Having accurate and natural translations across global websites is a great way to gain customers and increase brand awareness across multiple territories. If you are just getting started and want to translate website content, you might be tempted to employ a “good enough” translation that will get your basic point across, even if it does have some small errors. However, in many cases, no website translation at all can be better than having a haphazard one. How can you improve website translation? The following are three ways a poorly translated website can cost you sales:
Poor Brand Presentation
When your content isn’t translated accurately, it makes your organization look unprofessional and can damage your reputation. It doesn’t matter whether your company has 100 employees or 10,000—if a verb is conjugated incorrectly or a common word is misspelled, any goodwill between your company and consumers can be instantly shattered and ultimately cost you sales. This becomes especially problematic if your competitors have more expertly translated web content. Consumers may feel that these other companies value their business more, because they seemingly spent more time catering to consumers through accurate translations. However, making sure your copy is accurate and positively represents your brand within the context of the market language will alleviate this potential problem and make it less likely that consumers will take their business elsewhere.
Inappropriate Keyword Usage
Using the right keyword for search engine optimization (SEO) can be difficult, even in your native language. Awkward or careless translation can devalue keywords, which can be disastrous to a international marketing strategy. Failing to use keywords correctly in context on global websites can lead to bad SEO and loss of market share to competing websites. If your consumers can’t find you in their market, untold sales are lost. Having accurate translation services and researching local keyword metrics is essential when it comes to getting local consumers to find you.
Missing Localization Opportunities
Your business may serve thousands or even hundreds of thousands around the world, but when consumers visit your website, they are looking to connect with your brand on a personal level. No consumer wants to feel unimportant. If content feels forced and doesn’t make users feel like the company is a part of their world, sales can be lost. For example, the Content Marketing Institute points out the differences between Spanish-speaking countries. Even though the language in Mexico and Cuba may be the same, usage varies wildly. Not making your copy local to individual markets in Cuba or Mexico loses sales not only because locals cannot understand you, but also because generalizing two very different cultures can be seen as offensive. Fortunately, coordinating translation and localization can prevent these issues and keep customers interested in your business.
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