If you’re planning to expand into new markets and grow your business internationally, you will need to adapt your website for local audiences. Moreover, research has shown that the majority of consumers are more likely to buy products if the information is shown in their own language, and more than half might even pay more if this option is available.
Website localization, however, refers to more than simply translating your website into different languages. It’s about cultural and even technical adaptations that provide localized versions of your website and engage the respective target markets. If done well, it can result in significant monetary gain – and if done poorly, it can often lead to customers abandoning your website or not finding it at all.
So, if you want to capitalize on the potential growth opportunities in new markets, you need to invest in strategic and well-executed website localization. To help you get started and create a fool-proof plan, here are some of the most important things to check off your list.
Table of Contents
Define Technical Capabilities
Before you dive into the technical aspect of changing the features and content on your website, you need to define which elements are crucial in the adaptation. For example, consider if the new content might take up more space on your website to prepare for layout changes, if you’re planning to change the design, or if you’re going to keep any customer reviews or testimonials in the original language.
Furthermore, make sure you display the exact date and calendar and integrate tools like a Timezone API that will determine the local time. These features will be especially useful for limited-time offers, seasonal promotions, or just keeping your website up-to-date. Elements may vary from one business to the next, so ask yourself what information is crucial for your customers.
Speak The Local Language
Translating your website sounds like a straightforward task, but it should be done carefully and methodically. Firstly, you will need to determine which markets you want to target – considering the nature of your business and your customers – and create a list of languages for translation. Secondly, you should choose a reliable, specialized, and cost-appropriate translation vendor that will deliver high-quality content.
While there are many translation tools for everyday use, these will probably not be suitable for professional translation. And, when choosing a translating service, think about their knowledge of the local culture. You can surely translate content free of grammatical errors, but you should make sure to adapt it to the appropriate communication style, culture, and jargon. In other words, you need to speak the true language of your customers.
Adjust Your Content
Apart from the technical and linguistic changes you’re going to make, you should decide whether you want to keep your original content – including images, videos, and any other visual formats – or if you’re going to make adjustments for your new audience. That will typically include considering if your visuals are culturally appropriate if they resonate with different audiences, and if there are any ways to make them more appealing.
Don’t forget to include the contact forms, emails, webchats, banners, and other features in your translation scope – and take them into account when drafting the changes. Are you going to use the same communication channels, relay the same messages, and what are the best ways to engage your new target audiences? These are some of the questions that will be crucial to your strategy.
Get Some Keyword Research Done
If you’re running a successful website, you’re probably optimizing your website for search engines. In the same way, international SEO will go a long way in increasing your visibility in other countries and achieving local success. You may want to start by considering if the countries you’re targeting are using different search engines.
Just as you optimize your content at home, your translators should consider key search words for all languages, including metadata, keyword density, and external links. Since there are many ways to translate the same text, it’s essential that you provide a list of selected keywords to the translators. You should also take into account differences across countries – not just languages – since Mexicans and Argentinians or Brits and Americans may speak the same language but still use different words or phrases.
Final Words
Even if your business expansion is supported by international operations, website localization can drive a big part of your success. Make sure to plan ahead and find a team that will help you create a multilingual website that can penetrate local markets, increase revenue, and drive customer loyalty.
Some of the most important items to cross off your checklist include:
- Technical capabilities;
- High-quality translation;
- Content adaptations;
- SEO.
Every business is different, so craft your strategy for your target customers – and their needs.
