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English is perhaps the most widely spoken language across the world, and so it is easy to assume that website should be in English by default. For some businesses, this is undoubtedly the only website they need, but if you want to gain a competitive advantage and take the full advantage which lies in globalisation and foreign markets, you should definitely consider working with a professional translation agency and investing in translating your content into your target languages.
Larger companies already understand that localisation, professional content translation and approaching foreign customers in an individual manner is a truly great long-term investment. As the time goes on, multilingual websites, without a doubt, will become the norm for most SMEs too, so if you have yet to invest, here are seven reasons why you should start making plans to have your website content translated today.
Photo by Stuart Miles at freedigitalphotos.net
1. Emerging New Markets
The English speaking world dominates the internet right now, but as time goes on, there will be increasing opportunities to generate revenue from foreign and emerging markets. If you target new markets, you can build a loyal customer base, which will stand you in good stead for the future. A great example of a rapidly growing market where the competition is still relatively low is Africa. Approaching the consumers based in Africa in their local language and developing a loyal customer base can be amazingly profitable in the future.
2. Increased Sales
If your business only has an English speaking website, your sales are restricted to people who speak English. Translating your website into other languages increases your reach, which will lead to an increase in sales for very little investment. In fact, over 30% of customers based in the EU say to regularly purchase goods from online retailers based outside of their home market.With 90% of those customers state that information about the product in their native language would most likely push them towards purchase, translation services are truly a must.
3. Build Trust
Customers for whom English is not the first language are less likely to feel secure when using an English speaking website. They may not trust their interpretation of the content and are more likely to go to another website that has been translated into their own language. Approaching those potential customers in their native language will allow your business to retain more visitors in the future as well as collect some of your competitor’s foreign customers.
4. Global Marketing Tool
Translating a website into other languages is an effective marketing tool. You can use your websites to create brand awareness in new and emerging markets. In turn this will help you to build stronger relationships with new clients and suppliers. Having your website available in a number of languages also creates a professional image of your company.
5. Customer Relations
Successful businesses are customer-centric. They always have the customer’s needs at the forefront of whatever they do, so if a percentage of your customer base lives in a non-English speaking region, creating a website translated into their native language demonstrates that you truly care about their needs and are willing go the extra mile in order to keep them happy.
6. Stay Competitive
The global marketplace is an increasingly competitive place. Even small businesses are recognizing the value of trading internationally, so if you are not careful, your business will get left behind. To assess how urgent this problem is, take a look at your competitors: if they have multilingual websites and you don’t, you need to get a move on before you lose a significant market share.
7. Mobile Marketing
More and more people are using mobile devices to access the internet, so if your website is not mobile friendly, it won’t stand the test of time. However, what is even more important is that mobile users are far less likely to access a website not in their native language. If your website is not translated, you stand a good chance of missing out on a big chunk of non-English speaking mobile internet users.
Translating a website into different languages is not a simple task, so don’t leave it to Google translate to get the job done. Instead, hire a professional website translator and rework your SEO accordingly.