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Maximising profit today involves reaching beyond national markets. Accessing
an international customer base is vital if a business wants to expand and participate
in international trade.
‘Localization’ relates to the act of modifying a product to make
it both usable and suitable to a target market. Website localization therefore
refers to the process of taking an English, western-orientated, website and
moulding it to conform to a foreign audience.
The World Wide Web, as its name suggests, is a means by which businesses can
reach an international audience. Companies are now recognising that a key step
in successfully approaching and selling to international customers is through
website localization.
Website localization brings with it numerous benefits. The three main benefits
of localization are:
Website localization crosses language barriers
32% of internet users around the world are non-native English speakers. With
PC ownership and access to the internet most rapidly increasing outside of North
America and Europe, this figure will increase even more. Website localization
breaks linguistic barriers and opens doors to other continents.
Companies are now waking up to the fact that English is no longer ‘the’
international language but one of many including French, Spanish, Arabic and
Chinese. With the number of companies now realising the benefits of website
localization, there are more pages in foreign languages than ever before. This
means if your company’s site has not undergone the localization process
yet, it will be playing catch up in the future.
Website localization builds credibility
If your company only has a site in English and your competitor in all major
languages, which one will gain more credibility? Localization of your website
demonstrates that you are a truly international player. In addition, through
localization it shows that you understand, value and have respect for that particular
country or region.
Website localization increases revenue
Billions of dollars, pounds and francs in potential revenue are lost each year
due to lack of investment in website localization. Most internet users will
naturally feel more comfortable and understand a company better if their information,
products or services are presented in their native language. By undergoing the
website localization process you access potentially millions of new customers.
It is clear that website localization is a must for any truly international
business. In addition to the technical and programming elements of website localization
many cultural factors must be borne in mind.
For example, has language been translated properly and cultural variations
in terminology, phrases, metaphors and sayings been taken into consideration?
Have symbols, graphics, pictures, colours and general layout been viewed for
their cultural applicability?
Website localization is a huge investment and should not be viewed as a straightforward
process. When localizing your site, ensure you get the expertise of both a website
designer and a cross cultural communications consultancy to ensure your site
has maximum impact on the target audience.
About the Author:
Neil Payne is Director of London based cross cultural communications consultancy,
Kwintessential. http://www.kwintessential.co.uk |
