Website pages are often translated into other languages. This is especially true if your website is popular in regions outside of the United States, or even on a global scale. Page translation therefore refers to converting the content, text, or article on a webpage from one language into another. A company, business, or brand may want to translate a certain webpage or homepage that will allow other language speakers to better understand the contents.
It's important to consider who you're trying to reach with this translation and how it will impact the content of your page, as well as what tools you'll be using to translate it. Here are some things to keep in mind when translating webpages!
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Reasons to Translate Your Webpage
Having web pages that have great content can make it easier to get more traffic and revenue. Translating web pages can help a company exponentially grow its customer base because it exposes it to new, untapped markets. Here are some of the reasons why translating your webpage is a great idea:
1. The company is based in a region with an extensive international and immigrant population with limited proficiency in speaking and communicating in English.
Translating your pages becomes essential in such a scenario. Picture a situation where a company’s headquarters is situated right amid an area where the people are not familiar with any other language apart from their local dialect. In this situation, it will be necessary to translate a webpage or website to reach your target market. If the company misses doing this, the locals will fail to understand what the company offers in the first place.
2. A massive chunk of the company’s customer base comprises customers who feel more comfortable interacting with a website in their native language due to their limited proficiency in English.
At times, translating a webpage may simply boil down to the fact that potential customers may find it more convenient interacting with your website in their local dialect or native language. They may not wish to go through the hassle of having to strain to understand the messaging on your webpage.
3. The company wants to increase its international market share.
Sometimes, the need for a company to expand its market share into the international space may influence the need to translate a webpage. This is necessary to enable the communication with the international population that comprises of their prospective investors and prospective buyers. Many consumers will dwell more on web pages and websites that present content in their native languages.
Furthermore, suppose the product description is expertly written in their local dialect. In that case, they may be more inclined to purchase the product because they understand better what the product is all about.
In light of this, all brands that wish to expand their reach and get a bigger slice of the international market ought to know that serving their target audience on web pages written in their native language is mandatory! Doing that will help them get the customer’s attention, create trust and eventually make them purchase their products.
4. The company will be hiring international employees.
Another situation that may prompt a company to translate their web pages is when they are in the process of hiring international employees. This is done to create an environment where the potential candidates and new staff will find it easier and more comfortable communicating with the company. This is also convenient and helpful for easing the new employees into the company slowly without putting them under excess pressure of having to speak and converse in a language that they know little about.
5. Page translation may be necessary when a firm engages in international shipping.
Today, many online stores are engaged in international shipping of their products. Such firms must also use content written in native languages to help their customers understand the entire buying process. This boosts the chances of making more sales.
6. The company and a surrounding multicultural community share the same goals and mission.
If a company operates in a region with members of different communities, e.g., Spanish and French, it is advisable for them to translate its pages from English to both the Spanish and French languages. In another example, let’s consider a digital marketing agency that offers services to clients in different countries, including English, Indonesia, Spanish, and France. To effectively reach their target audience in each country, they would need to translate their webpages and content into the respective languages. This ensures that potential clients can understand the agency’s services, value proposition, and how they can benefit from them. By providing multilingual content, the agency can effectively communicate their expertise and build trust with clients from diverse linguistic backgrounds.
7. Your competing rivals may already own a multilingual website.
This may be very detrimental to your business or company! Find out if your competitors websites serve their target audience using the native language of these prospective customers. If so, they have better chances of getting more traffic, more leads, higher conversions, and consequently, more revenue and market share. It is best to have your own multilingual website too.
8. Page translation boosts international SEO
International SEO is a great way of building an international presence. This will be instrumental in generating more traffic to your site, and you will also get more leads.
Great international SEO strategies will massively contribute to an increase in your conversion rates. Therefore, you should translate a webpage and optimize it for multilingual SEO marketing purposes. You can achieve this by enlisting a transcreation agency that possesses sufficient expertise in all matters of SEO.
9. Page translation boosts customers’ dwell time on your page.
Websites that present their content in local dialects and native languages are generally associated with low bounce rates, more user engagement, and increased dwell time on the page. This will significantly bring you closer to the likelihood of getting a lead that will close a sale.
10. Page translation is cost-effective in getting a more significant global audience.
Page translation is a cost-effective technique for accessing global audiences. To improve your chances of getting access to a larger global market, provide your target audience with content in different languages. You can additionally provide services, such as teaching your target audience how they can translate their own pages by themselves. These are great ways of establishing a connection with this audience and improves your chances of getting a bigger global audience.
11. Build global credibility
Customers tend to buy from sites that exhibit credibility and trustworthiness. They perceive that a website that provide content in different languages, possess authority in that industry. This sparks confidence and trust in the company. The customers feel that the brand cares about their welfare and has their best interests at heart.
12. The need for a brand to strengthen itself
If a brand successfully penetrates foreign markets, the next obvious step is to strengthen itself to attain a global appeal. For example, Nike, Pepsi, and Amazon strengthened their global appeal by providing their audience with content in other languages. This was after successfully penetrating all corners of the globe. They recognized that their target audience spoke different languages and thus created content in different languages such as Chinese, French, etc.
Choosing Languages
Deciding which languages will be used in translating your web pages is not a simple affair. Selecting more languages will make the project a more expensive affair. It is imperative to strike a balance between the budget you have allocated for the translation process and the number of languages used by the audience you are targeting. After selecting your language(s) that will be used in the translation process, the next step is to hire an agency with a deep understanding of different languages. They will avoid coming up with content with a distorted message that can turn off your target audience.
Conclusion
Translating a company’s web page into the native languages or local dialects of the communities living around it, creates a lot of goodwill amongst the community. For business partners, customers and investors, the company’s credibility in their eyes will soar. People will tend to stay on the sites that present content in their native language longer than those that display their content in another language. More dwell time on your site and higher consumer confidence in your site means you will be in a good position to drive more traffic, get more revenues, and help you attain a global reach. Consider this strategy for your website!
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