Building your brand’s reputation and making great sales is mostly about reaching your target audience the right way. One of the best ways to cover a wider ground and reach as many people as possible is by building a website. However, getting the website up isn’t the end of this process. There are plenty of things to improve on your website, such as language support.
While English is the primary language on most websites, research shows that only about 20% of the world’s population can speak and read the language. If you want to grow your business, you may want to improve your website through effective translation.
There are many reasons why translating your website is an excellent business move. This article shares the top four reasons among them.
Better Audience Reach
As said earlier, if you want to reach a wider audience, translating your website is one of the best approaches you can take. If more people can understand your web content, you’re more likely to make more sales and boost your bottom line. Website translation essentially helps you break the language barrier and give your website a chance to shine in the global market.
Sticking to one language is quite limiting and shrinks your target audience. This is why addressing customers from multiple countries via a multilingual site is more likely to give you good results. By having a multilingual website, you’re essentially targeting multiple international markets. An increase in the size of your audience means you have more leads and more potential conversions, which is important in keeping your business’ ability to sustain itself.
However, it’s important to make sure that your website is properly translated. Having professional translators work on your website ensures that context for any information is retained and nothing is lost in translation. Ambiguous content, particularly product descriptions, can keep customers away if the translation isn’t accurate or coherent enough.
Boosting Customer Experience
Today’s customers have come to know and expect highly personalised customer experiences, and sharing content in native dialects is one of the best ways to achieve that. Because of globalisation, there’s no shortage of options for customers. They’ll easily choose your competitor over you if you’re not offering a localised and culturally relevant experience with your content.
Every customer wants to feel acknowledged and appreciated. Making an effort to reach your audience in a language they understand and relate to is an excellent way to show that your brand cares about its image and its customers. It becomes easier for customers to trust your brand, and they respond by engaging more, benefiting your business.
In addition, customising your website to acknowledge different languages and cultures can help you establish an emotional connection with your target audience. This is helpful in building lasting customer relationships and loyalty. Remember that even in a primarily English-speaking area, there may still be a significant number of non-native speakers. Make sure you’re not losing them to your competitors just because they translated their websites and you didn’t.
Better Brand Reputation
A multilingual website shows your audience that you care about inclusivity and accessibility. These things are close to people’s hearts, and they portray your brand in a good light, making it more marketable.
Being careful about how you deliver your message to customers will help garner admiration and trust for your brand. Customers who trust your brand can help create a positive buzz around it by talking about it on social platforms and by word of mouth in their circles. This is good for boosting the reputation of your business. The positivity around your brand can help you retain existing customers and attract new ones.
Your website serves a greater purpose than just being a place to engage with your audiences. You can also make it a crucial part of your marketing and SEO strategies. For the latter, you can get the most significant benefit from your content if you optimise your content with things like local keywords and an updated business profile on Google My Business (GMB).
With effective translations, your website can gain the edge over the competition simply by having better multilingual SEO. It will be easier for audiences to find and interact with your brand, especially if a big part of your target market are non-English speakers.
Here are some of the SEO gains you can expect from translating your website:
- More clicks
- Improved organic traffic
- Reduced bounce rates
- Better leads, conversions
- Higher ranking on search engines
Translating your website has a few key benefits for your business. It can help boost your brand’s reputation, which, in turn, improves its visibility on search engines.
It’s also a worthy investment that can potentially improve your sales and revenue, which is the ultimate goal of any business. Translation may be tricky, but as long as you rely on professional translating services to avoid creating ambiguous content, you can expect to get a lot of value out of making your website multilingual.