A new market site built from zero. Culturally relevant content that converted better than the global site it replaced for Indian visitors. Targets exceeded within the first year.
across traffic, MAUs and net new users
from a standing start in the Indian market
The challenge Adobe Express had a single English-language website serving all markets globally. It was working – including for visitors from India, one of their largest and fastest-growing potential markets. But that was part of the problem.
Indian traffic was landing on a site built for a global, primarily US audience. The content didn’t reflect local culture, search behaviour or context. Conversion was lower than it should have been. And the opportunity to rank for India-specific search terms was largely untapped.
The goal was to build a dedicated Indian market site that could capture the existing Indian traffic already hitting the global site, rank for India-specific keywords and drive growth in monthly active users (MAUs) and net new users – without disrupting performance in other markets.
Starting from zero in a market where the global site already had a foothold meant the strategy had to be precise. Build too broadly and risk cannibalising existing performance. Build without genuine cultural relevance and the whole exercise becomes a translation job with an SEO layer on top.
I started with research – not just keyword research, but a deep analysis of how Indian audiences were actually searching for design tools and what signals Google’s Indian search results were rewarding. The brief wasn’t to rank globally. It was to rank in India, for Indian users, in a way that felt genuinely local.
From that foundation, I built the content strategy around two pillars.
The first was seasonal and cultural content. India has a rich and distinct calendar of festivals, holidays and national events – from Diwali and Holi to Republic Day and Independence Day. I partnered with a team of writers to create content that positioned Adobe Express as a practical, relevant tool for each of these moments: the kind of content that feels native to the market rather than adapted for it.
The second was localising high-performing global pages. Rather than building every page from scratch, I identified the global content already driving results and reworked it for Indian audiences – adjusting language, references, examples and on-page signals to match local search intent.
Throughout, we applied the relevance signals that Indian SERPs were responding to, ensuring the new site could establish authority quickly in a competitive market.
Within a year of launch, Adobe Express India had exceeded its targets across all three key metrics: traffic, monthly active users and new unique visitors.
The localised site didn’t just capture the Indian traffic that had previously been hitting the global site – it grew on top of it. Content built around Indian festivals and cultural moments drove qualified visitors who were more likely to engage and convert because the product felt relevant to their context, rather than borrowed from someone else’s market.
For Adobe’s SEO team, the results validated an approach that goes beyond translation. The engagement continued, expanding to include linguistic quality assurance for design refreshes, ensuring that as the content program grows, every page maintains the same standard of cultural relevance and local accuracy that drove the initial results.
“Working with Jen far exceeded my expectations. As an SEO professional, it’s very rare to get results that are so effective and so fast. She just gets it. She solves the issues most agencies struggle with. Jen’s SEO expertise was able to deliver impressive results when launching a new Indian market site, with a huge increase in visitors and ranking keywords, as well as SERP features. And all in under a year.”
The difference between translation and genuine localisation shows up in your rankings – and your conversion rates. I've been helping SaaS brands get it right for over 15 years.
