Whether you are launching in a new country or want to make your existing site accessible to a multilingual audience, then translating your website is only the first step. Localization is a crucial practice for any business operating in multiple languages, as it covers more than simply written content. It offers a wide range of benefits for brands, which we’ll look at in more detail in this post.
What is Website Localization?
Before we dive into explaining why website localization is so important, let’s understand what it actually is. Localization refers to the process of adapting content, products, or services to suit a target market. This practice has become increasingly important in a globalized market where companies have the option of selling to customers around the world.
Website localization consists of adapting all the different elements of a website for a new audience. This includes:
- Written content
- Sales funnels
- Contact information
- Different views and displays i.e. tablet and mobile
Localizing your website means making it accessible and attractive for new customers, and establishing your brand as authentic and trustworthy.
We Operate in a Globalized Market
Website localization is more important than ever because of the fact that all companies, especially those online, operate in a global market. This means that the potential to expand your customer base and business operations doesn’t end with neighboring countries.
But to succeed in foreign markets, companies must understand their audience, and prove that to them by creating a website that they will connect with.
It Establishes Trust with Audiences
Your website is often the first interaction that new users have with your brand, and for those companies selling exclusively online, it’s your store as well as a source of information for new visitors. When launching a website in a new language, it’s important to provide your users with a seamless experience. If their experience is disrupted with errors in written content or culturally insensitive imagery, they are going to lose trust in your brand and go elsewhere.
Localization also is effective because it takes translations one step further. It takes into consideration the varying dialects, values, and attitudes that different markets have, even if they speak the same language. This attention to detail means that when customers come across your brand, they will feel understood and valued, and are more likely to connect with you. This trust establishes a relationship with your audience that is paramount to the success of your global venture.
It is Crucial for Long Term Success
Unless you are only selling to a foreign market for a limited time, expanding your business overseas is a long-term investment. Your website must cater to the needs and wants of your target market if you want to make a success of an overseas or multinational venture.
It’s also a way to establish a competitive advantage over other foreign competitors, as many companies are lazy when it comes to localization. They either underestimate the power of it or think that machine translations are enough, which results in literal translations and errors.
Website localization is crucial for any business making their website available in multiple languages, for both customer retention, and long-term success.