Proper website localization enables business owners to take their companies to the next, international level by targeting foreign markets.
Furthermore, it allows businesses to not only increase their sales and their customer bases but also to build brand awareness on a global scale. But what exactly does “proper localization” imply?
First and foremost, localization entails adapting an existing website to the linguistic and cultural context of the target market.
While these steps are necessary for a positive user experience, you need to implement several additional elements to achieve better results.
In this article, you will find the necessary information about making the most out of your website’s localization process.
Apart from cultural differences and a target language, it includes conducting local market research, developing a local SEO strategy, and using translation services, among other things.
Continue reading to discover the most efficient methods for localizing your website.
Conducting Local Market Research
Conducting local market research is the first step you need to take when starting a website localization process.
It provides valuable insights that will be useful when adapting your website to an entirely different cultural environment.
To conduct your research, consider taking these steps:
- Use free tools like Google Trends or Keyword Planner to analyze search volume and keyword competition in the languages you want to target.
- Use Google Maps to check out the type and quality of local businesses in those areas.
- Assess the popularity of local social media networks and forums.
- Use Google Street View to check out the physical environment, including buildings, parks, streets, etc.
- Incorporate these findings into your localization strategy.
Consider Hiring a Professional Translation Agency
While the first step is essential, it can be time-consuming and distract you from other business goals.
Alternatively, you can consider delegating some of the tasks mentioned above to a professional translation agency, as many of them include target market research in their offer.
If you’re running a business from Somerset, click here to find translation services in Bath; however, you can also find language service providers that work remotely today.
When working with translation services, it’s crucial to choose a reputable company that provides accurate and timely translations, especially if your product or service requires technical translation.
Otherwise, your website might lose credibility among customers, harming your business in the long run.
Furthermore, when working with professional translators, make sure they are well-oriented in your business niche and have experience translating texts in your industry.
Adapting Your Site Design
Once you have conducted market research, you can start adapting your website’s design to the specific needs of your target audience.
For example, if your company sells popular products in that region (for instance, women’s clothing to Russian-speaking clients), translate your product descriptions into local languages and customize them for the needs of your new customer base.
You should also translate your website’s navigation into local languages and make sure it’s easy to understand and use for your target customers.
An intuitive interface will significantly improve your website’s overall user experience and help your company build a better brand image.
Localizing Your Content
As you already know, translating your website content into a different language isn’t enough – you have to adjust, making sure its meaning is clear to a foreign audience.
This applies not only to text content but also to any media files and images, additional services, or promotions on your website.
For example, if you want to offer a free shipping option for customers beyond the US, you will have to provide relevant information about the delivery options.
Developing Local SEO Strategy
Localizing your SEO strategy involves a lot of work, as you need to create and publish localized content to rank well on local search engine results pages (SERPs).
For example, if your target audience is primarily UK-based, dealing with some spelling differences won’t be enough – you will have to choose relevant resources, examples, and links to make the content pertains to your target audience and is actually valuable for them.
Business owners frequently start thinking about local SEO after the website localization is done, which takes more time and is less effective.
Including your local SEO strategy into the initial localization process allows you to avoid readjusting things later, saving you money in the long run.
Localizing Your Email Campaigns
As you know, email marketing campaigns are one of the most effective ways to reach out to potential customers and keep them engaged.
Therefore, they need to be localized as well. In order to do so, focus on the following aspects:
- Create a different set of emails for every language you target.
- Conduct proper research and use local examples to help your subscribers better understand your message.
- Keep your content as simple as possible – avoid overloading it with text or using complex grammatical structures.
Final Thoughts
Website localization is a complex process that involves adapting your existing website to the needs of your target audience.
However, it’s also one that can help you boost your ROI, as it expands your reach to new markets and enables you to better communicate with and serve your customers.
While you can hire an in-house team to handle your localization process, it’s better to hire a qualified translation agency to get the job done.
This way, you can focus on other business goals assured that your website is going to be appropriately translated and adapted. Good luck!
Jonathon Spire
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