Website localisation services: which techniques work?

Category: Other


For those new to the field, website localisation is the art of adapting a website for a specific market location. This includes everything from accurate text translation to optimising and reviewing images and design. It requires a specific skillset; translators need to be creative and able to adapt the messaging of the brand and website for a new market but without losing any of the meaning or references. It’s important to get website localisation services right.

Website localisation services for businesses

But what makes this matter so much? Well, research has shown that businesses who invest in localisation for their target markets establish trust with consumers and are able to build their brand in new locations. In this blog, we explore what techniques are used in website localisation services and how they could help when building a brand internationally. There is a lot to consider, but if you are investing in a new market, it is well worth ensuring that your website is working well for your business. According to Statista, in 2019, total global internet users stood at 4.13 billion, over half of the world’s population – that is a lot of potential site visitors, whatever your industry!

Consider the function of the website

Not all websites have the same end goal. Perhaps a website is inviting users to inquire about a service, and the main aim is to get customers on the phone to an advisor. Alternatively, the website may be for an e-commerce shop where users select products and check them all out via the online store. In any country, website usage affects everything from calls to action to design, so it is important that the localised website takes this into consideration.

Local cultural influences

Transcreation is the art of creative translation. It is used when text or images are less informative in nature – this could be for marketing materials, advertising or even websites. Transcreation requires website localisation services that use flair and some imagination to ensure that messaging is consistent across languages while not losing any of the tone or creativity of the content at the same time.

This could cover everything from the colours used to making sure images are culturally appropriate and sensitive to the market. For websites, translators can also provide advice on icons, layout, videos, and music. It is important to remember that the language you are translating into may also vary in terms of word length and sentence structure. The website layout may thus need to be altered accordingly.

SEO (Search Engine Optimisation)

Website localisation services should include some degree of search engine optimisation. This is where aiming for a clear and concise localised text is important. This lets the translator ensure keywords are accurately translated. Bear in mind that this may require additional research. Not every language uses the same terms to search for items, so it is important to utilise data and conduct local market research.

Consider consumer purchasing

Cultural and social influences may mean that people purchase in different markets in different ways. User experience should be at the heart of any website, so it is important to take this into consideration. For example, social and time factors may impact on a purchase. It is important to know what time it is in any given market to account for trends in peak times, for example. Specific trading requirements should also be visible on the site where required for each market.

Find out more about our expert website localisation services by contacting us today!

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