{"id":1480,"date":"2017-08-22T00:00:00","date_gmt":"2017-08-22T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&p=1480"},"modified":"2017-08-22T00:00:00","modified_gmt":"2017-08-22T00:00:00","slug":"5-ways-website-translation-approaches-can-fall-short","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/5-ways-website-translation-approaches-can-fall-short\/","title":{"rendered":"5 Ways Website Translation Approaches Can Fall Short"},"template":"","blog_categories":[15],"resource_categories":[37,34,30,35,32,22,25,17,18],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-1480","blog","type-blog","status-publish","hentry","blog_categories-website-translation","resource_categories-content-type-blog-post","resource_categories-business-goal-brand-experience","resource_categories-business-goal","resource_categories-content-type","resource_categories-business-goal-optimize-performance","resource_categories-role","resource_categories-role-technologists-developers","resource_categories-topic","resource_categories-topic-website-translation"],"acf":{"blog_short_description":"Your global brand suffers when your translation vendor can\u2019t deliver on expectations. Here are five common missteps to watch for.","news_inline_styles":"","blog_video_id":"","article_body":"

If your company serves global customers, you need a translated website, plain and simple. But localizing these sites isn\u2019t easy \u2026 especially for inexperienced translation vendors, or vendors with undercooked solutions.<\/p>\n

A lot can go wrong for those vendors, mostly because they don\u2019t offer world-class translation technologies and processes. Translation snafus alone can ruin your rep in global markets. It all boils down to using a great translation solution with battle-tested technologies that anticipates problems others can\u2019t.<\/p>\n

What are those problems? Keep reading to learn what they are\u2014and how to avoid them.<\/p>\n

#1: Word Growth<\/h2>\n

Some languages require more words than others to articulate certain concepts. This phenomenon\u2014called word growth<\/i>\u2014is common in translation. For example, Spanish content is often 25% to 30% longer than its English counterpart.<\/p>\n

These longer sentences can wreak havoc on meticulously-designed website templates, because the templates were originally designed for English content. The end result? Misaligned titles and disjointed pages that create a sloppy user experience. It damages brand credibility, and sends customers packing.<\/p>\n

Great website translation solutions use tools and technologies that provide a \u201clive view\u201d of how translations will appear on-site, in real-time. Linguists can adjust translations on-the-fly, preserving the multilingual site\u2019s look and feel\u2014and its credibility.<\/p>\n

\"Word
Word growth can impact website navigation tabs, button text and more.<\/figcaption><\/figure>\n

#2: Translating Images<\/h2>\n

Website images often feature English text \u201cembedded\u201d in them, which create problems for many website translation solutions. Most don\u2019t anticipate the need to translate these images for multilingual sites, or can\u2019t detect them, or won\u2019t translate them at all.<\/p>\n

When these untranslated images appear on multilingual sites, they shatter the in-language immersion. That\u2019s bad news. Bounce rates can soar.<\/p>\n

Superior translation technology solutions automatically detect these translatable images, flag them for human linguists to translate, and send them to talented graphic designers to create the translated image. You should never need to provide source files for this image translation\u2014the best vendors can use those on-site JPGs and PNGs as the foundation of their image-translation workflow.<\/p>\n

And throughout this process, smart management technologies should maintain the brand\u2019s look, feel and corporate identity.<\/p>\n

\"Untranslated
Untranslated images create a \u201cmixed language\u201d experience that confuses customers.<\/figcaption><\/figure>\n

#3: Machine Translation Snafus<\/h2>\n

Translation software from companies like Google and Bing have come a long way in recent years. They\u2019re a cheaper and faster alternative to human translation\u2014but their quality still falls short for brand-conscious companies. The money you save on translation becomes a loss when customers bounce from a barely-understandable online experience. <\/p>\n

Until machine translation technology can construct grammatically correct content that also conveys emotional and contextual nuance, it can\u2019t compare to the skills and quality that humans bring to translation. For now, human translation remains the best way to capture the true voice of a brand. <\/p>\n

\"Brand
Brand repuation can suffer when machine translaton solutions fail.<\/figcaption><\/figure>\n

#4: Translation of Underlying Content<\/h2>\n

Your website has important content that customers don\u2019t pay attention to, or never see: webpage titles, descriptions, SEO-rich metadata and more. Search engines, however, love this stuff. Not translating (or mistranslating) this important content can have a major impact on organic traffic. It even impacts how\u2014or if<\/i>\u2014your website shows up in regional search results. <\/p>\n

A smart website translation solution works with, not against, your SEO strategy, ensuring these elements are localized. The very best solutions provide additional capabilities that further enhance search visibility and the on-site customer experience.<\/p>\n

\"Proper
Proper international SEO boosts rankings in regional search engines.<\/figcaption><\/figure>\n

#5: Undetected Translatable Content<\/h2>\n

Most website translation solutions fail at a mission-critical component of website management: they can\u2019t detect translatable content living on disparate parts of a site. This extends far beyond images. It\u2019s most often text found in applications, third-party content, and in code such as JavaScript. <\/p>\n

This results in a partially-translated website, which severely compromises the user experience. This alienates customers, undermines brand credibility and may even pose legal risks.<\/p>\n<\/p>\n

A solution that ensures full website translation<\/a>\u2014where the entirety of a website is presented in the preferred language of a target market\u2014is the only real option for brands that want to earn the business and trust of global customers.<\/p>\n

\"When
When text residing in application code isn\u2019t translated, customers often leave without transacting.<\/figcaption>
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