In order to stay on trend and attract more clients, did you decide that your website should be translated into two or more languages? The advantages seem to be obvious and the entire process is quite straightforward. Nevertheless, the new versions of your site aren’t working. The number of visitors and potential clients remains very low and you’re wondering why there aren’t as many of them on different languages’ version as on the original. Here are some of the most common reasons why website translation doesn’t work:
- Machine translation
Don’t be tempted by cheap, fast and easy solutions to this issue! As strange as it may seem, when choosing a translation into the most common languages, machine translation is not your friend. Ridiculous text with heavy structure and far-fetched expressions won’t help you enter a new market and attract more clients. If you’re targeting your site at a concrete target audience, you need professional translators from your field that have specific knowledge of the terminology.
Not having enough time can seriously influence the end result of your website translation. Like with many things in life, you can either give priority to speed or to quality. Try not to set a translator impossible task, to have them do a 5,000 word text translation overnight, and don’t be surprised to learn that a translation of your short pages takes 2 or 3 days. Website text isn’t just text – it’s a face of your company and a fierce marketing took. This is why a good website translation requires time and patience.
- Determining the target group
Before you choose a language and translate your site, try to determine your target groups and find out why you need these very groups. The profile of your potential user can vary from country to country and different text content can be attractive for users in different countries. Do your research properly in order to learn how you can get your target audience.
- Lack of localization
Quite often, foreign language versions are no more than translations of the original. In order to localize your site, it’s important to not only speak the language of your client, but to adapt it to the culture and expectations of the new market. This relates to not only the website layout and graphics, but also to content of the text published on the site.
- Lack of multilingual SEO
Even if your translation and localization are of a high quality, your site might still not produce good results. In this case, try to improve multilingual SEO – for example, create a subdomain for each language’s version or connect translated pages with the corresponding version of the page, and not with the homepage.