Website Localization strategy – Is it time to localize your Business?
A website localization strategy refers to the process of tailoring your website content to appeal to users of other languages and cultures. It’s necessary if you want to make sure your site appeals to non-English speakers and that your content reaches as many customers as possible without forcing them to manually translate it themselves. Website localization can be tricky, though, which is why businesses of all sizes struggle with how to best approach their website localization strategy.
A good strategy is key to any business venture’s success, but it’s particularly important when you’re looking to sell to customers around the world. No matter what size of your business you are, you need to have a localization strategy in place that doesn’t make you appear like an amateur and ensures that your message is reaching the most potential customers possible.
A good strategy comes down to one thing: adapting to the needs of their audience, whatever those may be. One of the best ways to cater to your customers across multiple languages, cultures, and countries is through a website localization strategy; but what exactly does that mean? If you’re interested in giving your business an edge in today’s increasingly global market, then read on to learn how you can use website localization strategy to your advantage!
3 questions every business should ask before starting their website localization strategy.
1) Who is your target audience?
The first step in localizing your website is to identify your target market, which will guide where you take it next. Knowing who you want to reach and what resonates with them will allow you to make smart decisions throughout your local marketing efforts. For example, if you run a business-to-business (B2B) company then targeting a B2C audience isn’t likely going to work out well for your business. If you’re planning on working locally but don’t know much about your target market we recommend reaching out to existing customers or talking to other businesses in similar industries; seeing trends within that community can help point you towards new customers and opportunities!
2) What language(s) are they fluent in?
If your website already has a lot of content and you’re looking for advice on whether or not you should localize, then first make sure you’re aware of what languages are most relevant to your audience(s). Figure out if they’re comfortable reading in English, French, Spanish, etc. Keep in mind that it might be easier to simply translate your current content into other languages rather than re-writing everything; that way you don’t have to alter page flow or change links—and it might also improve SEO by using localized keywords.
3) Where are you located, and what languages does your target audience speak there?
The other thing you need to think about is where your business is located, and what languages does your target audience speaks there? If you are located in Canada for example, most people speak English and French, so focusing on both will be a good idea. If you are in Japan, then Japanese should be a top priority as well as English because it’s also a common language there along with others like Korean or Chinese. When trying to decide if you want to use one, two, or three languages on your website (what we call multilingual websites), there are three key factors that determine which route to take: understanding your brand image (identity), how competitive/established that industry is and who/where your target market is.
The answers to these questions can help businesses determine if it’s worth their time and resources to begin website localization—and if so, how they should go about it! Every business is different; you shouldn’t treat website localization as a one-size-fits-all strategy. Once you know where to start, taking that first step into creating a localized online presence becomes easier—helping your business tap into new markets in countries across the globe!
Here are some Localization techniques you can use: –
1. Website Localization
Targeting International Markets – The Smart Way! Website Localization is a necessity for businesses that want to expand in international markets, but it’s not as easy as it sounds. Whether you need to reach Spanish-speaking customers or dominate niche eCommerce sites in China, following these steps will allow you to engage new customers while keeping costs low.
Here are some ways you can target international markets successfully:
(1) Know your customer;
(2) Use language-specific content;
(3) Reach out and localize popular marketplaces; and
(4) Don’t forget about payment methods.
2. SEO LOCALIZATION
SEO Localization is a key component of any website’s overall success. What does SEO Localization mean? Think about it like putting your company in front of consumers at home AND overseas! Consumers search for products and services from around the world and your business needs to be visible in those searches if you want to be found by potential customers no matter where they are in the world.
If a consumer searches for an American car dealership or music lessons, etc. your website must appear in response to that query. This requires ensuring that each page on your website is translated into different languages so that when users search, your website will appear (in English) and then also appear (in other languages) as well.
It’s important to note that just translating content alone is not enough. You have to ensure certain components on your website meet certain criteria required by Search Engines before being made available online in another language. By effectively promoting your business and increasing its reputation, it will make it easier for users who are looking for what you offer.
It’s a common misconception that SEO does not exist outside your home country’s borders—but that simply isn’t true. In fact, it is possible for businesses in local markets to rank on search engines, and there are companies and strategies in place that can help you do so effectively. But beware: The rules change when it comes to doing SEO localization! Here are five tips for successfully executing an effective website localization strategy across multiple countries.
#1. Make Sure Your Content Is Translatable
Content has to be translatable in order for your website localization strategy to succeed. If users can’t access your content, they won’t spend time on your site—and if they don’t spend time on your site, they won’t convert into paying customers! Luckily, there are ways to make sure that doesn’t happen. You can start by making sure each piece of content is tagged correctly; tools like Google Tag Manager make it easy to create consistent tags across all of your content. Additionally, using a service like Facebook Insights or conversion tracking may also help you gauge which pieces of content are working well for different demographics. Just keep in mind that these tools also vary from market to market—you might want to conduct some initial research before investing too much time into optimizing your localization strategy.
#2. Optimizing Localized Landing Pages Similarly.
Localized landing pages can drive new business—however, it’s important to know how localized landing pages should be structured differently than your general global website. Wherever your target, here are six things every localized landing page should include: Clear Call-to-Action (CTA), Contact Information, language-appropriate images, and graphics, geo-specific location information, Language translation options, and correct address/phone number.
