How to do site localization professionally?

Now, you are still looking for new clients. Why don`t you do a site localization? A translator can perform a translation or localization for your site. A he also can let your business to go to the next level. As a result, new foreign buyers will be happy to buy your product. Is not it good for you?

Site localization
A site localization in multiple languages

Currently, your company is increasing its production. And you are interested in increasing the number of customers? Yes, of course! You’re wondering how, HOW to expand your target audience? HOW do you attract as many potential customers as possible, willing to buy your products or order services? The answer is quite simple and straightforward: to enter a foreign market. There, and only there, you can find new grateful customers!

Certainly, it’s easy to say, but not quite easy to do. In fact, one of the tools to conquer a foreign market is a site localization or translation that can be done by a translator. He translates your company’s website into a foreign language, the official language of the country where you make plans to find new solvent customers. How to localize your site? Who to entrust the execution, not afraid of this word, the EXTREMELY important task? This post will answer these and many other questions concerning site localization and translation, and a suitable translator. Are you ready? Well, let`s start. Here we go!

Be over your competitors!

In 2018, 71% of small and medium companies in the U.S. already have sites. In addition, another 92% of business people who do not yet have sites plan to launch them by the end of 2018. Needless to say, a localization is a potent tool, with which you can actively raise your brand and bring it to the international level. As a matter of fact, a localization is not always just about translation. First of all, it is the adaptation of your website content to the “tastes” of foreign target audiences. I can give you one example. A young company that produces sunflower oil wrote the news that the products received GOST certificates (the Russian domestic standards). But the fact is that it received the Russian GOST, not an international certification. Therefore, for the English-speaking audience this information is useless. So, do not do this and do not like this company that failed in the market in the USA.

Reasons of site localization and its translation

Sure, cultural differences between the English-speaking and Russian-speaking audience must be taken into account by businessmen. As you know, in Russia, advertising works better, which awakens a sense of comfort, safety? And in the USA, it will be more effective if the advertising shows prestige and prosperity. No doubt, it is worth paying close attention to this in the process of localization of selling pages.

Your choice between a translation agency & a translator for a site localization

Who is that translator, who will qualitatively carry out the site localization or site translation? Who is that guy, who will open the doors to your foreign target audience, and thus to the Promised Land for your business? In the first place, you have two options. Firstly, you can contact a translation agency. And secondly, you can contact a freelance translator, who will do a site localization or translation. Certainly, the final decision is on you. However, it is difficult to make the right decision if you have not previously had experience ordering translation services. If so, I am willing to make your task easier and make your choice easier. Thus, translation agencies hire freelance translators to reduce their costs.

Translation agency is an intermediary

Therefore, a translation agency, acting as an intermediary between an end customer and a freelance translator, charges extra fees, which is natural in this situation. Translation agencies incur numerous costs, e.g., high tax payments, administrative staff salaries, rent, etc. In this case, it turns out that when you contact a translation agency, all these additional costs will be on you. If you need to localize your website into four or more languages, it is justified and reasonable to contact a translation agency in terms of the cost of the services provided. Since in this situation, a translation agency centrally manages the entire chain of the process of translating your website into more than four languages. This process, in turn, includes the following steps:

1) Finding a translator who works with the language pair you need;
2) Translation control;
3) Gathering processed information and providing the translated document;
4) Quality control of the translation;
5) Completing localization of the site;
6) Providing the results to the client.

Advantages from cooperation with a freelance translator

Let`s now consider a freelance translator, who is able to do a localization of your site or translation. Do you need to translate your website into one, two, or three languages? In this case, it is much more profitable for you to contact a freelance translator. By the way, it is the translation into three foreign languages, and my mother tongue is Russian. English, German, Chinese.

I am ready to help you with the localization of your site into these languages. Why, in this case, it is more profitable for you to contact a translator directly and not a translation agency? Your translation costs will be optimized. Secondly, you get an individual approach from a freelance translator. Thirdly, the process of translating a website into foreign languages in case of applying to a freelance translator is greatly simplified, because the intermediary in the form of a translation agency is absent.

In addition, the process of website localization itself is accelerated, as well as the process of making possible changes at your request. What is the reason for this? The fact is that you are dealing with one professional specialist, and you do not need to wait for a response from the administrative staff, as in the case of an ordinary translation agency. The freelance translator himself is also actively involved in the process of localization of your website, asking useful questions, and as a result, performs high-quality translation according to your expectations.

