Seven Points to Take into Account Before Contacting a Language Service Provider
The global economy is becoming more interconnected on a daily basis. More than before, companies and customers can communicate across very large distances. So, it should come as no surprise that once your internet business starts to succeed in your home market, expanding to international markets will be a necessary component of your growth strategy at some point. The most obvious difficulty in spreading your brand's message outside of your home market is the language barrier.
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You might imagine you could get by with using just one language if your website is in English.
After all, English is the second-most spoken language in the world, the most widely used language on the internet, and a common choice for people learning a second language. Despite the fact that English predominates online, research indicates that 73% of the worldwide market prefers to interact with material on websites that are in their local tongue.
Word-for-word translations won't cut it if you're launching a product or service in a foreign language. First off, unless you're a certified translator and native speaker of the target language, it will be quite challenging to replicate the delicate subtleties of your original language, such as tone of voice. You run the risk of confusing or alienating your customers if you get these nuances wrong.
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It is crucial that your website not only be translated but also localized to satisfy the linguistic and cultural demands of the regional market. While some companies choose to hire internal personnel to assist them in localizing their websites, the majority opt to collaborate with a reputable language service provider (LSP) that provides a variety of language services and has a sizable pool of qualified linguists to choose from who specialize in their industry.
“Can you translate my website?” is one of the most often asked inquiries in the localization sector.
The answer is typically yes, but in order to do this efficiently and receive the best service, you must plan ahead in order to give your chosen LSP the resources and background knowledge they will need to do a good job and have the technology and processes in place to ensure that your multilingual site is launched on time and within budget.
Before you contact a language service provider, keep the following in mind:
Determine the source of your traffic and choose a language convention. Considering how images are used in culture Choose the content categories you want to translate. Choose a reliable, multilingual CMS. Pick a trustworthy web hosting service. Exporting content in an organized manner
Determine the source of your traffic You need to know where your potential customers are located and what their preferences are in order to select your target language and message when it comes to marketing your goods and services to new audiences.
Online analytics solutions, like Google Analytics, can provide information about the geographic distribution of your visitors as well as the degrees of involvement they have with the various sections and pages of your website.
It would be prudent to think about localizing your website for the French market if you are headquartered in the UK and notice that a large portion of website traffic is coming from France.
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In addition to the wealthy market that is France, you will also profit from bringing in customers from other Francophone nations, such as Canada, Belgium, Switzerland, and a number of African nations.
Take into account which pages on your website are drawing visitors from other countries if you are an eCommerce firm. Localizing your website to the official language of a market could prove to be beneficial if a significant quantity of traffic from that market is arriving at category and product pages but not converting – provided you have the logistical ability to serve that market.
Name a linguistic convention. The linguistic identity of your brand must be taken into consideration when you localize your website into the languages you've chosen.
For instance, an eCommerce brand would require source language glossaries with preferred brand and product terminology, information about your target market, and internal brand rules (including references to tone of voice).
As a result, your LSP will be able to suggest the best translation or transcreation solution for various sorts of content, and you'll be able to minimize any mistakes made when translating brand terminology.
You should also think about how text contraction and expansion will affect the appearance of the localized text on your website.
Writing in the direction of languages that read from right to left, like Arabic and Hebrew, may provide another difficulty for you. Once more, consider how this might affect the design of your website, the areas you want users to pay attention to, the navigation, and the placement of your call-to-action buttons.
You should think about how writing direction can affect your site in the future and make sure your templates and CMS can handle right-to-left languages if you aren't localizing into a right-to-left language right away but intend to do so in the future.
Considering how images are used in culture Many firms place more emphasis on localizing text content than they do on whether their photographs are appropriate for usage in the target market.
A thorough understanding of the local market and culture is necessary to convey the proper mood through your images. If you're localizing your website for Arabic-speaking consumers, for instance, success will depend on your ability to comprehend the right level of body modesty in Middle Eastern cultures. Although a bikini-clad model would be warmly received in the West, it wouldn't be appropriate in the Middle East's more traditional markets.
Together with historical allusions, you could also want to determine what local pop culture references are most common in the market you're targeting.
Football is a sport that is well recognized around the world, and in many areas, the picture of a football player scoring a goal represents success. Nevertheless, in the US, local audiences might find a baseball player hitting a home run to be more appropriate.
To learn more about how your competitors are using imagery to communicate with their customers, delve a little deeper and look into what they are doing in each area.
Creating campaign images that can be used generally for many markets is an alternative if it is not practical to customise images to individual markets; however, keep in mind that this may not be appropriate for every market and would need to be vetted to ensure cultural sensitivity.
Whenever in doubt, make use of your varied staff and include local personnel who can provide support with cultural sensitivity both during and after the localization process. In this situation, keep in mind that since they have the local expertise, these team members, always be receptive to suggestions.
Choose the content categories you want to translate. It takes more than just giving a linguist pages of text to translate, approving the translation, and then uploading the information to your CMS to translate a website.
Content is not created equally. Language experts with a variety of abilities and experience are required to manage product descriptions, editorial writing, blogs, and legal terms of service.
Some areas of your website require different management strategies than others, whether you're selling products or services or simply advertising a brand. Where it really pays off is when you work with a reliable language service provider.
In addition to having the ability to handle your fluctuating linguistic burden, a language service provider is also more likely to have the technology and local cultural expertise necessary to execute your localization strategy efficiently.
A combination of services from an LSP might be the best course of action when translating an eCommerce website.
For descriptions of categories and products, for instance, one can employ a translation service with real translators. Then, to localize your privacy and terms and conditions, you would need to engage specialized legal translators.
By transcreating your content to fit the cultural expectations of your target audience, you may maintain your brand's distinctive tone of voice and messaging. The aforementioned services, when combined, can significantly affect translation quality.
If you have a sufficient dataset of information that has already been translated to an acceptable standard, you can use neural machine translation technology to further increase the output efficiency of website translation.
It's always best to consult an LSP before using machine translation; only specific content types are appropriate for this service due to the need to take into account subject matter and language pairs in relation to the capabilities of different machine translation models like Google Translate, Microsoft Translator, and Amazon