#3. Target Long-Tail Keywords
One overlooked aspect of website localization is keyword targeting. Even though many international audiences speak similar languages, they often prefer to type in words or phrases unique to their culture. Use keyword research tools like Google AdWords Search Terms Tool to discover long-tail keywords specific to your market and optimize those terms throughout your website.
#4. Collaborate With Native Speakers Aside from translating your website,
it’s important to partner with native speakers who can provide advice and feedback along the way. Skilled linguists can catch mistakes in both grammar and spelling, while other members of your team can offer insight into any confusion that arises due to cultural differences.
#5 And Finally, Keep Up with Trends
Trends Impact Your Global Audience As technology changes, it impacts how people interact across cultures. New platforms pop up, people shift from one device to another, and—yes—language changes. Stay on top of industry trends that have a significant impact on your global audience, and you’ll find it easier to connect with and grow your customer base. You can use the tools Google Trends to find out what is trending in the market.
2. Brand Localization
If you want your product or service to reach a large audience, you need to make sure it works for international customers as well. Globalization and localization are key strategies in marketing that affect not only a company’s website but also it is advertising, labeling, and other facets of its business operations. In other words, while everyone wants an international presence on their site, few people actually have one.
1. What language should we offer our products/services in?
This might seem like an easy question to answer, but it can be tough for companies who rely on English for branding purposes. Do you brand your website in a second language or do you keep everything in English?
2. How should you present prices and currency symbols?
It’s common practice for businesses to change their price and currency symbol depending on what market they’re serving. The basic rule: if more than 50% of your business is coming from one region, you make sure that region is reflected properly online. 3. Where are users from each region going online and socializing?
3. Where are users from each region going online and socializing?
We’re no longer living in a world where one size fits all; we need to know what kind of content will appeal to our customers (and which won’t) before we put it up on our site or social media pages so that we can tailor our efforts towards reaching specific groups and audiences.
3. Content Localization
For businesses that operate in different countries and states, localizing content can be a huge issue. It is important to understand your target audience and their preferred language(s) before you start adapting your content for other regions. Once you have made these decisions, it’s time to set up a plan for getting your global content ready for production and distribution across different regions or platforms. With experience handling localized web content, ThirdEyes content writing services can help you in content localization can help guide your project from inception through design and production.
4. Advertising Localization
If you’re already advertising your business in another country, it’s worth it to take some time and localize those ads. Keeping them in your native language helps engage users who might be more familiar with that tongue, and makes sure they know what they’re clicking on is a legitimate ad. However, there are also some drawbacks: Some countries have laws against using foreign languages in advertisements, and running targeted ads just for that country can get pricey if you don’t have a huge audience.
Localization is no longer a luxury afforded only by top-tier global companies with large budgets. As internet use spreads around the world, customers and business owners in emerging markets are gaining access to new platforms and entering a global marketplace. This means your potential customer base is growing exponentially—and if you don’t have a local presence yet, it might already be too late!
5. Graphic User Interface Localization
When designing a product, what many don’t realize is that they need to consider not only what language they wish to translate into, but also whether or not it is important that they design in different languages as well. Graphic User Interface (GUI) Localization refers to translating any text or visual element on a user interface and allows a business to enter multiple markets. If your customers can’t understand your product, they won’t buy it – as simple as that! GUI is about more than just translating words; successful GUI translation will ensure that concepts are conveyed in both written and visual form so that nothing gets lost in translation, no matter what language your customer speaks. What’s even better?
UI design/translation often costs much less than other forms of translation because there aren’t heavy content requirements to consider. In most cases, you simply need one person who has an understanding of both languages at once. With English being such a ubiquitous language around the world, that means you can quite easily get started in many different countries without investing large amounts into translation services.
While many sites today allow users to select a language as they log in, a proper globalized GUI (graphic user interface) takes things one step further by supporting multiple languages and writing systems within each page. This is particularly helpful for creating more personalized, localized content.
6. Broadcast Commercial Localization
Create Connections for the Local Audience using broadcast commercial localization. Broadcast Commercial Localization can give your advertising campaign a big boost by making it more accessible and relevant to your international audience through language translation, voice-over services, and closed captioning. Once you’ve selected a target country or region, consider who will be watching your advertisement and what they might need or expect from translated material. The goal is to ensure that viewers will understand both content and style of your advertisements in their native languages so that they engage with content even when there are differences in nuance or tone between different languages. This allows them to gain positive impressions about brands, products, and services long after initial exposure.
7. Industry Localization
A great way to start is by looking at what industry you’re in, and where your target audience is located. Are you a technology company? Business banking? Consumer product? Whatever it is, pay attention to key terms associated with that industry and your business model—and localize those terms! You’ll have an easier time making yourself sound like a specialist who knows her stuff. But don’t stop there: if certain geographical locations are relevant to your business, make sure to adapt accordingly as well.
Localizing your business on a global scale can become very complicated, however, if you take each task step by step, you will be able to succeed in your efforts. You should create a plan that outlines how you are going to localize your website, brand, content, industry what languages it will be available in, and when those translations will be completed.
It is also important to get your brand name established around a region before translating it into different languages so that users will recognize who you are and what values you stand for as a company or individual. It takes time to localize content; however once complete, many companies have seen great success from having an optimized experience for new users in other countries by using localized websites or applications.