Effective website translation is crucial for companies that want to reach international customers because a website is often the first point of contact with potential customers. A professionally translated website opens new markets, builds trust and drives international sales, whilst an English-only or poorly translated website can exclude many global customers. It’s important to remember that a translated website can generate increased sales in two different ways. Firstly, potential customers feel greater trust in a website that is well-written in their own language and, secondly, search engines prioritise pages in the local language in searches.
More global customers
Studies show that 75% of consumers prefer to shop on websites in their own language and over 60% say that the availability of information in their own language is more important than price. By translating a website, companies can reach larger markets such as China, Japan, Germany, France and Spain, where English is not the first choice. A multilingual website increases traffic from international search engines dramatically, as localised content ranks for local search terms. This drives organic traffic from new markets without major advertising investment.
Professional website translation builds trust and credibility
A professionally translated website signals that a company is seriously committed to a market and respects local customers. This builds trust, which is crucial for conversion rates. Poor translation has the opposite effect – customers question whether a company can deliver quality if they cannot communicate professionally. Localised customer service information, contact details and support in the local language further increases levels of trust. Customers want to know that they can receive help in their language should problems arise.
Professional marketing translation increases conversion rates and sales
A well-translated website works significantly better because product descriptions in the customer’s own language are more easily understood and more compelling, the purchasing process is clearer with instructions and forms in the local language and call-to-action elements work better when they are culturally adapted. Localised payment methods and pricing in local currency reduce purchasing resistance. Customers are more inclined to complete purchases when everything feels familiar and secure.
Providing competitive advantages
Many companies only have English websites, which means that those companies that choose in invest in professional translation have a competitive advantage. In markets where competitors have localised websites, translation is essential. SEO benefits are substantial since localised content ranks better for local search terms than English-language content. This provides visibility when potential customers search for products and services. An experienced translation partner offers website translation according to ISO standards with ISO-certified system support including CMS integration for efficient processes, SEO optimisation for each target market, cultural adaptation of content and design, an ICR (In-Country Review) tool for local validation and ongoing support when web content is updated.