Globalisation is the norm for firms in today’s world, yet many still fail to master the intricacies of website translation for their target market.
Multilingual audiences don’t want a ‘one size fits all’ approach to website translation – they expect a site that meets their language requirements, matches their cultural expectations, and functions as anticipated.
The best way to achieve this is with website localisation.
Website localisation differs to website translation and is a far more involved process that adapts, not only language, but also, images, design, currency, SEO, colour, and more, so that every aspect of your website looks and functions as if it was created for that particular audience.
Website translation is the first step in preparing your site for international audiences but website localisation will ensure it is accessible, manageable, effective and engaging, for each foreign-language market you enter.
At Creative Word, we have been translating and localising websites for many years and work with firms from all over the world.
Our experience has given us valuable insights which can help you achieve better results.
Check out our top tips for website localisation below, to ensure you get it right, and contact one of our experts here, for additional advice.
1. Use a Professional Language Services Provider
You may have expected this to be number 1 on our list (we are a professional Language Services Provider after all) but it really does make the process easier, more economical and accurate, and gives better overall results.
Customers have high expectations, no matter where they are based in the world or which language they speak, and if your translated or localised website doesn’t meet their expectations, they will find a competitor that does!
When it comes to choosing the right Language Services Provider for your project, the following points will help ensure a good match for your requirements:
• Choose a provider that specialises in your required language(s)
• Choose a provider that offers industry experts in your field
• Look for native-speaking linguists
• Use an LSP that can show you examples of similar projects they have worked on and offers substantiated client testimonials
• Check your chosen LSP adheres to quality standards for their project management
• Remember, you get what you pay for…cheaper in the short term may cost more in the long run
2. Plan Ahead for Localisation
Making the decision to move into a global market doesn’t tend to happen overnight.
Successful global firms weigh up their options, complete market research, consider competition, and plan budgets.
The same focus and preparation should be afforded to your website localisation project.
The following points should be considered well ahead of time and will make the whole process more straightforward:
• Choose your region(s)
• Choose your language(s)
• Find the right LSP to work with on your project (see number 1)
• Complete market research linked to your products or services
• Complete market research linked to each location, language and culture
• Plan your budget and timescale
• Create content that is more easily localised (limit use of geographical/area specific images and culturally specific content, consider text layout and direction, refine colour use, adapt logo or taglines if needed)
• Ensure all information linked to multilingual sites is made available to your LSP
• Consider formatting options that make for easier adaptions (ask your LSP for advice on this if you’re unsure what is best)
• Plan for adapting additional marketing such as, social media localisation, multilingual marketing, customer services, and so on
• Decide what content you want localised
3. Research SEO and Keyword Changes
Localising your website is great, but if you haven’t put the framework in place regarding keyword search and SEO for each location and language, your potential customers may never even find your site.
It is also worth remembering that not every country is as hung up on Google as we tend to be in the West.
For instance, in China, the dominant search engine is Baidu, while in some Arabic-speaking countries, search engines such as, Yahoo and Bing compete with Google for dominance. In Russia the primary search engine is Yandex.
Link-building, SEO and keyword research, will help to ensure your localised website reaches its intended audience and works at optimum levels.
Professionally localising your website can be expensive, but the return on investment far outweighs the initial costs involved.
For more advice on any aspect of the localisation process, please contact us here, or call one of our experts on 44 (0)20 8408 2268
Recent Comments