If you are selling goods or services online to an international market, quality content, an easy-to-navigate and localized website are vital for success.
Positive international marketing relies on website localization to effectively reach and engage audiences, with research showing that 65% of consumers prefer content in their native language, and 40% won’t buy from websites in another language.
This article looks at why website localization is essential and offers advice on which key factors contribute to unlocking international success.
What is website localization?
Website localization is the process of adapting website content to fit with the ‘local’ linguistic and cultural expectations of your target audience.
It ensures content is suitable for a specific audience; promoting an improved user-experience and encouraging brand trust.
Website localization adapts many facets of a website, including:
• Language (copywriting/translation/localization)
• Culture
• SEO/search engines/keywords
• Price/currency/payments
• Date and time formats
• Weights/measures/numeric/address formats
• Customer service
• Images/colours
• People/places
• Customer reviews
• Technical aspects
Customers in today’s global markets expect websites to offer quality content which captures their attention and meets their language expectations, including factors such as, native-speaking customer services, reviews, and product descriptions.
If a website doesn’t offer these, they will find a competitor who does!
Below you’ll find a breakdown of some of the factors above, exploring why they are so important and how localization helps in each case.
1. Language
Website content relies heavily on language, whether this is in the form of blog posts, product information, or customer reviews.
So, when it comes to localizing the language aspects of a website there are many options to consider based on the type of website, products, services, dialects, and so on.
It is also worth noting here that customers use websites to make decisions about a brand, their products, or services so it is essential that content is correctly adapted and localized for a specific audience.
Factors to consider include:
• Native copywriting – do you require native copywriting for specific content such as specialist blog posts? Or will you localize existing content?
• Languages – which language(s) do you require? Some countries have more than one official language and it shouldn’t be assumed that one language serves multiple regions within the same country.
• Content – what content requires localization? Will your entire website require localization or can you adapt sections which are most important?
• Business name and taglines – do not to make assumptions that simply translating your tagline or business name will be straightforward; even global brands have been known to fall foul of this. Localizing brand elements, such as your business name or tagline, ensures that your message is interpreted correctly and is understood by your target audience.
• Product descriptions/ingredients – international customers have the same requirements as your domestic market in terms of wanting to know what they are buying. If your product descriptions, ingredients, guarantees, refund information, customer reviews, and so on aren’t available in their native language, they are less likely to make a purchase. It may also be a legal requirement to translate certain information, depending upon location and obligations.
When it comes to any language aspect of your website and content, it is worth enlisting the help of a professional language services provider, especially one who offers native-speaking linguists.
Native-speaking linguists have an in-depth knowledge of the language and culture so their localizations and translations are more relevant, engaging and appropriate for your specific audience.
2. Culture
Language is an obvious element of website localization but culture is just as important.
Maintaining a positive relationship with customers and consumers requires cultural sensitivity and understanding.
You can add value to your brand, building good relationships, by identifying cultural nuances and ensuring relevancy for your target audience within marketing campaigns, through website and social media content, and with localized customer services options.
Cultural aspects of website localization include:
• Language – although language is covered above in its own section, when considering cultural aspects of localization, language should also be adapted. This might include, dialects, colloquial language choice, cultural references, and so on.
• Symbols and imagery – Symbols, colours, and images can have different meanings across cultures. Avoid using symbols that may be offensive or misunderstood in the target culture. Use culturally relevant visuals by incorporating images and graphics that resonate with the target audience. This may include using images of people who reflect the demographics of your target market.
• Design and layout – Adapt layout and design considering variations in reading direction, layout preferences, and colour schemes. For example, some cultures read from right to left, and others from left to right. It is also essential to consider text expansion as translated text may be longer or shorter than the original. Ensure that the design can accommodate these changes without compromising the user experience.
• Cultural sensitivity – Respect cultural norms and values, avoiding content that may be considered offensive or inappropriate in the target culture. By understanding local customs and familiarizing yourself with regional customs and traditions you will ensure that your website content aligns with the expectations of your audience.
3. Formatting
Formatting for optimal website localization is complex and there are many aspects which require adaption for best user experience depending upon the target audience.
Using a language services provider to assist with formatting is definitely beneficial and can save time (and money) over the long term.
If you plan to complete formatting adaptions in-house, the following points will help:
• Date/time – localize date and time formats to fit with your local audience
• Currency/pricing/payment methods – research shows that consumers prefer to purchase products in their native language and currency so ensure these are all adapted correctly for regional variations. Don’t assume one country uses the same method, for example, in Ireland, the south uses the Euro but the north uses GBP.
• Address/codes/phone numbers – localizing these formats to fit with local standards is essential for ensuring web forms can be completed by customers when purchasing. Don’t miss out on a sale due to incorrect address formatting.
• Weight and measures – as with the above, these formats will also require localization for a specific audience. Ensure uniformity across your website and check you are using the right format for your audience.
Effective website localization for international markets requires time, knowledge and experience of the culture and language– if you don’t have these, it is worth enlisting help from someone who does.
At Creative Word, we have been working with our clients for two decades and are experts in Arabic and English website localization and translation.
Contact us now to find out how we help you achieve your website localization objectives, or to discuss your particular language project.
You can also check out our blog page for more useful tips, or view our dedicated localization and translation pages for further information about these services.
