Why and How to Translate Your Company’s Website
Do you want to play a triumph march like Verdi’s Aida? In order to captivate Attention, raise Interest, elicit Desire and inspire Action – the AIDA principles of marketing communication – you need to speak your client’s language.
Are you wondering why you should translate your company’s website into a foreign language, for example from English into Italian, since it is expensive or time-consuming? Have you already translated your web presence, though it does not seem to produce the expected results?
Translating your company’s website in view of expanding into other markets is necessary not only to increase the number of visitors and visibility. As I pointed out in this blog before, according to a study run by Common Sense Advisory, 75% of consumers prefer to buy products in their native language. The survey highlights that more than half of respondents shop on-line only from websites that show information in the consumer’s native language, especially when buying insurance and financial services.
Your company can gain a competitive advantage, differentiate from competitors and gain trust, which is particularly important when people have to invest their money. Although English is considered the language of the web, once clients have access to a local version of the website, their uncertainty decreases and are more inclined to buy.
Multilingual websites increase web ranking in search engines and help you gain market share. If you are also planning a presence on social networks, do not forget that not all countries use social channels in the same way. You will need to localise your search engine optimisation (SEO) strategy and possibly interact with potential clients in their language.
Once understood why you should translate your website, you need a strategy in order to produce the expected results. A survey among more than 500 global marketers in 2013 found that 60% of them have no strategy for multilingual content marketing. Continua la lettura di Killer Tips to Triumph on the Web