Website localization is the process of adapting a website for users in specific regions. While translation converts text from one language to another, localization adds to this by considering cultural factors. Websites might be adapted in terms of imagery, regional language variations, layout, design, content, features, and more.
Research shows that 65% of people prefer content in their own languages, while 40% will simply not buy in other languages. Having a multilingual website means catering to a wider audience. Customers who might previously have struggled to engage with your website can now easily understand and navigate your products or services.
Website localization can help you improve your search engine rankings. Multilingual SEO (search engine optimization) works best when the website is optimized for specific languages and regions.
From using the keywords your local customers use to optimizing less visible parts of the website (e.g., meta tags), website localization companies can help you attract new visitors.
74% of customers feel frustrated when website content is not personalized. Businesses can personalize customer journeys by adapting not only the language but also content and user experience according to the user’s location and language preferences.
By localizing, you can add features that speak specifically to certain customers. This might be new payment options, catchy slogans, or ways to log in. For example, when Airbnb started allowing customers to log in through Weibo or WeChat, its Chinese traveler customer base grew by an amazing 700%.
Localization helps a website to feel as though it was made with a specific customer in mind, displaying content relevant to them.
Finding a quick solution for a multilingual website can seem like a great idea until you see the results from your visitors’ perspective.
One issue is with the layout. Translations aren’t always the same length as the original text, creating either empty spaces or crowded pages. Words might be missed off or incorrectly displayed, the layout becomes less aesthetically pleasing, right to left languages are not handled correctly, and some features stop working altogether.
By localizing your website through a professional agency, you can be confident that the functionality and look won’t be affected.
When you spent time building a brand in one language, it’s important to get it right in other languages, too. Otherwise, your brand image, values, visuals, and even services won’t be consistent.
Your website is key to building your brand in other languages. Visitors can instantly get an idea of what your company is about. By recognizing that certain ideas, images, references, and even colors don’t have the same meaning in different countries, you can make sure that you resonate with your audience in the right way.
Industry-wide digital leaders plan to spend, on average, 25% more on digital in 2021. Prioritizing a multilingual digital strategy is a great way to help your brand get noticed and stay ahead of the competition. You don’t want to be playing catch up as competitors expand into new regions and foreign markets, leaving your business behind.
By choosing to work with a trusted website localization company, you benefit from their skills and expertise. They can spot potential pitfalls and advise about what works for certain regions. Usually, those who handle the language are native speakers with an in-depth knowledge of local culture. Meanwhile, technical staff can carry out testing and monitor functionality.