Expanding to a global market can be an exciting time for your business. Millions of Internet users speak a language other than English, and localizing your website to some of these specific target audiences allows your company the opportunity to reach a broader scope of people. Even in countries where English use is fairly widespread, consumers still prefer to seek out information in their native language, so having access to your content in that language will give your company an edge in a competitive market. Localization, which includes translation, also entails adapting your website’s content for other markets. Ideally, all aspects of your company’s website would be fully translated and localized for all target audiences you have decided to reach. However, it is not always within a company’s budget to localize the entire website at once. Knowing where to begin can be helpful in terms of adhering to your budget while still making your website more accommodating for your domestic or international market. We’ve prepared some ideas to help get you started.
Choosing your initial target audience(s)
If you plan to localize your content for multiple domestic or international audiences, it may be easiest to handle a select few first. Decide which languages and markets will be most beneficial for your company to reach. Not only will you have learned from the process of localizing the content for a few select audiences first, it will also allow you to spread out the costs of localization over time, which may be more desirable for your company budget.
Deciding which pages to localize
Localizing your website’s content can also come in stages. It is important to decide which pages are critical for your business, and which have messages that are important for your domestic or international audience. If you have a local events page or careers page, for example, these would not be of high importance to translate or localize, since they would only be necessary for your original English-speaking audience.
On the other hand, pages that are specific to your company’s brand, such as your mission statement or an About Us page, would be of higher priority so that your new customers feel connected with you from the beginning. Some other pages that may be important for your company to consider up front would be forms you need the customer to fill out like requests for information or pages with news about company updates.
Ultimately, what you decide to prioritize will depend on your company’s mission and vision for your domestic or international reach. We are always happy to assist you in deciding the best path to take when it comes to expanding to new audiences. Please feel free to contact us today for more information!
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