The Importance of Website Localisation

As a result of increased Internet access and computer ownership, E-commerce has gradually grown in importance during the past decade. The Internet is slowly but surely turning into the most important international market and thus the need for each company to have a website in order to present and sell their services and products has become imperative. \r Although many companies prefer to have the content on their website written in the language of the country of residence, recent figures stress the fact that this is not the best approach.

It has recently been proven that over fifty percent of Google queries are submitted in other language than English. It was also shown that visitors are more likely to buy from a website with content in their own language. Last but not least, the sales of the companies with multilingual websites are a lot higher than those of the companies with a single language website. The obvious conclusion is that, in order to reach foreign clients and to compete on the global market, a company should have a localised website.

Apparently an easy process, website localization implies several important steps. The text on the website needs to be translated with the greatest care and, preferably, by a specialist with experience in the given field. It should also contain references to the cultural background of the target audience and address them in the most natural manner. Most importantly, one needs to observe the consistency of the terminology, the specific alphabet/characters and the punctuation of each language. By observing these steps the initial web page will be adapted in order to meet the expectations of target markets.

Some of the most important markets (apart from the English speaking ones) are to be found in Japan, China, France, Spain, Germany and Italy. Therefore, in order to thoroughly promote its products and services and to build international credibility, a company has to consider translating its website into the languages of the above mentioned countries. The results of a well-localised business generally translate into a significant increase of the all-around sales and into a more powerful presence on the global market.

Nowadays localization plays an important part in many areas, starting from software, games, websites and ending with the most common products that are subject to mass export.

Ioana Mihailas is a linguist for Lingo24 \r translation agency london, a company with \r an established track record in providing website localisation services

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