Grow your business, rank higher in SEO, and build trust by translating your website into the languages that are more useful to your clients
Say you are looking to sell your products or services in a different country, or that your data shows that the majority of your clients speak a different language…then you should translate your website ASAP. This decision must come from the analysis of your industry, your current clients, your potential clients, and your company’s long and short-term goals. In order to make this post easier to read, I have listed the three major reasons why (and when) you should translate your website. You will also find a little infographic that illustrates how languages work on the web so you can make a smart decision.
- Grow your business and get new clients
Yes, the internet’s main language is English. In fact, 26% of all online content is in English, but what if I told you that there are more people around the globe whose first language is Spanish? While there are 370 million native English-speakers, there are over 460 million native Spanish speakers and 955 million Mandarin speakers! So why not speak directly to them?
What if my company is based in an English-speaking country? Even if your country’s official language is English, odds are your potential clients actually speak a different language. For example, 15% of the entire US population speaks Spanish, surpassing the number of Spanish-speakers in Colombia or even Spain; In Vancouver only, 57.7% of the whole population speaks an immigrant language (other than English, French or Aboriginal Language). We will talk a bit more about this further down, but speaking to your clients in their language helps to build trust and retain existing customers.
- Rank higher in Search Engines
It is no secret that ranking high in search engines means more exposure, more clicks, and eventually a higher conversion rate. In order to do so, your website needs to be relevant, meaning it should be able to answer users’ queries. This is where translation can play an interesting role in your SEO strategy, specially taking into consideration that people usually ‘google’ in their native language and that, as numbers have shown us, a large number of potential clients speak a language different from English. By translating your website, you will be contesting for a higher place in the SERP (Search Engine Results Page) in not just one but two, three, or four languages… Of course, you have to put in place a well-designed SEO strategy including keyword analysis in different languages, but it will certainly help you grow your online presence.
- Build trust. Increase your revenue
It does not matter what your business is, if you have one or work for one, generating profits is a must, and any actions we take, especially if they cost us money, should have a juicy ROI. But, what does translation has to do with this? Well, data shows that 60% of online users are more likely to buy form a website offering services or products in their own language. Think about it, would you rather buy from an English website or one that is in a language that you know but are not entirely proficient in?
By making your website accessible to your current and potential clients, you will not only provide better customer service, but you will also build trust. You will be offering them a transparent platform to interact with you and your brand.
These are some simple reasons why you should translate your website but remember it is important to know your industry and do your research. Be smart about your website translation, there is no reason why you should go and spend a lot of money translating your website into over 70 languages if none of your clients speak those languages, maybe start with a couple of languages your clients actually speak.
Also, keep in mind that even within a certain language there are idiomatic expressions that might vary, depending on the location you are targeting. Spanish from Spain has subtle idiomatic differences with the Spanish from Mexico or Argentina; and American English uses a different spelling than British English. This is why there is a difference between translation and localization, which I will explore in another post. This is one of the reasons why thorough research should be done before making decisions, and why you should hire a language professional to translate accurately, that feels as if it was written in their language.
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