The website of a company is one of the main ways of communicating with the target audience and it may be a key element when entering a new international market. The International Data Corporation, a global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets, reports that web users are up to four times more likely to purchase from a site that communicates in the customer’s language.
When we mention localizing a website or a webpage, we refer to adapting it to the linguistic, functional and cultural requirements of the target market. This may vary from basic translation of the online content, to completely redesigning the entire website to cope with the cultural or legal requirements of the target market.
1. Professional translators working in their mother tongue should always be sought and used in any localization project, since only these professionals can guarantee a sound knowledge in the language, the culture and, if it is the case, the specific terminology and style of a certain project. It is advisable that these native speakers are living and working locally, for this is the only way to be aware of the nuances and ongoing changes in the language and the cultural languages of the target market. Good quality assurance processes should also be guaranteed, so that the final version is completely error-free.
2. It is important to create and maintain terminology from the start, particularly if the website contains specific terminology, or if the project is going to be shared among different translators. This will make translators jobs much easier, since they will not need to spend time in terminology research when translating. It will also guarantee consistency among the different pages of a site and with other product or company documentation, which in turn will contribute to a better corporate image.
3. When translating into another language, it is essential to consider regional variants or locales. For instance, is it a website in Arabic that is to be aimed at Algerians or Egyptians? If, for example, it is to target Arabic speakers in all locales, it is advisable to use standard language to avoid misunderstandings.
4. As a general rule, it is advisable to avoid slang, jargon, idioms, puns, colloquialisms and jokes in the source language, since especially these elements can be very difficult to translate into other languages and cultures.
5. The style of the language must be analyzed: if the website is intended for business people as target audience, the vocabulary, grammar and punctuation must reflect this. In the same way, if the audience is informal or young, then a different style must be used, always taking into account the cultural differences.
6. Presenting a product in a foreign market may require dramatic adaptations, and it is worth considering developing some local or country-specific content that provides added value to the localized product.
We can advise you on best practices and the benefits of techniques to streamline the localization process, maintain consistent output and reduce costs for reaching a global marketplace.
When you need an experienced website localization company that has worked with both large and small active international companies, Locstars is the clear choice.