Website localization is the process of adapting all elements of a website to the culture and language of users in different target markets. While translation transfers text from one language to another, localization takes as many cultural variables into account as possible.
Forward-looking companies always turn to reliable technology to localize their websites. A comprehensive localization solution, such as Phrase, brings the transparency, connectivity, and control every brand needs to improve engagement with customers around the world.
Let’s have a look at the most important benefits of a process as complex as website localization and discuss the essentials you should keep in mind before you start adapting your own website for users outside of your domestic market.
Website localization benefits
While English has long been the language of commerce, new markets are emerging and bringing with them new opportunities. Companies that are willing to localize have several benefits over their competitors.
According to research, 65% of people prefer content in their own language, while 40% will not purchase in any other language.
Having a multilingual website allows you to serve a larger audience. Customers who may have previously struggled to interact with your website may now understand and access your products and services with ease.
Localization of a website can boost its search engine rankings.
When a website is optimized for specific languages and locations, multilingual SEO (search engine optimization) is most effective.
There are numerous tools available that can help you attract new visitors by utilizing the keywords used by your local clients and improving less visible segments of the website (such as meta tags).
To develop a successful business, your brand must be reputable in the eyes of your customers.
And the most effective approach to establishing trustworthiness is to provide them with the best possible experience. Word-of-mouth marketing is invaluable, but only if your customers are satisfied.
Just imagine how your customers will feel once you have improved their online experience, especially if their language is not commonly found online.
According to a Statista report from 2020, just 25.9% of internet users were native English speakers. Moreover, China and India, neither of which is a native English-speaking country, respectively accounted for 854 million and 560 million of the 4.13 billion active internet users in 2019.
This indicates that you are leaving a significant amount of money on the table if your website’s language doesn’t target the international market.
Localization of website content can therefore present your business in the most favorable light to the appropriate audience. Since it targets the worldwide and multilingual market, it also helps your brand reach more individuals who live and work in a certain region.
Website localization essentials
Localizing your website doesn’t have to be difficult with the right tool and these essential tips that you should follow.
What are your target markets?
The process of localizing a website can be expensive and the expenditures increase proportionally to the number of languages localized. Instead of localizing your website into numerous languages, you should first identify your primary audience.
Analyze which nations are most likely to generate a higher ROI from a localization standpoint, and make sure to prioritize those countries.
It’s preferable to begin with a smaller number of localized websites as opposed to spending too much time and resources on nations where success is not as likely to happen.
When entering a new market, there are numerous practical aspects to take into account.
You must follow local laws and conventions while acquiring and developing land or space, registering your corporate body to lawfully conduct business, setting up financial arrangements to send and receive money, and hiring local labor.
When you’ve laid the groundwork and are prepared to market your company, it’s critical to take into account the laws that apply to advertising, including text, picture, and video, as these vary greatly by location and nation.
In some foreign markets, people may frown upon content that’s acceptable in your own market.
Text is the most obvious component to localize, but don’t overlook images, infographics, and videos. Ensure that all photos are culturally relevant and approachable by carefully examining details such as clothing trends and hand gestures.
Switching should be easy
It should be simple for anyone who visits your website to switch between the various translations that are available.
A great number of websites make use of the globe icon to point viewers in the direction of the various translations that are offered. If you only offer two languages on your website, another option is to include a toggle switch at the top of the page.
Localizing your website requires work, research, and local knowledge to engage with new markets’ clients. Although it may be tempting to automate as much of the process as possible, it is always preferable to hire an expert.
That’s why it’s worth it to take a closer look at what great localization platforms have to offer and see if that will help you handle this process better.