Why Translating Your Website Matters in Today’s Global Marketplace

By eContent Pro on Oct 26, 2017
Why Translating Your Website Matters in Today’s Global Marketplace

Creating a website in multiple languages can seem like a daunting task for many business leaders and entrepreneurs who desire to establish and grow their online presence. Translation services that specialize in market localization understand not only how to present online content in a different language but also how to craft that online message so that it is culturally driven, respectful, and meaningful for each targeted audience.

But, why should you utilize translation and localization services for your website in the first place? Will it really result in increased international traffic?

Here are a few reasons why it would be a worthy idea to translate and localize your website:

A Growing Online International Market

Consumer activity online has been flourishing, and it continues to dominate brick-and-mortar businesses around the globe. Currently, there are 118 countries with at least one million Internet users, according to Internet Live Stats. Among these countries, 43 have grown more than 10% in the past year. This amounts to about 40% of the world’s population becoming more active on the Internet.

Therefore, if your consumers and/or audience is expanding internationally, or on the brink of doing so, translating your website is the first crucial step in targeting foreign markets where your products, services, or contents are becoming more appealing.

Diverse Internet Consumers

On a similar note, as the Internet becomes increasingly globalized, participants in online marketplaces are gradually coming from a greater number of diverse regions and cultural backgrounds.

Internet Live Stats Chart

As the image above from Internet Live Stats illustrates, online users come from various continents, with about half from Asia. So, for example, translating your website’s English text to Traditional Chinese could help you reach a much larger audience within the online international marketplace.

Language Preferences

According to the European Commission, most online consumers are more likely to make an Internet purchase if an e-commerce website is in their native language. In fact, 42% of users in Europe say that they will not buy online if the website is in a language that is foreign to them.

Another interesting report generated by Internet World Stats states that, “Of the approximate 4 billion Internet users in the world, 90% would rather choose a native language where available.”

Effectively translating your website and localizing webpages not only demonstrates to consumers that you’re competitive in different global regions, but it also shows that you care enough to communicate within their culture.

Localizing Your Brand

Make a great first impression—the first time. As mentioned earlier, localizing content takes translation one step further by ensuring that your messaging is effective and culturally accurate. Modifying the voice of your brand for Indian consumers and then delivering a different localized message for customers in Malaysia, for instance, will help guarantee that your business offerings and core values are successfully communicated across different cultures.

On the Internet, Borders Are Crossed Instantaneously

Even if you have yet to identify regions throughout the world from which you are currently generating business and/or wish to target for future business, translating your website is still vital to your future success and expansion. Why? Borders don’t exist on the internet, only language barriers do.

Your brand might see an influx in interested consumers living in South America, for example. However, if your website text isn’t available in Spanish or Portuguese, you will have little chance of capitalizing on their interest in your products or services. Potential customers from other countries and/or cultures may discover your Internet presence, but without proper messaging, they will have little or no incentive to conduct business with you. And, all of this may occur without you ever being aware that these events even occurred.

Boost Conversion Rates

If even just a portion of your web traffic is generated from cultures that don’t speak English as a primary language, you may be able to convert some of these visitors into customers by translating your key website landing pages that generate the highest amount of activity. Then, if international purchases increase, you can reasonably conclude that the translations were a central contributor to that success. Such a positive result will likely result in efforts to translate and localize your entire website, thereby effectively targeting customers in other regions.

Final Thoughts

We all know that the number of individuals across the globe using the Internet is increasing. People are using the web for a variety of purposes, with Internet usage growing rapidly across the world for uses including online shopping, entertainment, social media and blogging, communications, and as a source of information. The need for localized content to reach these users is urgent. Translation and localization services are critical for companies seeking to access and benefit from the digital global marketplace and not be lost in translation, per se.

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