These days, in order for your business to succeed, it is crucial that you have an attractive and informative website for your product or service. Your website is the face of your company and must be optimized to attract your target market. However, your target audience may span different languages and countries. In order to truly reach your customers and secure business, your website needs to be translated and localized for an international market.
Translation is only one part of the website localization process. To be localized, websites also need to be adapted for:
Adapting your website for international markets doesn’t just include translation. It requires localization. Localization includes not only the different languages for your international market, but the culture as well. To be localized, website must be adapted for:
Design fit for market needs
Imagery (including color palette)
These elements work together to present a website for your international market that is attractive to and applicable to them. Successful localization helps ensure earnings.
Website should look and sound like a local website
When adapting your website to international markets, it is important to make your website look and sound local. Consumers quickly lose interest in a website that they can’t understand.
Design should be adapted to fit the market
The design of your website itself is extremely important in an international example. Some colors are attractive to one culture while be offensive to another. Or, the use of space in the website design is attractive to some while off-putting to others. When adapting your website to international markets, the design should:
Say hello to your customers in a way that sets them at ease.
Localize product descriptions in a culturally sensitive way
Start with Cross-Cultural Competency
Improving cross-cultural competency starts by understanding the cultural barriers within which you and others in your business operate.
Understand Regional Laws: When marketing to a global audience, your business should be aware of regional regulations on products, advertising and sales tactics.
Customize Search Engine Marketing Based on Local UsageInternational search engine marketing is a mixture of choosing the right search engines, localizing content and understanding keywords.
When it comes to the imagery on your website, keep in mind your marketing and branding. It is important to be consistent, and you can go even further to adapt the aesthetics of your site to cultural preferences. For example, Asian countries tend to show preference towards lots of busy imagery, while Western countries prefer simple, minimalistic designs.
successful adaptation of imagery to each country and region
Keeping marketing and branding perspective in mind
You can go even further to adapt the aesthetics of your site to cultural preferences
When adapting your website, functionality is key. Consider the following:
Use a global-ready content management system (CMS)
Change up your SEM/SEO strategy
SEO rankings. Assure site functionality results in local SEO requirements.
Colors and Symbols--Colors have cultural impact. For example, red means prosperity and good luck in China, while it represents ‘stop’ in the U.S.
Currency Conversion--If there is not accurate currency conversions available on your website, it is obviously a quick way to drive away potential foreign customers.
Use of Text
Give your content plenty of breathing room
- bidirectional languages