Do you have a multilingual web page? How do you get connected with your foreign clients? If you want to create an optimal user experience and talk to your customers in their own language, investing in a multilingual website is the way to go.
Why? Let’s explain this by raising a few relevant questions. Do you like to engage with poorly written content? Do you feel confident buying from a company whose message you can barely understand? In a company whose design is lousy or in one that shows the Japanese yen as currency for a customer base that is European? Or, on the contrary, do you click on those who know your weak points, your deep desires, and really speak your language?
Multilingual and localised
If you have a multilingual website, we have some advice to give you. Using a plugin to translate your text is not enough. And sending a second-hand message that is mediocre, incorrect, or unintelligible will not increase conversions. Do you know what it will do instead? Force your potential buyers to fall into the arms of your competition.
So, before moving on with the translation of your page, stop for a moment. There are many benefits of translating your website, but only if you do it correctly. We must take into account much more than words. Well-translated web pages also need to have localised and appropriate:
- Foreign exchange
- Weights and Measures
- Dates and Hours
- Page speed
- Text that seems written by a human
We spoke to a few experienced Language service providers (LSPs) and they agreed that translation projects, when executed well, have the ability to bring in huge benefits to companies looking at international expansion. Given below are the nine benefits a multilingual website can bring to a business.
- Improve communication
This may not come as a surprise, but multilingual web pages improve communication. English may continue to dominate the web, but that does not mean that everyone wants to buy from English-speaking websites. A survey by the Common Sense Advisory revealed that 75% of online shoppers who do not speak English prefer to buy products in their mother tongue.
An additional 60% rarely visit websites in English. If you start to think about the size of the world and the fact that more than half of Internet users are in Asia or the Pacific, it becomes clear. Translating your page to other languages will improve global communication.
- Reach a wider audience
Only 58.7% of the internet is powered by English language. This means that if you have a popular product or service in your country, a major part of the internet is really not seeing it. However, people share similar desires and needs throughout the world. The French bathe, the Russians need productivity applications, the Chinese prefer to keep fit. The list of similarities continues. Tastes are merging around the world. Speaking several languages gives you access to a wider audience that may be equally interested in buying your products or services.
- Greater customer satisfaction
Localised websites lead to greater customer satisfaction. You need to ensure that your user experience is optimal, that your shopping cart works, and that your message is attractive. If customers believe that you really care about them and that you have taken care to adapt your product or service to their needs, it will generate greater satisfaction. This leads to constructive feedback, repeat business, more customers, and a general win-win situation for everyone.
- Boost in search engines
Wait, has anyone said momentum in search engines? Better SEO? Yes! Translating your website to different languages improves the classification of your Search Engine Results Page locally and worldwide. Therefore it is one of the key benefits of translating your website. Because when you translate and localise your page to different languages for different regions, you are meeting the needs of your potential customers.
You are in charge of optimizing your website for different search keywords in Germany, Colombia, the United Kingdom, or wherever. You translate your page into French for your French clients. You listen to what your users ask for and take note of the way they look for results. This means an increase in the ranking and a boost from Google to start.
- Higher rank due to less competition
This is another benefit of translating your website. As the rest of the world realizes that web page localisation is essential, it will not be a competitive advantage for much longer. However, what will happen if you do not localise it? You will be at a competitive disadvantage. Not only will you lose against well-known and beloved local companies, you will also be fighting against other foreign companies that localise better.
- The massive increase in your audience
The localisation of the website will not only give you access to a wider demographic audience. It will also give you the opportunity to greatly expand your audience. You will be seen by a large group of potential buyers of your product.
- Translated web pages are not penalized for duplicate content
If you’re worried about whether search engines will penalize you for duplicate content, don’t be. Translated web pages are not penalized for duplicate content. You must configure the hreflang tags so that Google knows that the page you are scanning is equivalent in German, French, or Arabic. The configuration of the hreflang tags for your multilingual website is quite simple and avoids the problem of duplication of content. It also helps Google index the pages of your site.
- Increase your sales and conversions
You were not going to invest all that time and money in the localisation of your website if you were not going to be able to produce greater conversions and a greater return on investment. You will get it as long as you do it properly. The fact that there are more than three billion Internet users in the world does not mean that everyone is a candidate for your product. Therefore, choose carefully when deciding in which languages you are going to translate.
It would take more than 7000 languages to reach everyone in the world. Limit your interest with previous research and decide where the demand for products is likely to be higher. Review your page visitors and make a profile of your customers first. This will lead you to a maximum return on investment in localisation.
- Satisfy the majority: last of the benefits of translating your website, but no less important
Although you could argue that you cannot please everyone, you can please the majority by making your website multilingual. Almost 90% of EU Internet users agree that the website must be in their mother tongue. This means that nine out of ten European customers will greatly appreciate your localisation efforts.