A website is one of the primary tools used to market a product, service or business — and professional website translation can significantly expand a company’s potential audience. Since a website often serves as the first point of contact with a customer, it’s paramount that the site accurately conveys the image you intend to present.
There are computerized methods for website translation available, and while they can be useful for getting the basic idea of a site, they’re a far cry from carefully-crafted advertising copy. A professionally translated website can help make sure that potential customers finding your webpage for the first time won’t be forced to search the web for answers.
Using Professional Website Translation Instead of Widgets
There are a number of programs and website widgets that can automatically translate the content of your website. These have some advantages to them: notably, they are typically faster and cheaper than professional translation. On the other hand, you get what you pay for: automatic translations tend to produce more than a few errors.
Relying on automatic translations of your website can lead to an unfortunate — and unintended! — representation of your brand that could fail to have its intended effect. Employing a professional translation service that knows the proper technical terms used on your website and checks against inaccuracies with editing and proofreading will result in a website that is more likely to appeal to potential customers.
Professional website translation can:
1) Expand the Market for Your Company or Product
To achieve far-ranging success, you need to introduce your brand to new markets and potential customers. As more and more people take to the web in search of products, businesses and services that will fulfill their needs, it’s important to have a website that is accessible to as many people as possible. Professional website translation opens up your site to entire markets of new potential customers you may not have been able to reach otherwise.
2) Build Confidence in Your Brand
When these new customers find your website, you’ll want to make sure they can understand your website and your company’s message. An inaccurate translation can ruin an attempt at establishing your brand as a professional presence in a new market. By providing a website that’s accurately translated, first-time customers will be more likely to trust in your company and find your message engaging and consistent.
3. Localize Your Message for New Markets
You’ll want your website to convey a message that’s not only true to your overall advertising strategy, but also familiar to the customer reading it. Localization of your translated website creates a familiar message for potential customers by employing the proper terms and usage for a specific market on your site.
Presenting new customers with copy and graphics they can immediately relate to will generate more confidence in your brand. But those are just the most obvious facets of localization: the complete package also includes adaptations to music, photos and even colors. You might not realize that the color scheme you’ve chosen could have negative connotations in a new market, but professional localization takes this into consideration and suggests appropriate alternatives.
Utilizing professional website translation will help you create an online presence for your company and/or product that expands your customer base and generates greater brand recognition — and in turn, more sales.