As you consider the many benefits of website localization, you may still be wondering if a step toward localizing your own company’s website is right for you. You may have some concerns regarding the overall cost and time investment of such a project or what kind of return, if any, you and your business can reasonably expect. This article is intended to help you decide if website localization is the right move for you and your business at this time.
Start By Identifying Your Motivators
One of the first steps in determining if website localization is the right move for your business is to ask yourself, “What are my main motivators for website localization?” As you identify these motivators, you can determine if moving forward is the right decision.
Some common motivators might include:
- •Planning to enter new global markets as part of the company's Global Business Strategy.
- •Planning to partner or merge with a multinational company.
- •Looking to add additional products or services that target a foreign market.
- •Insufficient content for current customers or site visitors.
- •Sales or customer service teams requesting multilingual content.
Generally speaking, if your company is looking to align your website content with your global business strategy, website localization is almost always a good move. If the motivator is simply a hope for increasing revenue (without a clear strategy), getting the return on your website localization project might not pan out as hoped.
Know Your Customers & Potential Customers
Another important question to ask yourself as you consider the benefits that a multilingual website can have on your business is, “Do I have current visitors or customers that speak a language different from what is currently used on our site?”
If you do, do you have the necessary assets and materials necessary to help inform and connect those customers to your services and offerings? If not, a multilingual website would be greatly beneficial to them.
As far as potential customers are concerned, if you have people visiting your website from regions where other languages are spoken, or if you have people contacting your business who speak a different language, you may really want to consider providing multilingual content for them and others like them.
So will a localized website benefit you? First, understand your key motivators. Second, ask yourself if these motivators align with your long-term Global Business Strategy. Then consider whether you have a significant amount of current customers or visitors that speak languages that are different from what your website currently presents.
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