Does my business need website localization?
If you have any international business, the resounding answer is yes.
It’s nearly impossible to get recognised as a business today without an online presence, so it would be neglectful not to have one as part of a marketing strategy. So when do you start to consider website translation? And more importantly, what about website localization?
What is website localization?
Localization is the process of having your website be international but sound local. It means adapting your website so that your brand is approachable in a target language. That means not just translating the words from one language to another but also considering the cultural context of the target language you’re translating to and the currency. A plain translation will not be sufficient enough to win over your new audience, as what’s said in one language may not translate so well to another. That’s where localization steps in.
Related: Words that altered history – translation blunders in international relations
International translation companies specialise in website localization and translation management for businesses to ensure that a company and their brand are understood and received well in a new target language and area.
When do you need website localization?
It is no longer viable to have a website with an international reach available in only one language. – Photo by Markus Winkler on Unsplash
Website translation or any localization and translation is often seen as a burden, and its necessity is sometimes questioned. Why not just leave the website in English? If you have any international customers, you not only owe these customers the diligence of having the content properly translated into their native language, but you are missing out on revenue by not doing so.
It’s no longer acceptable to have a monolingual website when you have an international base of customers. English may still be dominant, but this landscape is quickly changing. Estimates find that English makes up for around 60% of the content on the internet, yet native English speakers only make up around 5% of the global population.
Still not sure if you’re ready? Ask yourself the following.
- Are you already selling or shipping out to international locations?
- Are you receiving inquiries from other countries or in other languages different from your website?
- What countries show in Google Analytics from your audience data?
What about if you have customers that are bilingual or non-native speakers of other languages? Well, a study performed by the European Commission in 2014 surveyed internet users across the EU, of which English is generally well used and received, found that,
- Just 53% of users were willing to accept an English version of a website if there were no options in their native language.
- 44% of users worried that they would miss out on key information on a website if it were not available in their language. This number was over 50% in countries such as Spain, Portugal, and Greece.
The takeaway? If you are getting traction internationally and you’ve not localized your website, it’s time to.
Related: How languages rise and fall & why English’s dominance is waning
Why do you need website localization?
Don’t be this guy. Google Translate just doesn’t cut it when it comes to business. – Photo by mohamed_hassan on Pixabay
It’s currently estimated that 66% of users are using a machine translation when making a purchase online. Why is this acceptable when consumers could have a more efficient experience in their native language? Machine translation isn’t enough to guarantee purchase and can still confuse customers since machine translations without human editing often contain errors. If you truly want to be an international company or are thinking of becoming international, then you need a professional website translation service.
Related: Why Google Translate Isn’t Effective Enough for Business
An updated 2020 study by the Common Sense Advisory produced some eye-opening statistics. The study took samples from 29 different countries and asked users about making a purchase online and found the following remarkable results,
- 40% of users will not purchase on a website in another language.
- 73% of users want reviews of products in their native language.
- 65% of users prefer content in their native language.
What’s more, in the last study performed in 2014, the following results were also found.
- 30% of respondents stated that they never buy from English-language websites.
- 56% of users boycott or avoid English-language websites to spend more time on sites in their native language.
As international demand increases, especially with the ongoing pandemic, this need will only continue to increase.
What will website localization help you with?
The benefits of localizing a website and using marketing translation services by far outweigh the effort and cost required to do it. – Photo from Pexels
Localizing a website will only benefit your company and open new opportunities that wouldn’t have been present otherwise. Here is what localization and translation can do for you.
- Increase your ROI – As more research is performed on localization, the financial returns of the companies doing it are becoming obvious. The Localization Industry Standards Association wrote in 2007 that they estimated an ROI of $25 for every dollar spent on localization. Imagine how those numbers would stack up today. For example, in one case study, an Israeli retailer localized their website for the German market and saw their conversion double from 1 to 2%. They found nearly the same when localizing for the French market, as conversion rose from 0.67% to 1% after they launched the localized site.
- Enhancing Your Marketing Strategy – When you localize your website, you have another opportunity to improve your SEO and marketing language, as localization gives unique opportunities specific to a language and a region. It also gives your brand a boost as it can reach more people, which will expand your brand.
Conclusion? Website localization is the way forward for a global-minded website and business.
How to make the most of your website localization with marketing translation services
The only way to ensure a quality translation and localization of your website is to hire and partner with a marketing translation agency. It’s important to find a translation partner that knows your business and the areas that you’re aiming to localize. International translation companies have certified translators at their fingertips and know the ins and outs of translation management no matter what the project. Business translation and localization won’t have to feel overwhelming when you have professionals on your team to get it right.
At Into23, we specialise in high-quality translation services in all languages with an impeccable turnaround so that your business can get global as fast as possible. From website localization services, eCommerce website translation, translation project management and more, Into23 has all of your translation solutions.
