When you’re entering a new marketplace that requires you to communicate with customers in a new language, one of the first things you’ll want to do is localize your website and collateral business materials. Localization involves translating content into the target language while ensuring its message reaches across cultures without losing its meaning.

The impact of localization on purchasing decisions can’t be underestimated. Studies show that 72 percent of consumers are more likely to buy a product that contains information in their own language. A whopping 56 percent say obtaining information about a product in their own language is more important than price.

 

Localization is more than translating words

There are several steps to localizing content, and word translation is only one component. A myriad of assorted tasks make up the professional localization process.

  • Images, graphics, and other visual assets may need to be adapted to suit the target market’s cultural nuances and tastes.
  • Phone numbers, addresses, and other contact information could require reformatting to meet local expectations.
  • Content may require conversion to match local currencies and units of measurement.
  • Depending on the original and target language, online and printed resources may need design and formatting alterations to accommodate right-to-left languages like Arabic and Hebrew.

 

What should you localize?

When deciding what materials to include in your localization project, you’ll want to look beyond marketing copy and website content. Don’t forget about:

  • Videos and other multimedia content
  • Training manuals
  • Legal documentation
  • Social media content
  • Mobile device apps
  • On-demand communication
  • Customer-facing troubleshooting and tech support documents

 

Do I need a localization professional?

You’ll want to put your best foot forward when entering a new global market and for that you’ll need the services of a professional localization team. The average business owner has limited access to translation technology and automated translators simply aren’t up to the complexities of important projects of this kind.

Localization professionals bring a strong combination of technical expertise and reliable tools that are required to retain the subtleties of the message, understand the nuances of the culture, and the manage the technicalities of translation. Professional localization teams also help you create style guides so your project stays consistent no matter how large it scales.

 

Learn more about how to make the most of your website localization project or contact us today for a free, no obligation quote.

 

Image: ©istock.com/oaltindag

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