Why translating your website is the best thing you can do for your brand?
An English-only website currently targets less than one-seventh of the customers it could be targeting. Why is that so?
In today’s world, the majority of companies, big or small, have their own website. They are either built from scratch or by using web development platforms and Content Management System (CMS), such as WordPress.
Some are simpler, with only a few pages, while others are more complex, with web apps hiding behind logins. In any case, chances are that your website is in English. And this is completely normal, as there are over one billion English-speaking internet users worldwide.
But what about the 6,5 billion users out there who don’t speak English?
To draw you a picture, an English-only website currently targets less than one-seventh of the customers it could be targeting. Why is that so?
Well, the main problem is that a company is either too small to organize a translation project or a company is too big to organize a translation project. In other words, localization of the website is never a priority. Companies either don’t have enough people to handle such a task, or they have too many people and need to follow a complicated workflow involving many stakeholders.
Before we give you reasons why translating your website will increase your sales, let’s bust a few myths about Website Translation:
Myth #1: Website translation is only for big businesses
Many will assume that website translation is for big businesses only. The reasons are usually that their business only targets a single audience anyway, and it’s too early to translate anything into another language.
However, don’t forget that today hardly any audience is homogenous. For example, the population of France consists not only of native French speakers but those of other languages as well — in fact, more than 5 million people in France were foreign-born. If you your website is solely in French, you’ll surely miss out on a lot of potential clients.
Translating your website into a different language than the targeted market may expand the number of potential customers. It will also definitely help you reach out to more people than you would normally do. The truth is, the size and scope of your business is not a key factor when it comes to localization.
Myth #2: Translation is expensive
Truth: Website and software translation is more affordable now than ever. With the combination of Machine Translation, Translation Memory and Terminology in your translation management system, the costs are to be less than expected.
Text United provides a special workflow for website translation, which includes Machine Translation & Human Review. After you send your content and it is machine translated, a professional translator reviews and corrects the machine-translated segments. This will significantly reduce the cost of translation by up to 40% (depending on language combination).
Myth #3: The website translation process is too complex
We can agree that some translation projects i.e. software localization may seem complicated and require planning ahead and proper coding to adjust your project to localization standards. However, the truth is, it’s not as complicated as you may think.
The translatable text is stored in resource files (xliff, XML, strings, po, pot etc.) which are simply uploaded to Text United and translated. None of the source code will be touched or changed.
The best news is that website translation projects are even easier to handle! In fact, you’ll only need to enter your URL and the rest is an automated process, whether you choose to do the translation internally (within your team) or outsource it to benefit from Text United’s professional translation services.
Myth #4: Machine translation quality is not good enough
Machine translation (We will dedicate a whole story about this topic.) is prone to mistakes and we often used to point out the embarrassing results and cultural mistakes that happen when you rely solely upon machine translation.
However, at Text United, we use Machine Translation for initial translation, making the transition process faster, easier, and cost effective. Even when your content is machine translated, a professional translator will still review and make corrections if necessary, so any possible errors will be avoided.
Myth #5: Website translation requires a lot of UI changes
With today’s HTML5 standards, expandable and flexible UI, it’s very likely that your website will require few to zero UI adjustments after you’ve translated your content. With Text United’s Overlay Editor, you’ll be able to see how your website will look like after the translation process is complete.
You’ll be able to change any element directly from the Overlay Editor, while other elements such as buttons and hard coded texts in images can be replaced manually in your CMS. For the best localization results, always plan your website’s UI to have a little more space available if you plan to translate the content in the feature. The same rule applies to software UI as well.
Website Translation myths busted — it’s time to go global.
The secret is that you don’t need to wait for the perfect moment to localize your content into other languages. Much like many things in life, there is no perfect moment for this.
First of all, you have to define which markets you want to reach. Then reach out to us, a different Translation Management System provider or even a Language Service Provider. We can help you define and set up the workflow, and provide you with end-to-end support.
Don’t have enough people to handle and organize the task? We will help you manage it. Do you have too many people who would like to participate in the task? We will train them to set everything up in our system, support them, and enable them to use our tool to achieve your goals.
Prepare for an international sales boost
Once this is done, you will be able to reach people from South America to Europe. New markets will open up, and your Sales and Marketing departments will thank you for it.
All of a sudden, the one-seventh of the world has turned to one-third of the world. Your chances to sell your product have more than doubled, and all you did was localize your content into Chinese and Spanish. Increasing international sales with translation can be as simple as that!
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