10 Best Practices for Successful Website Localization

Introduction

In the past, it used to be very difficult for brands to reach many people, but nowadays reaching a wider audience is much easier. Statements like ‘the world is yours’, ‘all opportunities are open’, and ‘you can do anything or go anywhere’ are now truer than ever before.

One thing is to gain access to different markets around the world, and another is to connect with a specific market, especially when that market uses a foreign language.

Research has often revealed that about 40% of online shoppers will not patronize a product on a website that does not use their language. Imagine what you would be missing out on if you were trying to sell products in such a market without using the appropriate language.

When you hear the word ‘localization’, you might immediately think about translation. However, localization is more than just translation. It specifically means creating and building a specialized user experience for each visitor to your website by considering their backgrounds and locality.

That is why in this article, we will be discussing ten (10) best practices that will help you achieve the right website localization.

1. Make extensive research about your targeted market

It is often said that “Customers are always right, even when they are wrong.” This is because they know what they want and they are right about the choices they make when looking at things from their own perspective.

One thing you should be especially conscious of is the tendency to assume. It is easy to fail if brands base their decisions on mere assumptions. It is even worse to make assumptions when venturing into new markets with new locations and cultures that have clear differences in lifestyle and interests.

So, immerse yourself in extensive research and gather sufficient information about your targeted market. Make sure that what you are planning to offer them is what they need and not simply what you think they want. Once you have identified their needs, the next step is to research your potential competitors in that market. With that knowledge, you will be able to identify which strategies are working in that area and determine the best approach to stand out in the market.

2. Multiple language SEO

Be aware of who your product users are. Knowing them will make localization easier. You will be able to connect with your audience only when you are able to understand their intentions by analyzing who they are, the products they choose, how they receive messages, and what marketing strategies they respond to.

This is where SEO comes into play, specifically generating traffic organically on your website through search engine results. To achieve that traffic, it is important that your translated website aligns with what shoppers in the targeted location are likely to search for. You need to be careful here because certain keywords for destination A may not be the right keywords for destination B, regardless of whether you are talking about the same product.

With a localized SEO strategy, your website will come to the fore in new markets. However, when it is not properly executed, do not be surprised if your website does not appear among the search results because others are using the right local keywords.

3. Adjust appropriately for cultural differences

If you want to be successful in a new market, you must be culturally informed and culturally sensitive. Without these, you will not be able to achieve proper website localization. When you are aware of cultural differences, you can avoid content on your website that users may find offensive or inappropriate.

This can be tricky because what is considered appropriate in one location may be inappropriate in another. To avoid any awkwardness, it is best to review all cultural references on your website repeatedly and make sure they are suitable for the market you are targeting.

It may also be wise to invite professional human translators from the region of your targeted market to review what has been translated. Such translators have the ability to quickly detect and determine which content is suitable or unsuitable for the local market.

4. Allow users the option of switching between languages

The majority of people, even those who are well versed in English, still prefer to be greeted in their local language. When users have the option of switching from one language to another, they tend to enjoy their browsing experience on your website more.

Although translation is not all that localization involves, it plays a significant role in achieving the best form of website localization.

5. Build multilingual brand assets

Your website should not be your only asset. It should be interactive and engaging so that visitors can have an enjoyable experience. There should be several things visitors can interact with on your website. It is also worth creating tone guides, voice guidelines, and style guides tailored for each of the various locations you have in mind. Make sure that all downloadable content such as reports, eBooks, and white papers are fully translated.

This does not mean that you must build your brand from scratch every time you enter a new market. Rather, it is best to create content gradually with the targeted location in mind, as this will allow your brand to maintain consistency around the globe.

6. Make use of a website translation tool

Instead of overcomplicating your website localization process, focus on handling the basics as well as possible in the preferred language and format of the location you are targeting.

From there, you can streamline the process with a website translation tool specifically designed for that purpose. Using these tools will help simplify your website translation process and automate much of the work involved.

7. Localize your website media

Beyond translating the words on your website, there are other elements that require attention. The images, videos, infographics, and graphics on your web pages should also be localized. Your brand will be better received if these media components are available in a form that visitors can relate to. Ensure that your website media is aligned with and tailored to the needs and preferences of your new markets. This will help attract new buyers to your brand.

8. Keep your website design in mind when localizing

It would be ideal if your translated content were a precise, word-for-word rendering of the source material. However, that is not always the best approach. Sentences and paragraphs in different languages will rarely be the same length, and this will affect how text and other content appear in each language.

Build responsive web pages that can adapt to any changes that may occur during the translation process. In particular, pay close attention to call-to-action buttons, as they are especially prone to text truncation.

9. Consider the variations in local language

When translating, you should not only focus on translating words correctly but also be mindful of local conventions such as date and time formats.

For example, Americans and British people both speak English, yet they write dates differently. The British format places the day first, followed by the month. The American format does the opposite, placing the month first before the day.

Small details like these can make a significant difference, as they help visitors feel more comfortable browsing your website.

10. Continually engage in testing

It takes time to get localization right, especially when you are working in markets that are new to you. What you need to keep doing is testing. Test, test, and test again. Testing will help you identify areas that need adjustment so you can address them accordingly. When you do this consistently, visitors will have a more enjoyable experience on your website.

Stay alert and keep track of which of your products are most appealing to your audience in new market locations, try out new messaging, and evaluate your results consistently.

You can successfully reach new markets. Unlike in the past, you no longer need to worry about geographical borders because with the internet you can turn people from different locations and backgrounds into prospective customers.

Remember, the key is a proper localization process. It is not just about translating your web content; it is about creating a unique and enjoyable experience for every visitor to your website.

Begin putting in place the website localization practices mentioned in this article to help you get to know your new audiences and understand what they will expect from your brand. When you apply everything covered here, you will be able to create a wonderful browsing and shopping experience for anyone, regardless of where they are in the world.

With ConveyThis, you will be able to learn how to speed up your website localization project.