Why do many of today’s digital businesses consider translated websites a necessity rather than something simply nice to have? In the age of digitization, a website is not merely a communication tool – it’s a company’s face, the first point of contact for current and potential customers, and a vehicle to grow business. Having a fully localized website is critical to serving online customers when targeting a particular market.
Not convinced? Here are ten reasons why you should translate your website today.
1. You Get a Boost in Traffic and Revenue
Think about an untranslated website this way: international users who can’t read your website will not find you. If they never discover you, they will never convert.
Making your website content available in different languages will attract and engage new audiences, grow your traffic, and eventually lead to conversions. Conversions do not only have to be limited to eCommerce. Non-transactional websites will also see improved conversion rates once translated. For example, you’ll see a sharp uptick in informational downloads, completed contact forms, and telephone calls to sales reps with translated websites.
2. You Are Doing Business Abroad (or want to)
Do you have an eCommerce business that reaches beyond your domestic market, yet you haven’t bothered to translate your website content? Perhaps you believe most people speak English, and offering a translated website is unnecessary. Think again. Your business will accelerate by providing localized information to support your international customers. Your company’s website will attract more consumers when they can read product descriptions, understand payment methods, and negotiate shipping options in their own language.
Your reputation may be good enough to precede a marketing campaign. Perhaps your product or service took off unexpectedly in a foreign market you had not been explicitly targeting. Why not take the opportunity to expand your target audience? If you discovered an unexpected overseas interest in your brand, consider translating your website into the local language to keep the momentum going. By doing so, you will demonstrate your commitment to your new customer base and provide it with a platform to engage with you directly.
3. Expand the Reach of Your Brand
Targeting global markets with language translation 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’s offerings.
- They engage your customer base by talking to them in their preferred language.
- They gain popularity for your brand abroad.
4. Differentiate Yourself From Your Competition
If you translate your website, you will gain a competitive advantage over any rivals that have not yet done so. Get a head start and enter a new market ahead of the competition. A translated website will help you achieve market share more quickly. Set the quality and customer service standards your competitors will need to meet later.
5. Keep Up With the Competition
If your competition is already serving online customers in their preferred language, you need to translate your website to be relevant in that market. Thanks to globalization, customers have more choices today than ever before, and they have come to expect highly personalized customer experiences in their preferred languages. If your company doesn’t offer localized, culturally-relevant digital experiences, consumers are far more likely to choose your competitors’ offerings.
6. The Data Is Suggesting It
Take a look at your website analytics. Aside from your domestic market, where is your visitor traffic coming from? Are your internet users from other countries? Are they spending time exploring your site or exiting quickly? How many of them are converting? Are they even able to convert? Answering these questions with data can uncover untapped markets better served with multilingual websites.
7. 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. It’s also an essential part of SEO strategy. You gain SEO benefits from online content, which boosts your position on search engines and, ultimately, organic traffic. You can multiply these benefits with multilingual websites. As part of your marketing strategy, consider the importance of multilingual SEO. Your translated content should be full of SEO-optimized keywords, helping new audiences discover your brand when searching in their native languages.
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 in eCommerce and online businesses that have taken the trouble to translate their websites into their native languages. They will engage more when the translated content is localized for the specific linguistic and cultural nuances. People react well to companies that understand the value of personalized marketing. Build trust by translating your website into your customers’ own languages.
10. Deliver a Worldwide Customer Experience
Giving your global customers an authentic online experience is by far the best reason to translate your website. Your aim should be to increase brand awareness, support your products and services with relevant content, and serve your targeted market in a way that outshines the competition. Your international customers deserve a user experience that rivals your original website. Your customers don’t just deserve that kind of outstanding experience—they expect it. So, make a promise not to let them down.
Translating Your Website: Conclusion
Do you see areas where your company can benefit from this list? Website translation and localization can enhance your business and increase your global exposure. Serving multilingual and multinational customers online with a translated and localized website is an excellent way to sustain growth.
Bonus tip: Go beyond translating your website. An old saying, “fish where the fish are,” can be applied to new markets. Don’t just translate your website. Be everywhere your customers are. Make sure to also translate your content for your mobile apps, social media platforms, emails, and more.
Translating Your Website – Execution Is Everything
Now that we’ve covered the value of a translated and localized website, it’s time to think about how you can achieve this objective. A first-class translation management system (TMS) like Localize can provide you with an automated and cost-effective solution to help you tap into new markets quickly. Set up a meeting to learn how we can support you with all your translation needs.
Related reading: Evaluating the Cost of Website Translation