Would you like to attract customers from all over the world by presenting your products and services in their own language. Invest in the website localization process to make your website stand out and gain your reader’s trust. We make the process as smooth as possible, while you just need to deliver all the relevant information.
Contact us to learn more about the website localization services that we provide. We can explain the entire process to you and help you decide if you need it for your business. Our team of skilled translators is always happy to help!
WHAT IS THE DIFFERENCE BETWEEN WEBSITE LOCALIZATION AND TRANSLATION?
While website translation focuses on the target language alone, while localization goes beyond that to create a smooth user experience for the intended audience. One of the main differences is the level of cultural adaptation involved.
The localization considers the cultural preferences and norms of a target audience, which may include adapting the design elements and images. Occasionally, it requires even changing certain words or phrases that may have negative connotations in different regions. These things affect the visual aspects of your web page.
The localization process provides a higher degree of personalization than translation. Its main goal is to ensure that the website resonates with the cultural values and preferences of the new readers. It is a complex process that might require adapting the product and marketing strategies.
Website translation focuses on language conversion, while localization goes beyond that. Businesses looking to expand globally need to determine which approach best suits their needs. If you have doubts, then contact us—as we can advise you based on our expertise.
WHAT ARE THE BENEFITS OF WEBSITE LOCALIZATION?
Website localization allows businesses to reach a wider international audience. It potentially increases the customer base and boosts sales. By providing content in the local language, customers feel more connected to the brand, so that in the future results in a higher number of purchases on the website.
A localised website has higher engagement rates compared to non-localised ones. Customers feel that it what they offer is tailored to their needs, which means the brand’s reputation and credibility is growing in a specific region.
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A website localization project provides valuable insights into the local market and customer behaviour. It allows businesses to make informed decisions about their international strategy. It also helps to establish a strong brand presence in different regions around the world. If you plan to grow, then you should not omit this process, as it always keeps you one step ahead of your competition.
A MULTILINGUAL WEBSITE: WHAT ELEMENTS NEED LOCALIZING?
The localized site should feel natural, it needs to be easily understood, and all idiomatic expressions, metaphors, jokes, cultural references, and symbols require adapting. The process involves integrating social norms, values, and expectations into the content.
TEXT IN THE LOCAL LANGUAGE
The texts should be written in native-sounding language, using the vocabulary and structures present in everyday language. It should transmit the same message as the original website. Since you are looking to evoke equivalent emotional responses across diverse linguistic platforms, you cannot directly translate the phrases. Inaccuracies in this process can do serious harm to the brand’s image. On the other hand, high-quality, precise localization considers the semantic, syntactic, and pragmatic aspects of the language.
CULTURAL DIFFERENCES
The localization process needs to take into consideration local customs in order not to offend the readers. This is why a good understanding of the market is crucial, requiring adjustments to the style and tone of the text. All the elements should resonate with the norms and customer behaviours in the specific area.
For instance, certain colours, symbols, or imagery may hold specific connotations in local culture. Adapting them fosters positive associations, and so to avoid unnecessary misunderstandings it is important to get to know your new audience.
Some common cultural differences involve:
- Sexual content in Arab countries—In predominantly Muslim countries, content that displays sexual imagery is considered inappropriate and offensive due to religious norms. Even subtle depictions of intimate relationships, especially those outside of marriage, can be considered disrespectful.
- Religious symbols in India—Utilizing images of Hindu gods or goddesses in a commercial manner is considered highly offensive in India, given the country’s deep-rooted religious sentiments.
- Political statements in China—Discussions or representations of politically sensitive topics like Taiwan, Tibet, or the Tiananmen Square incident are strictly regulated and could lead to the website being blocked in the country.
THE PROCESS OF ADAPTING IMAGES AND MULTIMEDIA
Visual content, such as images, videos, and graphics, communicate powerful messages. They often go beyond the barriers of language. However, cultural perception also influences their impact.
Image and multimedia localization involves selecting, modifying, and creating visual content that aligns with the preferences of the local audience. This may involve choosing images that reflect local people and landscapes or, on a smaller scale, adapting multimedia elements like video scripts and visuals to be culturally and linguistically appropriate.
ADJUSTING WEBSITE DESIGN ELEMENTS
The functional design of a website should also be tailored to meet the expectations of various cultural demographics. This might involve colour schemes, typography, and layout. For instance, while a clean, minimalistic design is preferred in some regions, others find a vibrant, information-rich layout more trustworthy. Moreover, reading direction (left-to-right or right-to-left) should be addressed to provide a familiar browsing experience.
