Importance of website localization for a global business. (Will give links to marketing localization content and transcreation content.) *English is not enough even though it is widely spoken. You should feel local for your audience. *Market penetration requires more then translation.
If you’re preparing to take your business website to a global audience, there are a few things you’ll want to keep in mind. Remember, your company website will be like a first meeting. Site users, who are potential customers, will form their first impression from your website.
Just like meeting someone in person for the first time, visitors to your site will come away with an impression of your company. You’ll want to make sure they come away with the very best impression possible.
What is Website Localization?
Localization of your website includes translation, but also much more than that. This is a process that also includes making the site culturally correct including images, colors, etc.
The process of localization also includes multilingual SEO, which targets keywords in the languages that will be used on the site. The process also includes localization testing for functionality and linguistic accuracy, along with ensuring the language is used correctly.
Language Translation the Right Way
Though it’s spoken widely, English is not the native language for most people in the world. Research has shown that site visitors will prefer to read the content on your site in their own language. As a result, you want to make sure your company’s message comes across in the right way, even when it’s been translated.
Some companies choose to utilize Google to translate their content; however, this is a mistake. Why? While the language may be translated in a way that may be understood, it may also contain many mistakes. These mistakes may make the site look unprofessional and as if the company doesn’t truly care for their customers. That’s not an impression you want your company to leave with site visitors.
Using the services of a professional translation company can help you translate and localize your website content into other languages, while retaining the meaning and your company’s branding.
Market Penetration Requires More Than Translating
In order to truly reach your target audience, it will be necessary to do more than just translate your site’s content. Your intention is to penetrate a new market and to do that you’ll need to touch your audience in a manner that’s consistent with both their language and culture.
Website localization also includes taking into account the culture and preferences for each country you want to reach. Not only do you need to consider such things as measurements and currencies, but you’ll need to adapt images, colors, graphics and possibly even page layout to accommodate the target audience.
The goal to localize your company website is to reach the target audience through their own culture and language. The site’s content needs to be translated correctly and needs to come across as culturally correct for each country you plan to touch.