Website Localization – The Future of Digital Marketing?

Website Localization - The Future of Digital Marketing


You may have a well optimized website with good search engine rankings and increased user visits. But the increasing competition makes it vital to ensure your digital marketing efforts are also focused locally. Consider website localization. Reports state that web users are more likely to purchase from a company that communicates in their own language.

Localizing a website will provide fruitful results such as-

  • Add value to your brand
  • Increase in site visitors
  • Increase the number of customers
  • increase the number of visitors returning to your website

Localization process of a website involves numerous technical and linguistic stages: preparation, cultural adaptation, translation, multilingual adaptation, integration of multilingual content, functional and linguistic validation, quality control, final validation and the final process of going online.

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Is it enough to translate your original website content?

A common mistake with localized websites is considering the translated content to be just another version of the pages in the original language. Translation isn’t everything. Of course, for the user it’s all about the content. The user will check whether the content is relevant and understandable and in line with the user’s cultural context. Therefore, winning consumers in these new highly competitive business markets will require companies to scale their global marketing initiatives and manage cultural diversity at a whole new level.

Localizing a website is an important business decision that will have a great impact on how well you achieve your business goals in certain markets. Before localizing any content, make sure to partner up with a digital marketing agency. This helps to better understand the target audience, and check whether your product meets local standards and is in line with the core cultural values of the audience. Understanding the basic differences in customs and practices between nations is important.

Translating a website (especially a complex one) can be a challenge. You need to decide on your core markets first and then choose the language version accordingly. Decision should be made earlier whether to display a language version based on the user’s IP address or on the browser’s settings. To be more effective in emerging markets, global brands must ensure that their content not only speaks to the culture of the audience but also reflects the intended brand message consistently from one region to the next.

What surveys indicate:

A survey conducted by Lionbridge earlier in 2015 revealed that

  • Many companies don’t have a localization strategy. Nearly 40 percent of respondents say they do not currently have a web content localization strategy and 13 percent of respondents handle localization requests on an ad hoc basis
  • When asked about the most important aspects of website localization, a majority (56 percent) of respondents identified quality and accuracy as the top answer, followed by customer experience (34 percent)

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Businesses will need to radically change their mindset about localization, as well as their translation processes and allocation of resources. It is very important for companies to focus on building a localization strategy to ensure the process is streamlined, consistent, and, most importantly, effective. By addressing the regular cadence of localization needs in a centralized manner, companies can ensure that translation quality and brand consistency are maintained across a number of channels, languages, and projects.

Few elements that you should keep in mind while localizing a website are – branding, culture-specific design and simple forms, lines, text and composition. An experienced digital marketing agency can provide comprehensive website localization services that can ensure that all content is addressed in an efficient and effective manner. It helps brands to stay engaged with customers and offer the best customer experience possible across all markets.

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