|13 Min. Read||Dominic Dithurbide||April 07, 2023|
For most companies, a localized website is a must if they want to find new customers and retain existing ones.
Why? It varies depending on industry, existing global market share, and other factors. But nearly every company has at least a few great reasons for translating their sites for multilingual and global customers. Here are 10:
Targeting multilingual and global markets is a great way to sustain company growth, and localized websites are the best way to reach them. They're key for:
Not sure you can handle a translation project while also focusing on your company's needs? Weigh the pros and cons of leveraging internal resources vs. partnering with a 3rd party for website translation.
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Sometimes your reputation precedes you, and your brand takes off in a new market unexpectedly. If you discover unexpected overseas interest in your products or services, keep the momentum going by translating your website. A survey conducted by the European Commission found that 90% of Internet users in the EU always visit websites in their own language when given the choice. This highlights the importance of translating website content into multiple languages to reach a wider audience and gives consumers a platform to directly engage with your brand.
If you're already conducting business beyond your domestic market, it's best practice to provide localized information and support for international customers. Customers are far more likely to do more business with your brand when they can read product descriptions, understand despatch and payment options and transact in the language they're most comfortable in.
So, what can you expect from translating for new markets? You'll be able to:
Having a translated website can differentiate your brand from the competition. Entering a new market before your rivals can help you gain market share faster and empowers you to set the standards for quality and services that your competitors will have to meet later.
Here are some things to consider when entering a new market before it has been thoroughly explored:
Your competition may already be serving online customers in their preferred languages. To be relevant in those markets, you should translate your website, too. Luckily, there are translation solutions that get you in new markets fast, with brand-perfect translations that can give you an edge in UX and customer experience.
By following in competitors’ footsteps, you can access information about:
Sometimes translation is more than just best practice. In some markets and industries, it's a legal requirement. Certain countries and regions have laws and regulations requiring language access for those who need it. Failing to meet these regulations won't just result in lost business, but in penalties and fines, too.
Not sure if this applies to your business? See if you might be subject to fines, lawsuits, or even incarceration by neglecting your non-English speaking customers.
Examine your website analytics. You can easily access data which can reveal untapped markets that can be better served with multilingual websites. Here are some important data points to consider when deciding if your customers may need translations:
If you are experiencing frequent bouncing and visitors outside of your intended market, you could benefit from website translation and a greater conversion rate.
Your website is more than a platform for customers to engage and transact with your brand. You also reap SEO benefits from online content, which boosts search rankings and organic traffic.
Website translation can help with SEO in several ways:
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Global users who can't read your website won't find you, and if they don't find you, they won't convert. According to a study by Common Sense Advisory, businesses that translated their content saw a 1.5% increase in revenue compared to those that did not.
Making your content available in new languages will attract new customers, increase your website traffic, and ultimately lead to conversions. Conversions need not be limited to on-site transactions, but lead generations and on-site engagement are also meaningful. Even non-transactional websites benefit from translation in the form of completed contact forms, informational downloads, and a reduced amount of customer support call centers.
Giving your multilingual and global customers an authentic online experience is the best reason to translate your website and can incorporate any or all the reasons above.
When you want to make new customers aware of your brand, support offerings you already provide, or do a better job of serving a market than your competitors, you do so by giving customers a CX that's just as good as your origin website's. Your customers don't just deserve that stellar experience-they expect it. Don't let them down.
Did any of these reasons stand out to you? Get fast and easy website translation using a combination of artificial intelligence, translation memory, and algorithmic translation. MotionPoint’s Adaptive Translation™ delivers human-quality translations while saving you up to 60%.
Curious For More? Sign up for AdaptiveCon a Webinar on The Future of Website Translation in Light of AI, June 13th. Register here!