The digital world of today demands a vibrant, strong online presence from global businesses, and this is especially vital when branching out into new, overseas markets.
In order to appeal to diverse audiences, transcend language barriers, and accurately meet (or exceed) cultural expectations, a global business must integrate professional translation services into many areas of their business operations.
At present, in the UK, the language services market has grown to around GBP1.35billion, making it the second largest in the world, so you can be sure that if your business isn’t utilising language services, your competitors are!
Below we outline some of the translation services which are most frequently used by global businesses, and offer some helpful tips for accessing services and choosing the best Language Services Provider (LSP) with which to partner for your translation project.
Types of language services for global business
There are numerous types of language services available to global businesses so it is helpful to understand a little about each service before considering which one is best suited to your requirements.
Here is a brief overview of the main language services offered in the UK at present:
Translation – is the adaption of the written word such as a document or content from one language (the source) to a second language (the target). Translation services are used for creating multilingual websites, translating general business documents, training manuals, legal documents, or marketing materials. Translation will maintain the original text’s meaning, context and style, but won’t adapt elements such as images, currencies, or cultural elements.
Localisation – this is a more in-depth adaption which includes localisation of the text but also adapts all additional linguistic elements, in addition to images, colours, weights and measures, date, time and address formats, and other factors which are relevant to the local audience.
Transcription – transcription is the representation of speech (from audio or visual files) into a written format which is often then translated. Transcription is used in the production of subtitling and dubbing which are then used by global businesses for creating training videos, marketing clips, for minutes of meetings, and so on.
Interpreting – this is the oral (spoken) translation or signed translation from one language to another. It offers an immediate and real-time method for translating speech and is used in business meetings, conferences, appointments, and so on, and can be either face-to-face, on the telephone, via video link, or remotely from each speaker and interpreter. There are also different types of interpreting available including, consecutive (once the speaker pauses) or simultaneous (while the speaker is talking) the use of which is dependent upon the setting and personal requirements.
Design – multilingual design links elements of translation, localisation and design into one package. It covers everything from designing multilingual marketing materials to app creation and translation. Designers combine knowledge of desktop publishing, language proficiency and cultural experience (relevant to the market and language) to ensure the most appropriate design localisation for clients.
Using language services
The list above gives an outline of the most common language service available at present in the UK but it is also important to understand when to use each service, and how to access them.
Here is a quick checklist for choosing the right language service:
Translation
• Document translation for basic text/written documents including letters, brochures, handbooks, guides or articles for multiple sectors, in any language
• Website translation (when used in conjunction with localisation) ensures a more appropriate ‘fit’ for the intended audience
• Technical translations including official documents, manuals, instructions and so on
• Sector specific translations such as legal, engineering or manufacturing use translation services for documents, contracts, or marketing
Localisation
• Language localisation translates content into any language so that it is appropriate for the audience and is culturally accurate. Ideal for marketing, social media platforms, email marketing and newsletters
• Website localisation adapts all site content for global audiences. Images, dates, times, fonts, text direction, colours, audio elements, and more are adapted for a particular audience. Multilingual options are available through localisation and offers maximum impact in new target markets
• Copywriting creates content in the native language for which it is intended to be used is often the most successful and impactful. Using a language services provider with access to native speaking linguists ensures greater cultural and language accuracy
Transcription
• Straight transcription is used for transcribing audio files such as conference audio, meeting audio or similar. Time codes are entered with the text and it is transcribed word for word.
• Transcription and translation are also often used together. This is especially beneficial when creating subtitles or dubbing for training videos, promotional material, movies or TV.
Interpreting
• Face-to-face interpreting is ideal for situations which require a more personal approach. Business meetings, training events and conferences all work well with this type of interpreting.
• Telephone interpreting is useful when an interpreter or speaker can’t be present. It is also a cheaper alternative to face-to-face.
• Video or remote interpreting is beneficial when participants are based in different countries or regions. It gained popularity during the Covid pandemic when lockdowns were in place and has remained popular since due to lower costs than face-to-face interpreting as interpreters and participants do not need to travel
• Consecutive interpreting is when the interpreters listen to the speakers before they interpret and is most often used in more intimate or informal settings, or when there are fewer participants.
• Simultaneous interpreting occurs when the interpreters translate what is being said at the same time as the speaker. Often used in conference settings or for large meetings where there are numerous different languages. Interpreters are generally in booths which utilise technical equipment such as headphones and mics to ensure prompt and accurate delivery of interpretation.
Design
• Use design services for App creation and translation. Apps can be translated and tested prior to major release
• Website design makes creating a multilingual website a smoother operation as design elements for different languages can be ‘built in’ during the early stages
• Brochure design and translation
• Product packaging will be more culturally appropriate and fit with ‘local’ legal regulations and market expectations. Designers and translators work together to create the right balance.
• Marketing materials particularly benefit from multilingual design and can increase return on investment
Accessing language services in UK
The cost of translation services are sometimes seen as prohibitive when taking a business global yet they offer a great return on investment and can help businesses avoid common pitfalls frequently suffered by others who have chosen translation shortcuts.
These pitfalls include causing cultural offence, misunderstandings, mistranslations, errors in formatting, grammatical mistakes, display issues, and more, which can all negatively impact brand faith and business continuity.
To avoid these problems, a professional Language Services Provider (LSP) with access to hundreds of native-speaking linguists around the world, should be used by global businesses for all translation and localisation projects.
Choosing a professional language services provider
With over 1600 language services providers in the UK alone, choosing an LSP to partner can be time consuming.
However, the following points will help narrow down your list:
• Choose an LSP that specialises in the language(s) you require
• Ask to see examples of their previous translation projects
• Check out reviews online or speak to previous clients to find out if they were satisfied with their services
• Only use an LSP that offers native-speaking linguists
• Check for accreditation and membership to industry organisations
• Find out what additional services they offer such as, proofreading, editing, or certified status for legal translations
• Use an LSP with access to cultural experts
• Check their protocols and processes for translation projects and choose one that offers relationship managers and project managers who will keep your project on track and ensure one-point contact
• Ask for a trial translation or run a test with a small translation project before committing to a larger project
• Cost is always a factor, but quality and time are as equally important if you want the most accurate and cost-effective translation with the best return on investment
To find out more about the language services we offer at Creative Word and how we can help with your translation project, contact us now.
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