On the language question, they will use the language they're used to using/reading every day in their work. What does your audience read? There is a clue for what to write that they understand and can appeal to them.
In this sense, grouping multiple vernaculars on one site would be (... fill in the phrase ..). One would need a site that speaks in the language of the target market for each group. Nail down the target market, research what they read, begin creating a niche market strategy and set down copy in 'their' language, as unambiguously as one can.
Pretty well every business has a 'trade circle' wherein will be found journals, supplier news, white papers, etc. What are people saying at trade conferences, or trade shows? I've been to more trade shows than I can remember, and each one had a particular ring to the language that was spoken and presented, whether it was beauty show or a consumer electronics show, etc.
This isn't exactly new news! Suppliers of business-to-business services have been placing ads or PR in trade journals since they first started. Long before the internet. Long before computers even. "I can help you get more customers!" is a theme you would find in trade journals a century ago. Essentially, you want to help the client to market his products to the public. But first you must market your services to the prospective client.
Let's start with the hypothesis that, "get more customers", is a good selling phrase. Shall we test that now? Let's see whether a prospective client will type, "How can I get more customers?", into a Google search box... Yes, he will! Even as I started typing the phrase into the Google search box, it suggested the exact-same popular search term. Hmmm... About one and a half billion search results. So now all you need do is use your SEO skills to displace Micro$oft at the top of serps for that keyphrase.
(Complete the one simple task that I have outlined above, and you will get lots of clients. I promise you that!)
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That's what I needed I've got my keyword tools going crazy.
This is perfect I am getting all kinds of stuff from that one like
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attract -> appeal to, interest, engage, ... Time to dig out the old marketing thesaurus.
Okay, take out the word 'marketing' and fetch your Roget's... (-: