The business landscape is continually evolving into an inclusive and emerging global economy. One of the most powerful and cost-effective tools to reach an international audience via a company’s website. When we consider the global marketplace, it is imperative to have a multilingual website to guarantee maximum success. This allows businesses to tackle challenges faced when expanding to new areas with different languages and cultural norms.
English is only effective on about a fourth of the total internet users worldwide. Localizing websites according to the desired international market is crucial in creating an effective communication and growth strategy.
Here are some of the key benefits of website localization:
1) Increased Sales
Translating websites in other languages allows businesses to increase their sales and leads. Research shows that consumers will usually refrain from making a purchase if the content is not readily available in their native language. For consumers, they trust the ability to receive information in their native language even more than price. This creates a powerful effect on the bottom line and creates an opportunity to access a whole new audience and grow the business significantly.
People tend to consume content in their native language more than anything else. Localization when conducted by a language service provider is not just translating one sentence or word to another. They place considerable importance on culture and context. By removing incorrect or offensive references, the target audience is also to resonate with the message more and hence better connect with the content.
As well as culture and context, accurate localization also allows translated websites to adhere to local accessibility laws. Different countries follow their own set of guidelines and restrictions regarding website accessibility. It is even compulsory in some cases, but adhering to these guidelines regardless promotes inclusivity and helps gain access to a wider audience.
3) SEO and Visibility
Search Engine Optimization(SEO) is an essential and complex tool that increases traffic to a website. Having an SEO strategy that is inclusive of other languages will create a positive impact ranking across all sites. Search engine algorithms rely on behavioral factors like time spent on websites by visitors to determine rank in SEO.
As a result, companies that promote or have inaccurate content will get a high bounce rate of visitors leading their ranking to take a significant hit. Localized websites have been known to increase traffic within weeks from businesses.
Translating a website into several languages also increases the brand awareness of the business. This is especially effective when the business type or product is the first to reach a new and previously untouched market. It allows them to attract new customers while also becoming a leading authority in that field. Localized content will build trust and familiarity amongst locals. This will lead to customers associating the brand with a specific product or service which will further build the reputation of the brand abroad and make the business a major competitor on the global market.