Translate your website and get more traffic

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Accurate Professional Translation

Translating texts is no simple task. You need a professional that understands the details and nuances of each language. The problem with automated translation tools is that it translates word by word. It is tough for a tool like this to interpret intention, tone, and even cultural connotations.

Having a single word mistranslated can totally misrepresent your product and your brand.

Getting more traffic to your website is one of the most important goals of your business. More than likely, all the content on your site is only in English. However, one of the most efficient ways to increase traffic is to have all the content on your website processed into different languages by a professional translation service.

Think about it: would you make a purchase on a website in a language that you don’t understand?

Having your website in various languages extends the potential reach in global search results, possibly finding new customers you didn’t believe that you could get before.

Yes, millions of people understand English well enough to navigate your website, but according to a report from Harvard Business Review:

  • 72.1% of consumers spend most or all of their time on websites in their own language.
  • 72.4% of consumers said they would be more likely to buy a product with information in their own language.
  • 56.2% of consumers said that the ability to obtain information in their own language is more important than price.
  • 9 out of 10 Internet users said that, when given a choice of languages, they always visited a website in their own language.

You read that correctly. More than half of surveyed consumers said they are willing to pay more for your product if you give it to them in their native language.

While many companies are investing in content marketing (and you should too, because it’s cost effective and produces three times more leads than traditional marketing), you should consider hiring a professional translation service to translate all your web content into different languages.

Translating Your Web Content Will Drive More Traffic to Your Website

Neil Patel, co-founder of KISSMetrics and Crazy Egg, did a case study on how much more traffic he got from translating his website into 82 languages.

Websites in many languages: The benefits of translation memory

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One of the most common things I see on a day-to-day basis when interacting with potential clients is confusion between machine translation and translation memory.  I recently covered machine translation, so in the interest of equal coverage, I will now focus on translation memory.

A quick definition (for more information, check out the Wikipedia page):

Translation Memory (TM) is a tool that helps human translators to work more efficiently and with a higher degree of accuracy and quality.

So how does it work?  At a high level, translation memory creates a relationship between a segment of source language text and a corresponding segment of target language text.

Here is an example:

You write the sentence, “My house is blue,” on your company website and translate the phrase into Spanish.

“My house is blue” is now linked in the translation memory system with its target language equivalent, “Mi casa es de color de azul.”

Why anyone would have a blue house, or would want to publish this on their website, defies logic, but work with me here, please (note: blue houses are completely normal and this post is not intended to offend anyone who lives in one).

The important thing is that the relationship between those two text segments is in place.  Why is this important?  For one, if that segment repeats itself across the site, it can be re-used automatically. So you are getting the benefit of accurate, human translation without having to pay for it more than once.

Since the segment is being re-used, you also have the benefit of consistent language.  Language consistency is especially important to corporations for many reasons, ranging from maintaining brand voice in marketing content to increasing customer comprehension in informational content.  Language is extremely subjective, meaning that content can be written or expressed in multiple ways by different authors and have the same connotation or meaning to the intended audience.  The goal is to publish content that is consistent in the source language and then use translation memory tools to ensure that the translated equivalents are consistent, as well.

Another benefit of re-using language is that it increases language accuracy. Each time the technology leverages a previously approved phrase from a database, it removes a human being from having to do a manual process. Therefore, using best-practice translation technology not only increases efficiency, but also increases language accuracy, because it mitigates the risk of introducing an error for segments which have been previously translated.

Since the gating factor in getting content to market is the overall number of words that need to be translated, by reducing the amount of work that needs to be put through a human process, you can go live much faster since you are eliminating manual, repetitive effort.

Another concept of translation memory is “fuzzy matching.” This means that once your translation memory is created and updates are processed against it, the system can look for segments that are close matches (e.g.  “My house is red”), so that the translators just need to make minor modifications to the existing target language segment as opposed to an entirely new translation.

We will get into the benefits of server-based translation memory versus desktop-based translation memory in a future post, but the key thing to remember is that this solution offers multiple benefits to the overall translation process.

So make sure that your vendor is using it, you’re made aware of your savings from it, and whatever translation memory is created becomes your intellectual property.

Now I am off to paint my house blue…

Benefits of Website Localization

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Maximising profit today involves reaching beyond national markets. Accessing an international customer base is vital if a business wants to expand and participate in international trade.

