It is estimated that a global company usually has a presence in 7 different countries on average. However, most of these businesses make the mistake of publishing their content in English language even in markets where English is only spoken by a minority. From a marketing perspective, this is a bad tactic. Why would you keep out a significant population from accessing the contents of your website? Many companies have started to realize this mistake and have begun translating and localizing their business websites. In this post, we will look at six reasons why you should also consider translating your business website content into local languages.
1. Reach out To More People
In order to sell more of your products and services, you need to reach out to more people. As such, it makes sense that you translate your content into the local language. So, if you are setting up shop in India, then the website must be in Hindi or any other local languages. Similarly, a website for a branch operating in Russia needs to be translated into Russian. If you don’t translate the website, there is a good chance that the users from those countries might use the Google Translation service to automatically translate the content. And this can turn out disastrous since the meaning of the sentences can be lost with such machine translation. As such, it is recommended that you hire an international technical translation company like ilstranslations.com to do the job of accurately translating the content of your site. And by doing so, your website will reach out to more people.
2. Solidify Your Brand Image
Publishing translated content also helps to put out a strong, dedicated brand image to local customers. When a person from Kenya sees that your website content is in Swahili, they are more likely to respect your brand. They will perceive it as an effort from your part to integrating with their culture. As a result, your brand will be able to build a good reputation in the country. In contrast, publishing in English in the Kenyan market will evoke no such emotion.
3. Stronger Influence
It is no secret that people are most attracted to content when it is in the language that they daily speak. A person from Spain will connect with content more when it is in Spanish rather than English. And this allows you to present yourself in a much better way to your target market. After all, when you can influence people from Spain in a stronger way by using Spanish rather than English, the most logical business decision is to only publish content in Spanish. Companies seem to have understood this aspect of content localization. And as per a survey of business executives in the US, 94% of the participants admitted to increasing the budget of localization for better market penetration.
4. Low Conversion Rates
If your website is receiving visitors from a country that does not speak English and the conversion rate from that audience is dismal, then it is safe to say that localizing the content will have dramatic effects. For example, suppose that your website receives 100,000 visitors from Brazil per month, but the conversion rate is ridiculously low. Under such circumstances, you should try converting the website content into Portuguese. This should enable the visitors to read the content on the webpages, thereby increasing the conversion rate.
5. Better SEO
Converting the website into local languages is also excellent from the perspective of SEO. When you publish your website in English in a non-English market, the bounce rate will likely be very high since most non-English speakers will leave the site immediately. In contrast, when you publish the website in their language, then they will stay on the website for longer to read the content in full. And this will improve the bounce rate of your website, helping it achieve a better SEO score.
6. Gain Competitive Edge
Having local language content on your business website also gives you incredible competitive advantage. Imagine that a prospective customer from Malaysia is searching for a good projector to buy. And during their research, they may come across you and your competitor’s website. Now, if the competitor website is in English and the person does not read English properly, they are likely to close the site. In contrast, if they see that your website is in Malay, then they will read the product information on your website, thereby giving you a better chance of converting the person into a paying customer.