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  • Writer's pictureMavis Tran

The power of localizing your website

Updated: Feb 4, 2020

According to a study conducted by Common Sense Advisory, 72.4% of customers said they would be more likely to buy a product with information in their own language. That is to say, localized websites bear a great power to engage the viewers, thus, boosting their likelihood to make purchase decisions. Businesses understanding this are able to reach potential customers beyond their own country’s borders.

What is website localization?

Rather than just translating texts, website localization is the process of adapting an existing website to fit the target market, regarding language, date and time formats, currency, culture, etc.

For example, a “regular” sentence in one language may be considered offensive in another. Therefore, website localization is to ensure that the business is conveying the right messages to the customers clearly, quickly and effectively.

Better user experience

Despite having grasped the importance of website localization, a number of English-speaking businesses may propose a counterpoint that most people know English since it’s the recognized international language. Perhaps the visitors may understand their websites’ content, there is no guarantee they will perceive it to the fullest. Using a qualified localization service gives your viewers a hand to have the most convenient and satisfying experience as possible.

Expanded customer base

With the help of the Internet and online commerce, it is easier than ever to penetrate international markets, which means your business may be just a few clicks away from potential customers. When you are willing to tailor your marketing platform - website to a region, there will be multiple windows of opportunity to promote your products or services there. By extension, your customer case will grow significantly.

Increased brand credibility

A localized website proves your business’s seriousness as well as respect in the target market. To be more specific, it indicates that you are not hesitant to go an extra mile to make the communication channel more accessible to the audience in that region. Gradually, more and more customers know, remember and trust you. As your reputation is spread by word-of-mouth thanks to fulfilled customers, your business will develop into a household name in the market. This further contributes to achieving global recognition.

Search engine optimization

Now, the success of website localization also lies in utilizing SEO to rank top search results. It’s all about selecting the right keywords for each market. Say you are an American fashion brand, which desires to penetrate the British market. It doesn’t mean there’s no point in localizing your website since British people basically use English as their mother tongue. However, you might not realize that cultural differences still exist. For instance, British people often use the word “waistcoat” instead of “vest” or “trainers” instead of “sneakers”. Failing to adapt SEO strategy may cost you a huge number of potential customers. Don’t hesitate to seek professional help from a local localization agency to ensure you are standing the best chance to conquer this market.

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