Smartling Localization Services

Localization means more than just translation, although translation is certainly a big part of it. Localization is a holistic approach to tailoring content for a specific market. For companies expanding internationally, this crucial step helps them better appeal to their audience in each distinct region.

Website Localization

A company’s website is its greeting to the global marketplace. Unfortunately, many of these corporate messages are published in a static style that ignores the inherent diversity of their readers. Website localization strategies address this disconnect by making pages more inviting to a global audience.

In order to achieve the best results, tactics must go well beyond translating text. An effective website localization strategy will not only cater to different languages, but different customs and cultures as well. Everything from accepted currency formats to preferred color palettes needs to be considered when creating a truly localized user experience.

Successfully localizing websites and forging authentic customer connections is no easy task, but it can create powerful competitive advantages. Savvy global brands can increase conversion rates, generate significant incremental revenue, boost market share, and even create new markets outright.

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Website Localization and Website Benefits

App Localization

Google Play, Apple’s App Store, and dozens of regional marketplaces have made global app distribution easier than ever. With international reach instantly available, developers may be tempted to postpone or ignore app localization altogether. But it they do, they could be missing out on a massive upside.

Simply getting your app in front of an audience is only half the battle. Climbing app store rankings, driving downloads, retaining users, and inspiring in-app conversions are all heavily dependent on providing an experience that resonates with the target audience. With so many options competing for their attention, users have no loyalty for apps with slightly sluggish performance — nevermind those that aren’t published in their preferred language.

The good news is the mobile app marketplace will expand aggressively through the end of the decade, leaving ample opportunity for emerging players. Additionally, the app localization process itself is not nearly as complex as some developers suspect. With that said, publishers would be wise to consider allocating more of their attention to this powerful strategy.

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Brand Localization

Companies entering foreign markets spend considerable resources learning how they can cater to local preferences. But in many cases, it’s their initial brand identity that attracted international interest in the first place. Brand localization is the emerging art of preserving core attributes while welcoming global accents.

Regardless of the exact target market, companies with global ambitions should always err on the side of simplicity in their messaging. This often involves stripping away idioms, buzzwords, and other non-essential elements that may struggle to clear linguistic and cultural barriers. Not only does this exercise make future translations easier, it also forces brands to focus on the universal emotions and values at the root of their brand story.

At a more sophisticated level, brand localization eventually includes incorporating select traits from the local culture. In addition to linguistic dialect, companies must also examine factors like color connotations and social norms to uncover the crucial details that collectively demonstrate or violate local customs.

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Who We Work With Customers

Software Localization

Two of the top goals any software company has for its products are utility and convenience. Localizing software for an international audience takes direct aim at the second goal, but it must be approached carefully to avoid compromising the first goal.

Updating interfaces to reflect the language, currency, and time formats is a simple but powerful way to increase user satisfaction. If these plain text updates accidentally compromise code-level functionality, though, software localization efforts end up doing more harm than good.

Beginning product development initiatives with a global mindset will always be the best way to reduce the complexity of future software localization tasks, but that won’t be the business reality for every organization. In those cases, teams can still limit their developer requirements by leveraging automated localization services and support tools.

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Translation Management System

Document Translation

When it comes to document translation, it may be tempting to run the text through a free online translation tool and be done with it. This simplicity often comes at the cost of quality, however, and poor translations can quickly damage user experience and brand authority.

Companies should also keep in mind that the more languages included in their localization plans, the more translation versions they must keep track of as the document evolves.

Smartling’s translation management system simplifies this process, providing easy access to all translation assets within a single environment. This way, as the original document is changed and updated, the task of keeping every version up to date is effectively automated.

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Don’t Let International Marketing Be an Afterthought for Your Brand