Your global success depends on the authenticity with which you communicate in your customers' local language. If your company is expanding into new global markets, your website must be available in the preferred language of your new customers. Traditional website translation is sure to generate interest among these customers, but to create authentic connections that lead to conversions, you will also need localization.
Many people use the terms translation and localization interchangeably, but there is a big difference between the two. If you ignore that difference, you will miss an effective opportunity to optimize your web content for global customers.
The importance of translation
Anyone who has travelled abroad knows the value of
communicating with the "main" phrases of the local language: Please. Thank
you. How much does it cost? among others. But if you are not fluent
in the language, you may have been frustrated by your inability to communicate
when you needed it most.
Your customers face a similar challenge when they interact with your online business. They need a website that "speaks your language" so they can understand what you are saying. There is no time to feel frustrated or confused. If they feel uncomfortable, they will often leave their site before converting.
Basic facts: Local language websites produce better responses than non-local websites.
Although it is possible to use translation software such as
Google Translate to convert your website content into other languages, it is
considered best practice to employ professional translators whenever
possible. People are simply more effective than computer systems at
creating and editing translations with precision and nuance.
Localization encourages engagement
Localization goes beyond the word-for-word linguistic conversion of conventional translation, instead of using words and phrases that have an impact on specific markets.
Neutral translations are very effective, but this custom
methodology is often more persuasive for specific global clients. For example, consider the differences between the words
"computer" and "computer". The words have the same
meaning, but one is used much more in Spain than in South America. When
you communicate with specific regional markets with phrases that are
exclusively relevant to them, you increase the chances that your brand will be
fully understood and accepted. However, localization can go beyond word choice. The
cunning merchants often customize their multilingual websites to highlight
special holidays, celebrations, or customs in global markets. This shows
the fluidity in the culture of the local markets, which quickly generates
customer confidence.
Other examples of localization include creating special promotions for specific markets, or exclusive messages that build trust to build credibility in entirely new markets.
At the start of an activity in a global market, it should
not surprise a company that is received with some local scepticism. How
committed is this company to my market and its needs? local customers
frequently ask. However, when brands use localized content, they don't
appear to be opportunistic. Appear to be authentic.
The solution you need is at your fingertips
When considering ways to translate your company's website to local markets, look for solutions that provide accurate and reliable translations, as well as offering locations that promote engagement.
Posting market-relevant locations on numerous multilingual websites is more challenging than it sounds. It requires powerful technology that can customize the website code to present the right localized content to the right customers. It requires translation management technologies that can easily publish, register and update personalized content. And it requires world-class translators fluent in languages, cultures, and customs.
Find providers that can elegantly apply website localization and translation to ensure clear, effective, and credible content for every market you operate in.