For most international companies, a translated and localized website isn’t something that’s just nice to have. Rather, it’s a must for serving existing and new online customers in any targeted locale. Here are ten reasons why you need to translate your website.
1. You Are Already Doing Business Abroad
You may be already conducting ecommerce business outside of your domestic market but haven’t yet bothered to translate your website. Perhaps you think that most people speak English and it’s not really necessary. However, you will achieve more success by providing localized information and support for your international customers. You will attract more customers when they can read product descriptions and understand payment and shipping options in the language they’re most comfortable with.
It may happen that your reputation is good enough to precede a new marketing campaign. This happens if your product or service takes off unexpectedly in a market you have not been explicitly targeting. If you have discovered unexpected overseas interest in your brand, this should give you the motivation to immediately translate your website and keep the momentum going. You will be demonstrating your appreciation of your new customer base and providing it with a platform to engage with you directly.
2. Expand the Reach of Your Brand
Targeting global markets is a great way to grow your bottom line. Localized websites are the best way to reach new markets because:
- They increase brand awareness.
- They educate potential customers, distributors, or partners about your company offerings.
- They engage your targeted customers by talking to them in their preferred language.
- They gain popularity for your brand abroad.
3. Differentiate Yourself From Your Competition.
If you translate your website, you will gain an advantage over any rivals that have not yet done so. If you get a head start and enter a new market ahead of the competition, a translated website will help you achieve market share more quickly. It also gives you the opportunity to set up standards for quality and customer service that your competitors will need to meet later.
4. Keep Up With the Competition
If your competition is already serving online customers in their preferred language, to be relevant in that market you need to translate your website too. Customers in global markets have many brands to choose from, and they have come to expect to be served in their preferred languages. If your company doesn’t offer them localized, culturally-relevant online experiences, they’re far more likely to prefer your competitors’ offerings.
5. The Data Is Suggesting It
Take a look at your website analytics. Apart from your domestic market, where is your visitor traffic coming from? Are visitors from other countries spending time exploring your site, or are they exiting more or less immediately? How many of them are converting? Are they even able to convert? Answering such questions with analytics data can disclose untapped markets that can be better served with multilingual websites.
6. You Reap SEO Benefits
You may not have realized it, but your website is more than a platform for customers to engage and transact with your brand. You also gain SEO benefits from online content, which boosts your search rankings and organic traffic. If you have multilingual websites, these benefits are multiplied. Your translated content should be full of SEO-optimized keywords that will help your brand to be discovered when users are searching in their native languages.
7. You Get a Boost in Traffic and Revenue
Think about an untranslated website this way: international users who can’t read your website are unable to find you. If they never discover you, they will never convert.
Making your website content available in different languages will attract and engage new customers, grow your traffic, and eventually lead to conversions. Conversions do not necessarily have to be limited to sales. Even websites that are non-transactional will benefit from being translated – for example, you may gain informational downloads, filled out contact forms, and telephone calls to sales reps.
8. Comply With the Regulations
Sometimes translating your website is more than just a best practice. In some industries and markets, translated website content is legally required. Failing to adhere to such regulations can result in penalties, not to mention lost business.
9. People Want to Feel Understood
Customers naturally have more trust for online businesses that have taken the trouble to translate their websites into their native languages. They will have even more engagement when the translated content is also localized for the specific linguistic and cultural nuances of where they live. People react well to companies who understand the value of personalized marketing.
10. Deliver a Worldwide Customer Experience
Giving your global multilingual customers an authentic online experience is by far the best reason to translate your website. Your aim should be to make new customers aware that your brand is out there, support offerings you are already providing, and do a superior job of serving your targeted market to keep abreast of the competition. Your international customers deserve a customer experience that’s just as good as that provided by your origin website. In fact, your customers don’t just deserve that kind of outstanding experience—they count on it. So, make a promise not to let them down.
Translating Your Website: Conclusion
How many times did you see your ecommerce company’s needs on this list? Website translation and localization will start you on the road to increasing your global market share. Serving multilingual and multinational customers online with a translated and localized website is a great way to sustain company growth.
- Go Beyond Translating Your Website – There is an old saying, “fish where the fish are,” that can be applied to new markets. So, don’t just translate your website. Make sure to also translate your content for your mobile apps, social media platforms, emails, etc.
Translating Your Website – Execution Is Everything
Now that you’ve seen the value of a translated and localized website, you need to think about achieving this in the best way. This is where a first-class translation management service (TMS) like Localize comes in. Localize can provide you with translation solutions that can get you into new markets quickly and cost effectively. Set up a meeting with us to learn how we can help translate your website.