Website Translation… One Of The Most Elusive Translations Of All!

It’s been on your mind from time to time… “We should really offer our content in other languages!” But you never got around to organising it. It’s all too difficult, really. Where to start, right?

Well, it’s not so difficult to organise as you think. For one, the source content is already there. You’ve already got your English website. The copy has already gone through all the stages of approval and it’s final. It’s live.

So what’s keeping you?   

1. The potential high cost.
2. A lack of time to organise.
3. Who to go to?
4. Which languages to choose?

And last but not least:

5. Why go through all the trouble if there is no guaranteed return?

I wish I could contradict you on all above points, but I can’t. You are right on all five counts. But I will argue: aren’t these the five considerations you need to make for every translation you need to organise, not just for a website translation?

Then what is really keeping you?

May I elaborate on each of the above points, so that maybe, possibly, hopefully, you will allow yourself to be seduced?

1. The potential high cost:

• Potentially, but not if you do it right the first time around. What do I mean? Read my story, a sad and frustrating case study of an all too common situation in the corporate business world these days.
• What if we offered you a 10% discount on all website translations as a reward for taking the leap? Just mention this article when contacting us.

2. A lack of time to organise:

• Probably, but it does take only one email to a translation service provider to get the ball rolling.
• If you don’t have the web content written out in a Word doc, ask for a quote based on the live content.
• Just make sure to ask for web localisation, which means that your content will not only be translated, but also localised – adapted – to the cultural and linguistic customs of the country or community you are targeting.
• Ask your existing web developer if he would be keen to assist; alternatively, ask the translation service provider to add a quote for the development process.

3. Who to go to?

• Not an easy one, as you will note from my story. But if you are considering outsourcing any translation work, contact translation service providers, ask for references and request test translations.
• Why? Because it’s critical to properly research and test language service providers before engaging their services. Your corporate image is at stake, as well as a fair amount of money.
• To start the process, compile a test translation or take a representative sample from your website –> ask the interested agencies to do a test translation in the languages you require –> be prepared to pay a minimal amount (unless they offer it free of charge).
• Ask your overseas agents or skilled foreign employees to be once-off proofreaders to check the test translations for you. Testing should be part of your corporate communications strategy when you’re outsourcing translation work.

4. Which languages to choose?

• This depends on which countries you are targeting or which countries will give you the highest ROI.
• Or, if you would like your website to be accessible to foreign language speakers in Australia, determine which communities represent your largest audiences.

And last but not least:

5. Why go through all the trouble if there is no guaranteed return?

• We all know the stats; I won’t bore you with percentages, languages and countries, but:
• It’s a given that most internet users will naturally feel more comfortable and understand you better if the information, products and services you offer are presented in their native language.
• And: since there’s less competition in foreign languages, your localised sites are likely to deliver a much higher ROI than your English site.
• A study conducted by California State University in 2006 showed that the majority of multinational enterprises believe localisation is either important or very important for achieving higher company revenues.

So then, can you risk not translating your website if you’re trading in foreign markets or looking to expand into new markets? 

Veerle Vanderplasschen