77 billion by 2027, standing out as a language service provider (LSP) is becoming increasingly complex. From multinational translation giants to nimble regional agencies, the market is saturated with companies promising “high-quality translations,” “global reach,” and “client-focused service.”
But here’s the truth: these claims are no longer differentiators — they’re expectations.
To capture the attention and trust of discerning clients, LSPs must define and communicate a unique value proposition (UVP) — a compelling reason why clients should choose you over the thousands of others in the market.
In this newsletter, we’ll examine how major LSPs position themselves, identify common themes and missed opportunities, and provide a roadmap for defining a UVP that truly sets your business apart.
What are leading LSPs saying?
To understand how language service providers currently position themselves, we analyzed the mission and vision statements and core values of some of the largest LSPs in the world, including RWS, TransPerfect, Lionbridge, and thebigword. We also looked at several smaller yet successful and active LSPs in Central and Eastern Europe, including Skrivanek, Diuna, Technolex, InText, Bireta, and, of course, Translators Family.
Common themes in how LSPs communicate their values
When reviewing how top LSPs define and present their values, several recurring themes emerge — some universal, others unique in tone or focus. These statements reflect each company’s identity, aspirations, and client promise. While many highlight similar principles, the real impact lies in how those values are framed and personalized.
Shared industry values
Across companies like TransPerfect, Welocalize, RWS, Skrivanek, and others, we consistently see core values that define what it means to be a reliable, future-focused language service provider. These themes reflect not only the operational standards of the industry but also how LSPs aim to build lasting trust with clients, teams, and partners.
Integrity and trust
TransPerfect emphasizes “the utmost integrity” as the foundation of business. Bireta highlights “respect” and “trust” in every professional interaction. Similarly, Translators Family includes “Integrity First” as a pillar of its core values, placing honesty, transparency, and reliability at the heart of every client relationship. In an industry where accuracy and confidentiality are critical, these shared values serve as a strong assurance of dependability and ethical service.
Excellence and quality
Welocalize, Skrivanek, and thebigword all elevate excellence and high-quality delivery as essential drivers of client satisfaction. These values support a collective industry standard: that clients should expect nothing less than exceptional, polished work — every time.
Client obsession and service
“Customer obsession” at Welocalize and the goal of “WOWing clients” at TransPerfect reveal a strong emphasis on service culture. Translators Family echoes this commitment through its value of “Your Partner,” positioning itself as more than a service provider — an extension of the client’s team. This client-first mindset reflects a broader shift toward long-term collaboration, proactive support, and genuine investment in each client’s success.
Innovation and technology
As AI, automation, and machine translation reshape workflows, LSPs like Skrivanek and RWS have made technology central to their brand identity.
Teamwork and collaboration
“Winning together” (Welocalize) and “We partner” (RWS) underscore how vital collaboration is in delivering complex, multilingual projects.
Responsibility and transparency
Clear, ethical operations are a recurring value among leaders like TransPerfect, which highlights financial responsibility and visibility in decision-making. Translators Family reflects similar priorities through “Integrity First” and “Make It Simple,” advocating for straightforward communication and process clarity. This reduces friction for clients and ensures expectations are always aligned.
From values to value: what can LSPs do?
To go from strong internal values to a compelling external value proposition, LSPs can:
- Ground abstract values in specific, real-world outcomes Instead of just stating “we value quality,” show how your QA process reduced errors by 40% in a high-volume legal project.
- Tailor values to reflect industry or regional identity LSPs can differentiate through regional expertise, sector focus, or cultural positioning.
- Infuse values with brand personality Translators Family’s FAMILY acronym is an example of how to make a values statement not just professional, but memorable and human.
- Reinforce values with proof and performance Use testimonials, metrics, and case studies to demonstrate how your values manifest in client experience and results.
What makes a UVP truly unique?
A Unique Value Proposition isn’t just a tagline. It’s the answer to your potential client’s key question:
“Why should I choose you over any other language provider?”
To be effective, your UVP must be:
✅ Client-centric (focused on solving their problem)
✅ Outcome-oriented (what change you create, not just what you do)
✅ Specific (clear on who you serve and how)
✅ Credible (backed by real results, testimonials, or data)
How to define your UVP as an LSP
Let’s move from analysis to action. Here’s how to develop a UVP that helps you rise above the noise.
1. Identify the real value you deliver
You don’t just translate — you help companies:
- Expand into new markets
- Comply with international regulations
- Improve customer experience across languages
- Increase conversion rates through multilingual SEO
According to CSA Research, 76% of consumers prefer to buy from websites in their own language, and 40% will not purchase at all if information isn’t localized.
Turn that into messaging:
“We help ecommerce brands convert 76% more customers by localizing their websites into native languages.”
2. Specialize by industry or market
Serving everyone leads to serving no one. Instead, define a niche:
- Medical translation with certified experts
- Legal localization with ISO-compliant processes
- Eastern European languages for fintech startups
According to Smartcat:
“LSPs that specialize in a certain field — like law, medicine, or finance — will find it easier to stand out.”
Example UVP:
“We’re the legal translation partner trusted by law firms across Europe to deliver certified, courtroom-ready translations — fast.”
3. Integrate outcome-based case studies
Don’t just say you’re good — prove it.
- Share how you helped a client reduce turnaround time by 30%.
- Quote a satisfied customer from a highly regulated industry.
- Show before-and-after metrics (traffic, conversions, time-to-market).
From Smartcat’s UVP playbook:
“If you helped a client reduce their content cycle by 50%, that’s your UVP — not just ‘fast service.’”
Turn this into messaging:
“Our localization process reduced a fintech client’s release delays by 47% — helping them go live in 6 languages at once.”
4. Lean into tech — but don’t lead with it
Translation Memory, AI post-editing, TMS integration — these are powerful tools. But don’t confuse features with benefits.
Instead of:
“We use AI-enhanced workflows.”
Say:
“Our AI-powered workflows cut translation costs by up to 30% — without compromising quality.”
Why this matters:
Enterprise clients increasingly expect automation — but want it combined with expert human quality. (Source: LinguaLinx, Phrase Reports)
5. Use an emotional and authentic voice
In an industry crowded with corporate jargon, authenticity is refreshing.
If your brand has a relatable name (like Translators Family), consider positioning yourself as:
“The LSP that feels like your in-house team — because we care like one.”
Resources to support your UVP development
To dive deeper into client trends and value communication in the LSP industry, consider the following:
- CSA Research – Can’t Read, Won’t Buy Insight into how language affects buying behavior
- ATC UK / Nimdzi / Slator Industry publications offering benchmarking data, M&A insights, and case studies
- More examples of UVPs and mission/vision statements across different industries with templates at HubSpot https://blog.hubspot.com/marketing/write-value-proposition and https://blog.hubspot.com/marketing/inspiring-company-mission-statements
Final thought: make it real, make it yours
Your UVP is more than words — it’s a promise, and a position. It tells the right clients: “We see you, we understand your goals, and we’re the best partner to help you reach them.”
The best-performing LSPs today aren’t just selling services. They’re solving problems. Delivering outcomes. Building trust.
So instead of saying “we break down language barriers,” say: “We help you grow internationally — with the right words, in the right markets, at the right time.”
That’s a value proposition clients will remember.