Website localization: 3 aspects you must remember

02, Sep 2021

Share:

Website localization: 3 aspects you must remember



Website localization means making your website look and feel local to your target audience. This involves much more than just translation into another country’s official language. It means adapting all your website content to the local culture and language.

But do prospects care if your website feels local to them? They do. First, because if you want to sell in one country, but use a non-localized variant of its official language in your product descriptions, your prospects may never even find your product in the first place. 

For instance, many French words mean one thing in France, but another in Quebec. If you list your alcoholic beverage as “liqueur” on your Canadian French website, your Quebecois clients will never find you, because in Quebec “liqueur” means soft drink.

But even apart from the obvious question of language, the fact is that people generally relate more to content that refers specifically to their culture. According to a 2014 article published on Marketing Week, “more than half (53%) of the UK’s black, Asian and minority ethnic (BAME) population say they prefer to purchase from brands they feel ‘meaningfully’ represent their culture.”

This means that adapting your website content — images as well as words — to your prospects’ culture will give you an advantage over your competitors who overlook localization.

So, in order to successfully localize your website, here are three aspects to remember.

1. Respect the local variant of the language

When you speak to your prospects in their everyday language, you help them find your product and understand your descriptions. Don’t just translate your website into Spanish — localize it to the Spanish variant spoken in your target market. This will make a huge difference. For instance, did you know that “manteca” means “lard” in Mexico, but “butter” in Argentina?

2. Localize your website images

We’re not talking only about images that contain text, though of course those must be localized as well. But think also of the cultural aspect of images. Do your models belong to the same ethnicity as your prospects? Are the landscapes and activities your ads portray relevant to your audience? 

For instance, imagine a sports brand that advertises their hiking shoes by showing people hiking in snowy mountains. Their ads may have perfect visuals, but they won’t feel relatable to most prospects in a country where it does not snow.

3. Take other elements into account 

There are many cultural elements that vary from one place to another and have an impact on how clients interact with your product and website. For instance:

•    in countries where the alphabet is written from right to left, that’s how people “read” images as well, so a sequence of images in an ad should go from right to left 
•    the same color can have different meanings — for instance, red signals danger in some cultures, but joy in others — so you must be careful to adapt your ads’ colors to the local perceptions
•    sometimes local superstitions that you have no idea of can ruin your product name or ad — for instance, the Chinese never say the number “four” aloud, because it sounds too much like the word “death”.

For all these reasons, it’s crucial that the translation agency you work with can provide not only translation services, but localization services as well. A team of native localizers will ensure that you get all the linguistic and cultural nuances right on your website. And this in turn will enable you to attract your foreign prospects — and turn them into customers.





Other news

20, Oct 2021

Transcreation - a powerful tool to localise your content

“Transcreation” means recreating a word or sentence in another language. Transcreation recreates a message in a new language, so that it evokes the same emotion as it does in the original language.

See more
Transcreation - a powerful tool to localise your content
16, Sep 2021

3 simple steps to a perfect advertising translation

There’s a lot more to ad translation than just converting the words from one language to another. An advertisement is composed of many elements besides the verbal ones, and all of them must be redirected to target your foreign audience.

See more
3 simple steps to a perfect advertising translation
09, Sep 2021

Audiovisual translation: what it is, and how you can get it right

Audiovisual translation is the translation of the verbal elements in media, which besides language include image and sound.
Like all kinds of translation, is more complex than it looks, but when done right, it can strengthen your professional image and attract better prospects. 

See more
Audiovisual translation: what it is, and how you can get it right
26, Aug 2021

How to avoid common mistakes when selecting a Language Services Provider

Who’s your ideal Language Services Provider? That’s an easy one: it’s the one you can forget about. 
When they are so good at what they do, you will never need to worry again about translation, interpreting, or any other language-related task. 

See more
How to avoid common mistakes when selecting a Language Services Provider
19, Aug 2021

What is a certified translation, and when do you need one?

When does your business need a certified translation? 
You need a certified translation when the law requires it. Most often, that will happen when the document you are translating is legally binding.

See more
What is a certified translation, and when do you need one?
14, Jul 2021

This is how financial translation can make a difference to you

How important are financial translation services in today’s market?
In order to serve foreign customers efficiently, financial enterprises must use the latest technology, and provide services in the customers’ languages as well. 

See more
This is how financial translation can make a difference to you
Get a quote
Our clients
Bristol-Myers Squibb
Fresenius Medical Care
Neutroplast
ISQ
Beiraltina
DIAGEO
TIMWE
Altice
R2com
Partners
Hill+Knowlton Strategies
PLMJ
Esquível e Associados
Uría Menendez
Samsung
SAP
Cisco e Essity
Essity
Didi Global
Netjets
Nuno Sousa Moniz & Associados

Processing your message.

loader

Processing your request for a quote.

Success!

email ok

Your request for a quote has been sent successfully. We will reply as soon as possible.

Oops!

email error

We were unable to submit your request for a quote. Please try again.

Processing your message.

loader

Please wait.

Success!

email ok

Your message has been sent successfully. We will reply as soon as possible.

Oops!

email error

Your message could not be sent. Please try again.

Processing your message.

loader

Please wait.

You have been added to our newsletter

email ok

Your registration has been sent successfully

It was not possible to add you to our newsletter

email error

Please contact us