Website Localisation: How to Do It Right

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WEBSITE LOCALISATION: HOW TO DO IT RIGHT

Effective localisation is a powerful way to grow your business website and expand your brand by reaching audiences on an international scale. The concept of developing a multilingual site might be daunting for some, but the process, when undertaken by a professional website localisation team, will be streamlined and cost-effective.

What Is Website Localisation?

Simply put, localisation is about adapting your message to make it appeal to a new region, often in a different language from the original.

However, localisation is more sophisticated than merely translating the same message and pasting it onto its sister domain; it’s about transcreation. That is, adapting not only the words but also the tone and philosophy of your product or service so that it hits the same mark in your desired market.

Besides language translation, watertight localisation means taking into account cultural nuances and any legal obligations that may apply in your new territory. The goal is to make your new clientele feel that your product was originally designed for them.

Benefits of Website Localisation for Your Business

If done properly, there are numerous benefits to be gained from localising your online business. First and foremost, it improves brand credibility by showing that you are willing and able to adapt your message to the unique needs of different audiences.

In addition, localisation enhances your SEO ranking. Besides impressing customers with your business credibility, you’ll also be telling Google’s algorithm that your brand is reliable and flexible and that you know how to appeal to (and profit from) users all over the world. In turn, this will improve customer engagement which feeds back into the algorithm and improves your rankings.

Ready to localise your business and expand into new markets? Here are a few key things to keep in mind when taking your slice of the global consumer pie.

Best Practices When Localising Your Website

Begin with the basics by localising the most important pages on your website: your Homepage, About Us page and Contact Us page. These are the face of your business and the first places your clientele will look to learn more about you, so make sure you tackle them first.

Product and service web pages are also important: pay attention to the little details that will make you relevant and appealing in your new market, such as currencies, measurements and time zones.

Another key place to implement good localisation is in your marketing and branding strategies. Consider important differences in culture and tradition, implement good multilingual SEO, and be sure to localise your marketing and welcome emails.

Consider how you might tweak the design of your website to accommodate new languages: for instance, ‘free shipping’ in Traditional Chinese 免費運送 (Miǎnfèi yùnsòng), which takes up less space than English, whereas in Finnish it is ‘ilmainen toimitus’, which is longer, so you should adjust the space required for text accordingly. You should also be sure to add subtitles to any video content so that your new customers can engage with it effectively.

Finally, update your instructions and policy regarding domestic or international orders and shipping to ensure your customers can easily complete a purchase.

Here at Elite Asia, we offer expert website localisation advice and services, giving you the tools and knowledge needed to take your business to the next level. Explore our localisation solutions for more inspiration.