The Importance of Translating and Localising in Business

Going Global – The Importance of Translating and Localising in Business

If you’re thinking of doing business in a country which doesn’t use English as a first language, in order to succeed, it’ll be essential to translate and localise your marketing materials.

Translation is important in business because people feel more relaxed using their own language. When consumers and B2B clients are thinking about making a purchase or using a service, they want to be able to communicate effectively.

If your company has a website, either have it translated into the target language with a click through icon that’s easy to find, or have the website made up entirely in the target language with its own country website address

Localisation is another important aspect of your marketing strategy. Why? Because if you want to attract customers, you’ll need to make them feel valued. Therefore, putting your content into their language and presenting images and other visuals that reflect their culture will ensure that the potential customers stay on your website, explore it and finally make a purchase.

Customers nowadays want to communicate with the company they have used and many like to spread the word via social media. Localisation is the way to present your company in a positive light using another language.

Localisation reflects the culture of a new country and that means you have to think about your website design in a different way. It’s no good merely copying the words and pictures you have on your original site because certain content might not be appropriate for your target audience. This is where a professional translation agency comes into play.

Colours

Colours are very important in some cultures and they have an entirely different meaning from one country to another. Take white for instance, here in the west we think of white as fresh, clean and new, but in China, Japan and India it is a colour which represents death and mourning. So you need think about the colours you’ll be using and take their significance into consideration.

Visuals

Again, like colours, you may not be able to use the photographs or other visuals from your original site. If you have a picture of a woman driving a car and you are thinking about a website for Saudi Arabia, then this would be a mistake, as women don’t drive in Saudi. Consider too the culture of Thailand where feet are thought to be dirty. Study visuals from the country you want to target and pick appropriate pictures which reflect their culture.

Social Media

If you have a Facebook page or a Twitter feed for your marketing, you’ll know that it is a great way to engage consumers. However, not all countries are able to use the platforms that are popular in Europe. China for instance has its own platforms because Facebook and Twitter are prohibited. Russia too has a popular network. Research your market carefully to take these differences into account.

Content

Make sure your content is easy to read and that it’s interesting. That way the people browsing your website will more than likely stay on to read what you have to say and revisit the site to look at anything new you have added.

A blog is a great way to engage customers and attract new ones, especially if you allow them to make comments and you answer any questions they might post. If you are localising content, then you’ll need to make it relevant so that it appeals to your target audience.

Who you use for Translation and Localisation

It is vital that you use a professional translation agency. Don’t for one moment think that the same quality can come from someone in your office who happens to speak the language. An agency such as Language Reach has extremely high standards when it comes to translation and localisation. Look at the steps that are taken in this example of a typical translation and localisation project:

  • A company requests that their English website is translated into Arabic for the UAE market.
  • An Arabic translator is picked from our pool of professional and fully qualified translators. It will be a person who has specialised knowledge in the client’s field of work, whether that be commerce, engineering, law, medicine or another area.
  • The content is put from English into Arabic. Software is used to create a translation memory, which is particularly useful if text needs to be translated again in the future.
  • The content is then proof-read by a fluent Arabic speaking translator who understands both English and Arabic perfectly.
  • The Language Reach desktop publishing team then format the website to accommodate the changes that will be required due to the language translation, this might include font sizes, colours and graphics.
  • The whole website is then proof-read a second time.
  • In-house linguists give the final okay and then the project is sent to the client.

The whole process is carried out by the same team of linguists and the project will have a dedicated project manager to ensure consistency throughout. This process ensures that the finished work is of a high standard with an appropriate style and tone.

If you would like to know more about translations from Language Reach, please contact us on 020 8677 3775 or email info@languagereach.com.

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