Cost of site localization

Now let`s move on to another critical issue: the cost of website localization. It is well known that the cost of website localization, as one of the types of translation, is influenced by many factors:

1) Working language pair;
2) Area of specialization;
3) Translation deadline;
4) Target audience and other factors.

The cost of translation and, in particular, site localization is calculated based on the total amount of work required, i.e., the total number of words or hieroglyphs (if the document is in Chinese) in the source language. On the other hand, different formats of the document submitted by the client to the translator for translation affect the way the total number of words is calculated.

How to calculate a cost of localization?

If the text is in Word format, you can find out the approximate number of words in the document yourself. As a matter of fact, you can check the “Review” tab and click on the “Statistics” tab. It will tell you the total number of words in the document for translation. The next step is to multiply the total number of words in the document for translation by the translation tariff. Keep in mind please that this is an approximate translation cost. Meanwhile, an additional work may be required. You can clarify this by writing to my mail. In case the client provides the translator with files to localize a website in HTML or another web format, the translator uses special tools called CAT-tools to get accurate statistics on your data.

For example, you are going to sell part of your product range in another country, not the entire field. You may translate the homepage, the website interface. Also, you can optimize the costs associated with the translation of media content, i.e., choose to translate videos instead of dubbing. So, you can choose a freelance translator, which can be assigned to perform site localization:

1) Working language pair (language pairs);
2) Professional experience;
3) Specialization in translation;
4) The cost of services.

For example, my working language pairs are English-Russian; German-Russian; Chinese-Russian. I have a reach translation experience. For instance, translation of technical and legal documentation, site translation, site localization, and translation of marketing materials.

Is a cheap localization good?

I warn customers against choosing those translators who offer their services at a shallow rate and even below the average market price of translation services. Translation, as noted above, is intellectual activity, technical translation requires understanding how this or that technical and technological process is organized and runs, how the arrangement of industrial equipment is, etc.

Sure, it takes years to acquire such knowledge, to improve one’s skills. Therefore, high-quality technical translation cannot be cheap a priori. Because of poor quality or, worse, incorrect translation, an equipment may fail. Is this what you want? NO, of course? Certainly, the main task of technical translation is for the customer to receive the professional translation of technical documents for the correct installation of the equipment for proper operation of the equipment during a very long period, for accurate and efficient maintenance. Therefore, the requirements for the localization of your website are just as high; you have similar objectives, plus achieve increased sales by reaching your target audience in the foreign market, increasing your company’s profits and the margin of your business.

How does a translator perform localization?

As a matter of fact, the complete localization of a website requires the accurate translation of all content: text files, audio files, and video files. So, a site localization is a specific activity. For instance, it includes a localization of the following parts:

1. Basic text content. Accurate translation of content into a foreign language is only the essential requirement for such translation. It is equally important to remember about SEO optimization: competently translated and used keywords contribute to the active promotion of texts in search engines.
2. Useful content (section names, menu buttons, pop-up tips).
3. Media content.

Localization=translation?

Sometimes the localization of the site does not just translate all the content but the full adaptation of content to the linguistic characteristics of a particular social group. In this case, a translator needs to be familiar with professional terms, specific slang. Thus, to transfer the original semantic load of the site in an understandable and exciting for foreign users form under the power of only professionals. Localization is a time-consuming creative process that allows adapting almost any resource to this or that language culture. When translating a website, or rather its localization, performers take into account several features typical for the target language environment.

How to increase the conversion of localized site?

To increase the conversion of your already localized website, you can perform several simple but effective actions. Here they are:

1) Your unique selling proposition is aimed at your target audience. Clients, opening and studying your website, immediately understand how you and only you can help them solve problems.

2) The client should feel, FEEL that you want to help them, so use the word “you” instead of “we.” Your site should tell and show customers what benefits and benefits they can get from interacting with your company.

3) The content of your site is how you can solve your clients’ current problems.

4) Use concise calls to action.

5) Invest in localization. Localization is one of the most critical components of interaction with the user who can become your client. As mentioned earlier, you should not save money on the localization of relevant content on your website in order not to lose potential clients. Grammar alone is not enough to convince readers that your product will solve their problems. Localization is the adaptation of texts to the needs and mentality of another culture. You will see the highest value for your content investment if you use a localization expert who knows your target market and conducts research to find something that will turn your visitors into clients.

Conclusions:

1) Localization is a useful tool for your company to enter the global market.
2) Localization – a multifaceted process that includes many nuances and consists not only of website translation (information in the form of text, audio, and video) but also competent SEO optimization of keywords along with the socio-cultural adaptation of website content to the tastes of the target audience in the foreign market.
3) Professional localization increases the conversion of your website.