With the advent of the internet in the early 1990s, most businesses began to realize the importance of having an online presence. As a result, the past decade has seen an increased number of businesses taking to the internet to establish their brands. With most businesses having their bases and clients in English-speaking countries such as North America, United Kingdom and Australia, most websites use English as the medium of communication. However, targeting countries with a growing number of internet users such as Italy, France, Nigeria and Japan is bound to bring additional benefits to any company willing to take that chance. Here, we look at ten of the most common reasons why translating your website is beneficial to your company.
1. Drawing new customers in
Perhaps the major benefit of a multilingual site is the opportunity to expand your customer base. The international market offers more clients from around the world who will quickly relate to your product or service if it is offered in their local language.
Realignment with non-English speaking internet users
Since the internet was created with English as the founding language, internet use in English-speaking countries is largely saturated because of years of dominance and growth in these countries. New markets in Africa, Asia and South America are virtually unexploited and present opportunities for businesses to bring on board loyal customers who will benefit companies in the long run.
Efficient marketing tool
Website translation represents one of the most cost effective marketing strategy you can use to draw in customers. Being able to communicate to potential customers in their own language enable you to market your company and give your brand, service or product an international image.
Establish loyalty and trust
Most people treat the online market with suspicion, especially when considering a foreign product or service. People are more likely to trust your brand, product or service when it speaks to them in their language. For instance, when fast food giant MacDonald’s entered the Japanese market and included Japanese as one of the languages in its website, loyal customers enabled the company to increase its market share in Japan within a short time.
Customer centered business
A customer is more likely to associate with your brand if you communicate in their language. Since it takes a considerable amount of effort to translate your web pages into a foreign language, the customer will consider that tedious act as one of care. For that reason, they will easily do business with you.
Positive impact on sales
Even if you were to translate your website into a handful of world languages, your company is bound to see an increase in sale by an average of 100%. Factors such as trust and customer loyalty that come as a result of translating your website are direct contributors to increased sales.
A website with a many languages demonstrates your knowledge of the international world. To customers, this means that your brand is big and has the experience to deliver products and services as an international player. In essence, a multilingual website will give you a respected, international image.
Overcome the competition
Competition is normally a big determinant of how successful a business will be. The ability to differentiate products and services is one of the determining factors of a successful business. If competitors are not offering a multilingual website, it could be a good idea to design one to help you gain an advantage over them.
Culturally appropriate content and language
Most countries in Asia and Africa usually have different language interpretations, especially with English. For instance, a potential customer in Japan may interpret and English word differently, which may come off as inappropriate. As such, many companies such as gaming site ea.com, eidos.com and electronics company Sony have different pages with local languages in many countries. These companies have reaped numerous rewards for incorporating culturally sensitive multilingual websites as part of their global growth strategies.
Optimization for local search engines
Most countries are coming up with local search engines, especially where English is not the medium of communication. In most of these countries, Google and Bing are not normally used to search for content on the web. For this reason, tweaking your website to communicate in several languages will help get you found by an international audience.
New and emerging markets in Africa, Asia and South America hold a lot of growth potential going into the next decade. Increased connectivity to the internet presents an opportunity for businesses to market to potential clients through the internet. Translating your website is one sure way to start on the journey to bring more income and expand your client base into the international arena.