The international market for your content is huge, but most of the world doesn’t speak English. So, you hastily throw a translation feature on your site and hope the tool delivers something comprehensible to your international audience. Sound familiar?
Dear reader, you’re not alone. Companies who sell online to an international market face what is perhaps the biggest hurdle any business can face: the language barrier.
With Google Translate and other translation tools, companies have a quick fix to enable translation on their website, but this form of translation doesn’t quite cut it when selling online. While it’s great for getting the gist of a straightforward text written in another language, it can’t handle things such as nuanced cultural references and idioms which need to be carefully unpacked and recreated in the target language.
This is the limitation of tools that utilise machine translation, and where the value of human translation can be found.
Human translation is professional. It shows you care about your customers. It starts a conversation. And good, proper, human translation increases international sales as a result of this. We’ll discuss how below to help you in your endeavour.
Can’t read, won’t buy
First of all, let’s point out the obvious: when a person visits a website not in their own language, they instantly start looking for the languages button. If they can’t find it, they give up and leave the website for another one. We have aptly named this behaviour, “can’t read, won’t buy”.
It’s the result of not making content accessible. By providing a translation, you can reduce your bounce rate and increase time on site. This longer window (in analytics speak, session duration) gives you a far greater opportunity to connect with your customer and sell your product.
Spreading brand values
They say people don’t buy products; they buy brands. If your company has strong brand values that are integral to your identity, you must translate these across your global market.
If you don’t, you will give up a piece of who you are and fail to penetrate your market in a meaningful way. You will become just another company.
A clear, well-defined brand helps you:
Translation can increase your international sales by:
– Starting a conversation –
– Showing customers you care –
– Making content accessible to your whole audience –
– Spreading your brand values across the global market –
– Helping you reach new customers –
– Delivering important information to your visitors –
– Improving your international SEO and presence in search –
But remember, these are only relevant if your content is professionally translated by a human being.
Need our help? Get in touch.