A company’s website gives you the first impression of the organization. It is the first place that anyone will visit if they are trying to find information about the company. It plays an essential part in the company strategy to attract the attention of any market around the world.
The internet makes it easier for organizations to participate in the international marketplace. As companies increase their global market share, they have to communicate effectively with customers from different parts of the world. As much as English is the most used internet language many people do not use English as their primary language. By using website localization, you will be able to penetrate the competitive market and gaining new clients in different cultures.
Localization is a complex concept that involves more than just translation services. To make the website more interesting to the targeted audience, you don’t have to limit yourself to text translation. Localization is a multi-layered process that needs programming skill, culture, and linguistic understanding.
There are various factors to take into account when modifying the site’s content. The factors include measurements, currencies, date and time, legal conversations, paper size for print-outs and more. Furthermore, website localization also involves the inclusion of elements that appeal to the different cultures like graphics, colors, and symbols to suit the targeted audience. For example, it is good to tailor images in such a way that they will look suitable for the target market.
Importance of Website Localization
1. New Customers and Increased Sales
The driving force behind localization of content is that it helps to expand the business. Addressing new international customers in their local language increases the organization’s marketing efforts. It also shows that the company is concerned about them and their culture. Most online shoppers are four times most likely to purchase goods and services from a website in their language. Therefore companies with multilingual sites always reap the rewards.
2. Venture into New Markets
Having a website with multiple languages is the best way to venture into new markets and open the door to a global fan base. It shows respect and appreciation towards a specific foreign culture. Therefore, it ensures that the organization can easily be found in popular search engines in the specified country, market or language.
3. Brand Identity
Another importance of content localization is international brand recognition. If you show potential customers, you can interact with their local language through website messaging; they are highly likely to identify with the brand. They will also depend on the company to some of their needs.
4. Affordable Alternatives for International Business
Opening a shop in a new international market is not the only way to expand the business. However, creating a multilingual site allows companies to enter into new markets without investing in a new workforce. It prevents the business from initial overhead cost due to physical presence in the countries.
Localization will differentiate a good website from a successful one. That is why more organizations are willing to add cultural elements to their website translation services. A multilingual site offers the company both short and long-term competitive advantage in the international market.