“Localization” relates to the act of modifying a product to make it both usable and suitable to a target market. Website localization therefore refers to the process of taking an English, western-orientated, website and moulding it to conform to a foreign audience.

The World Wide Web, as its name suggests, is a means by which businesses can reach an international audience. Companies are now recognising that a key step in successfully approaching and selling to international customers is through website localization.

Website localization brings with it numerous benefits. The three main benefits of localization are:

Website localization crosses language barriers

32% of internet users around the world are non-native English speakers. With PC ownership and access to the internet most rapidly increasing outside of North America and Europe, this figure will increase even more. Website localization breaks linguistic barriers and opens doors to other continents.

Companies are now waking up to the fact that English is no longer the international language but one of many including French, Spanish, Arabic and Chinese. With the number of companies now realising the benefits of website localization, there are more pages in foreign languages than ever before. This means if your company’s site has not undergone the localization process yet, it will be playing catch up in the future.

Website localization builds credibility

If your company only has a site in English and your competitor in all major languages, which one will gain more credibility? Localization of your website demonstrates that you are a truly international player. In addition, through localization it shows that you understand, value and have respect for that particular country or region.

Website localization increases revenue

Billions of dollars, pounds and francs in potential revenue are lost each year due to lack of investment in website localization. Most internet users will naturally feel more comfortable and understand a company better if their information, products or services are presented in their native language. By undergoing the website localization process you access potentially millions of new customers.

It is clear that website localization is a must for any truly international business. In addition to the technical and programming elements of website localization many cultural factors must be borne in mind.

For example, has language been translated properly and cultural variations in terminology, phrases, metaphors and sayings been taken into consideration? Have symbols, graphics, pictures, colours and general layout been viewed for their cultural applicability?

Website localization is a huge investment and should not be viewed as a straightforward process. When localizing your site, ensure you get the expertise of both a website designer and a cross cultural communications consultancy to ensure your site has maximum impact on the target audience.

3 Benefits of Professional Translation for Your Website

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A website is one of the primary tools used to market a product, service or business — and professional website translation can significantly expand a company’s potential audience. Since a website often serves as the first point of contact with a customer, it’s paramount that the site accurately conveys the image you intend to present.

There are computerized methods for website translation available, and while they can be useful for getting the basic idea of a site, they’re a far cry from carefully-crafted advertising copy. A professionally translated website can help make sure that potential customers finding your webpage for the first time won’t be forced to search the web for answers.
Using Professional Website Translation Instead of Widgets

There are a number of programs and website widgets that can automatically translate the content of your website. These have some advantages to them: notably, they are typically faster and cheaper than professional translation. On the other hand, you get what you pay for: automatic translations tend to produce more than a few errors.

Relying on automatic translations of your website can lead to an unfortunate — and unintended! — representation of your brand that could fail to have its intended effect. Employing a professional translation service that knows the proper technical terms used on your website and checks against inaccuracies with editing and proofreading will result in a website that is more likely to appeal to potential customers.

Professional website translation can:

1. Expand the Market for Your Company or Product

To achieve far-ranging success, you need to introduce your brand to new markets and potential customers. As more and more people take to the web in search of products, businesses and services that will fulfill their needs, it’s important to have a website that is accessible to as many people as possible. Professional website translation opens up your site to entire markets of new potential customers you may not have been able to reach otherwise.

2. Build Confidence in Your Brand

When these new customers find your website, you’ll want to make sure they can understand your website and your company’s message. An inaccurate translation can ruin an attempt at establishing your brand as a professional presence in a new market. By providing a website that’s accurately translated, first-time customers will be more likely to trust in your company and find your message engaging and consistent.

3. Localize Your Message for New Markets

You’ll want your website to convey a message that’s not only true to your overall advertising strategy, but also familiar to the customer reading it. Localization of your translated website creates a familiar message for potential customers by employing the proper terms and usage for a specific market on your site.

Presenting new customers with copy and graphics they can immediately relate to will generate more confidence in your brand. But those are just the most obvious facets of localization: the complete package also includes adaptations to music, photos and even colors. You might not realize that the color scheme you’ve chosen could have negative connotations in a new market, but professional localization takes this into consideration and suggests appropriate alternatives.

Utilizing professional website translation will help you create an online presence for your company and/or product that expands your customer base and generates greater brand recognition — and in turn, more sales.