If you have an online presence, you probably considered translating your web content to other languages. To successfully tap into specific markets with the products or services you offer, you need to think beyond a simple translation. Your website should be customized based on factors such as your customers’ geographical location, social norms, and cultural nuances. This is called website localization. A one-size-fits-all approach often alienates potential customers. The goal is to create a compelling look and feel of your site that will resonate with your international clientele.
If done right, your localized website can put you on a whole new level. But what exactly will you be accomplishing?
1. You will Expand your customer base
There are over three billion internet users worldwide. Even if your goods are mostly sold locally now, it doesn’t mean that you shouldn’t try to reach other customers. An explosion of popularity in a foreign market cannot happen without exposure.
It’s (almost) never too late to expand, so it shouldn’t matter if you’re just launching a website or you’ve been on the market for a while. Your non-English customers will surely appreciate a website adapted to their language and culture.
2. You will Enhance your global reputation
If your website is translated to other languages, you gain better exposure for your brand. Boosting your presence from local to global ultimately gives you more credibility and trust. Multilingual content usually shows that you’re serious about your business, which has an especially positive impact on new customers.
3. You will Set yourself apart from the competition
Chances are you’re not going to be the first in your line of business with a multilingual website. The trick is to do it better. If your competitors have a Spanish language website and you feel it’s an important market for your business, a polished presentation tailored and localized by a native speaker that produces such work professionally will leave a far better impression than a bare-bones translation. At one point or another, all of us have read bad directions or pathetic product descriptions that accompany overseas products. A seamless presentation that allows the customer to focus on your content, and not on bad syntax, presents your offering in its best light.
If you have a solid product or service that is doing well locally, having your website localized for a foreign market is a relatively inexpensive option to expand your business without the hurdles of opening a physical store in another country. Obviously, it has its own set of challenges, but as a means for growth, it may be the right thing to do.