EXAMPLE 1
Colour connotations differ between the countries. Red is often associated with luck, prosperity, and celebration in China, and is widely used in festivities and weddings.
In contrast, red in Western cultures is usually associated with danger or warning and is used in stop signs and alerts. However, it can also symbolize love and passion, so it might be appropriate on some websites.
EXAMPLE 2
Some numbers might be associated with bad luck, depending on the country. The number 4 is avoided in China because its name resembles the word “death”, meaning it is better to avoid it on a website. Similarly, the number 13 brings bad luck in many Western cultures.
SEO-OPTIMIZED WEBSITE CONTENT
SEO enhances online visibility. Keyword localization allows the website to achieve a higher position in local search engine rankings. It is not just about translating the terms to other languages but understanding what phrases are used by local audiences to search for related products or services.
This process involves comprehensive keyword research within each target market. It requires understanding local search behaviours and ends in incorporating localized keywords naturally into the website’s content, meta tags, and alt texts.
While Google is the dominant search engine globally, various regions prefer their local platforms, with the most prominent examples being Baidu in China and Yandex in Russia. Adapting SEO strategies to cater for local search engines involves understanding their specific algorithms and ranking factors.
WHAT DOES LOCALIZATION WORKFLOW LOOK LIKE?
Before you can enjoy reading localized websites, a significant effort needs to be invested in this process, with every stage being conducted by a team of skilled members. Take a look at the step-by-step workflow that we use.
1. WEBSITE ANALYSIS
We identify the volume of work and specific service requisites. This involves choosing a content management system (CMS), deciding whether keyword optimization is needed, and pinpointing the content requiring translation. We also consider cultural implications to ensure sensitive topics are omitted.
2. SCHEDULE AND BUDGET PLANNING
Based on the necessary amount of work, we provide an accurate cost estimation and create a chronological plan outlining the execution of each stage. Then, we start the process to select professionals for the task.
3. TERMINOLOGY DEVELOPMENT
If you have any vocabulary glossaries, share them with us before we start working. We can identify and translate any key terms, ensuring their relevance and optimization for search engines within the local market.
4. CONTENT TRANSLATION
Before sitting down to work, we prepare the files in a format that enables easy translation. Then our team proceeds to translate the content, which in the case of website localization always involves native speakers as part of the process. This stage then finishes with proofreading the texts in the target language, during which we consider the target demographics and cultural elements.
5. GRAPHIC ADAPTATION
The visual layout needs to be appealing to the local market. If needed, we can modify the elements to align with cultural preferences.
6. QUALITY ASSURANCE AND TESTING
We conduct a final test review—which is a comprehensive check of the translated text. At the same time, we ensure content is displayed accurately on the website, free from any formatting issues.
7. CLIENT FEEDBACK
After completing the job, we check with you to gather initial feedback regarding the localized content and overall website look.
8. FINAL EDITING
After we receive your feedback, we implement any suggestions or modifications to the translated content to ensure that it meets your expectations.
9. PROJECT CLOSURE
After the localization is finished, we then formalize the completion of the project. This involves delivering all the content to ensure that the localized website is ready for launch.
WHY YOU SHOULD CONTRACT A TRANSLATION AGENCY FOR LOCALIZATION
When you are talking about your global website, using a translation agency makes the process a lot easier. You get a team that knows well the given language pair and cultural backgrounds. This means your message does not get lost in translation and will hit the right notes with your new audience.
Managing translations in-house can be a chaotic process, while agencies have the tools and processes to keep everything organized. They have an entire website localization strategy that ensures that your content is accurately translated, published correctly, and kept up to date. They have native-language professionals from different fields working for them, including graphic creators, online reactors, proofreaders, and IT specialists.
The translation agencies have the resources to finish the localization process within the established deadlines. They are pros at adapting all types of content—whether it be text, images, or videos, all to suit different markets. Everything from the headline to the call-to-action will make sense and drive local customers to act. Instead of juggling multiple freelancers or relying on machine translation, choose an agency: it is a one-stop solution, saving your company both time and headaches as you expand your reach.
Are you looking for a professional translation agency for your localization project? We can work in one language pair or take care of website internationalization for various markets. Our experienced team of native speakers from all over the world will be at your disposal. Contact us to find out the details!
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