June 13, 2023
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Take a moment to ponder this - your website is your brand's gateway to the world. And we mean the world.
While your site and primary market may be set up right here in the UK, consider how many people and potential markets you may be missing out on just because you're restricting your communications and content to this language.
What about all the other opportunities and cultures out there, both in and beyond your borders?
Is your online presence truly worldwide, or does it cater only to English speakers?
In an increasingly interconnected world, where over 85% of internet users don't speak English as their first language, translating your website isn't just a good idea - it's a necessity.
Here's why:
Expanding Your Global Reach
Consider this: Statistica reports that as of 2023, there are over one billion internet users in China, 692 million in India, 102 million in Japan, 100 million in Mexico, and so on.
The United Kingdom only has 60 million people as a total population, so put that into the perspective of what you could be missing out on and just how large these online populations are.
When you take the time to build a well-translated website, you allow yourself and your business to tap into these markets, creating a global footprint for your brand.
Enhancing Brand Awareness and Trust
A survey by Common Sense Advisory found that 75% of consumers prefer to buy products in their native language.
60% won't even bother looking into websites that aren't their native language. That's a huge portion of the market, whatever industry you're in, and it shows how much language means to most shoppers.
So, using this information, it becomes clear that translated websites promote brand awareness and foster trust by catering to the customer's cultural and language preferences.
It demonstrates a willingness to invest in customer experience, which builds loyalty and brand trust.
It shows you care and that you're proactive in engaging customers in a way that serves them and makes them feel comfortable, giving them the insight needed to make them want to shop with you.
Boosting SEO and Web Traffic
Interestingly, proper website translation enhances Search Engine Optimization (SEO) and can put you higher up the search engine results pages.
That means more organic traffic and statistically more sales!
This is because translated content helps search engines understand your content, enabling it to rank higher in non-English search queries. If someone from another country comes to your website, they'll understand what's going on and interact with your content.
This means more time on your website, a lower bounce rate, and an increase in your visibility and organic website traffic, offering a cost-effective way to reach new customers.
Increasing Conversion Rates and Profit Margins
CSA Research shows localised websites can yield conversion rates 2.67 times higher than English-only sites. This is because users are more likely to make a purchase when they can understand the product information, terms, and conditions in their native language. Therefore, translating your website can directly contribute to your bottom line.
How to Choose the Right Language for Your Website
Looking into the more technical side of things, one of the first obstacles you'll come across when creating a multilingual and accessible business is trying to figure out which languages you're going to invest in - at least at the beginning.
As you can imagine, deciding which languages to translate your website into is a strategic decision that requires careful thought and research.
Start by analysing the demographics of your current audience.
Where are they located?
What languages do they speak?
Web analytics tools can provide this information. Additionally, study potential new markets you want to reach. Consider their economic potential, digital penetration, and the competition in these markets.
Remember that more languages mean more potential customers but also increased cost and complexity. Make sure the potential ROI justifies the investment.
Research can help you choose the most beneficial languages for your business and avoid costly mistakes.
Localisation: More Than Just Translation
Once you've decided on the languages you're investing in, the next step is to learn about your new market's culture and social norms.
When translating your website, literal translation isn't enough.
Adapting your content to fit the local culture, customs, and consumer behaviour is crucial - this process is known as localisation. It includes elements such as adapting dates and measurements to local formats, using culturally appropriate images, and addressing users according to local etiquette.
For example, a website targeting Japanese users would benefit from a formal, respectful tone and aesthetic elements that resonate with Japanese culture.
Localisation enhances the user experience, improves customer engagement, and helps to build trust and credibility in new markets.
Professional Translation Services vs Automated Translation Tools
When it comes to translating your website, you might be tempted to use automated translation tools because of their convenience and low cost. However, they often fall short in terms of accuracy, context, and cultural sensitivity.
On the other hand, professional translation services can ensure your website's content is accurately translated and culturally sensitive. Professional translators understand cultural nuances and can adapt the message effectively.
Moreover, they can handle complex translations and industry-specific jargon better than any automated tool. While they might involve a higher upfront cost, the return on investment in terms of credibility and user experience is significant.
But, with all that in mind, using a professional service like Wolfestone that has the expert experience and then uses automated translation tools, like AI, to assist in the process is going to be your best bet. This is because the process is faster but retains its accuracy and quality, all while still being available at an affordable price.
The Role of Multilingual SEO in Website Translation
And finally, as a bit of a quick note to all the marketers and lovers of the technical side of things, let's talk SEO because there's no doubt that website translation should always go hand in hand with multilingual SEO.
This process involves optimising your translated content for search engines, making it easier for international users to find your website.
However, it's not just about translating keywords but understanding what your target audience in each market is actually searching for.
This often involves keyword research in each target language and understanding the search habits of your foreign audience.
Furthermore, it also includes using hreflang tags to tell search engines which language you are using on each page of your site, helping them serve the right content to the right users.
Multilingual SEO can significantly increase your website's visibility in international search results, driving more organic traffic to your site.
Conclusion
The benefits of website translation are many, from extending your global reach to boosting sales. By partnering with a professional translation service, you can ensure accuracy, cultural sensitivity, and localization that resonates with your target market.
Embrace website translation and let your brand speak the global language of success.
Ready to go global?
Partner with Wolfestone for precision, culturally-sensitive website translation services. We guarantee accuracy, fluency, and a seamless user experience across all languages. Don't just translate - localise with Wolfestone.
Elevate your brand to the international stage. Contact us today to get started!
