Translating your website can pay off – if you do it right

Since globalisation, having a website in multiple languages has been an advantage. Opting for automatic translation is tempting, but asking a professional to translate your website is far better. Here’s why!

What does website translation entail?

The technical term for translating a website is ‘localisation’. As the name suggests, this involves adapting not only the website’s text but also its images and appearance to a specific geographical region so that the end product matches the customs and culture of your target market. Websites, video games, applications and even software can be localised.

Speaking your customers’ language

According to a study from CSA Research, an independent market research and consulting firm that works in the translation and localisation industry, there is an indisputable link between the language of a web page’s content and the likelihood of a customer making a purchase. 72.4% of customers said they were more likely to buy a product listed in their language, and 56.2% even said that having access to information in their language was more important than the price.

Translating your website can give you a considerable advantage in reaching a wider audience and broaching new markets. This means that you can offer a better user experience, as consumers will feel more at home and be able to understand all the information your website provides. Of course, the translation needs to be of excellent quality.

Why does a professional translator offer better value than a machine translation?

As we just mentioned, a good user experience will bolster the chances of your target market placing an order on your website.

Conversely, a poorly translated website will tend to drive away potential customers, as a bad translation looks unprofessional, and customers find it harder to make purchasing decisions when the language isn’t up to their standards.

Relying on machine translation without verification, i.e., without post-editing (to use the technical term), is your worst choice. Although machine translation software has improved, it still translates words without knowing their context or how they are used. Countless posts online of screenshots of inadequate and/or unintentionally funny translations exist.

These errors shouldn’t be taken lightly: they can significantly harm your selling potential. A professional can also advise you on best practices in terms of user experience and suggest any changes that need to be made based on your target audience.

For example, the text doesn’t need to be localised for the target market alone—your website’s images and background music also need to be localised since they significantly influence the user experience.

If your sales figures aren’t where you want them to be, it might be time to wonder whether the user experience and the translation are good. If not, you should turn to a professional this time to ensure you can offer good-quality content. Until you do, you can’t make up for the sales you’re missing out on due to the machine translation. Choosing machine translation will become more expensive than using a professional.

The importance of SEO localisation

If you want to sell, your website must be correctly translated and consumers must be able to find it!

A professional translator will use their SEO (search engine optimisation) knowledge to ensure your website gets more search results on Google.

Translating SEO keywords correctly is essential if your website is to be optimised for searches and visibility. A professional translator can thus help you boost your sales.

How do we translate your website?

There are several ways to translate a website, each with pros and cons. The version we recommend involves working in a content management system or CMS, which you access via a localisation plugin. This will allow us to work in the interface directly and get as much context as possible when translating.

Another option is working in a translation tool, known as a CAT tool, that features a WYSIWYG (What You See Is What You Get) editor. This combines the best of both worlds: an interface with the website and the translation memories and glossaries of the translation software.

Finally, we can work on text you have previously extracted, e.g. in a Word or Excel file. We can also translate directly in HTML files or convert them to XML format to obtain the text for translation, saving you from copying and pasting the translation into your website once it has been delivered. However, we would advise against working in the back end of your CMS, as this can cause numerous errors, no prior versions are saved, and it prevents the project manager from being involved in the localisation process.

The choice is yours!

The expertise of a professional translator is a winning formula

Working with a professional translator is essential to increase your sales and reach new markets. They will know the right words to use, be able to adapt the user experience to your target audience, and even use inclusive language to broaden your reach further. This will boost your trustworthiness in the eyes of consumers.

At SwissGlobal, we specialise in translation and localisation. We are also ISO-certified, ensuring you receive the highest quality content.

Are you about to launch a new website or give an existing one a facelift? Feel free to contact us for any of your projects. We’ll be happy to help.