Today, entering a global market is much easier to accomplish than in previous eras. Many businesses utilize their website to reach their target audience in international markets. Connected worldwide through digital platforms, companies who plan to thrive must quickly gain momentum. However, the main challenge is to be a step ahead of the local competition in foreign markets. Language has become the most significant barrier for businesses that aim to expand globally.
That is why website localization is critical among businesses. Today, brands and companies realize how effective localized content is because the customers expect them to communicate with them in their local language. Hence, we can see a rise in the number of localized websites. But before determining which languages to translate your website into, it is necessary to understand the difference between website translation and website localization.
Language translation converts text to the dialect of your target audience. Localization is far more impactful, as it adapts your website to a target audience’s language, associated imagery, and cultural elements. A good localized website will not only speak to a customer in their local language, but it will also use culturally relevant language and imagery.
When you plan on expanding your business to a new audience, it is necessary to localize your website as it helps better connect with the targeted culture. Localization also helps your communication reach an audience with more authenticity and reduces the chance of misperceptions.
Now that you have understood the difference between website localization and website translation, let’s move into the issue of which languages you should choose for website localization.
Be strategic when deciding which cultures you would like to target. When partnering with a translation service company, consider the following factors:
Your target market is one of the major factors to dictate which languages your website should accommodate. Consider factors such as which countries have the highest demand for your service and do those customers respond to online marketing.
You may also consider which countries have the most promising eCommerce market or countries where e-commerce is gaining a significant foothold.
It would be wise to choose a translation company that can help advise on the cultural suitability of your content for different markets. Also, consider whether you have the required resources and expertise to provide customer support in the local language.
If your website is built on WordPress, you can leverage the built-in analytical tools for detailed network monitoring. But if you are not satisfied with the details and insights provided by the built-in tool, utilize Google Analytics, the best tool in the market to discover a wealth of data about your website traffic.
A wide range of website traffic data is crucial to deciding which languages to localize your website. For example, you can keep tabs on which language the visitors browse in, where they are located, etc.
Suppose the website traffic shows that more than 39% of the visitors are from China, and they mostly use the local language for browsing. You can choose to localize your website in Simplified Chinese. The same company that provides website localization services can act as your legal translation company.
Another pivotal factor to consider is the most frequently used languages when browsing the internet. English is the most common language representing approximately 25.9% of internet users. The second position is held by Chinese, followed by Spanish and Arabic.
At the same time, you may endure negative reviews if your website is not available in the visitor’s preferred language.
Website localization has a major effect on its overall design; therefore, you will need to confirm that your current website has the proper development capacity to undergo localization. A good translation company can help advise you whether your website needs any adaptation for multilingual content.
Some languages, such as Arabic, are written and read from right to left. Therefore, if you localize your website to an Arabic-speaking country, you need to ensure your website supports Arabic.
Similarly, character-based languages, such as Chinese, consume less space than Roman alphabets. So, based on your original target language, the space occupied by the content can be larger or shorter. Thus it will affect the overall website design and the UX.
Apart from translation, culture and communication style are also important in localization. Therefore, you also need to decide which website design will appeal to the target market. It is also necessary to keep the localization of the visual images on an even keel with the brand image.
Review your competitors’ websites, as it will give you an idea about which languages can be used for website localization. It will give you insights into their business direction. Do not simply emulate your competitor’s website localization approach; rather, you should use the insights for leveling the playing field of the competition. The main focus during this entire process should be to earn a bigger share of the new target market.
Your competitor might have localized their website in Simplified Chinese, but it doesn’t mean you should do the same since, as per your situation, you might need to localize your website into Traditional Chinese.
Also, consider what other documents you will need to support new market entry, e.g., your sales support material may also need translation, so consider using business translation services for this. Your legal contracts may also need translation; therefore, you may consider legal translation services.
The overall cost of website translation services depends on the original and target languages, content technicality, the number of words, the company you have chosen, and other related factors.
The cost per word of translation per language can also be influenced by the economics of the target country, the experience level of the translators and the volume of translation needed.
It is necessary to choose only those translation management companies with transparent and fair pricing; otherwise, the website translation may come as a surprise.
Into23 is a translation and localization company with a team of professional freelance translators covering all major and minor languages. Our professionals utilize the current language translation technology to automate translation projects so that you can distribute content quickly as possible. We also offer Automated translation QA to meet your requirements. You can leverage our marketing transcreation experts to attain high-impact content that’ll help you drive better visibility.
All content will be translated during the website translation process, including copy and documents, but this will only be possible if you choose a translation management company that offers a complete website translation solution, such as Into23.
Into23 can help you communicate with your customers in their native language through your website. Whether you use Joomla, Drupal, or WordPress, we can help you through every stage of the website translation service.
We have a global team of the most skilled linguistic experts that can help you translate your website. Since our contributors span the globe in almost all the major time zones, we can easily keep pace with your requests, regardless of your request volume.
So, get in touch with Into23 today and use the most professional, accurate, and effective website translation service.