Competing within today’s global marketplace means that localizing your website is now a necessity.
However, some businesses are still unsure about what this means, how to go about it, and why it is so vital for success.
This blog will answer all these questions, and more!
What is Localization?
Localization is the process by which a product, service, content, or text is adapted from one language or culture to another in order to make it appropriate for the new audience and context.
For example, a hotel firm based in Dubai looking to encourage more English guests can localize their website for an English-speaking audience and an English culture.
This newly localized website then offers English-speaking guests the opportunity to browse the content in their native language, but also offers much more…
They can check prices in £ sterling, read reviews and policy information in English, fill in online forms with the correct formats for UK addresses and phone numbers, find the site on Google from a UK based search, and the website is totally user-friendly for English-speaking audiences.
These factors make the website look and feel like it was originally designed for a UK based audience, as opposed to a website which is only translated into English, which often lacks the finesse of a localized site.
Website localization adapts the following factors for best UX:
• Language and Dialect
• Branding elements
• Currency (payment methods/format)
• SEO and keyword optimization
• Layout (including menus/page headers and so on)
• Formats
• Text direction
• Colour use and relevance
• Image/photograph/video cultural appropriateness
• Content creation
• Local time and date
Now you understand the ‘What’ of localization – let’s look at the ‘How’.
How to Localize your Website
Probably the best piece of advice we can offer here is that finding a reliable, reputable, and professional Language Services Provider (LSP) to work with on your localization project is key to successful website localization.
This is because localization is a complex process which requires an in-depth knowledge of language, culture, and multilingual web design for international audiences.
However, there are lots of steps you can take before the start of your project which can improve and streamline the process, helping you to clarify your objectives, speed up the project and minimise costs, including:
1. Consider which region(s) you are targeting – your localized website will need to fit your target audience so ensure you are clear on who your target audience is and where they’re located.
2. Language, Dialect and Culture – it isn’t just language that changes with each region, you’ll find cultural differences, and dialect variances which must also be considered. Even an audience based in the same country may use different languages, or an audience using the same native language might speak a different dialect. For instance, Arabic is the official language in over 20 countries, yet they all use different local dialects, and have different cultures – assuming they would all be the same can lead to cultural mistakes and insensitivity.
3. Research – research your competitors and see how they do things differently for different markets. Consider how they have adapted elements of their branding for local audiences, or how products and services have changed. Look at your own branding, products, tone of voice, social media presence, and so on, to see what elements might require adaption for multilingual audiences. Be prepared to discuss potential changes with your LSP and be open to their knowledge and expertise.
4. Scale of Localization Project – consider the scale of your website localization project, including budget, scope, deadlines, targets, and so on. Consider questions such as, does the entire website require localization? What content can you exclude without impacting the overall effectiveness of the website? What is you budget and how does this affect the amount of content which requires localization? The answers to these questions, and others, will help you evaluate the scope of your project and clarifies your priorities.
5. SEO/Keywords/Glossary – in order to reduce the time and cost of your project it is worth creating a glossary of frequently used words from your website and industry keywords. For example, page headers, products, services, or key industry terms, are then adapted by your LSP using their knowledge of the local market, culture, and language for improved SEO.
6. Localization Team Members – now is the time to create your website localization team so that they’re prepared well-ahead of time and equipped to deal with all enquiries. Ensure your team are all on the same page and that they have the authority to make decisions on your behalf should the need arise.
Why is Website Localization Vital for International Success?
Research shows that when consumers browse the internet for a product or service they have a “substantial preference for the consumer’s mother tongue” especially when purchasing products online.
As consumers then we’re more inclined to click off of a website which isn’t available in our native language and avoid purchasing from foreign-language only websites.
Website localization addresses this issue for global businesses, ensuring consumers can interact with websites, make purchases in their native currency, use payment methods they are familiar with, and engage fully with content.
Website Localization is vital for success for the following reasons:
• Increase traffic to site
• Increase potential for sales
• Improves accessibility for users
• Improves SEO and rankings on local search engines
• Multilingual options offer broader customer base
• Improves brand image
• Increased credibility in new markets
• Cost effective
Here at Creative Word, we’ve been helping our clients create profitable multilingual websites for two decades.
To find out how our team of experts can help you, contact us now.
