The website localization process of translating and making your website accessible to a specific target language audience is what we commonly refer to as website localization. When performing Website Localization, it is not a straight forward process and certainly not just one simple step of direct translation from one language to another.

The internet population is increasing rapidly and the English speaking countries are no longer dominated by English speaking online users. We have seen a huge emergence of Chinese, Spanish, Arabic and French online communities and they mean new markets for businesses. The English language version website is no longer sufficient to serve the global market. Consumers are just more likely to buy your product or services when the information is presented in their native language.

Website Localization is not Website Translation

Many people think that copying the website content and pasting it into a free online language translator tool will give them the results. They could not be more wrong. These online translation tools are only adequate for one word translation and not whole sentences. The end product is usually ´lost in translation´ because they are full of grammatical errors and do not incorporate the cultural sensitivity. So instead of trying to appeal to the target audience, you will simply annoy them.

Website localization is more than just Language Translation because it takes into account the target language´s culture context, the subtle linguistic variations, the local conventions in website structure, the local style in website designs, and the geographical search engine optimization (also known as SEO, e.g. optimising your website to appear on google.cn or google.es or google.fr).

The website localization will often require changes in the website structure that includes modifying the website graphics, adopting the local currencies, listing local contact details. The whole website localization process requires many layers of work before the end product becomes a properly usable and culturally compatible for the target local audience. The translation is only one layer of that picture.

Professional Website Localization

Global Market

Some businesses are reluctant to invest in professional website localization because it seems to be an expensive expenditure to them. However, there are many justifiable benefits in making your business website become more accessible in a new language. The localization will expose your business to the global market that you are targeting. The consumers prefer and are more comfortable in reading website content in their own language. They are likely to stay longer and browse through the website for more information.

Online Reputation

Website localization will also help to increase your online reputation and creditability. When a consumer comes to look at your website and notice that you have invested money to present information in their language and several other languages, it instils confidence in them towards your company. The localized website design will also help to create a local presence in the global market. Consumers have been shown to have more trust in businesses that have a local presence. At this stage, it might be a good idea to have a local customer service number as well to further develop your brand in the local market.

Localized SEO Strategies

Professional website localization companies will also help to implement SEO strategies for your localized website to appear on localized search engine such as Google in China or Spain depending on your targeted market. This will ensure that your website content uses accurate translated keywords that are compatible with local search engine. Localized SEO will assist Google, Yahoo, or Bing to identify and index your website locally.

Website Localization Conclusion

Knowing how to sell your services or products online in your own language is important, but when it comes to another language, it is a different ball game altogether. The Website localization process is undoubtedly going to be a long and costly process, yet the potential business opportunities far outweigh the expenditure. Website localization is an essential tool that provides a distinct advantage for businesses which are planning for global expansion.